- something to visually please the viewer
- something visual to match the music
- another way to connect to the artists
but the main purpose is to PROMOTE THE ARTIST.
The artist makes no money from these videos (so it's considered a loss of money), but they rely on the consumers to buy tickets to their tour, merchandise or buy their single because of the video.
Music videos often have the same conventions:
- pace matches the track (editing to the beat)
- filters, edits and effects obvious
- camera movement
- styling of artist matches the genre
- changing locations
- repeated shots
These are something that music video theorists Andrew Goodwin, Carol Vernallis and Laura Mulvey explore.
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