Music Videos Today...
Music videos, an expensive tool but, does it work? Of course!
There is no doubt that a music video is a tool used to help the artist’s career. There was a time when music videos were used to introduce a new artist into the industry and help show the audience “what they got”. Music videos also used to be made to be more competitive in the music industry, because an artist that was already known, wasn’t using it to “introduce” him or herself, but they used it to maintain an image with their fans and to compete with other artist’s videos. For example, MTV was very famous for television programs like TRL (Total Request Live), where the audience voted for the best music video. The problem with this was, people had to wait for the show to see a new video. The audience did have slight control over the artist because they voted for their favorite and the amount of votes decided in which position the video came in. On the other hand, the program, TRL, controlled how long the the video was played, which most times, they cut the video and viewers did not get to see the complete video and had to wait until the next day.
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| Source: http://joshnason.com/tag/trl/ |
Today, we live in a time were the audience has total control. Videos are no longer a competition between artists, only for award shows and so, but they are definitely an effective marketing tool. Artists create music videos to satisfy their fans need of seeing their favorite song created into a visual story and see what the artist “still got”. Now, with the internet and social media, the fans do not have to wait for a TV program to play the music video. They have the freedom to search for it themselves and see it anytime they want. In the article “The Branding Power of Today’s Music Videos”, says that today’s advantage over television is that videos are reachable and shareable. This is not only great for the fans, but great for the artists as well because if a fan shares a video they liked, they are doing marketing for them.
I think that today, artists could keep videos simple. The creation of a music video is highly expensive, but artists should still do them because they are important for their fans. For example, there is this new trend called a lyric video. This term came out from the amount of videos uploaded in Youtube that the fans made themselves to be able to follow the lyrics and sing a long at the same time. A lyric video is not as expensive as a “regular” music video, yet it has become highly effective as well.
A video that I saw these days that really impressed me was from the American Idol winner, Phillips Phillips. His music video for his first single release "Home" is a collection, a video montage, of moments in his career. You notice they had to add some images for the editing of the video, but this is a great idea to lower costs on making a musical video, yet it is a really well done and inspiring video.
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