CEL36 RECORDS
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ELECTRONICA / TECHNO / MELODIC / MINIMAL / ANALOG / BREAKS / DEEP TECH / HOUSE / AFRO
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Sound and technology have always dominated the realm of electronic music. However, in the past few years, video media has seen a major shift in how artists find audiences and fund careers. Visual-sonic collaboration is more crucial than ever, making video media an essential medium for electronic musicians to differentiate themselves in the competitive marketplace and create immersive experience that reverberates around the world.
Electronic music is, by definition, experimental and progressive. It often transcends conventional songforms, using textures, rhythms and moods to trigger emotion. Video media enhances this, creating a visual backdrop that can accentuate the feel, dramatise or explain the music. The combination of sound and sight gives an experience that’s better than its parts.
This changes everything for electronic producers. In contrast to conventional musicians whose work might be focused around instruments or vocals, electronic musicians tend to play in the shadow of laptops, controllers and synthesisers. Video media brings the performer closer to his audience and makes it personal. Through music videos, live video and social media, a musician can project their personality, message and vision to the world in a way that pure audio simply cannot.
Music videos have always been part of the music industry, but for electronic artists, they do something special. In an un-learned genre with little to no lyrics or narrative structure, music videos provide a way to construct a narrative or illustrate abstract ideas. Electronic music videos are also usually experimental, testing the limits of animation, CGI and cinematography.
Iconic examples abound. The animated feature-length video Daft Punk’s Interstella 5555 for their Discovery album is one example of the power of imagery to make a body of work a cultural force. Aphex Twin’s haunting but spellbinding videos, including Come to Daddy and Windowlicker, illustrate the way experimental media can leave a lasting imprint that elevates the character of the artist. These videos don’t merely accompany the music but are now an intrinsic part of the artist’s identity and brand.
To budding electronic artists, such examples highlight why you should spend money on high-quality, cutting-edge video production. While you may not have the budget for an uber-popular music video, it’s always better to be creative and original than to spend a fortune on production. Video distribution services such as YouTube and Vimeo have democratised video sharing so that artists can easily broadcast their visuals worldwide.
The advent of apps such as Instagram, TikTok and YouTube Shorts has unleashed a new form of video, one that values speed and impact. For electronic musicians, this is a dream come true. Any 15-second clip of a live set, a recording or even an intense visual sequence overlayed over their song will go viral and reach millions of listeners.
Electronic music is particularly suited to the short-form video form because of its emphasis on rhythm and energy. Drenching melodies or explosive crashes are ideal for generative images, be they a dancer improvising on the beats or a 3-D representation. This format also gives artists an opportunity to experiment, publishing a constant volume of content to keep audiences entertained between major releases such as albums or full-length music videos.
Electronic artists rely on their live shows for a living, and video is essential in turning those shows into life-changing moments. Live-show montage — including LED screens, projection mapping and AR — is almost indelibly linked to the show. Such touches not only elevate the sound but add an element of spectacle for those watching.
From Deadmau5 to Eric Prydz, artists have redefined how live performances should incorporate video. Deadmau5’s cube stage and Prydz’s holographic projections give us a taste of how video media could transform an event into an immersive experience. These events aren’t just concerts – they’re visual spectacles that audiences recall years after the song has ended.
For smaller artists, it’s also easier to incorporate video into live sets. With free programs such as Resolume or TouchDesigner, it’s possible for a very modest budget to match images to music. This helps aspiring artists establish a unified, professional live experience that can distinguish them in an otherwise fierce marketplace.
Video media is a global language, and it can be transmitted across cultures and languages. This is a massive boon for electronic musicians, many of whom seek to cultivate global followings. A good music video or live performance clip will engage any viewer in the world — even if they don’t know the artist’s native language or the local music scene.
Social media reinforces this dynamic, allowing videos to naturally diffuse across borders. In conjunction with effective marketing, video will give electronic artists access to new audiences, festival shows, and partners. Strong images and global exposure can transform the small-time artist into a global star.
The bond between video and electronic music will become even more tenuous as the technology evolves. VR/AR creates endless possibilities for immersive music and artificial intelligence (AI) allows musicians to make videos that react directly to the viewer’s interaction. It’s not just the sound, but the unimpeded marriage of images, which redefines the boundaries of music.
For electronic musicians, it is no longer an option, but a necessity to take on video media. Whether high-definition music videos, viral videos or stunning live performances, video offers musicians the opportunity to create a multi-sensory experience that makes a lasting impression on their audience. With the aid of video, electronic artists can establish themselves in an ever-changing landscape and create a legacy that will last.
