IMPORTANCE OF MUSIC VIDEO

Mbabane – Do you ever watch a music video and wonder how much it cost, why it was shot and how it will benefit the artist?

There are two legitimate reasons to make a music video. The first is to release a great piece of art that complements the artist’s music. The second is to pursue virality and expand their audience exponentially. For decades, the music industry has been using music videos to build the profile of artists, while creating opportunities for optimal financial gain. The subject of music videos has been a growing topic of discussion in regards to artist sales and productivity. Some music industry professionals have noticed a major decline in the creation of music videos in the past couple of years. This could be due to more of a push for live performances or live streams due to the current pandemic. Others believe that they have grown in this time and they are a crucial part of visual language, which can create a culture surrounding music consumption.

resources

Locally, artists have claimed that they do not have enough resources to shoot a music video and that the industry is not open enough for them to put out their work in all the platforms that exist locally in the media. “Behind the scenes it’s beautiful but stressful when making a music video in Eswatini. I remember when I and DireKtor Kwenu were making the ‘Wadla Jesu’ music video. We were delayed a whole month because we couldn’t get a church to shoot some scenes in, we drove down to Mahamba around Nhlangano and the Pastor still rejected us. Also, depending on your negotiations with the production company that is shooting for you .with E12 000 excluding wardrobe money, make up money and money for pluging your video you could get a proper video,” said local artist and producer Kangaroo.

The main purpose of a music video is to promote and showcase the artist. By releasing a music video it promotes the single used, the newest album, the artist, the record label and any products used as products placement. This in return increases profits for the artists and the record label. There can be a lot of pressure to create a good music video; it must be interesting and contain memorable imagery so people share and rewatch it. Success is measured in the form of views, charts and radio plays.

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