Purposes of music videos
Representation of the artist:
Music videos allows the artist to represent themselves to the world in a way of their choice, the music video can get them publicity and the viewers can judge them on what they have seen. Again this gives the artist an opportunity to represent themselves however they want. If an artist wants to portray themselves as good instead of careless then they'd do a video showing that they are so otherwise. Social networks such as Facebook and Youtube help promote the artist and their new single/album. An example of this would be Zayn Malik or as he now likes to call himself just 'Zayn'. Zayn Malik had started off in X-factor as a boy band with One Direction who's audience was mainly targeted at little girls of the ages 11-15 after 5 years of being represented as a the "Angelic good boy" stereotype he decided to leave the band and represent himself as his "true" character, he released his debut solo album "Pillow talk" which took a different change to his usual "innocent" look. The song featured adult language and scenes as this was his own choice, he had also took a different look as he had tatted himself and grown a beard to say that this was his true persona and he didn't want to follow something he wasn't comfortable with. The Label that he was signed with at the time did not allow this as it wouldn't appeal to the fans. The record label however would increase the artists publicity as they help produce the songs that are create as well as funding for any music videos, however this does restrict the artist themselves to be (in a way) the record labels puppet. This shows the representation of the artist and how they wanted to change themselves to suit a different audience.
Synergy:
This is when two companies work together to promote each other, this is so that fans from one of the bases see or "discover" the other, this will get the other base more publicity which works vice versa. This can be mainly seen with Films and Artists, the film company would usually get the artists to create a song for the promotion of the film, by doing this the artist can get themselves some promotion as fans from the film can then find out about them ands listen to their song. However this may turn out better for one of the companies depending on how big the fanbase is for them. Either way synergy makes both companies some money and a form of publicity.
An example of this would be when Fast & Furious got together with Wiz Khalifa and Charlie Puth to create a song for the late Paul Walker in his tribute in the film as he died halfway through the movie was in production. This song had been played on Tv before and after the film was made and had promoted both the film and the artists, the song had scenes of the film in the music video so people had an insight to the film and would then recognise it to go and watch it in cinemas. This was one of the most successful synergies as the song has reached 2 billion views in youtube and the film Fast & Furious has made about $735.2 million at box office. There were other individuals involved which also gained promotion, this could consist of additional promo's such as the other Fast & Furious films and the fans from the film could go and explore the artists songs.
Extension of outlet:
Extension of outlet are the various ways the musician can outlet their music, this can be via DVD, websites or via downloading from the internet. By making your music available on different platforms this increases the chances of it being publicised. The artist would want their music video seen by as many people as possible so they would put their video on various platforms so the chances of them being publicised will increase and also their revenue will go up. If people can access the music video on different platforms it is easier to view and share so in effect putting it on different platforms helps a lot. 
Examples of this can be seen on Itunes, YouTube, Spotify, Soundcloud, DVD and many more, all of which pay a certain amount for a certain amount of views. On average YouTube pay an artist at least $1,305 per 1 million views, in addition companies can pay the artist to put their own adverts in which gives the artist additional money. There are also charts in Itunes for how many people have downloaded and bought the artists music, if this goes up more people will notice this, this will attract companies and record labels to see this artist. Someone who isn't lucky enough to have been signed with a record label or have a successful Youtube channel can use Youtube to get themselves out there onto the internet and hope they get noticed.
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