From Music Video To Music Inspired Video Music Video In The Multi-Distribution Era
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Music video at the end of 2016 finds itself at a crossroads. The original perception of Music video as a sales promotion tool no longer applies in the post-download era, when consumers are now showing a clear preference for streaming rather than buying one-off products. This, combined with the post-platform distribution model that is evolving in the digital economy, means that music video’s role has to change. Music video as a genre now has to do two things: it has to be native to specific platforms and has to encompass content where music is the theme but not necessarily all of the video.
- Music video has entered its third phase of development
- Music accounts for of the views for the top most viewed YouTube channels
- Music only account for of the YouTube channel subscribers in the top
- Video consumption is now highly fragmented with messaging apps becoming a significant distribution channel
- The most prolific YouTuber puts out times as much video content in a week as the most prolific music artist in the top YouTube channels
- Music accounts for of videos viewed on YouTube but only of time spent
- With pre-roll video ads being served approximately every minutes on YouTube, music’s share of YouTube ad revenue is just
- New video formats are needed that create context around music and that are native to the platforms they are consumed on