Unlocking the Secrets of Music Video Production: A Conversation with Andy Gesner - Part 2

Audio Branding

“I think people forget that. I think they forget that there’s a person behind the music and that they need to share that with their audience now more than ever, because if people hear your song and they like your song, they’re gonna go down a rabbit hole. And if they can go down that hole and come across you being genuine, being authentic, actually showing vulnerability, they’re gonna fall in love with you. They like the music, and they like you. That is the definition of a superfan.” – Andy Gesner

This is the second half of my interview with owner and president of HIP Video Promo, Andy Gesner, as we talk about balancing AI content with human connection, his advice on setting yourself apart when it comes to social media, and the critical role that superfans play in building an audience.

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(0:00:01) - Creating Visual Content for Music Promotion

“For the first four or five years, music videos really were reserved for those who were either well-moneyed or had backing,” Andy says as we start the second half of our conversation. “All of a sudden, there was this platform called YouTube, and of course, we jumped right on it.” He tells us more about that transition between the MTV era and today’s streaming content, and his advice to clients about the limits of AI content creation. “I have always told clients, ‘Yes, no issues with an AI video, but sport, don’t follow up your AI video with another AI video,’” he explains. “The best way to get to the next level and get to those thousand superfans… You have to make a human connection.”

(0:10:46) - Music Promotion Strategies and Philosophy

He tells us about his work helping musicians cross the bridge to social media promotion and engaging with their fans, and how much work it can be for creatives who aren’t naturally outgoing. “They don’t appreciate sometimes that they are public figures,” he tells us, “and that they need to be doing the things their less talented, much more lazy competition are not going to do.” Andy warns us, however, against losing sight of what’s important in the rush for more engagement. “Everybody’s concerned about the follower count,” he says. “And they’re upset that the YouTube view count is low and they want to know how to get the streams up, and they’re concerned about how many subscribers they have... I’m finding they are forgetting about the song. You’ve got to be focused on your song.”

(0:26:37) - Promoting Artistic Encouragement and Support

As our conversation comes to a close, Andy tells us about some of his latest projects, including one particularly unlikely new pop star. “We’re working on an unusual project,” he explains. “Her name is Gwen, and she’s dead. In fact, Gwen isn’t even real. She is the star of a new streaming television program.” He tells us how listeners can get in touch, whether it’s Instagram, YouTube, or even a plain old phone call. “If you love your job,” Andy says, “you never work a day in your life. I don’t play golf. I have no interest in joining a bowling league. I really like helping other people.”

Episode Summary

• The evolution of music videos, from Hollywood sound stages to home studios.
• Andy’s strategy for maintaining a consistent media presence and his advice on AI content.
• The importance of sound and how easily it’s overlooked in today’s video-first world.

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