According to Negus, music videos are merely "promotion tools". This is a very true theory seeing as music videos are not for sale, and are only there to help with the marketing of the product. Music videos construct, represent and sell the image of the artist or band.
Music videos can also be synergetic practices, for example; music videos which feature films.
Song: Playground Love
Artist: Air
Film Featured: The Virgin Suicides
Music videos can also be synergetic practices, for example; music videos which feature films.
Song: Playground Love
Artist: Air
Film Featured: The Virgin Suicides
The synergy between the two media, they are promoting each other and this is an example of cross-media convergence.
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