YouTube provides everyone on the platform with the same distribution deal, access to the same people regardless of the amount of money put into the video. The 'Gangnam style' video has 125M views and a 'Cats will make you laugh your head off' cat compilation has 111M views - both very different videos with varying amounts of money behind them. YouTube allows for artists to have more freedom than when music videos were exclusively shown on channels such as MTV, as it doesn't have to monitor the content of the videos for advertisers, or have appropriate videos for children at certain times of the day when they are likely to watch. Furthermore, for recent and up-coming artists, YouTube is a great way to get their name out and create low-budget music videos.
BENEE - Tough Guy:
BENEE's first ever music video was released on 28th February, 2018. This music video depicts a group of high school teenagers hanging out together on a tennis court for most of the video. Towards the end of the video it is night time and colored LED lights reveal different faces that were previously seen in the video. It illustrated BENEE to be: friendly, cool, trendy and relatable as she was just hanging out with friends as most people would on the weekend. Now the video has racked up 1.6 million views, this is likely because of her hit 'Supalonely' released 4th February 2020 with 202 million views. It is extremely likely that many of these listeners looked for her old music after hearing this song (myself included).
George Ezra - Budapest:
George Ezra quickly rose to fame after his debut album "Wanted on Voyage" the most well known ep being 'Budapest'. Released in December, the video was then released on the 28th January 2014. It presents George as a light-hearted guy as he plays his guitar in front of a color changing background of bright colors. The performance style video highlights his guitar and singing abilities, positioning him as 'a guy with his guitar' similar to artists such as Ed Sheeran despite a very different sound. This video (with 17 million views) was soon named 'Budapest - Alternative Video' as 3 months later on the 22nd April, 2014, a new video was a released. After the songs's success in the charts, a new video was released with a concept, they were able to higher extras and use camera equipment such as a gib to get creative shots and angles. This video now sits with 195 million views and shows a clear difference in music videos depending on the budget behind them.
The 'alternative' video:
The official video:
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