The main function for a music video is and always has been to promote the artist; a series of clips are put together and cut to the rhythm of the song to make the video; and therefore the music and the artist seem exiting, interesting, weird or fun but the main purpose is to capture the audience's attention; some music videos have even been lengthened into short films in which the artist specifically promotes themselves rather than the song, seeing as there is no music for a short period of time, only acting.
Some artists have been made famous by the outrageousness of their videos, and they use that to promote a certain image, an example of an artist who does this is Lady Gaga.
Her controversial videos have given her a reputation and she has consequently become one of the most successful female artists of today; her song 'the edge of glory' was the fastest selling single in the history of itunes, selling one million copies in five days.
Some music videos even become iconic and are sometimes what the artist is most remembered for: the music video 'Vogue' made Madonna a fashion inspiration and role model for many.
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