The New Music Business with Ari Herstand How TikTok Music Videos Go Viral
Dec 20, 2023
Director Evan Blum, known for creating viral TikTok music videos, discusses actionable steps for creating vertical content and what is working on TikTok for musicians. They explore dance trends, using fan feedback for fresh creative, and offer advice for artists who don't want to create video content.
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Transition to Short-Form
- Evan Blum transitioned to short-form video after struggling to gain traction with traditional music videos on YouTube.
- His first successful batch of short-form videos was with Flyana Boss, leading him to focus on this format.
Experiment with Song Sections
- For emerging artists, experiment with different 12-15 second song sections on TikTok to find what grabs attention.
- Create multiple clips for each section and analyze which performs best before focusing on that part.
Content Shoot Strategy
- Content shoots resemble condensed video shoots, prioritizing dynamic locations and outfit changes over perfect lighting.
- Shoot more clips than needed and select the best takes in the editing room, similar to choosing the greatest hits from an album.