In case you haven’t been paying attention to the music industry as of late, you may have missed the massive onslaught of Indie artists who are now attaining and enjoying mainstream notoriety. There are many contributing factors to this vast rising in success stories; however, there is one vital factor, the music video.
Why Music Videos?
Within the age of technology or “information age” as many have dubbed our current era, exists a generation that craves instant gratification. Movies are out seemingly weeks after books hit the shelves, and sometimes the movie even beats the book! This is a time when fanaticism can reach astounding heights as it is now possible to find out virtually everything you want to know about any and everyone/thing you can imagine. Music videos act as the proverbial instant reward for listening to an artist’s music. Indeed, the video is how many achieve massive followings almost instantaneously…it’s one thing to enjoy a MP3…it’s quite another to enjoy a MP3, video, interview, and biography of an artist at one’s fingertips.
The video is especially valuable as a way for Indie artists to connect with their fans. Though many get more radio spins than a typical mainstream artist, they are also doing far fewer appearances on television and are far less likely to gain promotion from endorsement deals and the like. That is to say, for an Indie artist the video is a TV appearance and endorsement deal wrapped into one. Since many do not have the financial backing to make them visible enough to secure more mainstream exposure from the onset of their career, they must work in the opposite direction as mainstream artists and use the views of their videos to leverage high revenue generating opportunities, such as televisions appearances. For instance, the Italian electropop band, Terzasfera has a rapidly growing fan base internationally…yet, they still spend the majority of their time in the country where it all began.
Overall, great music is the most significant element to creating a lasting Indie career. However, all clever artists who seek longevity now realize that even the simplest of videos can help them gain fans and notoriety. If you’re an artist on the Indie scene that opposes the need for shooting large budget videos, do keep in mind that performance or even animated videos are a fairly inexpensive way to achieve the same effect. Either way, you are doing yourself and your fans a disservice if you expect your music (no matter how awesome), to hold its own against those who have an accompanying visual for virtually every note they sing or play…