Since the era of MTV, videos have always been important. Today, they are on the verge of becoming everything. The right video tells you all you need to know about an artist in order to decide if you’re a fan.

Whether you’re marketing a new artist or building a campaign for an established artist, there is nothing like an undeniable video, especially one already well received by the public.

For an established artist example, you can check out Ariana Grande’s “thank u, next” video released today. Chances are if you’re reading this, you already have.

For a new artist example, I posted about James Vickery on a Song Sunday back in July. Shortly thereafter, our A&R Aaron Hoffman flew to London to see his sold out show. Last week, he signed to our record label.

As a new team member and advocate for his career, I feel blessed James’ talent speaks so loudly through the undeniable video of his COLORS performance, which just cracked 6MM views.

Back in March, I wrote, Typical push promotion strategies were overridden by pull strategies. Kids don’t care what the man is promoting, they want to discover artists for themselves. Fans vivaciously share content they love and believe in.”

As this evolution continues to take place, undeniable videos are necessary for introducing artists and breaking campaigns.



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