What is a music video?

The primary purpose of a music video, is to use it as a marketing tool. By creating a video, an artist may gain more publicity due to an original or outstanding music video, and this would allow them to either sell more copies, or create more media coverage. This helps also when trying to attract a target audience. Sometimes, songs may not be clear and concise on which exact audience they are targeting, however their music video may help describe who it is aimed at, simply by the atmosphere in the video i.e. if there is footage of them playing at V festival, it helps to show that its a pop song.
Another reason music videos may be used is to show a story of the artist. In videos, artists are able to tell a lot of different stories, and also how their mind works, so this could work as a great way for a fan to feel or stay connected with the artist.

Examples of these that help create a relationship with the artist are as follows:

Justin Bieber - Beauty and a beat

In this music video, Justin Bieber helps promote 'Just Dance 4' by getting people to play it at the party that he was hosting. the party was being held at a water park, again promoting water parks to any fans that are watching. The video contains a short narrative in which shows the talent ofr Justin Bieber. This is then followed by Nikki Minaj joining the song and clearly taking an interest in Justin, causing more attraction to the video due to young jealous fans. The video also attracts the younger audience with the simple idea of having fun at a party. This helps with the idea mentioned earlier of creating a relationship with the artist, and understanding a lifestyle.

In this video, Bieber fits under the performance category - one of the three possible categories for a music video. the other two are:

Narrative - telling the audience a story

Concept - selling the audience an idea/theme or idiology

The following video shows a narrative more than performance:

Taylor Swift - Everything Has Changed ft. Ed Sheeran

From the very beginning of this video, it is clear that the setting is a very cliche, traditional, American Elementary School. This helps paint the 'perfect' picture throughout the use of the bright colours associated with being a small child. This is also magnified by the close friendship between the little boy and girl who are the stars of the video. They artists make it obvious in this video that the two characters are clearly meant to link to them, and their playful friendship throughout the play fighting and face painting. Like Bieber's video promoted Just Dance 4, in this video, they promote 'Converse' whilst on the climbing frame.