Since then music videos have been a burgeoning form of media, and have become so much more than a mere visual accompaniment to an artist’s track. They have the ability to escalate the popularity of a song to stratospheric heights, through being played on music channels or being shared on the internet.
By ‘going viral’, music videos can be accessed by everyone with an internet connection. Take the recent pop sensation ‘Gangnam Style’ (530 million views at time of writing). As a song it is distinctly average, a generic pop song, another skid mark on the underpants of our music charts. However, give it a quirky music video and a stupid (albeit entertaining) dance routine, and you have yourself a major hit.