“Going beyond just the music as heard on the radio, videos enabled artists to convey a more comprehensive message, portray an image and create a brand for themselves. Videos became so powerful they could make or break a single or even a fledgling artist’s career.
Presently, the web has become dominant as a music video platform. This is largely due to two main-advantages that it has versus television: Accessible and Shareable.
Fans can search out their favorite artists and videos and watch them over and over again. This embeds the look and sound of the artists into the minds of the fans.
The accessibility of videos gives artists an opportunity to brand themselves or change their image, knowing it will be seen over and over again, thereby far more quickly accomplishing their marketing objective. Accessibility leads to repetition, which helps develop a strong brand.”