“People listen with their eyes.” This profound insight from Andy Gessner, owner and president of Hip Video Promo, sets the stage for a fascinating deep dive into the world of music video promotion and digital artist marketing. Drawing from his experience promoting over 4,800 music videos, Andy reveals how visual content has become the cornerstone of artist identity in today’s digital landscape.

The conversation explores the delicate art of creative storytelling in music videos, with Andy advising artists to envision their perfect visual by going “to a dark room, close your eyes, listen to the song the way we used to.” This approach helps artists translate their sonic vision into compelling visual narratives that connect with audiences on a deeper level. For independent artists concerned about limited budgets, Andy offers reassurance that smartphone-shot videos can find success on major platforms like MTV and BET Jams when paired with great music and authentic vision.

One of the most valuable takeaways is Andy’s “60-day grind” strategy for maintaining momentum through social media. He emphasizes the critical balance between music content and personality posts, noting that showing your human side transforms casual listeners into super fans. “Show folks that you’re a human person… a lot of people will like your music, but if you’re not afraid to show folks who is the real artist, they’re going to like you too.” This approach builds the thousand dedicated super fans that can sustain an artist’s career.

The episode also features fascinating behind-the-scenes stories, including Andy’s experience promoting Johnny Cash’s iconic “Hurt” video and his early work with Five Finger Death Punch. These anecdotes illustrate how recognizing potential and advocating persistently for artists can lead to career-defining moments in music marketing.

Whether you’re an independent artist looking to promote your music or simply curious about how the visual side of the music industry works, this conversation offers invaluable insights into creating authentic connections with audiences in today’s digital landscape. What music marketing strategies are you implementing to build your super fan community?

Links

• Jay Franze: https://JayFranze.com
• HIP Video Promo: https://www.hipvideopromo.com/