In the 1990s, ways of discovering new music lay with MTV and radio for promotion. Many artists in this period were being signed to record deals, which created an opportunity for bands to get noticed, but it also made it harder for people to become mainstream stars as they had to stand out to become popular.
Music videos have become less performance based and there is a greater concentration on creating a story within the music video, to make it entertaining for the viewers. Roles of directors in music videos have allowed artists to express a creative side and create a video that reflects their brand identity and allows them to style themselves in a particular way to make them stand out and seem different so that people are attracted to them.
