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Explore the importance of the pop video as a marketing tool

The pop video is now one of the most effective marketing ways of promoting an artist . Record companies would not dream of releasing a single without its accompanying video . What is depicted in the video will send out important messages about the artist . By showing the video the awareness of the artist increases and therefore so does the success of the artist . By using a pop video to help advertise an artist , the chance of the artist being successful is greatly increased .

A pop video advertises the artist , but it can also advertise products , films or simply a way of life or ideals to its audience One example of this is in rap videos which feature women , cars , big houses . This appeals to the aspirational desires of the audience - if an artist is respected and admired by their audience , they will sell far more records . One of the reasons that the music video is so successful in its advertising is that it has a very large audience . The main place that music videos can be seen is on the TV . A very wide range of music channels cater for all genres and audiences , alongside music shows , chat shows and all manner of other shows which feature the artist in question . Pop videos are also accessible in shops , on film , in bars and clubs and on the internet . This means that the range of audiences is very large and varied . It also means that the amount of people viewing the videos is greatly increased from the small , specialised audience of the people who specifically watch music TV .

Pop videos appeal to their audiences because they present the artist to the audience and this creates a connection where by the audience can feel close to the artist . Artists effect the lives of their fans by portraying certain images and cultures , fans copy this in order to be associated with the artist . By giving fans a video you are automatically sending out a message about the artist , and allowing fans to aspire to what the artist hopes to portray .

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