What is a music promo?

A music promo is used by music artist as a form of advertising. They use them to increase the popularity of their band and message through the use of recent technology. A band creates a music video for various reasons. These reasons may include:
Music videos can be used as a form of art and expression. They are used by artists to share views or opinions with the public. This may be a message about politics or recent events that the band may get involved with during their music video.

What is the purpose/function of a music promo?

The main purpose of a music video promo is to advertise a band or a product through the use of advertising and promotional ideas. The band creating the promo understands that an audience are more likely to watch the music video of it is entertaining and interesting to watch. A band will make the video interesting through the use of typical music promo conventions such as lighting, narrative, mise-en-scene and editing. Each of these makes a music video more appealing for a bands chosen audience. 
As well as a form of entertainment, music promos can be used to inform an audience on a particular topic. This could mean a video based on a particular news event or am issue raised at a certain time. A band will most commonly use these kinds of ,music videos to create awareness within an audience towards the event. this could sometimes shock the audience into understanding issues in certain global topics. 

Examples from music artists:

- Michael Jackson's Black or White - raises the issues of racism and equality - Creating a message

- Feed the world - Raises the issue of hunger in Africa - creating a message

Where can music videos are viewed?

Due to the modern age of technology, music videos can be viewed by more people on a larger range of devices. More and more people have access to the latest technology and therefore gives a band a bigger basis to advertise their music promo video. The most common way of viewing a music video is through the internet and sites such as YouTube and Vimeo. These different sites allow the audience to search any song and watch the music video. This easily accessible way of watching then video makes it easier for the band to advertise themselves and helps to make the band more popular. Furthermore, people can not only visit these sites on a computer but on other devices such as phones and tablets. This allows an audience to watch a music video wherever they are. 
Another popular way of viewing a bands music video is through a music channel on the television. These channels constantly air promo's and allows anyone with a TV to watch them and become aware of a bands work. 

How has digital technology impacted on the exhibition / consumption of music promos?

The increased consumption of music videos and the increase in a bands popularity is due mainly to the development of digital technology. The new age of technology has allowed thousands more people around the world to view a video using the internet. The invention of 3g and 4g, means that people can watch a video/music video anywhere they are. This means that the bands videos are watched more often and therefore become more popular. 
As well as this, another factor is the increasing amount of video games consoles. More and more teenagers now have access to a console. This means that they can access the internet through their console and watch a music promo video. This is another way in which a band can increase their popularity.