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A music video is a short film that usually fits the length of the song, although some have a narrative that starts before the song. It is a commercial product, designed to promote the music and usually coincides with the release of the song as a single. It is important that the video captures the key elements of the song, along with the artist’s persona , to engage the audience. Many music videos have very large budgets and demonstrate high production values to help sell the product . Exotic settings and special effects are often used to create an aspirational ‘fantasy’ world. As a form of advert , music videos , may be seen as ‘disposable’ and not intended to last, but they are also media products in their own right and many are highly creative and artistic. They often use codes and conventions of film and some film directors such as Michael Gondry, Anton Corbijn and Spike Jonze , began their film careers by directing music videos. There are specific award categories , for example at the Grammys and the MTV Awards, that recognize the artistic achievement of music videos.