Now this may be a good time to admit that although I write a blog about music, I’m not much of a writer. My knowledge about music comes from years of being a fan, rather than official training or professional exposure.

So although this request caught me off guard, and I will admit I’m a little nervous, I see this as a really good opportunity to share some inspiration for music fans looking for something new, and other indie artists building their own brand.

Giovanna is an artist I’ve only known about for the past month or so, but she really stood out to me due her dedication to her craft. There’s a real attention to detail across every aspect of her creative process, from music itself, to the visuals and even the marketing campaigns that takes parts of the fan experience offline.

I spent some time diving into her previous releases, and I found myself being pulled into a world that is rich with stories and cinematic visuals. I lost track of time getting lost in the imagination of it all, and I think this a huge feat for a small artist working with limited budget.

As a creative myself,, I do want to take a minute to discuss Giovanna’s visual storytelling as I believe there’s a lot of inspiration to be taken from the way she works.

I really admire the time and effort being put into her music videos and more recently, even creating her own animated lyric videos. I know a few indie artists may be reading this, and if you’re one of them, I’d like to direct you to one of Giovanna’s articles about how she created her own DIY music video.

Giovanna’s Substack

How we made a completely DIY Music Video - BTS of Set 1

Hi everyone…

Read more

7 months ago · 3 likes · Giovanna

Giovanna seems to have a very curious mind, and this had lead her down some really interesting routes for inspiration. She details going to the local mall with the director, doing a lot of online research for visual ideas, all the while she’s thinking about the themes of her music and how relevant her ideas are to the story she’s telling.

As creatives, it’s easy to become frustrated when we face limitations, whether they be financial, time or resource related. But as Giovanna has shown us, we can utilise our limitations in ways that an unlimited budget could never achieve.

Working with less forces us to explore deeper in what’s already around us. Suddenly, your local meadow is an outdoor photo studio, your leftover candy wrappers are art materials and, if you’re anything like Giovanna, your old CD collection becomes a backdrop.

If I was to recommend Giovanna to anyone, I’d describe her music as sitting somewhere between Taylor Swift and Olivia Rodrigo. Her performance style and lyrics have a type of playfulness to them that makes the song feel much more relatable. She’s found a wonderful balance between poetic storytelling without taking herself too seriously.

Poppy Fields is no different in that respect but unlike her previous releases, she strips everything back to just her vocals, lyrics and guitars. I am excited to see Giovanna further experimenting with different types of storytelling, as with each genre she dips into, a new layer of her is revealed.

For me, Poppy Fields is a wonderful showcase of her vocals, and her ability to guide an audience through the track with her performance alone. The emotion coming through, especially nearer the end, is extremely captivating.

If her music sits between Olivia Rodrigo and Taylor Swift, Poppy Fields sits more on the Taylor Swift side of the spectrum - it reminds me especially of her earlier work, but it feels somehow a little more raw, and there’s a stronger sense of vulnerability in the way the song is performed. Giovanna is deeply connected to the stories she’s sharing, and that really shines through in Poppy Fields.

Giovanna’s music is for listeners who are looking to be taken on a narrative journey, listeners who like a bit of poetry and to interpret art through their own lens as well as the artist’s. The sort of music you can listen to over and over, but somehow get something different from it with each listen. She’s an artist you will feel rewarded for following, as you’ll truly be a part of her journey and you’ll watch her evolve in real time with every release.

If you have a spare 5 minutes, I highly recommend you to listen to Poppy Fields and you can even be a part of the story by requesting some free poppy seeds to plant yourself.

Listen to Poppy Fields

Consider following Giovanna on her journey. She’s a great source of inspiration but also writes some thought-provoking essays on Substack - one of my favourites is linked below.

Giovanna’s Substack

Should you go to a dark place to make good art?

I’ve been creatively in a rut for a while (well, more like a year or something). Every song I write is left unfinished and unsatisfying. I’ve joked before that I write my best stuff when I’m upset, but for some reason, I’ve had trouble latching onto a feeling or project for more than the night that I feel it overtaking me…

Read more

a month ago · 12 likes · 9 comments · Giovanna

🍏 Need help putting together some visuals for your release? Get in touch below and see how I can help turn your ideas into music videos, lyric videos, short‑form visuals, and release‑ready content.

I find that when you reduce your video creation down to a ‘content strategy’, the amount of likes, comments and shares you receive feels much more important than it actually is.

