Research: What is the function of a music video?

Function of a music video

The main function of a music video is to promote an artist/group, their single and/or album. Through different aspects of mise en scene, camerawork and editing, the audience are entertained and invited to engage with the artist/story if there is one. In addition music videos often do a good job of highlighting an artist’s talent (this could be anything from dancing to just generally performing) making them more popular and ‘successful’ in the entertainment industry. Another function of a music video is to tell the story of the song/lyrics through moving image.

Little mix’s video ‘salute’ supports my explanation as we see them performing looking directly at the camera which engages the audience. They become real characters and not just voices we hear on the radio. All four artists are able to portray their strong characters, this is done so especially through the use of costume. Black leather clothing may connote strength and these young women have a wide fan base all around the world, who look up to them as role models. Female power and equality are major issues and Little Mixes producers and marketisation people made sure to present the members of the group as sassy young women. 

This works as promotion for the group because the audience become interested in the whole package and not just the sound.