Functions of a music video

• Representation of an artist
• Promotion
• Confirms genre
• Expanding platforms
• Entertainment
• Synergy
• The artist
• Gives an identity to the artist
• Creates a personal connection between the artist and the audience
• A music video can helps to create a brand for the audience to invest in
• Styling/aesthetics 
• Example: 'Justin Bieber' or 'The 1975'
• Raises profile
• Expression
• Another creative outlet
• Gives the artist a character/persona/image
• Conveys messages/themes of a song clearly
• The label
• Reputation
• Shows they have the money to produce music videos
• Particularly important if the videos are big budget
• Increases sales
• More albums sold
• More concert tickets sold
• The audience
• Strengthens the connection with existing fans
• Strengthens the connection between fans and artists
• Receive more from the artist
• More content across more platforms
• Engaging an active audience
• Secondary audiences
• Cinematographers