Functions of a music video

Functions of a good music video must include the following:

• A message
• Reflection of the lyrics
• Creativity
• Good editing - lots of FX
• Promote the band/artist
• Quick editing and reflection of the rhythm 
• A variety of shots
• Immensely interesting and match the theme-in terms of colour.
• Reflection of the atmosphere of the song for e.g. a summer would be set in the appropriate place like a beach.
• Expecting the artist to be in it but it does not necessarily have to be the case for e.g. Ed Sheeran
• Create a brand image