Despite this, music videos are all made for very similar purposes. A common function of music videos is to promote the single, the artist and or the album. Therefore it can be said that a music video is actually a marketing tool and may contribute highly to the success of a single/artist/album. They also do a good job of selling a song in a way that it is remembered due to the video having an impact on the viewer. This could be why some artists decide to make their moving images stand out amongst others. Another reason for music videos is to give the viewer a better understanding of the song so that they are able to engage with it not just audibly but also visually. Lastly, videos highlight the talents of the artist (dancing, singing, performing and appearance) which also does a good job of engaging the target audience as they can begin to relate to the artist more than they could if they just heard them on the radio.
Jessie J - Who’s laughing now
I chose this music video to support my explanation because firstly, it does a good job of telling the story behind the lyric. The song is simply about becoming big after a period of time where you are looked down on by others. In this case Jessie J uses a young girl to represent herself who is being bullied by other classmates in school. Later on in the music video, Jessie herself appears to show the contrast between the two eras. It allows the audience to understand the point she was trying to put across by making the song which is to keep positive and not allow others to get to you at a time when you don’t have much significance. Her appearance in the music videos gives the viewers a chance to see how she looks and her mannerisms. In this case we are able to notice her confidence which pulls in the viewers. Also, she looks straight into the camera directly addressing her audience.
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