There are many purposes of a music video but the main point of a music video is to promote the artist. This then helps the artist to connect with its target audience and of course gain popularity for the artist as a whole. The artist will usually have a album that they are bringing out at the time they release a single and this can they be promoted also.
Many aspects of a music video are solely there to promote the artist, the most important one is the artist looking into the camera and spending majority of the time on screen. There often close ups of the artist as they sing and this helps their target audience to become familiar with the artist and once again helps to promote the artist and the single. Some artists choose to have their song played out through a story and use other people in their video to act this out, however even in these circumstances the artist will usually have a few shots by themselves with them looking or singing into the camera.
This song (Crazy in love.) by Beyonce is an example of a good music video. Beyonce spends the most time on screen and looks into the camera throughout the video when singing. There are also a range of close ups to help the audience connect with her. The video also includes a few dance routines which goes well with the song and it is an RnB/Pop genre and this is often seen in videos of those generes.
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