The Function of a Music Video

By Natalya Zossimova

What is the function of a music video?

• to provide the audience with a greater understanding of the song, so that they could engage visually, as well as audibly
• to entertain the viewer by highlighting the talents of the artist and promoting the artist by their performance

The main function of a music video is to promote the artist as the artist dominates the record label to make money. So therefore, the more promotion the artist gets; the more money the record label is likely to get.

The artist promotion can involve the following aims and activities: 

'Kali Uchis - Ridin Round'

I consider this music video to be the best example which shows clear music video form:

https://www.youtube.com/watch?v=bUANL9WoB90

... The music video shows  

• Artist Kali Uchis entertains the viewer by her performance.  

• She provides the audience with a greater understanding of the song with a glimpse of her lifestyle

Narrative

The music video uses a narrative structure to show Kali Uchis' lifestyle and culture growing up in her home town in Columbia. Her Spanish lyrics combined with the long shots of views of Columbia, reveal a sense of engaging with where the artist comes from. 

At 2 minuets 32 seconds into the video, she sings 'I used to count change, at the counter of the grocery store'. The music video is able to give a literal visual meaning to the song, showing Kali Uchis at the grocery store.