Music Videos don’t market music anymore. Or, am I wrong?

It’s been a trend in the music industry for ages to build hype around a release by shooting a music video filled with creativity, shock-value and touching narratives.

This would work so well as consumers would digest these audio-visual experiences solely on their TV’s after a frantic day at school or after work (or perhaps even during, or, on lunch breaks). Channels like MTV Base, Channel U and Kiss would be broadcasted to millions every single day, 24/7. In 2005, YouTube was born and consumers could now consume music videos via laptops & smart devices.

This also added, a new level of personalisation for the music video experience. Now, consumers could choose when to watch their favourite videos. So ‘the machine’ started to have less control over what consumers all across the nation were watching and the playing field levelled out as it was more about who could capture the hearts of audiences.

As time has gone on, entertainment consumption has increased.

According to Oberlo ‘The most popular videos on the internet are music videos. Nearly half (49.4%) of all internet users watch them at least once a week. Comedy, meme, or the commonly-termed “viral” videos are the second most popular type of videos and are watched by just over one-third (35.3%) of global internet users.’

But what this stat fails to highlight, is the consumer behaviour shift from passive watching to active watching habits.

What this means is that, music video consumers are likely to click through from their favourite artist social media to watch a music video or they may search for it in Google or in YouTube or they may check their favourite Spotify & Apple playlists and then go and search for the music video or they may keep up to date with leading social media culture blogs like ‘MadeYouThink 101’ to find out the new popular releases or even through a mailing list that hits them directly or the typical word-of-mouth method may bring them to a music video or maybe they walk past a billboard that promotes the new release or perhaps they be listening to a podcast that’s debating about which artists new release is better than the others or … you get the jist. Consumers can now watch the music videos they want to watch and musicians can market to them in many different ways.

Now, where are the young people’s eyes? They’re on TikTok. And what is TikTok famous for? Short viral video-first clips.

& how is that affecting music video consumption?

It’s driving traffic to the best performing musicians. But not necessarily their music videos. As, on TikTok, they’re creating their own music videos which are actually getting them paid.

paid? Yes. They’re getting paid because all the people re-using their sound are getting them paid as each time their sound is used, they get paid a small sum.

I’m not going into the actual figures here, but what I’m highlighting here is that TikTok has Gen Z and below wrapped round their finger & so they have all the leverage in attracting musicians to their platform, if they want to stay relevant.

Music Videos are cool to watch but in terms of return on investment, do Music Videos create the best return on investment for musicians? I think not.

TikTok has got the new audience. YouTube has the old audience. So, what does one do?

Have a think & type an answer in the comments, peace ✌️

Your Founder, Etim

#keepitexkluse

Firstly, my name is Etim, founder of Exkluse Media. Thanks in advance for reading my first article for Exkluse Media!

I’m quite an infrequent tweeter. But this tweet got a few likes so I thought you may want to know some context behind it.

The back story.

During covid I became extremely worried about the state of my business, like many business owners the uncertainty of the infamous ‘lockdowns’ really had me in a bit of a panic.

Like most of us, the Economy shutting down spelled disaster. And for me, I was caught with pants down to my ankles. My income came to a halt. Plans for Exkluse Media’s future disintegrated. I had to give up my office. As well as being diagnosed with acute stress due to work.

One day at a time, my mind began to spiral out of control. I was making horrific decisions! Such as upgrading our office thinking that ‘out the blue ’I can devise a master pivot’. This failed. and my pride got in the way. After choosing to undertake a range of therapy sessions and spend time listening to my loved ones, I realised it was best to slow down.

To be honest, I feel quite embarrassed thinking about it. But, as I’ve come to realise, it’s okay to make mistakes and accept feedback and correction when you are making a string of bad decisions. As they say, no man is an island.

Presently…

I am now operating at a more measured speed. I’m enjoying being able to take time to establish my thoughts and plans, waiting for signs that confirm my desires in business and with Exkluse Media. Like I say in my tweet ‘I’m aiming to knock down the right doors at the right speed’.

