Music Marketing Trends is a Newsletter by Jesse Cannon that breaks down how musicians really get their music heard. If you know a story we should be telling or an artist we should cover just hit reply to this email.

I Actually Used This To Fix My Health

Before we get started today, I’m going to give a quick personal ad that I think can help you all as much as it helped me. I know everyone lies for ad money these days but honestly, it really messed me up how much Superpower helped me stop feeling terrible so I can create again since doctors couldn’t figure out.

Recently, I wasn’t feeling right, low energy, a lot of brain fog. As usual, my primary care doctor doesn’t care, despite the fact that I have great insurance and go to one of the top care specialists in America, the insurance companies have them shuffle you in and out. I had long heard there were really expensive tests you could get done to get real answers, but recently a friend told me one of those services, SuperPower, has scaled to make this affordable and only a few hundred bucks for thorough full tests that show you how to improve your health. So I decided to be a guinea pig, and now I am telling everyone I can what a game-changer it is. Not only did they do a blood and urine test that gave me a ton of information, but they also gave me a full plan to improve my health, including supplements I could affordably source myself, diet, and exercise recommendations that were specific to my issues, and sure enough, they worked. More of my friends tried it and we all saw cheap results and better care than we get from our traditional doctors. I know for some of you this will be way more helpful than another AI news ad or some playlist thing, so if you haven’t been feeling right, I have been shocked how much this has helped my friends and me.

Music video masterclass

Quick reminder on how this works: I listen to every video that comes in, but I only stop to record a comment when there's something I can teach the group from it. If your video isn't here, it doesn't mean it was good or bad — it usually means there was nothing specific I could pull out of it for a broader lesson. There's a link in the description of every video where you can submit yours for the next one of these.

Let's get into it.

Kib — Chipo Box

The big teachable point here is motion within the performance. Kib has bouncing balls, moving lights, and the lighting itself becomes part of the choreography. The performers are performing, but the light is also performing. That additional layer of motion does enormous work for attention retention. Then cutting back and forth between the performance and the animated sequences (with Kib's recurring character from this fantasy world he's been building) keeps the energy spiking. Genuinely well done.

TV Wonder - Champion(s)

Their first music video, very low budget, essentially sneaking into locations and getting out fast. You would never know.

The video uses different scenarios to keep momentum — zapping between locations — and the dot transitions and title card at the front are great. The microphone prop is well chosen. This is what a minimum viable video can actually look like with a little effort, good locations, and a matched emotion to the song. Probably six hours of work plus some scouting. Hats off.

Waves_On_Waves X Crimewave X Waves On Waves After Dark —Our Only Ties

Every time Chris submits, it's worth commenting on. This one's a track that vampires dance to at goth clubs (which is sick).

The big technique I want to flag is performing the song multiple times with different camera setups. People underestimate this in their toolbox. Chris has a spectacle here — a flaming cross that generates serious light and reads as iconic on its own — but the real move is how many camera positions he gets around it. When you have six or seven performance takes from different angles, different intensities, different levels of going-off, you have a real arsenal to cut from. Most people film one or two performances and decide they got it. Cut from many, and the viewer's attention stays locked.

CARBS & JUSSY - Fishtail [Official Music Video]

Filming technique to call out: instead of pointing a steady cam or gimbal outward like most people do, this one turns the camera in on the performer. Strap the gimbal to your chest, point it at yourself, and you get this bobbing, surround-the-world effect where everything spins around you and the viewer reads your reactions to it. Works especially well when you're singing about being a little fucked up at a party — Bud Lights in the back, the night swirling around. The performance effects of falling up and down through rooms take it further. Plenty of different scenarios, but the consistent camera-on-self framing ties it all together. Lighting is great, color grade is doing real work.

Enjoying this? Forward it to a music friend you’d like to be closer to and start a discussion!

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