What does a music video actually do for the artist?

First and foremost, it can change a way an artist is looked at by their fans and critics along with creating a persona. It also increases the knowledge of the song/album along with increasing the knowledge of the artist. Depending on the song you can also see the artist in a different light which can widen the artists fan base. This also increases the bond between the artist and audience as you can connect with the artist on a 'personal' level. Also if the lyrics are hard to comprehend you can show a story of the lyrics. Another thing that music videos does are that it means that the artist has to attend less interviews, saving time for the artist while still getting exposure on TV.