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 Music and Video 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.
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 hat and dance trends such as cultural sensations synonymous of that time in ways that are quicker and more accessible than TV and film.
Music videos are still an important jumping off point for directors to hone and explore their creativity. They give young talent an opportunity to break into different areas of the film industry — they are still very much a way in. The media still look at music videos for discovering new talent, and those ideas are then applied to so many other things. If you have a smart artist and record label, then there shouldn’t be too many guidelines — music videos can push the boundaries and be pieces of pure creativity. Budgets have diminished but good creative will stand above this.Spotify is now starting to make its own video content for their platform, it’s YouTube reversed. Spotify realise how important visuals are to audio and that the two go hand in hand, so we’ll see more music videos being made with these platforms. In further technological advances music videos and VR will become more integrated, accessible and so more creatively exciting. In terms of integrated branding within music videos, there will be more and more opportunities within a streamlined funding framework… But that’s a story for another time.