Key lessons

1. It’s more important to be going in the right direction than anywhere fast

2. The joy in patience is that you are able to move your chess pieces with clarity. Clarity is peace. Peace is joy.

3. Listening to people with your best interest at heart is paramount to sustainable evolution in your career and personal life.

Well, that’s the end of my first article. Thanks again of reading!

I post random things like the above one twitter @etim__ee from time to time so feel free to follow me and reach out if you want me to expand on any other tweets… I’m happy to serve you.

Peace, love and blessings. & don’t forget to create your perfect and #keepitexkluse.

Etim

“A jack of all trades is a master of none…”

My greatest strength as a creative is also my greatest weakness…I Am interested in so many different things. When you couple that with the fact I get bored easily; it can seem like I’m always on the search for my next project.

for instance, I’m currently on the second season of my podcast. it’s been rough. the growth is there, but that excitement i felt in season one is no where to be found. It feels like a routine, it feels like a chore and I have genuinely asked myself if I will return for season three.

When you’re interested in a lot of things, it can be difficult to ever feel satisfied. But is quitting really the answer?

As I started to reflect, the first person i thought about was rihanna.

Her fans have been begging her for music for nearly five years. her response? release four brands: fenty, savage fenty, fenty beauty and now fenty skin. If you were making hit after hit for eleven years, and felt you had a unique proposition to offer in a new field, would you not want a little hiatus to explore that? I feel like the music we would have gotten in 2016-2020 would have been noticeably lacklustre, if rihanna had not explored her true passions.

however, a key thing to note is that before exploring other passions, she had made her mark. she didn’t quit after two songs, she dominated a whole field. in this time, she was still making a name for herself in fashion. She was creating looks at the met gala. She had her own show on sky living, styled to rock, which saw young designers compete to design her wireless outfit. She wasn’t rash but constantly exercising her mind in this fIEld, preparing herself for a transition that was seamless.

Key TAKEAWAys:

1) reflect - I’m an extremely dramatic person. if i always made decisions in my states of heightened emotion, my liFe would be full of regret.

2) it’s okay to have your eggs in multiple baskets - even if you have 10 eggs in one, and one egg in another. if you’re bored in your current situation, you can work on different things on the side. write a song, a poem, a play. have a mini project that trains the other aspects of your creative mind

3) breaks are important. however long? however short? as an independent creative, you are your most important fuel. if that’s running out you need to recharge.

lastly, the full quote is “A jack of all trades is a master of none…but often times better than a master of one.” being good at a lot of things is a superpower. you don’t have to exercise it all at once…but it can mean that for every season you have a unique creative outlet. you’re adaptable. you can survive past seasons. the platforms we see now such as, instagram or twitter, will not last forever… if your creativity is tied to specific situations… you may find you struggle when things suddenly change.

Heya, I’m Fé Oj.

I hate labels, but I’m realising that that itself is fast becoming a label, so I might as well describe myself as a ‘content creator’, focusing on podcasting at the moment.

Here’s an insight into my creative lens.

I believe in the power of conversation to shape culture; but only through authentic expression. i.e not one governed by 280 characters and few key players.

My podcast ‘The Motion’ sees two people with conflicting opinions on a topic, fight to win my vote each episode. We like to have conversations with people that think like us, and think what we think, but can we really learn that way? That’s exactly what my podcast fights against.

Thanks to Exkluse Media, I’ll be documenting my thoughts on this space, so you can learn a bit more about me and my journey!

Watch our black lives matter film we made whilst we were at the protests fighting against the pandemic of racism during COVID-19 on Wed 3rd June.

Many genres of music are related to black culture, and as the people behind the videos we thought we should document the stories during the protests.

As you watch the film ask yourself what you can do to show your support for the black lives matter movement.

What are your thoughts on our film? #createyourperfectworld

Let us know in the comments…