Business Daily Is it the end of the music video?
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Dec 2, 2025 Charlie Sussford, a renowned music-video director, discusses how TikTok has transformed video formats and success metrics. Samira Leitmannstetter from Warner Music emphasizes the integration of visual content in marketing strategies amid changing production budgets. Amanda Klein offers insights on MTV's decline and how viewing habits have shifted. Meanwhile, Yunhong Kim highlights K-pop's emphasis on storytelling and high production values. Together, they explore the evolution of music videos in the digital age and their impact on artist engagement.
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Short Clips Drive Attention
- Charlie Sussford says short social clips often outshine full music videos in grabbing attention.
- Directors now create exclusive short-form content to drive views back to the main video.
Capaldi Video Versus TikTok Virals
- Charlie describes directing Lewis Capaldi's comeback video that hit roughly three million YouTube views.
- He contrasts that with his girlfriend posting casual celebrity clips getting millions on TikTok in days.
Generational Shift Changed Viewing
- Amanda Klein traces music video decline to changing TV habits and generational shifts.
- Millennials grew up posting online, altering how they consume and discover music.
