The purpose of a media video is to make the song visual, meaning that the audience can identify the song with an artist, and a storyline that's going on in the video. The video also introduces the genre of the song if it is not already obvious. Sales of the song are drastically changed and helped by the music video, as it spreads the word of the song from being on youtube and music channels. Videos also make the songs and artists more memorable especially if they have some kind of dramatic plot or storyline. Another reason media videos are produced is for pure entertainment, fun or humour. They could also be used to build up a new image for the artist.
The structure of the music video is to tell a story that the audience can identify the song with and make it more interesting as the lyrics often link to what is taking place in the video and make the songs meaning more clear. Also, for the audience, being able to see the artist is a benefit as you can see them singing and gives a sense of their ability although its not real.
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