Ps... (A little more research on how/when music videos are used) - Something I personally noticed

Admittedly, I'm a stereotypical music & media loving teenager myself, & I recently went to see one of my FAVOURITE UK artists live at the O2 Arena - Jessie J!
Despite being mesmerized by her real life live performance, something else caught my eye! I noticed that throughout the concert, video clips accompanied with her music would be shown on a screen (Just like a huge TV) - It fabricated an entertaining piece of visual and audio, resembling a music video! Showing the artist, her track, and effects to enhance the both. I found it bizarre that a music video would be shown even with the artist present in the room to perform live.

A midst all of the dancing & fun I did manage to film a sneak peak of these clips - take a look and understand yourself how these promotional videos were incorporated into the night.

So...

I started to wonder WHY such technologically edited pieces of media text were being shown at a LIVE gig. After enjoying the amazing live (and not live) night I concluded these few reasons to why 'music videos' were used:

1. THEY ARE SIMPLY ENTERTAINING! - Of course people (like me) attend live concerts to be entertained by artists and music that they love, & music videos are able to enhance every aspect of the artist & music to a point of near perfection! - So why not throw a few into the arena & excite the audience's atmosphere even further?
2. ON SCREEN VIDEOS DO THINGS THAT PERFORMERS AREN'T ENABLED TO DO IN REAL LIFE - E.G. Meaningful words & lyrics are shown on screen like 'LOVE' to captivate people's attention to deeper music meanings. 
3. TECHNOLOGICAL EFFECTS CAN BE APPLIED - There is a lot of slow motion & fades throughout the video which clearly aren't humanly possible to create on stage in real life. These special effects add more tension & emphasise body parts and movements of the artist. They create an overall atmosphere very easily! (slow or fast paced) 
4. AUDIENCE GETS UP CLOSE & PERSONAL WITH JESSIE J - The shots including extreme close ups on the screen allow the audience to see the artist VERY closely. Although they are at her gig, nothing is more up close & personal than an extreme close up on a huge screen. This achieves the same aim of a promotional video by letting the viewers get to know the artist closely.
5. IT PROMOTES HER OTHER VIDEOS - The videos shown at the concert were amazingly done! They created such emotion & feeling. Therefore if the audience (me & the other 20,000 attenders) enjoy these videos, they may be intrigued to see the rest of Jessie J's videos afterwards. It's basically a music video promoting her music videos! B I Z A R R E - BUT- C L E V E R