initial research-role of music videos.

The purpose for this music video is to promote the band and their new single called 'Start Again'.
there are many purposes of music videos. Firstly, it not only promotes the song and the band, but it gives the artist (or in this case, each band member) their own unique identity. For example, when listening to the song, you won't know who played the drums, or played the guitar or sung the song unless you are a big fan and researched it, or went to their concerts and gigs. It is also difficult for the band to break through from being an 'average band' as a music video helps create a perception of each band member, maybe through the unusual hair, or the way they have been represented. For example, from ke$ha's music videos, the media has represented her as a party animal. This may give her the certain target audience she is looking for.
In the genre of rock, there are many performance shots, and in a video it is easier for the band to throw their equipment around, giving off the original 'rock n roll' image i.e Nirvana. This helps builds loyal fans as they are more intrigued of going to their concerts as the want to feel the heavy rock n roll vibe they carry out in their videos.
In contemporary society, music videos are also used to give an image to the song. this make the song more memorable as a catchy music video will promote the song as the audience will make reference. It can be used the other way round too; a catchy song will make the audience remember the music video. It can also make the audience become fans of the artist or the band.
A personal example of this is Avril Lavigne's new song called 'What the hell'. i have always been a big Avril Lavigne fan however i did not particularly like this song. But after the music video came out, i saw how fun it was and how interesting the music video was, from then on i loved the song as i kept remembering the catchy music video that went along with it. it also helped me to understand what the song was about.