Branding

Creating a Brand

Artistes are often sold as a brand and  the music video then acts as a product of the brand. The use of music videos often will inspire audiences to buy into the brand ; done through the use of Mise-en-scene, the look of a music video can be expanded and the look of the video enhanced. The artiste will aim to have a constant "image" across several platforms such as websites, social media and so on. For some of the artistes, the "image" is of more importance than the quality of the product.

Accessibility

At the time when MTV was introduced for the first time, artistes had a real opportunity to get themselves out there in the public eye and go beyond what was heard on the radio. Videos enabled the artistes to convey a more comprehensive message and create their desired brand/star image. However at this time, videos were not accessible to people to be viewed at one's convenience. In the last 8 or 9 years, the proliferation in web-video technology (Enabled by Web 2.0)now means music videos have asserted themselves as powerful marketing tools for the artistes regardless whether it is played on TV or not.