Why He’s Not Entirely Wrong

The music video we grew up with? The one that lived on MTV, played in full, and made artists feel larger than life, that version has definitely taken a hit.

Back in the day:

• You’d hear a song on the radio
• You’d watch the full video on TV
• You’d go out and buy it

Nice and simple.

Now?

You hear 15 seconds of a track while scrolling. You see a clip before you even know the artist’s name. And if it doesn’t grab you instantly… you’re gone. No second chances. No build-up. No patience. That’s the bit a lot of people are struggling to accept.

But Here’s Where He’s Completely Wrong

Music videos haven’t died. They’ve just… moved house.

They’re no longer the main event. They’re the starting point.

How Music Discovery Actually Works Now

In 2026, the journey looks more like this:

You’re scrolling through TikTok, Instagram or YouTube Shorts
👇
You hear a hook, see something interesting
👇
You stop (this is the important bit)
👇
You go and find the full track on Spotify or YouTube.

That middle step, stopping the scroll, is everything. And that’s where video still does its job better than anything else.

The Real Problem With Most Music Videos

Most artists are still making music videos like it’s 2005.

They spend thousands on a polished, four-minute piece. Upload it to YouTube, share it once on social and then wonder why nothing happens.

It’s not because the video is bad. It’s because it’s been built for the wrong job.

What Needs to Change?

This isn’t about ditching music videos. It’s about using them properly.

1. Your Video Isn’t the Product Anymore

It’s the source. When I film a music video now, I’m not just thinking about the final cut.

I’m thinking:

• What moments will make people stop scrolling?
• Where’s the hook visually?
• How many short clips can we pull from this?

Because that one video should give you weeks of content, not one post and a hope.

2. You’re Not Competing With Music… You’re Competing With Everything

Your video isn’t just up against other musicians.

It’s up against:

• Comedy clips
• Football highlights
• Someone making a sandwich in a weird way

So the question becomes:

👉 Why should anyone stop for you?

That answer has to come through visually first. Not musically. That’s the uncomfortable bit.

3. Most People Won’t Even Hear Your Song (At First)

A huge chunk of people scroll with no sound. So if your video only works when people can hear it you’ve already lost most of your audience.

That’s why text, visuals, and context matter so much more now. You’re not just showing a song. You’re explaining why it’s worth caring about.

4. One Video, Multiple Formats

The full-length video still matters. It still has a place on YouTube, your website, and for your core fans. But it’s no longer enough on its own.

You need:

• Short vertical clips for social
• Hook-driven edits
• Content that works in silence
• Content that makes people curious

Think of it like this: Your full video is the film. Your short clips are the trailers.

And right now, trailers are doing all the heavy lifting.

So… Are Music Videos Dead?

No. If anything, they’re more important than ever.

But not because people are sitting down to watch them from start to finish. Because they’re fuelling the entire discovery process.

The Bit Most Artists Miss

The artists who are growing right now aren’t necessarily making better music videos. They’re making more useful ones. They understand that a video isn’t just something you release. It’s something you use.

Final Thought

If you’re putting time, money and energy into a music video make sure it’s actually working for you. Not just sitting there looking nice.

Want Help Making This Work?

If you’re releasing music and it’s not getting the attention it deserves, it’s usually not the music.

It’s how it’s being presented.

Take a look at how streaming and promotion fit together here: 👉 https://www.monokimedia.co.uk/spotify

Or get in touch and we’ll figure out how to turn your content into something that actually builds an audience.