Even that is starting to seem unusual. Executives believe a lot of the change is due to TikTok, which hooked a generation on bite-sized vertical clips. “If you brought up a music video to plenty of kids, they’d be like, ‘What’s that?’” a major label marketing executive says. “It’s just not where the audience is. The audience is on TikTok.
Managers and marketers say the cost of music videos can range from as low as $5,000 to as high as $250,000, and leap into seven figures for a handful of superstars. And at a moment when music discovery is fragmented and there are no mass media that ensure a large audience for these videos as MTV used to, artist teams have to spend even more if they hope to corral viewers who are overwhelmed with a glut of audio and visual content. “You have to pay for visibility,” one manager says.
This means that the bang-for-buck ratio on many music videos can be upside down — impact low, cost high — at a time when budgets are already under scrutiny due to a wobbly economy. So instead of spending a chunk of change on a lone three-and-half minute statement, Simmons has found success using that money to shoot a large number of short clips for his artists. “You’ll get a whole lot more content out of it,” the manager says.
This is also a more flexible strategy at a time when artists and labels have little control over what is going to be a hit. “The more the song gets out there [via short clips], the better it should do,” the major label marketer says. If that’s not what’s happening, better to learn thatThere are still instances in which investing in a traditional video makes sense. “The value varies significantly based on genre,” says one senior executive.
On the other hand, “pop and R&B are where music videos are kind of dying, especially for developing artists,” the executive continues. “They don’t move the needle for discovery.” Superstars remain, of course, the exception to every rule: They have both the money and the fervent supporters to do whatever they want.
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