Music videos have maintained their relevance in entertainment and youth culture thanks to the internet, where they are viewed, passed on, and talked about just as much as they were in the days of the music video devoted channel.

Music videos have maintained their relevance in entertainment and youth culture thanks to the internet, where they are viewed, passed on, and talked about just as much as they were in the days of the music video devoted channel. Because of this significance, they are “fast becoming the go to place for any brand looking to engage with a younger audience.” Brands are beginning to experiment with shoppable music videos, and there is evidence that YouTube and Vevo are taking “significant ad spend away from television.” (Marketing Week)