Instead, I’d encourage you to treat it like your own personal world, being built incrementally with each of your releases. Every video you create, from vlogs to music videos, all play into an overarching narrative that builds a lasting impression on a new listener.

So, with that in mind, I’ve used my personal experience as an indie music fan to whittle a new listener’s journey down into just 4 stages, and identified how video fits into each of them.

🍏 This is a place for small artists to connect, and learn more about the visual arts industry. If this sounds like your sort of thing, subscribe below to get updates!

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Brand new listeners

Music videos • performances • lyric videos

Someone who is finding you for the first time is going to be quickly looking for signs that they’ll like your music, and in the age of websites and social media, they’ll be taking visual cues first.

This is where music videos, performance footage and lyric videos come in. If you have a strong creative direction supporting your visuals, new fans can immediately identify things like what genre you fall into, your personality, and what you stand for. If one or more of these aligns with them, they’re more likely to click into your YouTube video or reel and listen to your music.

Bonus points if you’re creating your own music videos and lyric videos - audiences are very forgiving, and some actually prefer a slightly clumsy looking video. With AI infiltrating our lives, we are connecting more now with art made with personality instead of something too polished.

As long as it resonates and is relevant to your music, there’s no real way you can go wrong!

A growing fan

Interviews • BTS on shoots and sessions • vlogs • process videos • new single promo clips

If someone likes the sound of your music, they’ll likely look at your other social profiles to find out more about you. This is where having a backlog of video content can really help, as it allows people to do a deep dive into your world. The types of videos that can strengthen your connection with new fans, are ones that have a bit more vulnerability about them. People love relating to other people, so let your personality shine with things like BTS videos, vlogs, short promo clips, interviews and a view into your creative process.

If you’ve been regularly uploading by this point, you’ve likely also been responding to comments and interacting with fans as you form your core fanbase. You can tell a lot about an artist from the culture they’ve cultivated with their fans, and it’s so much easier to join a warm, welcoming fanbase than it is to join a disconnected one.

A core fan

Video messages • looping or animated visualisers • animated posters • fan involvement

Once someone has bought into your music, your journey, and you as a performer, they’re going to be much more receptive to exclusive content.

This can mean different things to different artists; private Instagram stories or broadcast channels, Discord, newsletters, intimate events etc, but one thing that links it all is video.

Using quick, unedited clips to update your core fanbase is a great way to not only stay connected, but also learn more about what they’d like to see from you as you shape your artist brand.

If you take time and care into building your community, you’ll create a community that tends to be a lot more loyal and will want to see you succeed - especially if they can have a part to play in that.

So adding that personal touch can go a long way, and there are a few ways you can do it.

• Fan events - schedule some invite-only events, film a short video in your private channels to promote it, and create a vlog / highlight video from the event to create some buzz. If you don’t have a videographer, you can film bits and pieces yourself and even get some fan footage too!

• Use video to share some fun facts about your recent release. Share the story behind certain lyrics, behind the choice of imagery, share your inspiration and any drama or unexpected moments that fed into your creative process. Treat it like you’re FaceTiming your friends and keep it super candid.

• Use a video loop or animation to create a visualiser for all of your tracks. This keeps your music accessible on video sites such as YouTube and doesn’t require people to sit and watch, making it perfect to put on in the background!

Having video content closely tied to your brand can add a lot of trust and credibility, but the quality of the content is still much more important than the quantity. Have an overarching plan for your creative direction, and use that as a way to anchor your creative decisions - this will not only keep everything consistent, but it will also make idea-generation a lot easier and give you confidence.

I’m also sharing a link to British girl group XO’s YouTube channel, who I think are nailing their video strategy. Have a look through their channel, and their other social media, and see if anything sparks some inspiration.

Also, shoutout to for putting me onto them! I really love what they’re doing at the moment so I recommend you check out their articles if you have a spare minute.

🍏 Need help putting together some visuals for your release? Get in touch below and see how I can help turn your ideas into music videos, lyric videos, short‑form visuals, and release‑ready content.

So I’ve put together 5 ideas that you can try to get those creative juices flowing.

💡Not sure if lyric videos are the way to go? Check out my blog post below to learn more about your options!

Overlay text on a clip

This is probably the most accessible technique, and despite it’s simplicity, has been used by many big artists, gathering a lot of views and publicity.

