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LinkedIn · Derrick McMichael II

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Spotify opening up direct music video uploads is one of those updates that sounds technical, but it is really about artist behavior.

For a long time, artists have been told to think in separate boxes. Audio goes here. Video goes there. Social content goes somewhere else. Then merch, tickets, and fan communication get treated like afterthoughts once the release is already out.

That is backwards.

If music videos are becoming more native inside the streaming experience, then the question is not just, "should I upload a video?" The question is, "what job is this video doing in my funnel?"

Top of funnel might be the short clip that gets someone curious. Mid-funnel might be the full video that gets them to understand your world. Bottom of funnel might be the moment where they buy the hoodie, the ticket, the vinyl, or join the list because now they feel connected to something.

Views matter, but only if you know what those views are supposed to lead to.

That is the part a lot of independent artists are missing. Not because they are lazy. Usually it is because they are doing everything by themselves, and every new platform update starts to feel like one more thing they have to keep up with. I get that. I am building LOUDmusic because I know artists need more than another dashboard. They need structure.

So if you are planning a video, do not just ask if it looks good. Ask what it teaches the audience about you. Ask where the viewer goes next. Ask how that piece of attention turns into traction, and how that traction eventually helps you make a living from your music.

#MusicMarketing #IndependentMusic #ArtistGrowth

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Post ID: b5190928…Platform: LinkedInLast synced: 6/26/2026, 1:57:39 AM

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