The Lifecycle of a Music Video

2 months ago by Alan Cross | June 28, 2010 1:58 am

Back in the day, music videos were a big, big deal.  People would rush home from school to watch them on TV and when a major artist had a new clip, its debut was occasionally important enough to be shown prime time network TV. 

Not so much anymore.  Music videos are too expensive to make in an era when they don’t do what they were supposed to do in the old days: get people to buy records.  This isn’t to sale that the music video is going away.  It’s just that its importance in the music industry ecosystem has changed.  Most of watch music videos on YouTube now.  But here’s an interesting stat.  The average YouTube video gets 50% of its views in the first six days.  After that, it trails off into obscurity.  After 20 days, 75% of the people who are ever going to see it have seen it. 

As our attention span gets shorter and our consumption patterns change, the life of the music video just keeps getting shorter.
 

Send to a friend Filed Under: Ongoing History of New Music
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  • Steph D
    July 5, 2010 at 10:13 am

    I think the main reason is that most music videos are so stale that watching them a week later is pointless. The ART of music videos has all but disappeared.

    What we really need is for more bands to take the Weezer – OK GO approach and embrace web-culture and use it for their art. I bet you their videos have gotten more hits after those initial 6 days!

    (Reply)
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