Purpose of Music Video in the Digital Age

The purpose a music video in the digital age is promote the song. Music videos is used to advertise the song, so people are more encouraged to purchase the song, or album. Music videos is also used to promote other things such as merchandise. If the content of the music video contains a product and they see the artist using it, this would encourage viewers to purchase that item. For example, in the music video 'Party Rock Anthem', the artist was seen using headphones which is an example of advertising merchandise. These headphones can now be found in music shops such as HMV or online through sites such as Amazon.









Music video are now widely accessible. People who wished to watch a music video can access it through TV or online social websites such as YouTube. This makes it easier for the listener since they can listen to the music for free, meaning they're not forced to buy the song in order to listen to it. This does support piracy which as an overall result, will cause the record label to lose profit as listeners won't buy the song or album if they can listen to it for free online. Records labels did attempt to face the matter by

Music was not always this accessible. In the 1970's, people who wanted to listen to song for  free could only access Top of The Pops since there was limited technology available at the time. Even this form of music video was limited since it's was shown as a specific time. Now, technology has enhanced, changing the ways music videos are made and distributed.