There was a time when 3D seemed like the future of video clip. It was also supposed to be from the cinema, and on the floor was the Imax, the great rooms of Port Vell in Barcelona. However, while the 3D thing didn’t quite bear fruit, the video clip has always found a place to take root and grow.. From TV to Youtube. New aesthetics, contemporary narratives, are often reflected in advertising and many other sectors of society. Without going any further, fashion is a clear example of how artists and their audiovisual work influence.
But where is it going? Is this the golden age of music video? It may be, but gold shines so brightly, and there’s always (quite a lot) more tinsel and silver, some of which miraculously shine the same. This Monday, at the roundtable of the video clip organized by the Autonomous University of Barcelona (UAB), the composer (for example, the author of Lildami’s Catalan hit ‘Supermercat’ in 2022, the most played video) Àlex Pérez with one million ‘steals’ clip in Catalan) and the singer-songwriter explained the face of the coin that always falls to the ground.
As an emerging artist, he has invested a maximum of 3,000 Euros for a ‘single’ in an audio-visual piece.. “You have to attract friends for whom you pay so little… And you do it knowing that that 3,000 euros will never come back.” Salvador Cufí, president of independent label Música Global, who worked precisely with Pérez, offered the small label’s perspective: “Most of our artists direct the videos themselves, otherwise this wouldn’t have been possible.” And he added that they bet on certain numbers (they have Miki Nuñez, Judit Neddermann, Doctor Prats in their portfolio…) – “we know he’s lost” – to shoot the video clip. Being a great channel to spread these videos, the money Youtube pays is no small change (we can set a million views at about a thousand euros). Finding a video clip on TV is almost a miracle, especially when compared to what this relationship has become..
other miracles
There are also ‘spiritual’ miracles resulting from very special phenomena like Morad, whose video clips have millions and millions of views on a small budget. Audiovisual was an essential part of the expansion of the huge urban wave that has now taken over the musical ‘mainstream’ many years ago. It helps to enlarge an artist’s image and size, so no one gives up on them. And while there used to be three or four video clips in each album, now there are artists who can’t release an album without a video clip.
In this sense, Guillermo Enguita, a member of Sony Music’s audiovisual division, said at the event: The high music consumption on YouTube forces us to look for solutions halfway between the hard cover and the video clip.. This is how “visualizers” come about, which are very simple videos that help maintain the aesthetics of a record while playing a song on the platform.
Another notable aspect of the video clip-music relationship was pointed out by Àlex Pérez. The singer explained that as a composer, it is very important to know if the song he is working on will be a video clip. He says it completely changes the way it works.
creation space
On the other hand, the big stars and their precise and careful audio-visual products are solvent products that replicate the work of Rosalía, C. Tangana – with an economic investment that, according to industry professionals, was never enough. , Bad Gyal … Or Dua Lipa. Catalan production company CANADA worked with all those who mastered the first break with El Guincho’s ‘indie’ -‘Bombay’ (2010), it was the first big impact- to date, benchmarking company in the industry also in advertising, where they reproduce many of the things they create for video clips.
At the aforementioned conference, Anna Bacardit from CANADA confirmed this: “Video clips have an interesting artistic side, but you can also create trends in advertising and society.” “There are creators who see it, copy it, and the circle closes,” he stated, quoting Rosalía’s song “Malamente”, which was the defining first single from “El mal querer” and went beyond the musical.