Music marketers Jesse Cannon, Dustin Boyer & Matt Bacon explore the ongoing debate about the relevance of music videos in today’s music industry. The discussion includes differing perspectives on whether music videos are essential marketing tools or obsolete relics. We delve into the importance of creating meaningful video content, budget considerations, and why platforms like YouTube play a crucial role in music discovery. Examples of successful low-budget video strategies and the impact of vertical content from platforms like TikTok are also analyzed. Join us as we dissect what makes a music video effective and how it can deepen the relationship between artists and their fans.
00:00 Introduction: The Debate on Music Videos
00:23 Questioning the Value of Music Videos
01:45 The Role of Budget and Creativity
02:12 Importance of YouTube and Horizontal Content
03:48 The Impact of Video Content on Engagement
05:24 Membership and Music Promotion Insights
05:58 Balancing Priorities in Content Creation
07:20 The Minimum Viable Product Approach
08:49 Art vs. Commerce in Music Videos
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Dustin Boyer
VP of marketing at Venture Music
A 15 Person Marketing Agency handling 50 different artists
With A Focus On Overall Strategy
@dustinfromventure on IG and TT
Matt Bacon
Head of the Music Marketing Agency Dropout Media
Serves 250 Clients A Month
From DIY Artists To Arena Rock level acts
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@musformation Thanks for the insight boss
my highest viewed videos on my channel are my music videos. my tutorials and behind the scenes video don't come close to it
It’s honestly been our best marketing tool
It's like seeing the teacher write the word on the board and saying it out loud with the class. You get a different connection seeing and hearing the words. Quality of the lyrical video is cool but not something to get stuck on, even teachers have shitty handwriting!
had to stop watching the DK and his manic emphatic hand gestures – especially as he is just soooo emphatic in his views – I was swayed by some of his points but Youtube is where we got our most engaged audiences! Google search for song titles takes you straight to Youtube videos.
It seems that all you want at this point is attention, you give pretty solid advice and I don’t doubt you got your years of experience, but being an asshole about it is the wrong way to do it. Everybody on YouTube clickbait’s at some point, you included. If someone’s too dumb to not understand what a clickbait title is when watching a video then they’re in the wrong industry. I don’t see how a title such as “Music videos are dead” (which is somewhat true compared to 10-20 years ago) could sway someone from creating one if they really wanted to. Everybody takes different bits and pieces of advice and make it their own, there’s never only one way of doing things, don’t be a douche
What about vertical video on YouTube? Like full length
The two problems I have with this video: first of all dissing other experts is like east-coast vs. west-coast in the 90ies. I couldn't give a flying fuck back then and so do i now. . but yeah. whatever.
the main problem is: you are talking about totally different artists / acts than DK. The main Idea for DK is that you generate a following and fanbase with basically no money by creating a reproducable system and shooting the right video formats / content for that purpose. so those artists are below a 1000$ budget per release for sure. the numbers you mention in this video, really is a totally different species of people and therefore the strategy is totally different. which unsigned artist has 10k for an album release, ridicilous. they do this twice and are broke. I for myself LOVE music videos and hate generating content but everytime i put the money and or time and effort into one, it is not really paying out and that is frustrating. because I am not a videographer, a filmmaker, an artist in that specific field.i could have produced two more songs instead which probably would be more fun and bigger assets. But yeah, DK is not against creating a visualizer or lyric video at least no in his courses, quite the opposite, it's one of the formats he suggests. Anyway, I see your point in utilizing youtube way more than tiktok, heck I am using youtube way more than tiktok. to say it with RIck Rubin "Do what you love. not what you think others love"
People who have to have a big fat cigar in their hand…? ROFL
Offtopic.. I make Techno in a city which the community is not very strong. Most of the events are also made by me. My tracks well, dont have lyrics. This setup doesnt seem to be very favorable 😅, but what would you do in this case?
Called out 😅.
love what Bacon said about music videos being akin to albums’ impact in building deeper relationship with the fans, and also how artists underrate Youtube’s power for horizontal videos and music discovery for ppl under 20, def agree and this video is helping me prepare my next single rollout with a music video, thanks Jesse 🙏🏽💎🔥
thank you for another great video. It's really hard as an independent artist to not give up on my music passion, but you help me not to give up. Much appreciated 🙏
I enjoy the process of thinking about my music visually and I’m stoked about making some music videos for upcoming releases!🕺
I used to watch Damian keys and follow his advice, and then I discovered Jesse cannon and my entire world changed for the better
The approach of some your videos of recent times Jesse, are making me feel a bit strange inside. I get what you are trying to do, but the first 20 seconds just really put me off the rest of the video. Theres a large community out there that supports you and each other, please be careful.
Maybe it's my age but a well done music video is gold.
As an Alt Rock band from India, we are big followers on Damian Keyes, and what he is actually trying to say that don't blow up your budget just for a music video. And he says that it's not necessary to have to grow your audience these days. He isn't very far off from what you guys are saying.
As for us, we usually do a full music video and cut multiple reels / shorts from it which is a pretty common strategy in 2024.
I am pretty sure that is basically Damian Keys point. to not blow a shit load of your budget on a music video.
“We are going to be making the most critically acclaimed album”…gd what an ego 🙄🙄🙄
I payed 500 dollars for a music video I never got ٩( ᐛ )و
We got all the footage but I think he was struggling with a drug problem at the time
To be fair I haven’t pushed as hard to get it as I should have, just a bummer
The link to Bacon Bits channel doesn't work. 404 Error
Music videos are great but only if you can sustainably keep up the momentum of output without burning yourself out or breaking bank over a single video. If you can sustainably make a couple videos to accompany an overall campaign of music releases then great. But don’t spend 300% of your budget on a single music video .
Should actors make songs to promote their movies 🤔 . MTV created the music video mtv stopped playing videos like 25 years ago . I don’t need to see Taylor swift walking thru a field pretending to be in a fight with some male model or some overweight black women twerking
You misrepresent what Damian Keyes says. He simply says that the huge financial outlay for an old school, fully produced and scripted music video, is not necessarily a good use of a limited financial resource for up and coming artists. If you have the money and you have somewhere to put that video where it might actually achieve something, he's not against it.
They are an extension of the song . Sometimes you need video to get the point across.
Music videos are so necessary… My experiments with capcut have been working🎉
Lmao here we go again