IMPORTANTS OF MUSIC VIDEOS TO                         ARTIST AND BRANDS

Tiwa savage

D'banj

Iyanya

 Music videos help artists in two big ways: exposure and revenue. Typically music videos are produced and released in the early stage of a song’s release cycle, intended to drive exposure through additional channels for fans to consume whether they’re shown on TV, streamed or played in a public area. For some artists D'bang , Tiwa savage, patoranki,wizkid, davido,techno,timaya, and the full marvin crew who have videos with viral appeal , they can be a huge driver for music sales and help to build the story to radio. Meanwhile, when brands enter the picture and strategically place products in music videos, it can produce a new revenue stream for the artist while also building exposure for the brand. In a time where music consumption is shifting across various mediums, these partnerships, if chosen well, can be effective for both sides.

SHOULD BRANDS BACK MUSIC VIDEOS?

Plainly stated, music video product placements work. In a new study, Nielsen found that not only do people notice brands in music videos, but these videos can contribute to a lift of 8 percentage points, on average, in purchase intent and improved perception. Even in the cases where the brand product placements weren’t as noticeable, overall awareness increased. In essence, these videos can present a more organic alternative to a blatant endorsement, which can be less effective with certain music genres.
Beyond awareness, music videos also provide the opportunity to show off unique selling points about products. For example, Avril Lavigne’s “Rock n’ Roll” video showed off the Sony Ericsson Experia phone’s waterproof feature when she answers it after taking it out of a glass of water. And the artists’ endorsement through usage and product placement within their videos will also boost perception of a brand. As is always the case with this art form, however, the truly creative benefit the most.
Brand placement in music videos can take a variety of forms—from Miley Cyrus using EOS lip balm in her “We Can’t Stop” video to Katy Perry taking a selfie with her Nokia phone in her “Roar” video. However, we’ve learned that a brand’s effect actually reflects how it’s placed rather than the number of on-screen seconds it gets. Our research found that it’s possible for products that have 5 seconds of exposure to create 35 percent (or even higher) brand lift, the same as those that are on the screen for 35-60 seconds.
Overall, these partnerships can be beneficial to both artists and brands. For example, in 2013, Miley Cyrus’ wildly popular “We Can’t Stop,” featuring both the EOS lip balm placement and a second with her Beats Pill, was a video hit as the sixth most-streamed on-demand song with 151 million streams. And given the short time needed for a brand to have an effect, artists don’t always have to be concerned about brand overexposure while brands don’t have to worry about how much time their product is shown to see results. At the same time, unlike other types of video—like TV or movies—music videos can go viral. When a new