1) Music videos are back, and we’re all having a blast. They’re becoming a healthier and more monetized medium and they’re reclaiming their place in showcasing production creatives and new ideas. The long break was more of a time-out than the permanent retirement we had assumed. We're seeing more risks being taken and more collaboration with artists that are much more familiar with visual trends that can help elevate their music.
The whole process has changed because you can do so much more with so much less. Editorial often happens on set. Color testing can happen while you shoot too. Using CG to augment in-camera limitations isn’t as time consuming as it used to be so it’s easier to integrate it quickly.
2) I think we’re going to start seeing more attempts at consolidation between businesses. Vendors are going to become agencies. CMOs are going to start become CCOs. Agencies are going to start making content for entertainment. Creatives are going to direct. The wheels go round and round. My prediction is that most of these efforts will fail, or at least fail to really pay off. Most of these players have worked alongside their counterparts in the supply chain and quietly thought to themselves “ I could totally do that “. More often than not they’re wrong, and that’s because experience matters more than people realize.