Universal Pictures and Backlot Records recently released the music video to my theme song, “Call On Me” for the film Bring It On: Worldwide. The studio was cool enough to tag the video for our non-profit – EarthTones.org, to help us spotlight the importance of music, arts and fitness programs for at-risk youth. Although I can’t guarantee how popular these songs or videos will become, I would like to bring your attention to the power of of the music video in the global narrative.
There are currently over 80 music videos on on YouTube that have crossed the billion views threshold. I predict there will be more than 10 that will break 3 billion views each by the end of 2017. Even a year ago, that level of reach for a single song and video would have been inconceivable, and those numbers are only from a single digital platform.
With the escalating competition for our attention and the explosion in video consumption (with companies like Facebook, Spotify, and Amazon jumping on board), the importance of highly engaging short form content becomes more and more critical.
It is not new news that the combination of music and video has proven to attract audience. Over 90% of the videos views in the history of YouTube have been music based. Music is nearly everyone’s second language, and thereby provides the most universal reach of any media content. What is a bit mind-blowing, however, is the continuing escalation in the number of potential viewers for a single piece of short form, music-based video.
What also intrigues me, beyond the numbers, is how we can better use the music video format as a way to inspire, engage and shape the future of humanity. While I haven’t reached the billion viewer mark yet, artists and activists like myself have long used songs, music videos and popular media platforms to carry positive messages and bring awareness to meaningful causes. Music and storytelling (what I refer to as the Technologies of Emotion) are the two of the most power narrative forces for shaping the emotions and psychological perception of humankind, on both a conscious and subconscious level. Leveraging these forces for good may be the ultimate alchemy for shifting global consciousness.
How can we work together to drive this force in a direction that can really make a positive difference?