How To: Use Video to Boost a Song Release Campaign

From Ok Go’s quirky music videos in the ‘00s to Jamie Big Sorrel Horse dancing to 8 seconds of Nelly Furtado’s Say It Right on TikTok, the extent to which video changes how we interact with music can’t be underestimated. And it can transform your next campaign.

Whether it’s an emotional music video full of twists and turns or a slick visualiser showing your lyrics, the right visuals can enhance the emotional impact of your song. Not to mention that video content is a powerful tool for amplifying your reach, because it opens up the potential to use platforms like TikTok and YouTube to help you reach new audiences.

Below, we’ll look at a few different types of video content you might choose to pair with your music, and highlight some compelling examples you might learn from.

5 Types of Video Content for Musicians

Although having video content for your music release campaign isn't mandatory, it can significantly enhance your promotional efforts. But the way you approach video should change significantly depending on the length and format of what you’re trying to produce:

Official Music Video (MV)

In simple terms, an official music video serves as a visual companion to your song. When The Buggles sang about video killing the radio star, they predicted how the rise of music channels like MTV and VH1 would, for a lot of people, replace radio for music discovery.

Although those channels have since pivoted to show mainly documentaries and reality TV shows, YouTube and similar platforms stepped in to fill the void. Music videos remain a powerful way to get your song out there, reaching people you might not on other platforms.

While you might struggle to replicate the big budget productions of major recording artists, focusing on a compelling concept can be more impactful than lavish spending. For his song $ave Dat Money, Lil Dicky set out to create an epic rap video as cheaply as possible by borrowing homes, cars, etc.. The result was not only affordable, but is legitimately funny. 

Likewise, Ok Go created their truly iconic (it won a GRAMMY and everything) music video for Here It Goes Again in a single take using nothing but eight old treadmills…and some sweet dance moves. A good reminder that, with a bit of creativity and the right resources, you can craft a fantastic music video on any budget.

Lyric Video

In lieu of releasing an official music video, many artists these days are opting to release lyric videos. These are a cost-effective option because they can be produced digitally without the need for actors, locations, or props, and there are various tools out there that can help.

They’re also ideal if your track's lyrics are particularly poignant – hit those viewers right in the feels! – or difficult to decipher. (Metalheads and mumble rappers, we’re looking at you.) Check out Callum Pitt’s Least He’s Happy for an example of a great, and unique, lyric video.

Because they’re usually quicker to produce, a lyric video gives you the chance to strike while the iron’s hot. But creating a music video or lyric video doesn’t have to be an “either or.” There’s no reason why you can’t release a lyric video then follow it up with a music video release if/when time and budgets allow.

Live Video

Where music and lyric videos are likely to be precise and polished, a live video provides the opportunity to showcase different aspects of your music. By capturing a performance of your track, you can show viewers how you interact with crowds and how you sound live.

Having a live video with an audience also demonstrates your ability to sell tickets and can prove you have stage presence, which is valuable for engaging booking agents and securing gigs or festivals. It’s telling that, during the pandemic, a number of artists released “live” recordings on YouTube in an attempt to capture the “it factor” that live music has.

Whether recorded at a gig or in a visually interesting setting, live videos offer something not present in studio recordings. Check out NPR’s Tiny Desk Concerts or the MTV Unplugged series to get a feel for how different, and how compelling, videos like this can be.

‍Adverts

Video ads on platforms like Facebook, Instagram, and YouTube are valuable assets for promoting your release campaign. Short and sweet, they’re designed to give potential listeners a quick preview of your sound and entice them to check out your music.

Short ads can support pre-save campaigns and help to drive streaming traffic once your track is out. In addition to reaching new audiences, they can also remind existing listeners who haven’t followed you elsewhere that you have new content in the pipeline.

Finally, ads are a great way to connect with people on social media and Digital Service Providers (DSPs) because they can often follow you from the ad with a single click.

Short-Form Video Content

Here we’re not talking about releasing video clips on the likes of TikTok or Instagram Reels (although you should be doing that too) but those DSPs we just mentioned, with Spotify Canvas being a prime example. This feature allows you to showcase a short video clip while your track streams, encouraging listeners to further engage with your content. 

If you have an existing video asset, whether it’s a professional music video or a simple clip from the studio on your smartphone, consider picking a section for your Canvas. (Using it to remind listeners to follow your artist profile can be a powerful tool for long-term growth.)

With the rise of platforms like YouTube and TikTok, people aren’t just listening to music; they’re watching it too. Whether you're working with a big budget or just your smartphone, video content can be a game-changer when it comes to promoting new tracks.

Be creative and consistent, make your visuals compelling, and watch your audience grow.

Ready to bring your video content to life?

Head back to the un:hurd app to discover how we can help you create stunning visuals, optimise your videos for each platform, and reach a wider audience.

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