Music videos allow listeners to establish a visual connection with the song, it can leave the listener with a good impression which leads them to watch the video repeatedly as well as listen to the song. It also gives the artist a chance to display other talents apart from singing, the may able to play instruments or even have dancing skills, this gives them a chance to get on a pedastal and the audience will think highly of the artist. By having a music video it can be played on multiple platform such as the televison (music channels), YouTube (which can then be shared to facebook and twitter), this will gain the artist popularity.
Music videos are apart of technological growth, as the music industry growns in order to match how fast society is moving they need to make sure profit is always stable, by expanding the margins of what a singer is it allows the artist to become anyone and anything they want, by always re- inventing themselves they can become who ever they need to be to sell thier music to thier target audience, the main and easiest way to re-invent yourself is to by creating music videos.
For example Ariana Grande is known to be a cute, innocent and sweet singer, her target audience loved it and that is how her label marketed her for the earlier years of her career, recently she had to expand her fanbase and target an audience that can audience that she express herself with, as well as audiences who can attend concerts and pay for her album so she decided to become a mature young woman with songs that are no longer so innocent and censored.
