Current trends in music videos

 Current trends

'The Weeknd' won the 2021 global artist of the year honours reward. He is a Canadian artist who predominately produces R&B music and Pop music. 

At the American music rewards BTS swept all of their categories, including artist of the year. BTS are a South Korean boy band who focus on Pop, K-pop, hip hop, R&B and EDM. This shows a trend in how artists are becoming global due to social media platforms, it no longer matters what country you originate from. BTS also won Tiktok favourite moment, signifying the importance of social media and the impact it can have on an artists popularity. 

10 current trends in 2022:

  1. Music live-streaming on social media
  2. Rise of independent artist 
  3. Music documentaries and visual albums 
  4. Sophisticated music recommendations 
  5. New and expanded revenue streams for artists
  6. Breakout artist for TV and movie soundtracks
  7. Genre crossovers
  8. Unconventional music playlists 
  9. More customer-centric music companies 
  10. Advanced sampling techniques 
Why are music videos still important?

Music videos are still important to artists as boosts their visibility and exposure. From a marketing view, music videos promote the sale of an artists work. By telling a story, it encourages the audience to listen and draws their attention, persuading them to purchase the artists work.

Distribution of music videos have changed over time. Now as an audience, all we have to do is go onto YouTube to watch a music video, for free. Whereas before Youtube the only way to watch a music video was if it was aired on TV. 

Due to the advancement of technology, music videos have become much more creative, with new camera shots, editing techniques, sound effects and more. Music videos have changed over time from performance based to more artistic, narrative, and concept based which show more of a story and style of the artist. They have become more popular as they are now viewed for pleasure, due to its easy access and is no longer viewed to just see the artist. 

Motifs in our genre of music we have chosen (dance), motifs involve lots of choreography, fast-paced cuts to keep up with the pace of beat. Dance is usually seen as a party genre, therefore music videos include females acting seductive, this also grabs the male audience attention, the use of alcohol to go with the party stereotype. 

Motifs within the dance genre:
  1. recurring or repeated concepts
  2. repeated/recurring object
  3. repeated/recurring phrase
  4. repeated/recurring movements 


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