As we all know, YouTube and other video platforms are instrumental for artists these days, whether underground or not. They help promote music from a multitude of rappers, urban artists and singers and since YouTube is the second largest search engine in the world (behind only its owner, Google), it seems that it’s where a lot of people are finding their music these days. Obviously, then, it’s important to put out interesting music videos – and here’s why.
They Make An Artist Seem Alluring
Lavish lifestyles, money and having it all are all common themes of many of today’s biggest artists in their videos – it promotes a desireable lifestyle and the ethos of “having it all”.
While many like to parade an air of superiority, some popular artists are also keen to make everything seem that little bit more attainable. In the modern age of social media, everyone can be famous in theory and everyone can live at least a low-key version of the lifestyle of their favorite artists.
Take rapper Cardi B, for example. Her video for “Lick” has been watched almost seven million times to date. It’s pretty simple – held in a casino – so money is clearly an underlying theme. But these days, anyone can play at casinos without having to go to Vegas, on websites like this. They’re safe and secure and available around the world – and so Cardi B’s video is relatable to all in the digital age.
They Show An Artist’s Personality
When you can put a face to a name and indeed a sound, you’ve got so much more potential to connect with your audience. Through video and other aesthetics, artists can portray an overall signature image. Just look at Nicki Minaj, as a classic example. Her hair color changes frequently and often ties in very well with the themes she is portraying in her songs.
Look at the “Superbass” video from 7 years ago. The video is fun, bright and playful – just like Nicki and just like the song. The lyrics deal with identity a lot and so for an early release, this video and association with that style is strong. It’s had almost 700 million views, so she’s definitely doing something right!
They’re A Talking Point
Some of the best music videos of our modern times are those in tune with the wider conversations going on in reality. Childish Gambino’s “This Is America” is perhaps the best example of this – the video touches on everything from race in America to gun control and politics.
In fact, there are several metaphors throughout and that’s probably why it caused such a storm on a global scale, amassing over 10 million views in just 24 hours. Nobody can say for sure exactly what it means – it’s open to interpretation and requires knowledge of current affairs – which is what makes it so great.
Music videos should be creative and part of the artistry, just like the songs. And, they’re even better when they’re relatable, filled with purpose, pushing boundaries or simply thinking outside of the box.