Purpose of a music video:

The music video is a vessel of promotion for the artist or band; it allows the artist to promote numerous aspects of their product at one time.

They can promote:

• Themselves and their image
• Their album
• Individual song

These mean that their song and artist can be recognised on multiple formats and hence can be viewed and listened to more times than they otherwise would without a video which does nothing but make the product more recognisable and popular; if people are coming into contact with a product they like more often they are more likely to buy it. In addition companies like Vevo would be rendered useless and hence the artist would lose so much money from the contracts Vevo pay to show their video. It is an art form to aid in the true expression of the artist as well.