What is the function of a music video?

The function of a music video is to act as a story through a song, although they never follow the normal narrative structure. They are compressed in to a short time to fit with the music and usually one person is the main focus.

Function

1. Devices to create controversy and to attract a larger fan-base 
2. To reach a wider audience 
3. To entertain and engage the audience
4. For the fans to keep up to date with the artist
5. To SELL (tickets, merchandise, downloads)

Ellie Golding's latest single 'Burn':

This is a great example of the classic music video form. There are 2 base tracks which are alternated between during the chorus, as the verse arrives another 2 are introduced (the car and the night scene). The beat speeds up and so does the cutting to the beat, with the base track changing on every fourth beat. There is reference to light throughout the video through the misenscene (the candles, lights, last birds eye view shot of the city at night) Ellie Golding looks at the camera frequently, following the music video convention of breaking the fourth wall. Repetition is used as every time the chorus starts and the word 'burn' is said everybody in the video raises their hands.