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How Livestream Video Clips Took Over Music Marketing
Twitch livestream video clips have taken over music marketing, driving success for artists like Lil Tecca, DDG, Lil Baby and Flawed Mangoes.
Music marketers are increasingly focused on facilitating that second wave of engagement, which they do by snipping out the highlights of livestreams — either relying on their own teams of editors; “clippers” who congregate on Discord; or AI programs — and then promoting those bite-sized videos across TikTok, Instagram, X and more. A recent press release promoting DDG ‘s new single “The Method” credits the rapper’s appearance on PlaqueBoyMax’s livestream with jump-starting the track: “Immediately, clips of the recording went viral across socials and garnered over 1 million views on TikTok alone.” Artists have several options when they want to reach the livestreaming audience, according to Alex Falck, head of commercial at the digital marketing company Creed Media.
Or read this on Billboard