There are various reasons why bands produce music videos. Firstly is added finance on top of the single release. This added income comes from the video being sold on places like Itunes. Also, the song reaches many more people when it is played in the form of a video on such channels as MTV and TMF, thus leading to more purchases of the single. If a music video is effective, it should evoke a reaction and make the song memorable. It is also obviously a tool to expand the exposure of the artist, making them more well known so they create more revenue. Product placement can also generate further income, for example 'Virgin Mobile' in Lady Ga Ga's 'Telephone' video. This was incredibly clever placement, Virgin clearly knew the video was going to controversial, they were correct, MTV refused to show it and since the release, the video has had millions of views on Youtube, creating alot of exposure for Virgin.
Music videos are also produced for the purpose of artistic interpretation. Bands can convey the meanings behind their songs in the form of video, it can help show the character of the band for people who are new to listening to them. For example, in 'Kasbian's video for the single 'Fire', the band wanted to create the image of giving music back to the people, therefore they created a video of them robbing a 'bank' where the money was infact music notes. This video won them alot of fans and showed off the creative and slightly unorthodox style of the band.
Videos can also be used to show off other talents that the performer has, for example Michael Jackson's dancing was not shown through his lyrics but on video. This can link back to finance as it may encourage people to buy tickets to Jackson's live shows.
Ultimately, a music video has to ENTERTAIN to achieve all the criteria that should be matched, otherwise it is ineffective and pointless. These days music videos are also the 'done thing', to be considered a major band you must have music videos to accompany songs.
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