Music videos are used as marketing devices; their main function is to sell/promote/expose the artist in order to maximise profits. Sometimes the more controversial the music video is, the more the profit maximisation and sale boosting. Judas by Lady GaGa is an example of controversy in the music video sector. Music videos are also a means of promoting/establishing the artists image.
In some cases the music video is a key element in making the song memorable, and if the song is not to many people’s tastes, it can make up for it. Occasionally music videos promote brands and/or films, for example The Game promotes Dr. Dre’s headphones (Beats by Dr. Dre) in his ‘Dope Boys’ music video; this benefits both The Game and Dr. Dre.
An artists’ prominence is based on how many views their music video gets. Justin Bieber’s ‘Baby’ video on YouTube has over 630 million views.
On his channel it shows that his channel has been viewed over 39
million times and his total upload views are over 1 billion. This demonstrates
the importance of music videos.
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