This post is by Claudia De Wolff, Vice President, Content & Programming, Vevo.
Despite rapid and continuous evolutions spanning culture and technology, music has maintained its position as a pivotal part of the human experience – driving incomparable connections fueled by passion and art.
At Vevo we’ve seen a major shift in the ways music is discovered and consumed – underscoring a symbiotic relationship between music and other forms of video-focused entertainment. And while these themes point towards the future, one has remained in the past: nostalgia.
The impact of nostalgia
Within the past year alone, we’ve seen the impact and influence of nostalgia take hold with classic 2000s artists like Sophie Ellis-Bextor and Natasha Bedingfield climbing the charts yet again – reawakened by soundtrack spots in major films “Saltburn” and “Anyone But You.” These music videos not only bring diverse audiences together and from across the globe, but also serve as incremental audience generators by which artists can expand their reach. In fact, according to Vevo’s annual Media Tracker, 70% of U.K. consumers cite the strongest relationship between music and movies – providing new ways to reinvigorate artists who began their careers decades ago.
The impact of nostalgia spans beyond movies, too. Take Super Bowl LVIII for example – according to Vevo’s lift data, Usher’s entire music video library saw a +277% lift in U.S. daily views after his throwback setlist at halftime. Or the Grammys, as another – which garnered a +528% viewership lift in Luke Combs’ rendition of the 1988 hit “Fast Car” after his duet with Tracy Chapman.
Music and memories
It’s clear there will always be an appetite for music and the memories it unlocks. The Vevo Media Tracker also revealed that 79% of U.K. consumers love how music helps them remember and re-live the past.
And, when executed by the right technology and distribution partners, these experiences can generate opportunities for artists to reach more music-loving audiences and drive revenue – whether that means introducing younger generations to decade-old hits or reinvigorating fandoms from years past.
Growth and innovation of the internet has propelled music video content forward, unlocking a variety of viewing experiences for music videos on TV screens, for example, and opportunities for artists to develop relationships with tuned-in audiences on the screens they view most.
A timeless bridge
According to Vevo’s UK Media Tracker, 82% of consumers state it feels like an entertainment experience to watch music videos on their TV screen – with 83% stating TV screens provide the highest quality audio and video experience for watching them. And, to that end, brands want to take part in this viewing experience and reach consumers through ad-supported streaming environments, which drive incremental revenue for the music industry at large.
In today’s digitally-focused world, music videos act as a timeless bridge – connecting artists with engaged audiences while bringing new life to music, both new and old. And with this bridge, artists can extend their fan bases and monetize their visual content, ensuring they stand the test of time.
