An Artist’s Guide to Video Content for Your Release Campaign
Video content is a powerful tool for amplifying your reach and connecting with fans. Whether it's an engaging music video or a captivating lyric video, the right visuals can transform your campaign. Dive into this guide to discover how different types of video content can elevate your music release and leave a lasting impression.
Why Include Video Content?
Although having video content for your music campaign isn't mandatory, it can significantly enhance your promotional efforts. Videos offer an engaging way to connect with your audience and add a visual element to your music. Here's a look at different types of video content you might consider producing for your release.
Official Music Video (MV)
An Official Music Video (MV) serves as a visual companion to your song. Notable examples include OK Go, known for their creative and concept-driven videos that capture attention regardless of budget. While replicating their high-budget productions might be challenging, focusing on a compelling concept can be more impactful than lavish spending. With creativity and the right resources, you can craft a fantastic music video on any budget. For instance, indie-folk artist Grace Gillespie shot an impressive video during the COVID lockdown for less than £50 GBP. Similarly, alt-pop band SHIELDS achieved viral success with a low-budget video featuring sock puppets for their track "Mezzanine." Remember, promoting your music video is as crucial as your song, so allocate time and budget for both production and promotion.
Lyric Video
Lyric videos have become increasingly popular, often because they are more cost-effective and can be produced digitally without actors or props. This makes them ideal if your track's lyrics are particularly poignant or difficult to decipher. For example, Callum Pitt created a digital lyric video for his track "Least He's Happy." A lyric video can enhance fans' connection to your music by making lyrics accessible in various formats.
Live Video
A live video captures a performance of your track, providing an opportunity to showcase a different aspect of your music. Whether recorded at a gig or in a visually interesting studio setting, live videos can offer something unique not present in studio recordings. They are valuable for engaging booking agents and securing gigs or festivals. Having a live video with an audience can also demonstrate your ability to sell tickets and engage a crowd. Fever Days’ live video for "I See Through It," shot in front of an enthusiastic crowd, is a great example.
Adverts
Video ads on platforms like Facebook, Instagram, and YouTube are valuable assets for promoting your release campaign. They can support pre-save campaigns and drive streaming traffic once your track is out. Additionally, they encourage people to follow you on Digital Service Providers (DSPs) and social media.
DSP Short-form Video Content
Short-form video content is becoming a staple on DSPs, with Spotify Canvas being a prime example. This feature allows you to showcase a short video clip as your track streams, encouraging listeners to further engage with your content. If you have an existing video asset, consider using a section for your Canvas. If not, a simple smartphone video can suffice. Using Spotify clips to remind listeners to follow your artist profile can be a powerful tool for long-term career growth.
Video content can be the game-changer in your music campaign, turning listeners into loyal fans. Whether you're working with a big budget or just your smartphone, the key is creativity and consistency. Make your visuals as compelling as your music, and watch your audience grow.
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