As streaming continues to take over the music industry, it might seem like even music videos are becoming obsolete. Many things in the industry have begun to fade over time, like physical albums, long release build ups, and even albums themselves. It may seem like videos could be next, but don’t write them off just yet.
Videos are still a huge part of music from both an artistic and business standpoint. Youtube is still the largest music streaming platform in the world, and only second to google of all search engines. And you can’t have music on youtube without a video! You can always upload a title screen or single picture as the visual of the entire video, but this can be a missed opportunity for creativity.
In terms of your art, a video is an opportunity to further convey your vision and message to your audience. No matter how simple or thought out the video is, it can enhance whatever mood you are going for and make fans feel even more connected to your music. A video will also bring more attention to you and your song. It’s another way to draw in fans and keep their interest to listen to an entire song, and maybe look for more after.
Some videos even end up becoming more popular than the song itself. You can probably think of at least a few dances from music videos that became huge trends, even if you don’t remember the song, (think Gangnam Style, and more than one Drake video), or some really notable videos, like Miley Cyrus on a wrecking ball.
An example of a video success story is Mike Cover’ video of “Ocean Eyes” by Billie Eilish on youtube. He made a simple but well made video for this cover, which was noticed by a popular Tik Tok promoter. The video blew up and became his most viewed video, claiming 119k views and counting. The cover probably wouldn’t have found the same success posted elsewhere.
Even the biggest artists don’t make videos for every song they release, and it’s not necessary for you either. Not every video needs to be super complex or high budget too, just intentional and relevant to the project. If you can, try to make a video for at least one, if not a few songs as you release new projects throughout your career. It can also be a way to keep promoting a song if it was already released on an album or single recently.
Spotify and other platforms are even starting to add more video elements to their services. Just log onto one, or youtube, to see that the music video is still very much alive!