While music television has perhaps waned in popularity, music videos are important in showcasing the artist on the new wave of music sharing technology - video sharing websites such as YouTube. A video is required to upload onto the website, but it is a free and simple form of production which has proven outstandingly effective. A successful (or unsuccessful) video can quickly be shared throughout the website, building world wide fame. As such the noughties has seen an influx of artists who have gained huge popularity rising from videos posted on video sharing website, perhaps the most famous of which being Justin Bieber who shot to worldwide fame after starting out on YouTube. This can in turn lead to record labels, single releases (especially on iTunes initially) and eventually tours - fulfilling the role the artist/band created the video for - to gain promotion in the hope of making money.
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| YouTube Sensation Justin Bieber |
A performance style music video can help promote live shows and tours. By giving the audiences a glimpse of the live experience, a good video could entice the audience to attend such performances, garnering greater revenue for the band/artist and record labels, as the case may be. This again shows the music videos purpose as a promotional tool designed to increase income.
A successful music video can help a band/artist to build a reputation or image they desire, through differently styled videos. Largely influenced by genre, a band hoping to construct a dark image will in turn create videos with a darker feel to them. Aside from live performances, a music video is the only viable method the band/artist has to portray the way in which they see themselves and, as such, is essential in creating the band/artist a reputation and image.
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