Music Videos Endure as A-List Artists Still Prioritize Visuals Despite Shifting Landscape
While traditional music television has waned, award shows and artist-driven content demonstrate the continued relevance of music videos.
Despite the decline of dedicated music television channels, major artists continue to invest in music videos, a practice highlighted by the recent MTV Video Music Awards (VMAs). While the way music videos are consumed and created has evolved, they remain a crucial tool for artists to connect with audiences and express creative visions.
Cinematographer Melissa Cofie noted that while music videos may appear performative to some, they are significant for those within the music industry, often requiring as much effort as filmmaking. The evolution of music videos means they now serve as a primary way for fans to connect with artists and for artists to showcase their vision. Artists like Taylor Swift, Sabrina Carpenter, and Olivia Rodrigo continue to leverage videos to build visual narratives for their album cycles.
Swift, who holds the record for most VMA wins, is known for elaborate productions that fans scrutinize for hidden clues. Her recent video for "Opalite" featured a star-studded cast but was initially released exclusively on Spotify and Apple Music, with a delayed YouTube debut. This move was speculated to be influenced by changes in US chart rules, where YouTube streams no longer count towards the Billboard Top 100. YouTube stated it ended its partnership with Billboard due to an "outdated formula" that favors subscription streams over ad-supported ones, a decision YouTube claimed did not reflect current fan engagement.
Internationally, particularly in K-Pop, music videos remain a cornerstone of promotion. Groups like BTS and Blackpink frequently release multiple videos, including dance practices and behind-the-scenes content, to maximize engagement and global reach. Cofie observes that platforms like TikTok and Instagram have reshaped video consumption and creation, pushing creatives to capture attention quickly.
"We don't have five minutes anymore. We've actually got two minutes, sometimes less," Cofie said. "I think it pushes us as creatives to think how can we get the point across quickly in the best way possible."
The cinematic music video for Gener8ion and Yung Lean's collaboration "Storm" exemplifies how a striking visual moment can drive virality. Although it did not win VMA's video of the year, clips of its performance continue to circulate on social media. Cofie acknowledged the challenges in generating novel creative ideas in the current short-form video environment but finds inspiration in new music videos.
"It's cliche, but just to continue being creative and just exploring every corner of your mind, any idea that you have, just do it," she advised aspiring artists and crews. "Don't worry that it's already been done and it's not original because each and every person's interpretation or perspective is different."
