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Hello, I'm Daniel Rosny, and this is Business Daily from the BBC World Service.

When was the last time you watched a music video?

They've been central to the recording industry for decades, launching artists worldwide,

sparking cultural moments and boosting streaming sales that fuel record label profits.

This business is going to get bigger and bigger and bigger.

It is very much an integrated part in an overall campaign still.

With artists now ask to churn out content for social media,

is the music video still relevant,

especially as TV channels dedicated to them

have shut down across the globe.

If you're gonna watch a music video,

at this point, you're likely watching it on your phone.

When some superstars have stepped back from making them, are music videos in decline,

or are they more vital than ever to grab our attention and lead to those all-important record

label profits?

So compared to pre-COVID times, I think we're working on two or three times more of the

budget.

The 20-second clip they see on Instagram could be sometimes better than the actual music video.

Music videos have been key in how millions discover new artists and songs, but now global names like

Beyonce have stopped producing them. She said last year she doesn't want them to become a distraction from the quality of the voice and the music.

Other artists are noticing it takes a lot longer to generate high viewing figures for videos as well.

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