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THE FUNCTIONS OF POPULAR MUSIC VIDEOS
To anchor band’s image (aesthetic/ideological/generic)
To integrate into and compliment an extensive and co-ordinated cross-media marketing campaign
To sell the single (via high street and online retailers/download) and thus to sell and promote the album
To provide universal accessibility to the artist
To generate an illusion of artist and audience interaction
Often to provoke controversy that stimulates publicity and potentially sales
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