Are music videos really worth it for independent artists? Here’s what you should know
For independent musicians trying to get their work out there, every creative and promotional decision counts. One of the biggest questions many indie artists ask themselves is: Should I invest in making a music video? The short answer? It depends. But let’s dig deeper into why that is.
Music videos are still one of the most powerful tools for marketing and artistic expression in the music world. But they’re not the only way to build visibility. Other strategies, like running pre-save campaigns, staying active on social media with short-form videos, or creating an eye-catching artist profile on streaming platforms, an be just as effective and, often, a lot more budget-friendly.
Creating a professional-looking music video doesn’t have to cost $500,000. In fact, it shouldn’t, especially if you’re just starting out. That said, even a modest production can be a significant expense for indie musicians who are juggling studio time, distribution costs, equipment, and more. So… is it worth it?
What we're going to explore:
- The real value of a music video (even on a budget)
- When a music video makes sense
- How to make a music video as an independent artist
The real value of a music video (even on a budget)
The great news is that music videos aren’t reserved for big-label artists. You don’t need an army of professionals or a Hollywood-sized budget to bring your song to life visually. You can create an effective and compelling video for a few hundred dollars, or even less, if you're smart, resourceful, and clear about your goals.
Yes, the more you spend, the more polished the result might look but money doesn’t guarantee creativity or impact. What matters more is whether the video serves your music and aligns with your artistic vision.
Interestingly, nearly 50% of internet users watch music videos at least once a week, making them one of the most popular forms of content online. So, if you're looking for a format that can help you reach new listeners and visually represent your sound, a music video still holds major potential.
In these cases, having professional guidance can be essential. Discover what a creative director does in the music industry and how they could support your artistic journey by reading the article on our blog.
When a music video makes sense
If you’ve already started to build a fanbase, and you have a song you really believe in, creating a video could be a powerful next step. According to JUNO Award-winning composer Vivian Fung, a music video acts like a "21st-century business card."
It gives promoters, booking agents, curators, and potential collaborators a quick and vivid snapshot of who you are and what your music is all about.
On the other hand, Wendy Day, a well-known consultant for indie hip-hop artists, sees music videos more as a promotional “boost.” Her perspective? Don’t aim to make a video that’s so good people forget about the song. Instead, make sure the video amplifies the music, doesn’t overshadow it.
And she’s not wrong. If your primary goal is to attract new listeners and build a fanbase, it might be smarter (and more efficient) to focus on short-form content, the kind of videos that thrive on platforms like TikTok, Instagram Reels, and YouTube Shorts. These types of videos are more affordable, faster to produce, and often perform better in today’s attention economy.
How to make a music video as an independent artist
So, if you do decide to move forward with a music video, how do you make the most of it, especially on a tight budget? Here are some practical tips to guide you through the process.
1. The music comes first
Before anything else, remind yourself: the video should serve the music. Not the other way around. A visually stunning video is great, but if people don’t come away remembering your song, it hasn’t done its job. Think of the video as a tool to enhance the emotion and message of your track, not distract from it.
2. Plan your shots
It might be tempting to just grab your phone and start filming with a loose idea, but that often leads to confusion, wasted time, or a final product that doesn’t live up to your vision. Take time to write out a script or create a basic storyboard, noting what scenes you want, how long they should be, and what angles you’ll shoot from.
This doesn’t have to be overly technical but having a plan helps you stay organized, ensures you don’t miss key shots, and makes editing much easier later on.
3. Start with a live performance video
You might be bursting with cinematic ideas and that’s great! But if this is your first video or you're working with limited resources, filming a live performance of your song can be incredibly effective. It’s simple, authentic, and emotionally direct.
Just think: when people see your facial expressions and energy as you perform, they connect more deeply to the music. And that connection is what often pushes viewers to go stream the track or add it to their playlists afterward.
4. Be resourceful with what you already have
Making a low-budget music video is all about working with what’s available. Maybe your friend has a cool backyard, or there’s a coffee shop nearby that wouldn’t mind letting you shoot early in the morning. Got a Halloween costume in your closet that fits your concept? Use it!
Your phone’s camera, household lamps for lighting, thrift store props, you’d be surprised how far creativity can stretch when you repurpose what’s already around you.
5. Collaborate with up-and-coming creatives
If you can’t afford a professional videographer or editor, look for local creatives who, like you, are trying to build their portfolio. Reach out to film students, emerging editors, stylists, dancers, or set designers, many are hungry for projects to showcase their skills.
These collaborations often result in meaningful, passion-driven work and you might just make connections that serve you long into your career.
Don't you know how to find collaborators in music to create new projects? Discover the most effective strategies to find them by reading our article.
6. Bring your friends on board
Sometimes, involving your friends isn’t just a backup plan it’s the best one. People you trust can bring energy, ideas and genuine emotion to your video. Whether it’s someone acting in a scene or helping behind the camera, friends can help you create a fun, authentic experience that translates on screen.
And let’s be honest: shooting a video with people you love makes the process a whole lot more enjoyable.
7. Editing is where the magic happens
You’ve filmed all your footage, great! But now comes one of the most important steps: editing. This is where your story comes together. With color grading, transitions, pacing, and effects, a good edit can make a simple shoot look cinematic and professional.
If you’re comfortable editing yourself, awesome. But if not, consider hiring an emerging editor or using user-friendly tools like CapCut, DaVinci Resolve, or Premiere Rush. Stick to clean, impactful cuts and avoid going overboard with flashy effects. Sometimes, less is more.
Final thoughts
A well-planned music video can act as a stepping stone in your artistic journey, especially if you already have a following or a song that feels like it deserves a visual world of its own. On the other hand, if you're still in the early stages of building an audience, you may want to start with more accessible, cost-effective tools like short-form videos or targeted digital campaigns.
Wherever you are in your path, one thing is clear: every piece of content you create should align with your goals and serve your music. Whether that’s through a full-length video, a 15-second teaser, or a behind-the-scenes clip—what matters most is authenticity, consistency, and connection.
This is where Matchfy comes into play.
Matchfy is a powerful platform built specifically to support independent musicians like you in navigating promotion, playlist placements, and artist development, without needing a massive budget or a label behind you. Whether you're looking to grow your fanbase organically, get your music into the right ears or find creative collaborators for your next video or campaign, Matchfy provides the tools and network to make it happen.