Q&A with Rotor Videos | Label Worx
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Q&A with Rotor Videos
Posted By : Simon Tillotson
|
Posted Date : July 17th, 2020
When was the last time you made a music video for one of your releases? With more and more fans turning to platforms like YouTube to consume music, video content becomes increasingly important to not only a successful release campaign, but brand identity as well.

We've teamed up with Rotor who offer an affordable and high quality alternative to professional video production and editing. Their online app is the perfect tool to create unique and original video content quickly and on a budget. Read on for the lowdown on what Rotor can do for you and your label, and click HERE for an exclusive 10% discount for all Label Worx customers.

Let's start with the basics - how would you explain Rotor Videos to someone who has never heard of you?

Rotor is a music video creation app with a built-in brain. We wanted to make it easy for all labels, artists, and managers to make pro-quality music videos without having to hire expensive production teams, learn complex software, or have any video editing skills. So we built an app that gives you control over look and feel, but handles the most technical and complicated part of creating music videos for you-the editing.

How important is video as a digital format in 2020?

Video as a format is monumentally important. That's been the case for nearly a decade now on social, generally. But over the past few years we've seen the relationship between music and video deepening online. Fans now consume 47% of music through on-demand video-outperforming paid and free audio streaming-and music videos account for 93% of YouTube's most-watched videos. And of course now Facebook is getting in on things with its recent move to become a hub for official music videos. So if you're not distributing your artists' music via video to meet that demand, you're giving up market share and potential revenue.

What if your label's YouTube channel doesn't run ads yet. Is a music video strategy as important then?

If you don't have channel monetisation switched on yet, music videos can still generate positive ROI indirectly by increasing artists' visibility, brand affinity, and engagement. They're not measured in currency, but these metrics connect to positive financial return down the line and are important for long-term success. In the short term, music video views by fans can positively impact audio streaming volume and have a more immediate impact on financial targets. But you can't get your views up if you're not publishing videos in the first place. What's more, unlike other video content, music and lyric videos are what marketers call evergreen content...meaning they are watched over and over, unlike interviews, video blogs, etc. So they're an especially important part of the marketing toolkit that continue to have value long after upload.

So why aren't more labels creating music videos and building up their YouTube channels?

Many labels do invest in music video and lyric video creation, but typically only to a limited extent. Time, money and video skill sets are always scarce within small and mid-sized labels, where staff are sometimes covering multiple roles. Creating a music video using traditional methods is expensive and extremely time-consuming, so, understandably, they prioritise their resources on videos for new releases by their A-list artists. But the fact is, this is only a very small percentage of the artists they represent and the IP they own. By slashing production costs and timelines, Rotor lets labels make vastly more video content for less-kicking up the production volume so they can go deeper and wider with promotion of their rosters.

And just how easy is the process of making a video on Rotor?

Honestly, anyone can do it. You can go from start to finish in under an hour in just three simple steps:

1) Upload your track.
2) Point and click to select the clips you want to use (either your own footage or from our library).
3) Pick the editing and effects style you want applied.

Then just sit back and let the app handle the editing. The built-in brain listens to your track and cuts everything together for you, adjusting the timings of clips and effects based on the rhythm, tempo and intensity of your track. If you want to create a promo video or lyric video, you move on to the fourth step-adding screen text overlays with point and click controls and straightforward styling menus.

Wow - pretty easy then. What's the catch?

There isn't one. At $25 for a pro-quality HD video, there's no downside. You have to work pretty hard to create a crappy video in Rotor. As long as you a) pick enough clips to cover the length of your track, b) choose footage that is a good match for your style of song, c) pick clips that go together visually and feel related, you can make something great in no time.

Are there any other features our labels should know about?

The app can handle tracks up to 20 minutes long/150MB, and lots of our editing and effects styles are designed to complement dance and electronic music genres-for example distorting clips according to the waveforms of the song, adding bass-reactive glitch effects, etc.

And finally, how can our labels find out more about Rotor Video?

The best way to find out more is to try it out for yourself. Create your free account, upload a track, and play around in the app. You can experiment as much as you like, and you won't be charged until you want to download your finished video.

Head to the Rotor website to find out more and access an exclusive 10% discount for Label Worx customers
rotorvideos.com/labelworx

 

Next Article : Spotify launches in 13 new territories including Russia

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