Purpose of a Music Video

1. To create a recognisable image that will appeal to the target audience
2. Marketing tool for the artist/band
3. Increase airplay of the song
4. Create more interest in the album
5. Sell singles, albums and the band/artists (brand)

Andrew Goodwin - Theorist

1.  The record company's demand for exposure of the artist will mean a lot of close up shots of the singer or band
2. There will be a relationship between the music and visuals 
3. There will be a relationship between lyrics and visuals 
4. There will be genre characteristics for example - rock music will have a live performance
5. There will be references to the notion of looking eg. television screens, mirrors, people looking at each other/at the audience
6. There will be some use of intertextual referencing