Music Video Industry Faces Uncertainty as MTV Declines and Budgets Shrink
London – The future of the music video is in question as conventional outlets like MTV scale back and artists increasingly prioritize short-form content, leaving directors and production companies struggling to stay afloat. Despite remaining a crucial creative outlet and potential launchpad for directing talent, the financial viability of music videos is increasingly precarious, with many industry professionals reporting that “no one makes money out of these videos.”
The shift comes as MTV, once a defining force in music culture, diminishes in relevance. Musician Hannah diamond recently noted, “‘MTV hasn’t been part of the conversation for such a long time.'” This decline coincides with a broader industry trend where content budgets are stretched thin by the demands of platforms like TikTok, and artists are inundated with pitches from directors vying for projects.
Directors are feeling the pressure, according to producer Skye Byrne, who says that in the past, artists would proactively seek out specific directors. Now, directors are routinely pitching against a field of perhaps ten or more competitors, representing significant unpaid labor in the creation of detailed treatments. “Production companies don’t [make money] – but we still do them becuase they’re really vital and a vital part of a director finding their own voice,” Byrne stated.
The rise of short-form video presents both a challenge and an opportunity. While TikTok videos can be produced with minimal resources – ”a guy with a guitar and a dream, singing on a pub stool” – according to content creator Luz, they can also be highly creative and innovative. Luz points to her work with Confidence Man as an example, where short-form content is “on par with their shows and music videos.”
Despite the challenges, the music video remains a valuable training ground for directors. Byrne highlights the success of The Daniels, directors of everything Everywhere All at Once, who began their careers in music videos before winning an Oscar. “Music videos still allow those unique personalities to shine through and take risks,” she said.
Recent reports indicate potential efforts to revitalize the MTV brand,with Paramount exploring new strategies. However, Diamond cautions against making assumptions in the rapidly evolving media landscape, noting the unexpected resurgence of vinyl. Luz echoes this sentiment, stating, “ItS like an album – albums are never gonna go away, and music videos are like punctuation for an album. They’re always going to exist.”
