Is posting video content essential for musicians?

Now that the public can easily browse and access endless music catalogs on streaming platforms, the need for music video content may have lessened, but is it still crucial for a musician’s career?

by Mathilde Neu of Reprtoir

Since the growth of streaming services, such as Spotify and Apple Music, there have been changes in the music industry. One of the biggest questions that has arisen is whether musicians still focus on creating video clips?

Here’s the truth: Videos, although less prevalent in the modern music industry, are still critical for musicians.

For instance, social media is powerful for musicians, and shorter video clips—especially on TikTok—help musicians develop their fanbase. Nevertheless, there are many other reasons why musicians should still utilize videos.

But first, let’s look at the history of the video clip in the music industry:

The History of Videos in the Music Industry

Historically, music videos have played a pivotal role in the success of numerous artists. Iconic videos—such as Michael Jackson’s “Thriller” or Madonna’s “Like a Prayer”—not only propelled these musicians to stardom but also left a mark on 20th-century popular culture.

Music videos became a medium for artists to communicate their artistic vision by complementing their musical creations with compelling visuals. In the pre-digital era, the MTV generation eagerly awaited the release of new music videos; this contributed to the larger-than-life personas of artists.

With streaming platforms and the growth of the internet in the digital age, there’s been a democratization of content creation for musicians. As such, there’s been an oversaturation of content, with millions of videos vying for attention on platforms like YouTube.

Therefore, some argue it has become challenging to stand out based on the visual appeal of music videos. Also, the period of waiting for a music video to premiere on television has been replaced by a stream of easily accessible content.

Yet still, we believe it’s hugely important to create a video clip for the following reasons: 

Why Creating a Video Clip is Still Essential for Musicians 

1. Visual Storytelling

Music videos offer a way to extend songs beyond their sound. Through visual storytelling—musicians can produce emotions, show intricate themes, and build an artistic experience for their audience.

In turn, this improves the viewer’s understanding of the song and strengthens the artist’s ability to communicate their intended message.

2. Branding and Image Crafting

Music videos are a powerful tool to curate and reinforce public image and brand. Every visual element—from costume choices to set design—contributes to the artist’s visual identity.

But remember, consistency in this visual representation across multiple videos can solidify an artist’s brand in the minds of the audience; this builds recognition and establishes a distinctive persona.

3. Capturing the Audience Attention in a Crowded Landscape

A visually captivating video can cut through the noise and make a lasting impression on viewers by compelling them to share the content with others, one of the most crucial things for social media success.

In addition, the shareability of music videos grows an artist’s reach, which can significantly contribute to the promotion of their work.

4. Creating a Global Fanbase

Music videos—especially in the age of online platforms and social media—promote the global growth of an artist’s work.

A well-produced video can transcend language barriers and cultural differences and resonate with audiences worldwide. The accessibility enlarges an artist’s fanbase and contributes to cultural universality.

5. Adaptability to Evolving Technologies

Music videos are adaptable to technological advancements, which has ensured their continued relevance. As new technologies—such as virtual reality (VR) and augmented reality (AR)—emerge, artists have the opportunity to drive creative boundaries.

Therefore, the ability of music videos to grow with technological trends positions them as a vibrant medium in the music industry.

6. Revenue Generation

Beyond their promotional value, music videos play a role in revenue generation. For instance, platforms like YouTube give opportunities for monetization through ad revenue and partnerships.

Additionally, well-received music videos can drive increased streaming and download activity, which contributes to financial success.

7. Legacy Building

Iconic videos have the potential to transcend their initial release and become cultural phenomena. Videos that leave a big mark on popular culture contribute to an artist’s legacy—ensuring their impact on future generations.

Likewise, the visual component of an artist’s body of work becomes a timeless representation of their artistic contribution to the cultural landscape.

Here are some key things music companies should consider in today’s climate:

• Integration with Social Media: A musician should leverage platforms like YouTube, Instagram, and Twitter for releases and teasers. Also, use social media for behind-the-scenes content and interactive engagement.
• DIY Aesthetics and Authenticity: Musicians should embrace a do-it-yourself aesthetic for authenticity and create relatable content reflecting the artist’s personality and creative process.
• Cross-Media Collaborations: Musicians should collaborate with filmmakers, visual artists, and game developers for multi-dimensional experiences.
• Virtual and Augmented Reality Experiences: Musicians should also embrace immersive technologies for interactive video experiences and offer unique elements that set videos apart in a tech-savvy landscape.

Final Thoughts

Video content is still massively important in the music industry. As a music business, your musicians must tailor video content to a modern audience and make it compatible with social media.

At Reprtoir, we offer tools to grow your music company. You can reach out to find out how our service can grow and streamline your business.