- to promote a song, artist, album or movie
- to create a persona for an artist
- to create, reinforce or change the image of an artist
- to visually represent a view from the song, for example, a charity song
- to demonstrate the lyrics of a song
- to appeal to both the existing audience as well as a wider one
- to entertain or to provoke emotions
- to increase the sales of an album or concert/tour
- to confirm the genre of the artist
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