Simply take a photo or a 5-minute video on your phone of anything that ties in with the themes of the song. This could be the blue sky surrounded by trees, your favourite coffee shop, the coastline, flowers - get creative. Then you can simply use an app like CapCut to add the lyrics in over the top. Aim to record a clip 2 minutes longer than your track to give you flexibility in the edit.

It’s always better to have a little bit of movement on the screen, so I’d personally recommend a long video clip so you don’t need to animate the text. However, if you do wish to add animations, most video editing apps will have built-in text animation options that you can choose from.

If you want to go the extra mile, check out some templates on Canva to incorporate the photo or video into a design that reflects your brand.

When going down this route, bare in mind accessibility. Stick to subtle text animations where possible, and ensure the colour and font is contrasted enough with your background. You can add things like drop shadows onto the text, or a transparent black overlay over the background to further separate the elements.

Check out the below examples for inspiration!

Music video / lyric video hybrid

If you are comfortable in front of a camera, this is a good way to showcase yourself as a performer and deepen your connection with your fans.

Set up your phone or camera on a tripod and film yourself lip syncing to your track. you can get as creative with this as you like, as long as it fits your persona and brand.

You can choose to leverage sunlight and shadows by a window, or start with a completely dark room and use lamps or phone torches to create a different type of atmosphere. Play around with textures, materials, reflections, fashion - the video will consist of this one shot, so you can afford to take a little extra time to get those visuals just right.

Once you have a clip you’re happy with, bring it into your editing program and add in your lyrics. Again if you choose to animate your lyrics, opt for a more subtle animation style so the viewer can focus on the words themselves.

You can choose to have the lyrics appear over the full frame, contrasting between no more than two fonts to really put a spotlight on them. Or you can include the lyrics in a subtitle style at the bottom of the frame in a smaller font to create more of a focus on your artist persona.

The direction you take will entirely depend on your brand and the type of song you’re promoting, so I encourage you to take some time to experiment with different visuals and layouts.

💡If you’re feeling lost on your creative direction, have a look at the article below!

Check out these examples below for some inspiration!

Handwritten lyrics in the real world

These last two ideas follow a more tactical DIY approach for those who want to get a little more hands on.

Take some scrap pieces of paper, and write a line of lyrics from your track on each one. You can cut them out or rip them off for a more textured feel.

Then go out and take a photo or short clip of each scrap of paper against a different backdrop.

You can get creative here with anything you find around you - use the sky, brick walls, grass, landmarks, fences - whatever catches your eye and fits your messaging!

I’d recommend taking the photo or clip with a slightly wider frame than you’d like and keeping the lyrics in the middle. iPhones have a grid overlay you can use to make sure everything is framed consistently. Shooting it slightly wider will allow you more options to crop and reposition it in the edit if you need to.

Due to the changing backgrounds, it’s important that the scrap paper with the lyrics remains clear and consistent between shots so the audience doesn’t miss anything. Make sure the contrast between the ink and the paper is high enough to read your handwriting - black ink on white paper is always a safe bet.

This is a fun way to showcase bits of your personality and surroundings, and it’s also a very different approach to normal lyric videos which means it’ll definitely stand out!

Involve your fans

Lastly, you can invite your fans to take part!

Whether you have thousands of followers or just 15 dedicated fans, including them in your journey through projects like this will really strengthen their loyalty to you, as they now have skin in the game.

You can either ask them to send a clip of themselves lip syncing to your track for you to edit together and add subtitle-style lyrics to, or you can ask them to write a line of your song on and hold it up.

Music fans love to get involved, especially where indie music is concerned where they can see the direct impact their support is having. Giving them a platform, and encouraging them to showcase their creativity will showcase to new listeners what sort of community they could be joining when they choose to support you.

Additionally, because the fans are now directly involved, they’re more likely to share the video when it’s out or even share social media clips talking about it.

For most people, being able to be in their favourite artists music video is enough of an incentive - but it may work in your favour to offer gift bags to participants. Think stickers, hand written notes, and polaroids. The more you can tailor this to your brand’s narrative, the better.

Need help putting together some visuals for your release? Get in touch below and see how I can help turn your ideas into music videos, lyric videos, short‑form visuals, and release‑ready content.

Know a small artist who deserves some recognition? Share this article with them and hopefully this sparks some ideas!

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Coherent creative direction

Having coherent creative direction is the fastest way to pull in new fans.

