In the golden age of MTV, music videos were the crown jewels of the music industry. Artists and bands knew that a hit single wasn’t truly a hit until it had a compelling video to go with it, played on repeat in living rooms worldwide. Fast forward to today, and the way we consume music has radically changed. Streaming platforms like Spotify and Apple Music prioritize audio over video, and social media has transformed how artists reach their audiences. With these shifts, a pressing question emerges: Do music videos matter anymore?
The Evolution of Music Videos
Music videos have always been more than just promotional tools; they’re an art form, a visual extension of the artist’s creativity. From Michael Jackson’s Thriller to Beyoncé’s Lemonade, iconic music videos have shaped pop culture and influenced entire generations. However, with the rise of digital platforms, the consumption of music has become more fragmented. Gone are the days when fans would sit in front of the TV, waiting to catch their favorite artist’s latest video. Now, we can listen to any song, anytime, anywhere—with or without the visuals.
Yet, this doesn’t mean music videos have lost their relevance. They’ve simply evolved.
The New Role of Music Videos
Today, music videos are less about television airplay and more about shareability. In the era of YouTube, TikTok, and Instagram, music videos have found a new home and purpose. Instead of being the main attraction, they serve as complementary content that enhances the listener’s experience, drives engagement, and amplifies an artist’s brand.
For example, a viral TikTok trend can launch a song to the top of the charts, and the accompanying music video can further solidify the song’s place in popular culture. Think about how Old Town Road by Lil Nas X exploded with the help of meme culture, or how Doja Cat’s Say So became a global hit largely due to TikTok dances. The music video, while important, is now just one piece of a larger, multi-platform puzzle.
The Power of Visual Storytelling
While the way we consume music has changed, the human desire for storytelling hasn’t. Music videos provide a powerful medium for artists to convey narratives that resonate on a deeper emotional level. A song can evoke feelings, but a well-crafted music video can tell a story that stays with the viewer long after the last note has played.
Visuals also help in branding. Artists like Billie Eilish or The Weeknd have used music videos to create distinct visual identities that are instantly recognizable. These videos aren’t just supplementary; they’re integral to how these artists are perceived by their audience. For up-and-coming artists, a unique or provocative video can be the difference between obscurity and stardom.
The Economics of Music Videos
From a business perspective, the importance of music videos is also tied to their potential for monetization. On platforms like YouTube, videos can generate significant revenue through ads, especially for artists with millions of subscribers. Additionally, music videos often act as launchpads for marketing campaigns, merchandise, and tours, making them valuable assets beyond the song itself.
However, producing a high-quality music video isn’t cheap, and the return on investment isn’t always guaranteed. This has led to a rise in more DIY, low-budget videos that rely on creativity rather than big budgets—proving that in the digital age, compelling content can come from anywhere.
Conclusion: Do Music Videos Still Matter?
In a word, yes. Music videos still matter, but their role has changed. They’re no longer the singular driver of a song’s success, but they remain a crucial element in the storytelling, branding, and marketing of music. In today’s fragmented media landscape, a music video is another tool in an artist’s arsenal to connect with their audience, tell their story, and ultimately, stand out in a crowded market.
So while we may not gather around the TV to watch the premiere of a new music video like we once did, the art form remains alive and well—adapting to the times, just like the music industry itself.