Musical exotica and nostalgia: \u27localizing\u27 Malaysian music video?

Music video has become an essential component of the music recording industry. Introduced in the 1980s as a promotional strategy, music video helps audiences to identify with the artist. It allows \u27the public to become acquinted with many aspect of an artist\u27s personality including more subtle ones such as a sense of humour or taste in clothes, friends, spouses and visual images\u27 (Riordan 1991: 311). Today, virtually every single release by both majors and independents is supported by a video. The single song in the video has become a crucial factor in the marketing of an album. The success stars such as Madonna, Duran-Duran and Paula Abdul has been attributed to their music videos. (Copied from article)