Music video at the end of 2016 finds itself at a crossroads. The original perception of Music video as a sales promotion tool no longer applies in the post-download era, when consumers are now showing a clear preference for streaming rather than buying one-off products. This, combined with the post-platform distribution model that is evolving in the digital economy, means that music video’s role has to change. Music video as a genre now has to do two things: it has to be native to specific platforms and has to encompass content where music is the theme but not necessarily all of the video.