If you are serious about your music career (and serious about your aspirations of becoming a global star), you need to deliver to your fans and potential fans (music lovers and lovers of the genre of music you do) – awesome and high-quality visual content. The music matters a lot, but amazing visuals take you to the next level.
Just think about viral hits like “Gangnam Style”, “Drip Too Hard”, “Bad and Boujee”, “Despacito”, “Gods Plan”, “Gucci Gang”, and “Hotline Bling”. What did all of these hits have in common? They all had music videos that some would say outdid the songs. The music videos for these songs were not only visually stimulating – they did the songs justice. Some say these songs were already hits before the music videos to them come out – and, this is true because the numbers do not lie. However, it cannot be denied that these songs all shot up in popularity and streams after the visuals to them were released. So, here, we see the chicken before the egg dilemma. Did the song make the music video, or did the music video make the song?
Regardless of your opinion on this, the millions (hundred of millions – and even billions) of views on the music videos of these songs adds validity to the importance of a great music video for a song. People love watching music videos on YouTube and social media music video snippets on Instagram. They are cool, they tell stories, they show a lifestyle that people aspire to live, they are sensational and they stimulate our senses. Although there is not a lot of scientific studies that have been done as to why music videos have such a powerful effect on us, their effect is seen in popular culture. The clothes we wear, the cars we choose to drive, the types of homes we aspire to live in – are all subconsciously influenced by music videos. This is why top brands are always trying hard to place their products and services inside music videos. Because music videos are near perfect (and undetectable to the naked eye) marketing tools.
Most parties involved in music video production recognize the sheer marketing power of a music video that is well done. Labels and important personalities in the industry know that a great music video can put an artist in the spotlight – and allow them to skyrocket their reach, career and industry influence. That is why top labels and executives provide massive budgets for music video production (in Toronto and the world). Brands place their products in music videos to advertise and market them. Usually, they provide their product and some extra funds for the production of the music video to get their brand or product featured. If you are a great music video producer, director, or an artist, you can take advantage of this information. Reach out to brands that you are interested in promoting to see if they want to be involved in your music video production project. Obviously, the results of this will be dependent on your power, reach and sway as an artist right now.
Music video production companies, producers, videographers, directors, models, and actors know their involvement in your music video production can accelerate their career or help them maintain their industry significance and power. So, they will treat your project with respect and make sure it is as awesome as it can be – within your budget. Finally, artists (like yourself) know the power of a great music, as was previously stated – so, they always come with a lot of energy and great ideas – to a shoot. The fact that all parties involved in music video production recognize the power of executing to the highest level creates a conducive environment for creating (and putting out) the best work possible.
Now that you understand the power of music videos – and the effect a well produced and directed video can have on your career, on a labels bottom-line, and for a brand – lets look at the role that awesome music video production plays in the whole process and journey.