This research aims to investigate the role of music videos as a marketing communication tool. Research questions concerning the primary role of music videos, its importance to the market communication, the relevant distribution channels and hints of the mediums future is looked into through a qualitative approach with in-depth interviews as research method. The interviewees are people working with assignments concerning marketing in the music industry. The findings of the research concludes that music videos are used for communication with target audiences and that the medium is an important part of the communications mix. The relevant distribution channels of today are the video sharing websites YouTube and Vevo.com  and social media plays an important part in the distribution process. About the future, music videos are believed to grow in importance, both as a communications tool as well as a source of income.