Music Video as a marketing device

Music videos are a form of promotional content designed to sell both the song and the artist. They are a vital part of the music industry’s marketing strategy.
The key objective of a music video is to enhance the music it accompanies. The visuals add a new layer of meaning to the song and can, sometimes, transform how it is perceived.
They serve as a promotional platform to showcase the artist’s identity, style, and brand. Music videos are also an opportunity for artists to collaborate with brands on product placements, creating another stream of income.
They provoke discussion and interaction, driving audience engagement. A music video’s virality on social media platforms like YouTube can lead to chart success and increased sales for the artist.

Performance videos: The focus is on the artist or band performing the song. These are often filmed at concerts or on a staged set.
Narrative videos: A story is depicted in the video that may or may not relate directly to the song’s lyrics.
Concept videos: These focus on presenting visuals, aesthetics, and concepts that highlight the song’s vibe, rather than a coherent narrative.

Genre conventions: Understand how elements like setting, costumes, camera angles, colour palettes, and editing techniques help categorise the video into a music genre.
Narrative analysis: Review how the story unfolds, studying continuity or discontinuity and the interplay between the song lyrics and video narrative.
Performance elements: Look at how the artist’s performance (including dance sequences, band setup, solo shots) contribute to the overall mood and message.

The rise of social media platforms and the trend of sharing content has resulted in the phenomenon of viral music videos, which can greatly boost an artist’s popularity and commercial success.
Music videos provide an opportunity for artists to make a cultural impact or statement, helping to differentiate them in the crowded music market.
Artists often release teasers, behind-the-scenes content, and remixed versions to engage the audience further and increase shares and likes, therefore extending the lifespan of the video’s promotional value.

Streaming platforms like YouTube or Vevo have become key distribution channels, and views on these sites are often considered a measure of the song’s commercial success.
A large number of views can lead to direct monetisation through ad revenue, especially for artists with a substantial fan base.
Subscriber counts, likes, comments, and shares on these videos also provide artists and music labels with valuable data about their audience demographics and engagement levels.