Personally, I think that due to the increasing popularity of technology, everyone (particularly amongst young people) are more visual rather than just listening to it, like they did when they listened to radio before technology evolved. So nowadays, people need a music video to understand and 'feel' the music video, otherwise they feel lost and get confused, which brings me to my first point; there must be a concept that follows the lyrics (illustration). Without this listeners will feel confused as to what they are listening to and not enjoy the music as much.
Another function of a music video is that it promotes the music; for example, a music video is shown on a music channel, a person likes the music and video, the person then researches the artist to discover more of their music. Artists choose singles from the album, which will be kind of the 'main' song of their album. They will produce a music video for it, promote it via posters, social networking sites, etc. thus gaining more popularity.
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