Ideally, your creative direction will instantly communicate your story, the type of music you make and what you stand for as an artist, making it easier for your target audience to identify with you.

You can start by pulling back and looking at yourself as a brand, and identify the narrative thread that ties all of your music and visuals together.

From there, you can start thinking about how a lyric video could fit into your wider brand, so that it feels like a natural extension of your art rather than an afterthought.

💡Top tip: Click here to learn more about creative direction and how it can elevate your brand.

Represents yourself and your track

As an extension of the previous point, the lyric video should not only represent you as an artist but it should also reflect the meaning and vibes of the song.

Lyric videos are often watched by new fans, and very much act as an extension to music videos. Getting the visuals right can be the difference between resonating with the right type of fan, or being missed by them completely.

Try to look at lyric videos as a way to connect with fans rather than as just another marketing tool. The more of yourself you pour into it, the more you’ll strengthen fan connections and continue to stand out.

Sustainable and realistic

Whilst the above may all be true and effective, none of it is doable if you’re working outside of what’s available to you.

When conceptualising your lyric video, bear in mind how much time, money and energy you have available to put into the project before you get started.

Personally, I like to dream up big ideas and then whittle them down to suit the restraints I’m facing. Having a strong direction behind it will really help you when it comes to knowing what you can and can’t compromise on.

Remember, an imperfect video is better than an incomplete and unreleased video! Work within your boundaries to avoid unnecessary stress and burnout.

🍏 Check out this blog post if you’d like to learn more about different types of lyric videos at each budget level.

Can be repurposed

If you really want to make the most of a lyric video, think about ways it can be repurposed in other areas.

Are there any visuals you’re using that can be used as a Spotify Canvas? Or a base for a tour announcement post design? Can a section be cut out and used for stage visuals on stage?

Keep the bigger picture in the back of your mind as you create and you may end up with something that ticks more boxes than you initially expected.

Accessible

Lastly, this may feel obvious but a good lyric video needs to be easy to read and watch.

It should go without saying, but sometimes when you’re getting stuck into the creative, it can be easy to overlook the simple things such as legibility and practicality.

Keep an eye on your colour choices, pacing, amount of movement in the frame, effects, transitions and textures to ensure that it’s accessible to your audiences. Remember, a lyric video should support the lyrics and let them really shine, not distract.

🍏 Need help putting together some visuals for your release? Get in touch below and see how I can help turn your ideas into music videos, lyric videos, short‑form visuals, and release‑ready content.

But to really take advantage of all of this, we’d need to be creating quickly and releasing content often enough to break through the algorithm. If all of our time and money is spent on self-promotion, when are we allowed to simply focus on our art?

I don’t have all of the answers unfortunately, but as a video creative working closely with independent artists, I’ve picked up a few tricks to help you keep on top of all of your socials without draining your bank, or your time.

Planning is key

I know this is a boring one, but it’s the most effective way you can start to save time and money down the line.

When you’re in the planning stages for your next release, try to incorporate your marketing plan at this stage too. Not only will this ensure your creative direction stays intentional and coherent, but it also makes content collection feel more like second nature as you’ll already know exactly what to do.

Ask yourself these questions as a starting point:

• Who is your target audience, and which apps do they use?

• What’s the message or story behind your song, and what sort of visuals capture the vibe best?

• Do you have any photoshoots, video shoots, studio sessions, prop making or any other fun creative days planned to support your release? Could you gather behind the scenes footage of these days?

💡 Top tip: Learn more about importance of creative direction below

If you’re still not sure, my best advice would be to capture photos and videos of anything and everything to do with the release. It could be a video diary, a short clip out of the window of your train on your way to a meeting, a makeup tutorial, short clips of things that inspired you, etc. Even if you don’t have a concrete plan for it just yet, these sorts of things can be repurposed in a variety of ways.

Create a personal brand library

Whilst you prepare for your new release, collect all of your visuals into your own personal library. The idea is to have a dedicated, organised space of on-brand visuals that you can dive into whenever you need to, instead of having to search for something every time you want to create content.

Here’s what you can include:

• Photos

• Videos

• Inspiration

• Fonts, colours and logos

Your library will naturally grow over time, and as it does, it will consistently reflect you and your artist brand.

When you come to create new content, having this in your back pocket will make the process feel a lot less overwhelming and it even allows you to react quickly to spur-of-the-moment ideas or trends.

