Another way music videos can make the song or artist more popular is through controversy this often works in the artists favour after all all press is good press in many artists views.
Some music videos set out to be controversial such as the never shy of controversy: Madonna - like a prayer featuring burning crosses and a black Jesus obviously causing a stir within the religious community something which Madonna and I'm sure Madonna's record label had no problem with as her record sales and popularity went through the roof.
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