The purpose of a music video

• Promote the artist's song (raise awareness)
• Social media can then further promote the track by 'sharing' on different social networking sites (e.g. Facebook, Twitter)
• They can promote the artist (style, reinforce image and personality or even change their image, also potentially promoting their 'style'-e.g. fashion trends) 
• They allow the artist to reinforce or put across the narrative of the song (theme) to the viewer
• Allows artists to promote other talents-e.g. dancing or playing an instrument 
• Artists can evolve or change their brand (identity/image) through music videos 
• They allow artists to stay 'up to date' with fans and audiences (e.g. by keeping on trend or even 'setting trends' that fans or general members of the public will adapt-further promoting the artist)
• For the pop-industry in particular, music videos are crucial (allowing pop artists to display their talents and up-to-date trends)