What’s the role of a music video today? In the 1980s, music videos flipped the industry thanks to MTV. Videos helped artists like Michael Jackson and Madonna become cultural icons. Record labels spent millions on music videos to promote their CD sales. Everyone was winning.
Music videos don’t hold the same power today in the streaming era. The budgets are smaller, but they still get made.
To break it all down, I was joined by MIDiA Research analyst Tati Cirisano. Here’s what we covered:
0:52 What is the role of a music video today?
2:15 MTV’s role in music videos
7:46 Comparisons to TikTok
11:27 Music video budgets peaked in mid-90s
14:30 Napster changed everything
17:27 Music videos as career launchpads
18:50 YouTube revitalizes music videos
25:44 Range of video budgets
31:04 Big dollars going to documentaries and short films
32:53 Rise of lyric videos
41:42Does YouTube have a music video formula?
44:09Measuring ROI of music videos in 2023
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Host: Dan Runcie, @RuncieDan, trapital.co
Guests: Tati Cirisano, @tatianacirisano
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[00:00:00] Tati Cirisano: There's an argument to be made that MTV like almost invented the music video or almost like made music videos a thing because having that audience there and having that like cultural impact is what led to bigger budgets for music videos so I almost feel like MTV gets credit for like kind of inventing the music video.
[00:00:19] Dan Runcie Intro: Hey, welcome to the Trapital Podcast. I'm your host and the founder of Trapital, Dan Runcie. This podcast is your place to gain insights from executives in music, media, entertainment, and more who are taking hip hop culture to the next level.
[00:00:47] Dan Runcie Guest Intro: This episode is all about music videos and what their value prop is in the industry today. Back in the MTV era, the role of a music video was clear. This was your four minute opportunity to sell the hell out of your artist and for your label to promote its artist. Yet fans bought into the lifestyle, the identity, the persona of this person, and get them to go to Sam Goody, go to Tower Records and buy the albums.
It was a marketing channel and it was a marketing channel that the record labels were continuing to put money into, and as the effectiveness continued to grow, they put more and more. Into that and that budget exploded. By the time we got to the mid to late 90s, we saw music video budgets hitting millions of dollars, and artists were doing out of this world things in these videos.
But we slowly started to see those budgets slash. Went at the introduction of Napster and the CD era started to decline and the money was no longer flowing the way that it once was. But we started to see music videos take a new turn in the YouTube era. And now in the TikTok era, what is the ROI of a music video?
What role do they serve in today's industry? And to break it down, we're enjoying by Tati Cirisano, an analyst at MIDia Research. He's been on the podcast a bunch of times, and this topic was right up her alley. So we talked a bit about that and more. Hope you enjoy this episode. Here's our breakdown on the role of music videos in today's industry.
[00:02:16] Dan Runcie: All right. Today we are going to take a trip down memory lane to the wonderful World of Music videos, how this art form has evolved over the years. And I'm joined by Tati Cirisano from MIDiA Research, Tati welcome.
[00:02:28] Tati Cirisano: Thank you. Good to be
back once again.
[00:02:31] Dan Runcie: Yeah, definitely. Ca