I believe that the artists when making a music video have to use the ultimate form of creativity and either give the listener one kind of "take" on the meaning, or to make it completely different. In all cases, the music video should be able to compliment the rhythms and melodies of the music, but never tell the meaning blatantly or straight out. The music video should create more of a stir to the music behind it, and should create more mystery and evoke more emotions than previously thought. Unfortunately enough, many artists mostly being that of mainstream types of music such of pop, are completely changing the magic of music videos into blatant acts of publicity, and is used as a tool to prolong the "shelf life" of a song. It should be used as another medium to express band character and creativity! It is also a way to have a producer not only hive his view of the song, but to give homage and honor the band.
In addition, it should be used as fun way to make their personality shine to the fans who are watching, so they can be idolized with multiple dimensions, instead of being just a voice in the darkness.
Music Videos are an art in themselves, and should accompany the band's mythos where ever it might go and is one moment in which one meaning of the song can be shared amongst a group of people, connecting them in one way or another.
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