Spotify has announced a new video series under the title \u2018Directed By\u2019, 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\u2019s creative world after they stream.\u00a0<\/p>\n\n\n\n
Music analytics firm\u00a0Chartmetric pointed out a while ago<\/a>\u00a0how music video consumption is going down, at the same time as they remain integral to artist promotion. Spotify\u2019s 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.<\/p>\n\n\n\n For example, artists like Liam C are using their\u00a0music video shoots<\/a>\u00a0as clever ways to generate conversation around the\u00a0video, release and artist.<\/a>\u00a0And music video directors like\u00a0Jedidah M.\u00a0<\/a>are becoming influencers in their own right, adding to the promotional reach of a music video.<\/p>\n\n\n\n\n Clippers and fanpages are\u00a0spreading music videos assets<\/a>\u00a0on short-form video platforms, creators are\u00a0reacting<\/a>\u00a0to and\u00a0dissecting<\/a>\u00a0music videos. All of this is creating reach, context and hype.<\/p>\n\n\n\n How to use this for your artist?<\/strong><\/p> Film short-form content at music video shoots.\u00a0Capture content filmed as if it\u2019s from a random person, so that\u2019s easily sharable with other accounts to generate curiosity.<\/p>\n\n\n\n Create music videos that include references.<\/strong>\u00a0This will allow them to be easily dissected by creators, as well as a solid story.<\/p>\n\n