As Canadian rapper and singer Drake gravitates towards making UK chart history for the most stay at number one with bit single One Dance , it becomes amazing that Drake could achieve this feat without a music video.

You might ask, is a music video all that important ?

Well, yes it is. Here’s why:

According to Wikipedia Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings .

Music on the Internet is consumed and forgotten about daily, if not hourly. So from a record label point of view, an artist needs something bigger than an MP3 to get noticed. They need strong creative visuals to give them a substantial competitive advantage over their peers. Look at FKA Twigs and Tyler The Creator, perfect examples of two musicians who have made their visual impact just as powerful as their music. Music videos form a large part of an artist’s general creative vision and output. When you can stream music anywhere and everywhere a music video is a focal point — it draws your attention, or at least helps to.

“Even if everything is now digital, who doesn’t want to have more than just the track…I would say the track is the burger and the music video is the full meal deal with fries and Coke” — Simon Cahn

In some ways music videos have become just as or sometimes even more important than the artwork due to the way we now consume music. We used to buy a physical album with nice cover design, but now we consume on a plethora of platforms. Can you remember the artwork of the last track you heard? I can’t. But I CAN remember the video. It’s like a digital CD case for the track.
A video connects an artist and a listener, as well as connecting a listener to an audience. In many ways, they are an important medium for contemporary pop culture and technology. Fashion trends such as Pharrell’s hat and dance trends such as The Dougie created cultural sensations synonymous of that time in ways that are quicker and more accessible than TV and film. Who can forget Miley Cyrus too?

A bad video can suck the life out of a song, and a good video can make a song become a hit. Take the example of DJ Snake’s Turn Down For What  — that song had been out for a while, but it took the video directed by The Daniels to turn the song into a complete smash. Another good example would be Gangnam Style  — that video certainly left the audience remembering the song.

So to know Drake’s One Dance could garner this much success through streaming services like Tidal, Apple Music and Spotify, without the aid of a music video is quite appalling.

After asking for just "One Dance" Drake’s feet now hurts because it has lasted nearly four months on the charts.

Source:
https://blarckbillboard./2016/07/29/without-a-music-video-drakes-one-dance-comes-close-to-making-history-on-the-uk-charts/