There are several different reasons for music videos to be produced, one of the main reasons is to promote a new single or album that the artist has made, the song used would most likely be on the new album that they have coming out so artists make the videos to get the new music known and heard and so that people are aware when they can buy it. The most obvious use for a music video is also to entertain the audience as some music videos actually set the meaning of a song which means the audience can better understand it by watching the video, the song would typically follow a narrative structure if it was setting a meaning for it such as a boy and girl breaking up for a sad song.
One more purpose for a music video is so we as an audience can adapt or feed into a stars image as they can show this across their music video, this means it can give the artist a chance to completely change there image if they wish show, an example can be seen in this video bellow for Rihanna; the video Rockstar was a single taken from her fourth album rated R, she changed from a more innocent natural look from her previous albums into a sexual rough dark and edgy image in this.
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