{"id":12617,"date":"2020-11-23T10:24:00","date_gmt":"2020-11-23T15:24:00","guid":{"rendered":"https:\/\/splice.com\/blog\/?p=12617"},"modified":"2024-05-30T14:52:45","modified_gmt":"2024-05-30T18:52:45","slug":"evolution-independent-music-videos","status":"publish","type":"post","link":"https:\/\/splice.com\/blog\/evolution-independent-music-videos\/","title":{"rendered":"The evolution of independent music videos"},"content":{"rendered":"\n

In today\u2019s article, our friends at Rotor Videos<\/strong><\/a> discuss how the music video evolved overtime, and explore how technology is helping independent artists take their video content to the next level.<\/h2>\n\n\n\n
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Fifteen years ago, promoting your songs with music videos was reserved for established artists with enormous budgets and the top directors on speed dial. Once released, fans couldn\u2019t just watch a music video on repeat. MTV, VH1, and the Top 40 ruled, which meant sitting through every music video before getting to your favorite musician \u2013 and that was it until the next time they popped up in the rotation!<\/p>\n\n\n\n

The importance of music videos in today\u2019s landscape<\/h2>\n\n\n\n

Fast forward to today, and video has irreversibly revolutionized the music industry. No longer just for the ears, music has transformed into a total audiovisual experience. The arrival of YouTube in 2005, and the explosion of social media platforms since, means today\u2019s listeners can enjoy music videos whenever they want, and on any device of their choosing. With five billion videos viewed each day on YouTube alone<\/a> (and music videos comprising 93% of YouTube\u2019s most-watched videos<\/a>), video has become a major component of building a fan base, promoting music, earning revenue, and growing a career as an artist. As Chuck D said<\/a> at this year\u2019s All That Matters Conference, “If you’re not releasing video, you’re not releasing.”<\/p>\n\n\n\n

New and emerging technologies<\/h2>\n\n\n\n

Fortunately, these days music video production doesn\u2019t have to break the bank, take ages, or require an extensive crew on set. Widespread access to technology (specifically mobile devices and laptops), HD cameras on every phone, and cutting-edge, user-friendly software have leveled the playing field and brought affordable, pro-quality video production within reach of every artist. Basic editing controls come built-in on devices, allowing artists to record and publish lo-fi video updates, Q&As, backstage tours, and more on the fly. For hi-fi content like official music and lyric videos, album promos, event teasers, and ads, artists can produce great results using free and low-price editing software like iMovie \u2013 provided they commit to hours of online tutorials to develop the technical skills needed to bring what\u2019s in their mind\u2019s eye to the screen.<\/p>\n\n\n\n

And then there are new tools that are automating the most complex aspects of video production like the editing process, special effects, and cropping, freeing artists to control the less technical aspects of video production \u2013 like imagery, color tones, and typography \u2013 while still producing professional-quality videos. So how good are we talking? Below are a few videos made by independent musicians using Rotor’s<\/a> intelligent editing automation and point-and-click controls.<\/p>\n\n\n\n

\u201cSober Me Up\u201d by MARS & Perrin Xthona<\/h2>\n\n\n\n
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