A music video is created by the artist and record label as a way to promote a single. It is there to visually satisfy the fans and will also create an awareness about the artist which will make them more money if people are buying their music because they watched the music video and enjoyed it.
Examples:
Adele's music video for 'Hello' is a good example of promoting the artist. This is the first single Adele has released in a few years and there was no hype for the release as it dropped randomly. The music video was released the day later and beat the Vevo 24 hour record. The music video helps to promote the single and get Adele back in the music market as she has been quiet for a period.
As everyone probably knows One Direction are taking a year long break but before they go separate ways they are releasing one more album. They recently released a single from that album called 'Perfect' and then a music video for it. This music video will help to show awareness of the band one more time before they take their break. The fact that it's not much of a storyline and just shots of the group singing/messing around suggests that its a promotional video for them as artists.
Justin Bieber is releasing his new album 'Purpose' soon and this is one of the songs from it. He is trying to reinvent his image that he created when he was younger and the lyrics for this song really show that. The music video for the song isn't literal, it was filmed in Iceland and he is just having fun and showing that he's 'human too' like the lyrics suggests. This music video helps to promote Justin's new image.
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