The Function of a Music Video

Despite the fact all music videos are different they all share one similar purpose. Their main function is to promote their song to in order to generate sales and popularity. However, nowadays a lot more artists ( especially mainstream artists )  use their music video's to promote merchandise as well as their music. Another function of a music video may be to explore an issue or a political topic. Artists will use their music video to illustrate their opinion on the severe topic and attempt to persuade their audience to share the same view as them. Examples of these music videos are : Ryan Macklemore - I Can't change & Kendrick Lamar - B*tch don't kill my vibe. Macklemore explores the view of "being gay" within today's society whereas Kendrick Lamar uses his music video to convey his thoughts on the drug "molly" a dangerous drugs people rely to have a good time.

Analysis of a music video 

One Direction Best Song Ever 


A music video should always be a memorable. If the consumer remembers the music video it's more than likely that the consumer will remember and enjoy the song, this will lead for the consumer to purchase the song.

The ways in which a music video is made memorable is through entertaining the viewer throughout the music video.

This music video received a grand total of 282 million views. The reason behind this is the entertaining video. One direction have a huge fan base and this music video appealed to them in an effective way  as the each member of the band dressed up and played the role of humorous characters. For example, Zane played the character of a lady secretary. In addition, the band performed a small simple dance routine which was also performed during shows. Fans would've tried  learn the dance routine, this would've caused them to watch them to repeat the music video.

Analysis of a second music video 

Rihanna & Shakira - Remember To Forget You 

This music video conveys the two female artists Rihanna and Shakira as being promiscuous in order to sell their music. Their target audience are predominately females however, they have widened their target audience to males through representing themselves as a sexual object - this attracts men. This music video supports the theory of the male gaze.


Ryan Macklemore - Same Love 

This video is very effective as it explores the severe topic of homophobia and "coming out of  the closet."This video appeals to his audience as it's given gay people confidence to come out of their comfort zone and be proud of their sexuality rather than being isolated in today's society.This is an example of amplification as the music video uses a storyline to illustrate the his view of the topic.