1. Tell a story and invoke a reaction
Sometimes a music video will portray one out of various interpretations of the song. Other times it will simply lay out the narrative and let the audience derive from it what they can by themselves.
2. Make the song memorable
Many music videos have broken and even sometimes made fun of music video conventions, for the purpose of making it memorable. An example would be psy's famous Gangnam Style or Duck Sauce's Barbra Streistand. Some other artists prefer to take a different approach and create a great music video that isn't out of the blue, shot well and generates an impact from an audience.
3. Display other talents of an artist
Anything from dancing to acting or playing an instrument could be another talent embedded within the music video. Michael Jackson made himself famous for his dance moves, particularly in the two hit songs Bad and Thriller.
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