Evie brought this format to my attention, another to consider alongside the lyric video, unpacking video, live video, and additional narrative or concept videos (eg Pixies' 2 Bagboy bids, U2's 3 for One!)
Here's another format that could be great fun to adapt for evaluation Q's or earlier audience/genre conventions research: http://www.metalsucks.net/2018/07/02/reaction-video-alice-in-chains-so-far-under/
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 an 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:
performance footage
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.
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. [LouderSound]
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.
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[recent update:]
I mention beer as a great example of merch - you can buy both Slayer and Iron Maiden beer in Luxembourg (Auchan), and Motorhead, plus some other branded wine/spirits if I recall correctly. That this is now a common strategy, especially in heavy metal, can be seen from a simple google ('heavy metal beer'). See this Pinterest for a gallery (pic, right comes from it):
Sainsbury’s customers can now pick up some exclusive, freshly pressed vinyl alongside their freshly pressed fruit juices. (Sainsbury's,1st Nov. 2017)
Sadly the vinyl boom, boosted by nostalgia* from the deaths of the likes of Prince and Bowie, whose final album Blackstar was a vinyl bestseller, is led this year by the tragic return from early retirement of Ed Sheeran.
Further evidence of how mainstream this vinyl resurgence is, a major Xmas pressie source, the Gallagher brothers solo records and Sergeant Peppers are joined as major sellers by ... supermarket Sainsbury's own label.
Grab a loaf, milk and a compilation record with some Van der Graaf Generator. Tremendous. Though the only real national music store chain left, HMV, remains the dominant force in vinyl sales for now.
Here's a very useful video suggested by Richard D:
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*THEORY TIP + A SPOTof INDUSTRY ANALYSIS:
Simon Reynolds wrote an interesting book, Retromania, about the profound change in the cultural position of music and how its consumed brought about by digitisation. Thanks to YouTube especially, older acts never actually fade away. Pop was always considered ephemeral: pop acts would have their year or so of popularity then fade from the limelight and memory as their teen/tween fanbase got older and bored.
Now we can easily access older acts material, and record labels see back catalogue as a key driver of revenue. Spotify is full of special editions, and even re-recordings (eg Def Leppard's Hysteria), which enable a band to regain control of revenue streams rather than the record label they were signed to for the original album.
The Smiths, The Sex Pistols and Metallica are but 3 recent examples of bands re-releasing iconic albums with lots of studio outtakes, demos etc, sold in multiple packages (with vinyl options in all 3 of these examples). The Master of Puppets boxset was gifted by the Danish PM to his Indonesian equivalent, and you can also treat yourself to the very dull featuring singer James Hetfield's hands, part of the publicity and marketing campaign that kicked in months before the release date.
