![]() Cassie Petrey is the co-founder of Crowd Surf, a digital marketing company if her clients release a music video, she frequently chops it up into snackable clips that can be uploaded to short-form platforms. In this landscape, full-length music videos often fail to resonate. In March, YouTube global head of music Lyor Cohen called Shorts just “the entry point” on the platform, “leading fans to discover the depth of an artist’s catalog, including music videos.”) Music executives say this intensified the emphasis on short-form content. YouTube, the longtime home of music videos in the digital age, also rolled out its own TikTok imitator, YouTube Shorts. With TikTok’s Future Uncertain, Artists Test YouTube Shorts In a statement, Paul Hourican, global head of music content and partnerships at TikTok, stressed “that long-form videos will continue to be one of the key forms of musical creative expression.” But, he added “the rise of short-form video on TiKTok represents a new approach to music promotion and discovery, which has significantly lowered the barrier to creativity and expression for artists.” “If you brought up a music video to plenty of kids, they’d be like, ‘What’s that?’” a major label marketing executive says. Executives believe a lot of the change is due to TikTok, which hooked a generation on bite-sized vertical clips. Still, through the 2010s, superstars like Lady Gaga and Drake invested heavily in clips that caromed around the internet, while burgeoning stars like Doja Cat and Dua Lipa could go viral and gain steam with eye-catching visuals of their own.Įven that is starting to seem unusual. The format’s influence has been waning since attention shifted from TVs to phone screens. ( Morgan Wallen released a performance video for his hit, while Luke Combs and Oliver Anthony have put out live clips for theirs.) While few acts wielded music videos more effectively in the 2010s than Beyoncé, a year after the release of her Renaissance album, she has yet to put out any official videos to accompany it.Ĭreative director Evan Blum, who has shot popular TikTok clips for Demi Lovato and Flyana Boss, sums up the new landscape succinctly: “The only problem with music videos is that nobody sees them.” Aside from that, he quips, “they’re great.”įor roughly four decades, music videos played a crucial role in minting hits - allowing artists to immerse fans in their visual vocabulary or wow them with dance moves. “Dial Drunk” is in good company: None of the top four songs on the Billboard Hot 100 this week have a traditional music video. “I have been moving the vast majority, if not all, of our video budgets over to short-form content efforts.” “I am very much of the mindset that music videos have a limited value presently,” says Drew Simmons, who manages Kahan. You won’t need any other video editing app once you are master at Video Star Pro.ByteDance Has Another App Driving Viral Success on TikTok
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |