Commonly, music videos have a narrative that relates to the song and this can help audience understanding of the lyrics and the overall message.
Beyonce's If I Were A Boy has a video which actually acts as a visual representation of the role reversal sung about in the song. Beyonce stars as the female in the relationship who acts as the male, cheating, flirting and interacting with other people behind her husbands back.
Using Beyonce as an example again, another purpose of a music video would be to display an artists other talents. In the Single Ladies video Beyonce demonstrates her dancing abilities as well as her voice.
The whole video features a constant dance routine and difficult choreography which only some artists opt to do in their music videos.
Michael Jackson's Thriller was listed in the Guinness Book of Records 2006 as being the Most Successful Music Video, selling over 9 million copies.
Thriller demonstrates Jackson's skills at singing, dancing and acting all combined into one music video. The video became a worldwide phenomenon and one of the most famous imitations is the Philippines Male Prison rendition.
Sometimes music videos are used to portray some subliminal messaging to an artists fans and audiences. Lady Gaga very popularly writes songs and creates music videos which tell the world something. Her song and video for Paparazzi explains how tabloids and articles about her slowly demoralise her and the video is hyperbolic of this message in that it displays her in a wheelchair.
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