Video now more important than ever

So while it is true that the internet is changing the face of the music business, to assume that things like radio singles and videos no longer matter is to be sorely mistaken. In fact, especially in the case of video, it has created a forum of such power and reach that the simple music video has become more important than ever in your arsenal of self-promotional tools.

 

Reduced cost of entry

 

This is another area where digital technology has radically brought down the cost of entry. In order to produce a broadcast-quality video you no longer need to spend a fortune on a TV camera, as there are relatively cheap digital broadcast-quality cameras available. What this means is that, for a fraction of the budget previously required, bands can make videos and start to take advantage of the various new platforms available. Of course at the top end, very expensive video is still alive and well, but when you are starting out look into the digital cheapo option because you will be amazed at the incredible mileage you will be able to get out of it for your band.

 

The music video remains extraordinarily important as it is another device that gives your audience a visual fix on who you are as an artist. Someone who has never been to one of your shows now has a chance to see what you look like, how you dress and what the group’s vibe is. This means their visual recognition of you and their association with your name increases, making it more likely that they may attend a show, buy a CD or a tee shirt. In short, the more your audience recognises you, the more inclined they are to interface with what you are doing. The music video can help you achieve this in several ways.

 

Youtube

 

The key player in revolutionising the effectiveness of the music video is YouTube. Thanks to this website you can upload your videos to the internet and then link it to many, many websites. But more importantly, if your video is clever, funny, scary or anything out of the ordinary, it can get picked up on by idle viewers across the globe. The more views your video starts to get, the more views it will get. This kind of viral spread can splatter the name of your band around computer monitors across the globe in a matter of weeks, and of course put your tunes on the lips of all those viewers as well. So if you don’t have much budget for a music video, but have access to the equipment, you might want to spend some time watching popular YouTube videos to see what works and tailoring your video to suit.

 

 

Over and above YouTube, your video can be uploaded onto your other social media platforms, which will also generate traffic and create interest in it. In fact, once the video is out on the internet, the best thing is to just let as many people as you can know where it is. Remember while making the video that you want it to travel as far and wide as possible. So try and avoid being too self-indulgent or obscure, and think about the effect you want it to have.

 

Originally published in David Chislett's One, Two, One, Two: A Step By Step Guide To The South African Music Industry. Download a free copy of the book at www.davidchislett.co.za.