Next Steps For Music Video How Music Videos Miss Much Of The YouTube Opportunity

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Tim Mulligan

January 2016

The music video has undergone a major transformation since its original conceptualisation in the 1970s and commercialisation in the 1980s. Originally a tool to drive sales, MTV transformed it into a product in its own right and then YouTube did the same thing for the digital era. This was not a problem until the 2010s because consumers were still discovering and buying music as a result of watching the video. Now YouTube, and by default music video, has become the end destination for most consumers – especially younger ones - rather than part of the music discovery journey.

Companies mentioned in this report: Comedy Central, Facebook, Instagram, NBC, Spinnin’ Records, Spotify, Twitter, YouTube,

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