Get your music out there into the world

What is a music video and why should I have one?

Now that your track is mastered and release, you will be looking to get your music heard by as many people as possible. The level of reach you have will depend on your previous online presence and your current fan base. If you already have a fan base on your social media or followers on Spotify, then this is the perfect platform for you to grow exponentially.

In 2019, the way people consume music has changed dramatically, with over 45% of people listening to music via streaming services such as Spotify. 

Music Video Production Toronto

See some of our music video work

Music Video Production

When and how should I use a music video?

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 who have videos with viral appeal (artists like Gotye and Ylvis are great examples), 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.

What are some characteristics of a great music video?

  • They invoke a reaction, so you remember the song
  • Help give the audience a better understanding of the song
  • They help develop a brand/identity
  • Increase the profile of the band or artist
  • Expose a talent other than musical (dance etc.)
Viva-Media-Toront-Video Production-Process

How does Viva Media create a concept for a music video?

It all starts with discovery – understanding the artist, feeling, emotion or story we’re trying to explain. Once we have a good handle on things, we meet as a team (that’s right, the whole team), to brainstorm creative ways to present and explain the content. This involves throwing out plenty of ideas, good and bad, before landing on a couple to refine and ultimately pitch. Sometimes we’ll use a framework, like a metaphor or use case, to explain what you do. In other cases, it will be a unique visual approach that drives the message home.

A good music video concept needs to balance creative and story. The creative is required to engage the viewer and give them a reason to care about watching your video. The strategy is required to ensure you deliver a message that resonates with your viewers and motivates them to take a desired action.

How do you measure success for a music video?

The success or failure of your music video should hinge on more than just view count. While views are great, they don’t tell the whole story. You should also be looking at engagement (how much of the video do viewers actually watch?) and conversions (do viewers take the desired action after watching the video?). Like any marketing effort, we recommend having goals and a way to track them in place before you start.

How much money does a music video cost?

Depending on the style and complexity, a music video typically costs between $5,000-$25,000. Most of the higher-end music videos we work on these days run in the $25,000–$50,000 range. You’ll likely find that prices vary greatly from company to company, so take your time, do your homework, and find a team that fits your brand and can deliver on budget, timeline, and quality.

How long does a music video take to create?

Our standard production schedule for an animated explainer video is 6 weeks, which does not include the time required to collect feedback and make revisions. A full timeline may range from 8-12 weeks. Live action music videos have more moving parts (e.g. talent, locations, scheduling) and therefore do not have a set production schedule. However, a typical live action music video timeline is 6-12 weeks.


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