The Cameo music program: real music, real artists

We built Cameo to empower the next generation of creators to make and share beautiful videos, all by using a simple yet powerful set of tools straight from their phones. Every element of Cameo is designed to give our creators the best experience possible, and that thinking extends to our music library as well. That means no stock music from big libraries consisting of 40,000 forgettable tracks. We want to give filmmakers access to real music, from real artists. And in turn, these artists have the opportunity to reach new fans in a different way: their songs serve as the soundtrack to countless special moments in others’ lives.

Most videos made on Cameo are personal. We often see birthday parties, trips, and backyard barbecues … ultimately, they’re memories. So when a creator adds music to their video, they’re not just picking the soundtrack to the video, but really they’re permanently soundtracking that moment in their lives. That’s the special something behind Cameo’s music program, and what has made it so effective.

We work tirelessly to bring you and your videos the best in independent music and keep our offerings relevant. Artists like Mac DeMarco, Sarah Dooley, and ASTR were once part of the Cameo catalog, and up-and-coming acts like Paperwhite and Grumby have begun to make waves with their fresh new releases. Hip-hop artist Layne Harper came onto the platform in 2014, and continues to add his latest tracks to Cameo because, according to Layne, “It’s an amazing feeling. I put my heart and soul into my music, and seeing listeners add my music to their personal videos is overwhelming.”

Creators know how important music is to their videos. There’s nothing better than finding just the right song to capture and enhance the exact video vibe you were going for. But both creators and musicians know that when you’re starting to build your career, it’s hard to standout in a sea (and Internet) full of other artists. So we’re filling a gap that normal music discovery doesn’t usually offer: the emotional connection to a song. As artist Vinnie Ferra puts it, “…Cameo is a platform that gives film creators and music makers a more direct line to one another. Arguably, the music in a scene can bring the audience to truly feel what the director or writer is trying to portray.”

I’m not saying that as a listener, the main ways of discovering music don’t work. Obviously they do. But for most up-and-coming artists these days, their song gets added to a playlist on Spotify, and no one knows the name of the band or track. They just remember that it’s somewhere in their “Summer Jams 2015” playlist. Even though they love the song, it gets lost in the sea of the constant flow of music discovery.

The videos our filmmakers create get shared — by themselves, fans, and fellow creators — and through this process, they’re actually increasing the reach of the artists who have provided the soundtrack. To make this discovery super seamless and intuitive, we’ve added a button on the video’s page that drives the audience to a link of the artist’s choice — whether that be their website, SoundCloud page, or even a Bandcamp or iTunes page. From there, people can easily learn more, and buy or download the music they’ve been enjoying. Below you can see an example of just that, via a video I made on my trip to Mexico last summer that features artist Fernando Deghi:

We currently offer over 300 tracks across 13 genres (think folk, hip hop, cinematic, and more) from artists all over the world. And our creators can add this to their videos for free with just the tap of a button. From our end, our relationship with these musicians is ongoing: we work with artists to help them market themselves around milestones in their careers, like album launches and tour announcements, and promote them on our curated and weekly rotated “Featured” page in the app. That means our creators can easily find the latest offerings, and that artists get the maximum exposure they deserve.

So check this week’s Featured tracks on your Cameo app, or browse by genre if you’re feeling a particular kinda mood. Whether it’s south-of-the-border fingerpicking that recalls a Mexican vacation, or a soothing folk tune that’s perfect for fishing in the Baltics, we hope you’ll find music that resonates with you and enhances your video. And if you feel so inclined, follow the link in the track’s bio to hear more from your new favorite artist!

If you’re an artist and interested in learning more about being part of the Cameo music program shoot us a note at music@cameo.tv

Originally published at vimeo.com.