Once upon a time music videos used to cost anywhere between $100K to a cool million. Of course all charged to the band by the record labels. There was no way the label would pay this out of their goodwill bank account or the bank account which shows how the labels have recouped the monies spent on the album a thousand times over.
And a good song with a good clip would push a bands record into the platinum sphere.
Twisted Sister went platinum on the “You Can’t Stop Rock N Roll” album because the film clip of the title track was excellent.
It had a story theme of the “noise police” chasing the band around the city for “noise violations”. And while the noise police were doing their job, the rock and roll/heavy metal music they were exposed to, was slowly converting them into metal/rock heads.
As MTV grew in its reach, so did the artists that got rotation on it. They went triple platinum on “Stay Hungry” from the “We’re Not Gonna Take It” and “I Wanna Rock” film clips.
But artists believed that the film clip existed to break them into the mainstream. It didn’t.
How their music connected with fans was the secret sauce that would provide the artist with an audience that could sustain their career.
Because while music film clips could propel an artist’s career forward, it could also kill an artist’s career.
Did someone say Billy Squier?
So what is the aim of the film clip these days?
Queen recently had a post that stated “Bohemian Rhapsody” had surpassed 1 billion views on YouTube.
So is the point of the film clip to get as many hits online as an artist possibly can.
If it is about marketing the band and promoting awareness, what comes next?
There’s no doubt that a music video can be crucial to an artist’s success.
Just think of “Gangnam Style”. The dance moves is a huge reason why the song went into the stratosphere. And you saw those moves in a film clip.
If you are not using the music clip to connect with your audience and build a fan base, then it is a large expense for zero results.
I haven’t watched a film clip since I stopped watching music television in the late 90s. Maybe seeing Steve Tyler coveting his dick in Living On The Edge” was enough for me to know that this medium had done its course.
In saying that, I do believe that the music video is a valuable tool especially in these current times even if they don’t watch it and use it to listen to the music.
Because fans want instant access, instead of waiting for a music television show to play their favorite clip, or requesting a music television show to play their favorite clip, they can just call it up on YouTube.