What Is The Purpose Of Pop Videos In The Digital Age?

One of the main purposes of a music video is to promote the artist and their newest single. As we progress further into the digital age the narrative of music videos is becoming significantly more important in order to make not only your target audience want to watch the video but also audiences outside of that. Nowadays, artists are continuously trying to create attention for their music and get the public talking about it; the best way to do this is through a music video.

 

One act that I have noticed that is always trying to stand out visually is Miley Cyrus. I have found that her music videos are whacky and provocative and they always create attention within the public eye. An example of this is when she made the 'We Can't Stop' video. Within this video Miley has included things like giant dancing teddy bears, many girls 'twerking' and other aspects such as provocative body movements. She also included odd things like someone eating money and rubbing bread on their face. This is very different to most videos as it has weird written all over it; most of the video consists of things that you would not do in your every day life, which is how it creates attention. A downside to this video is that there is no real narrative. Narratives help the audience understand what the song is about as you might not really get it when you first listen to it.

 

 

 

In addition to this, the purpose to a music video is also to entertain the target audience. More often than not, you will watch the video multiple times, especially if the story line is interesting. The use of the target audience watching the video several times can also help with the sale of the single. Furthermore, when watching the video on YouTube, it normally gives you 'suggestion' videos down the side of the screen  - these videos being other ones that the artist has made therefore, promoting the artist and the sale of their whole album.

 

As you can tell, music videos are ridiculously important in terms of marketing and promoting an artist, especially in todays society as people are able to access media on many different platforms - this means that the target audience is becoming more interested in the visual side of music.

 

In conclusion, after writing this I have gained a better understanding for why music videos are so important in todays age.