Justin Timberlake’s release of a lyric video for his new single illustrates the growth of the new music format. The pop-star’s video premiered on on all of MTV’s television networks as well as the channel’s website and has clocked up over 9 million views on YouTube.
From Timberlake to Katy Perry, Maroon 5 and Taylor Swift, leading pop artists use lyric videos - basically an ultra-slick karoke clip - not only as of premiering new singles but to also promote the song’s upcoming official music video.
Speaking to The Associated Press, RnB star Cee Lo Green described his lyric video for the smash hit Forget You, which gained over 10 million views on YouTube , as “cost effective.”
“It was a chance to put out a video and give people a chance to follow the lyrics, helping them understand the song more and gauge their interest,” he said.
Amy Dole, MTV’s executive vice president of music and talent, said the lyric video is destined to play a vital marketing role for all future music releases.
“It tells a good story before the proper video is released,” she said.
“It’s a next level type thing, and a great example of what you can do with that medium.”