Trendspotting: Teaser music videos

In the past, music videos were merely used as a visual promotional tool to launch a single, which would then help sell the album. Now in the digital age, the music video release is an event.

Leading up to the unveiling of the music video, artists have released teaser videos on their YouTube or VEVO accounts to pump up excitement among fans. Teaser videos are typically short 15-60 second clips, and sometimes employ a staggered release by counting down the days until the music video.

More often than not, the clips are just that - short footage of the product, which makes it as exciting as the product is.

To break out of the vast ocean of clips, some artists have tried teasing a little differently. Let's take a look at what missed our ears and what hit the bull's eye.

Missed The Mark #1: Coasting with what you've got
Kelly Clarkson announcing a new single/music video/album is big news in itself; after all, she is the original American Idol and one of the few winners to build a significant and loyal fan base. Her new single, "Mr. Know It All," is another terrific kiss-off anthem, so when they released a teaser clip, expectations were high.

"Mr. Know It All" teaser clip, released three days before the full video:


For a music video that didn't seem story-driven, it was boring, lacking any panache, and did no favors to anyone who was a casual viewer. The wall of article clippings and play with shadows look pretty cool, but when the clip fades out, it all feels anticlimactic and is nowhere as explosive as the song. There's nothing enticing in this bite that makes a viewer want to tell anyone about it -- let alone come back for the full entree. 

There's no denying her fans are still going to watch the full music video and buy the album, but many viewers likely wanted those 43 seconds back.

For more misses and what hit the bull's eye:


Missed The Mark #2: 9 seconds of nothing
Britney Spears's magnitude allows her to get away with releasing 6 seconds of footage for her "Hold It Against Me" countdown teasers, but newcomer Cher Lloyd still has ways to go until a flash of her presence is enough to illicit viewers salivating for more.

This clip of the unproven Lloyd's debut single is so short, it has nothing to tease. It's essentially 9 seconds of nothing.

Bull's Eye #1: Mix it up (Edit)
Coming hot off the heels of a #1 single, U.K. popstar Pixie Lott released the audio for the 2nd single "What Do You Take Me For" to precede her forthcoming sophomore album. 

The track yielded polarizing reactions; its hip-hop influences (featuring rapper Pusha T!) was a huge departure from Lott's previous dancefloor-ready thumpers and ballads. Thus, it came down to the visual music video to sell to the critics that Lott owned her song and wasn't playing dress-up.

The "What Do You Take Me For" teaser clip released a week before the music video:


Judging by the clip and photos of the music video, the video seems more aesthetics (sleek fashion, choreographed dance) than plot-heavy.

Instead of simply cutting 15 seconds of that, her team assembled a teaser that mixed behind-the-scene footage (learning the choreography, getting her make-up done, black and white outtakes) and the actual video. By using a bombardment of action-packed eye candy, the 51-second video went from potentially bland to having life infused in it and leaves the viewer wanting more.

Sexy choreography, a short black PVC skirt, and Pusha T sets the tone that Pixie's new single is more urban-influence and mature. The only criticism is failing to set a release date for the music video instead of tagging "Coming Soon" at the end; the fans want to know when to come back and see it.


Bull's Eye #2: A little help from (famous) friends
If you've got a ton of features and names, flaunt it! Just like the end of a movie trailer.

David Guetta hits the bull's eye with a teaser that merely gives a glimpse of himself and his two features, Flo Rida and Nicki Minaj, established musicians in their own right, along with a short clip of the track. Showing the collaboration, three stars in the same video, is enough to excite the artists' fans.




Bull's Eye #3: Get up close and personal
Book-ending the teaser clip with a One Direction band member talking directly to the camera amicably, announcing "4 Days To Go," is a big fat thank-you to the fans.

It's gracious, it's cute, and it allows One Direction fans to see the band in a more personable light, which they otherwise wouldn't in the full music video.



From a marketing perspective, the label and artists use teaser videos to get viewers excited for the music video launch. Watching the teaser will only take seconds, but there are now millions of other videos/games/apps competing for those same eyeballs.

If viewers spend the time and effort to find, click, and watch the clip, make their first glimpse of their favorite stars' music video worthwhile and give them a reason to want to come back for the full thing.