An interesting music video would gain publicity via word of mouth, music channels, and this would thus increase the amount of sales made by the artist.
For example, the above song has gained notoriety for the video's colourful and unusal elements, and it likely would not have made it to the UK if not for the video.
They may also be used to change an artists' image, for example the video to Christina Aguilera's song Dirrty:
Prior to the video she was well known for her role in Disney's "Mickey Mouse Club", and this image did not make her well known. With this (somewhat explicit video), she thrusts her self into the spotlight with a more sexual, fierce image.
It also appeals to a more visual audience, and can also be used to express the emotions of an individual.
In addition to this a contrapuntal video can change the whole themes of a song, or perhaps even be just random.
Supposedly the way in which to measure a music video's success is whether it fulfilled its purpose. More specific ways of measuring a music video's success though is:
- Number of song sales made
- Publicity gained of the video
- Publicity gained for the artist
- Does it add to the song?
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