I've blogged on alternative, secondary music video formats before: the one-take, single shot video; the lyric video; the album trailer; the special edition or merchandise unwrapping.
To this list, one worth pondering for am additional quickfire production that will help to drive website and social media content and engagement, add the tour date video (with website plugging included too).
The example is from 80s crossover (punk/thrash) legends Suicidal Tendencies. The video, spotted from a browse of the TeamRock site, a rich source for spotting evolving marketing strategies, includes several features:
album art and website splash page, with plugs for both
like the most basic lyric videos, the main content is a vertically scrolling list of tour dates, white font on a black background
the audio consists of a snippet from a new album track, NOT the full track
The unpolished look is further evidence of how artists have incorporated audience approaches (fan-made videos) into their own playbooks. Even the mighty Metallica have dropped an unwrapping video, a hugely popular format that may have had pop origins but is now seen from audiences and artists across the age and genre spectrum.
I'll add to this more insight gleaned from the TeamRock site (an e-zine side to a stable of print magazines such as Classic Rock); Iron Maiden providing another example of how acts monetise themselves in an era of low record sales:
Iron Maiden Fan Club members will be given access to an exclusive pre-sale, with information available via the official website.
A Trooper VIP upgrade package will also be available, giving fans early access to the venue, exclusive goodies as well as food and Trooper beer. VIP tickets cost £140 and gig tickets will need to be bought separately.
Artists variously charge for photos with fans, sometimes as part of a VIP backstage package, have licensed drinks, offer exclusives to fan club or registered website members (often charging a subscription fee).
...Maiden are a great example of a long running act who skilfully use traditional and social media, and diverse merchandising, to successfully monetise their art and brand. Here's another example from them...the thankyou to fans, a natural example of direct address made possible by online media.