Spotify has announced a new video series under the title ‘Directed By’, exploring the making of music videos. The three-part documentary series will be viewable inside the Spotify app, and will allow in-app the opportunity to drive deeper into the artist’s creative world after they stream.
Music analytics firm Chartmetric pointed out a while ago how music video consumption is going down, at the same time as they remain integral to artist promotion. Spotify’s new series is another example of how in the modern music industry, the music video in itself might not be the big spectacle, but the asset itself creates various opportunities to pull people in with derivative content.
For example, artists like Liam C are using their music video shoots as clever ways to generate conversation around the video, release and artist. And music video directors like Jedidah M. are becoming influencers in their own right, adding to the promotional reach of a music video.
Clippers and fanpages are spreading music videos assets on short-form video platforms, creators are reacting to and dissecting music videos. All of this is creating reach, context and hype.
How to use this for your artist?
Film short-form content at music video shoots. Capture content filmed as if it’s from a random person, so that’s easily sharable with other accounts to generate curiosity.
Create music videos that include references. This will allow them to be easily dissected by creators, as well as a solid story.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source musically.com ’
