Breaking into the music industry today requires more than just creating great songs—it requires mastering self-promotion and visual storytelling. As music fans increasingly flock to platforms like TikTok, YouTube, and Instagram to discover new artists, the importance of producing and promoting your own music videos has never been greater.
Teaming up with Colin Rowe, a social media specialist in Franklin, Tennessee, who’s experienced in promoting music events, we’ve got some great tips for local musicians looking to break into the world of DIY music video production and build a loyal fanbase. Colin knows the digital landscape inside and out—he’s mastered the art of grabbing attention and making it stick. With his background in event promotion, he’s got the playbook on how up-and-coming artists can boost their visibility. From budget-friendly gear and software to crafting narrative-driven videos that hit home with fans, these insights are a roadmap for indie musicians aiming to make waves.
Start Small with Short-Form Videos
According to Colin Rowe, “Start small.” As someone who has seen the power of social media first-hand, Colin advises that emerging artists begin by creating short-form videos on platforms like TikTok and Instagram Reels. These videos can be as simple as a single verse or a dance. The key is consistency and building confidence with video editing. A few successful 15-second clips can help artists gauge what resonates with their audience.
Many local musicians overlook the impact of these short clips, but they can provide immediate exposure. A study by Influencer Marketing Hub revealed that TikTok has over 1 billion active users, with 61% of them between the ages of 16 and 24. This young, trend-sensitive audience is crucial for musicians looking to build a loyal following. Once comfortable with creating short content, artists can progress to producing full-length music videos.
Tell a Story with Your Music Video
“Music videos that tell a story are often the most successful,” says Colin. Storytelling gives your music a broader appeal and connects more deeply with viewers. While the story doesn’t have to align perfectly with the song’s lyrics, it should provide a clear narrative that enhances the music’s emotional tone.
Consider iconic videos like The Weeknd’s False Alarm, directed by Ilya Naishuller. The entire video unfolds from the perspective of a bank robber, delivering a compelling, action-packed story that leaves viewers stunned. The twist at the end, revealing that the audience has been seeing events through the eyes of The Weeknd himself, adds an extra layer of intrigue.
Alt-J’s Breezeblocks is another example of clever storytelling. In it, the assumed roles of the aggressor and the victim are flipped in a way that surprises viewers and makes them rethink their assumptions.
Colin highlights that adding twists or unexpected moments will leave a lasting impression on your audience. “Your viewers are likely to share your video if it surprises them,” he says. This increases your chances of organically getting exposure without investing heavily in marketing.
Create a Dance Trend
One of the quickest ways to propel a music video into the spotlight is by starting a new dance trend. Colin points to the example of Gangnam Style by PSY, which became a worldwide sensation thanks to its easy-to-follow dance and infectious beat. Fatboy Slim’s Weapon of Choice—featuring a memorable dance performance by Christopher Walken—is another iconic example, even though it involved star power. While new artists might not have the budget to hire celebrity dancers, they can still create simple, catchy dance routines that invite audience participation.
According to a 2020 survey by Music Business Worldwide, 67% of TikTok users say they’ve discovered new music through viral dance trends. This is especially true for genres like pop, hip-hop, and electronic music, where dancing plays a significant role in audience engagement.
Even if your song doesn’t immediately hit the charts, attaching it to a dance can make it more memorable and likely to go viral. Dances have a life of their own, and once a trend picks up, it can spread across social platforms in a matter of days, exposing your music to millions.
Budget-Friendly Production
One common misconception among new musicians is that producing a high-quality music video requires a massive budget. While big-name artists may have the resources for elaborate sets, you can still create visually compelling videos with a small budget. “Make it low budget,” Colin advises. All you really need is a decent camera, some creative ideas, and good lighting.
With technological advancements, even smartphones can shoot high-quality videos. Apps like Adobe Premiere Rush, Final Cut Pro, and even free options like DaVinci Resolve allow for professional-level editing without the cost of expensive software. Filming in outdoor locations or using simple backdrops can also cut costs while providing a dynamic look.
Colin points out that many breakthrough videos didn’t rely on high-end production values but on clever concepts. The DIY aesthetic can even become part of your brand. Many indie artists have built careers around their authentic, homemade videos that connect on a personal level with fans.
The Importance of Self-Promotion
Producing a great music video is just half the battle. Learning how to promote your work effectively is crucial to getting it in front of the right audience. This is where Colin Rowe’s expertise in marketing comes into play. Having worked as a Social Media Manager and Partnership Lead at Festisia, Colin understands the power of creating buzz around events and releases.
“Your music video might be incredible, but if no one knows about it, it won’t make an impact,” says Colin. Social media platforms like TikTok, Instagram, and YouTube allow artists to promote their content for free, but mastering algorithms and engagement strategies is key. Artists should post regularly, engage with fans through comments, and collaborate with other creators.
Collaborations are particularly effective. By teaming up with other local artists or influencers, you can tap into their fan bases and gain exposure. Posts with collaborative elements or featuring multiple creators receive 30% more engagement than standalone content.
Additionally, musicians should utilize analytics tools provided by platforms like YouTube and Instagram to track which content performs best. This data can guide future video releases and marketing strategies, allowing artists to focus their efforts on what truly works.
Conclusion
Learning how to produce and promote music videos is a crucial skill for local musicians looking to break into the industry. Artists can make their mark without spending a fortune by starting small, telling compelling stories, incorporating clever twists, and utilizing social media for self-promotion. Colin Rowe’s advice on starting simple with short-form videos and building up to larger projects is perfect for those just getting started. The key is consistency, creativity, and leveraging platforms like TikTok and YouTube to maximize exposure.
To learn more about Colin Rowe, you can visit his website.
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