The production of a music video involves efficient organising with a range of people, from contacting the artists and directors to pitching fresh ideas within their budgets and filming and editing and finally the distribution, where the companies must find a way for the music video to reach as large an audience as possible or to a specific target audience. 

Recently, an increasing number of artists are releasing their music videos on ‘YouTube’ – the largest video sharing site worldwide and this definitely works as seen in the examples given on the ‘History of YouTube’. Some artists release music video DVDs to increase their income and sales. Others that reach the charts have their music videos shown on music programmes, which help to publicise the song and the artist.



Music videos are a key player in the marketing process, even though they have become more of an art form than just a simple marketing medium. This is seen through the ages, from Michael Jackson’s ‘Thriller’ to Lady Gaga’s ‘Telephone', we witness how music videos have become more than just a video to promote the artist, but a display of artistic technique and a short film piece.