Embracing the Vertical Revolution: A New Era for Music Video Production
by Randy Sosin
In the digital age, the way we consume content has been revolutionized. With the ubiquitous presence of smartphones, vertical video has emerged as a potent medium for storytelling, notably in music video production. Music videos, once confined to horizontal formats or the 16:9 aspect ratio, are now being reimagined for the vertical dimension — 9:16.
The Rise of Vertical Video
The vertical video format has experienced an unprecedented rise in popularity, largely due to the surge in mobile usage. The trend, initiated by individual artist experiments, has evolved into an industry-wide shift, altering the way music stories are told.
The Pioneers of Vertical Video
Harrison’s 2015 clip “How Can It Be?” (best viewed on a smartphone) served as a trailblazer for vertical music videos, presenting a text message conversation on interpenetrating screens. This innovative approach sparked a trend that would redefine the industry. Following Harrison’s lead, Katy Perry started creating simplistic and seemingly spontaneous vertical videos on Instagram, closing the gap between the artist and the viewer.
Music Video Production in the Vertical Format
The vertical format not only offers a unique aesthetic appeal but also facilitates a personal connection with the viewers. The success of Billie Eilish’s music videos, for instance, can be attributed to their unique visual design and innovative narrative that is specifically edited for the vertical format.
The Evolution of Vertical Music Videos
As the vertical video format gained traction, more artists began to explore its potential. From Selena Gomez’s intimate home tour to Mark Ronson’s Instagram-inspired visuals, artists are leveraging the vertical format to create captivating music videos.
The Impact of Vertical Video on Music Video Production
The vertical format has opened new doors for music video production. It has not only diversified the visual narratives but also made them more accessible and engaging. The vertical format has also enabled lesser-known artists to build their brands and increase their visibility.
The Future of Vertical Music Videos
With the advent of vertical music videos, the future of music video production looks different. The “vertical video” can play a significant role and be an added value content piece, as well as, exclusive content for the active fan. Additionally, the integration of the pre-save feature further enhances user engagement and connection with the artists.
Spotify’s Vertical Video Revolution
Spotify’s shift towards vertical video has brought a radical change in the way users interact with the app. The introduction of visual and audio previews in the endless vertical video feed has enriched the user experience, making it more immersive and engaging.
SoundCloud’s Approach to Vertical Video
SoundCloud’s test of a “TikTok-like” vertical video feed for music discovery is yet another example of the growing popularity of the vertical format. By serving music based on users’ listening history and preferences, SoundCloud aims to enhance music discovery and user engagement.
A New Generation of Filmmaking
The vertical video revolution is paving the way for a new generation of filmmakers. The challenge of capturing and editing videos on a smartphone for the vertical format can foster creativity and innovation. This shift can potentially evolve the music video platform and create a whole new genre of filmmaking.
Vertical Video: A Game-Changer for Filmmaking
The vertical video format has the potential to revolutionize filmmaking. By challenging traditional practices and encouraging the use of new tools, it can stimulate creativity and innovation. The vertical format can also create new opportunities for aspiring filmmakers, shaping the future of the industry.
The Vertical Video Challenge
Embracing the vertical video format can be a daunting task for many filmmakers. However, the challenges it presents can also catalyze innovation. By pushing the boundaries of traditional filmmaking, artists can explore new avenues of storytelling and creativity.
Conclusion
The vertical video revolution is ushering in a new era for music video production. With its unique aesthetic appeal and potential for personal connection, the vertical format is transforming the way artists tell their stories. As more artists and platforms embrace this trend, we can look forward to a future where vertical videos are not just an option, but a standard in music video production.
The content overload is here, and it’s time to lean into it even more. Let’s redefine the vertical video as a standalone format, separate from its 16:9 counterpart. Let’s capture these videos on a smartphone and edit them there too. Despite the initial challenges, this shift could pave the way for a new generation of filmmakers who use new tools to create and evolve the music video platform. The vertical revolution is here, and it’s time to embrace it.