Repurposing assets

So now you have a strong creative direction, your own personal content library, and a loose social media marketing plan. What now?

Repurpose them!

This is a much easier process than it seems. All you need to do is get into the habit of spotting the opportunities to repurpose something. Once you’ve gotten the hang of it, it comes quite naturally.

Start with what you have.

First, look at all of your blog posts, social media captions, previous interviews, album reviews etc and try to find quotes that can be repurposed for socials. You can either take a written format (such as a blog post or newsletter) and make a video script or carousel, or you can take some impactful quotes and overlay them onto videos or photos to share.

Next, go through your photo and video library on your phone or camera. Do you have any BTS photos that you could write about in a newsletter or blog? Do you have a few videos sitting around from a gig that you could edit into a day in the life vlog? Do you have an aesthetic photo sitting unused that can be repurposed into a design for a lyric video?

Whilst you’re going through your assets, consider all of the social platforms relevant to your brand and what type of content works best on each. Different formats work for different people, but I’ve included a loose guide below to get you started.

TikTok: Imperfect videos that show your personality in an authentic way

Blogs / newsletters: An insight into your mind and creative process

Instagram: More curated, you can get away with being more ‘advertisey’ on here

YouTube: For committed fans who want to see longer form videos

The overarching theme in all of this is making sure your marketing is worked into your process organically. Doing this will hopefully make the social-media and visual side of marketing feel a little less overwhelming.

💡Click here to download a free PDF for you to refer to when you begin your content journey!

🍏 Need help putting together some visuals for your release? Get in touch below and see how I can help turn your ideas into music videos, lyric videos, short‑form visuals, and release‑ready content.

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HEIGHTS has been teasing this song for a long long time now. When I first heard a clip from it I knew I was going to love it, but eventually I had to make a concious decision to scroll past the promo because I was so afraid of overplaying it for myself before the release.

That’s more of a comment on the state of the industry than it is on HEIGHTS herself, because if she hadn’t posted it as often as she did, myself and others like me wouldn’t have found it.

I really love the way this track combines an ethereal sound with that catchy chorus. The production on this is really pretty, and the whole piece comes together in a way that feels effortless and authentic.

HEIGHTS is definitely an artist I’ll be keeping an eye on!

Cheska Moore - Rotten Fruit

I’m a real sucker for music that brings the real world into the storytelling. I remember listening to this for the first time whilst doing some house chores, and when that bridge came in at the end, I had to sit down and replay it a couple of times.

Cheska Moore is an artist I’ve been loosely keeping tabs on, I find her production choices so fascinating, her performances are so full of emotion and her lyrics always hit deep.

So to see her tackling societal issues like this is a treasure. This song details her feelings towards the disparity between the classes, and how that wealth gap isn’t closing any time soon.

I really love the distortion we get just before the bridge, and the overall stripped back feeling this song has which allows the message to take centre stage - before those vocal layers build up nearer the end. A short, but very powerful song.

I always recommend this to anyone who will listen - check it out if you have time!

Linnea Awad, Klara Zangeri - Kiss Me

This song is initially very pretty - the vocals sound so light and airy, and there’s an atmospheric feeling throughout the track.

But every so often, there are some jarring sounds and some hints of experimentation coming through, and that’s what really sets this apart for me.

The way the layers and vocals all come together makes me feel like I’m entering another world entirely.

If you’re into some chill music but with a hint of experimentation, you should check this one out!

Wishlist - I’m Sorry

Wishlist are a duo based in Australia, and based off of their social media platforms, they’ve only been creating together since 2025. I’m Sorry is only their third release together, and has all the ingredients of a good pop song.

It has a very refreshing sound that feels totally unique to them, and that’s something that I really appreciate when I listen to new artists. To me, this track sounds like something from the Glass Animals world but somehow more intimate.

It’s still very early days but I feel like there’s a lot of potential here. I’ll definitely be keeping an eye on them!

Dallas Wax - Desert Moon

When I first came across this song, I was convinced that this was a well known band that had somehow dodged my radar. There are atmospheric qualities in the production which really makes this feel like I’m watching a western…but as a gritty song.

The vocal performance holds a lot of personality and I really love the blend of instruments used here. It feels unconventional yet balanced. As someone who listens to a lot of different types of music, I can confidently say I haven’t heard anything quite like this.

I can imagine that this would be a really good one to see live. They’re based in New York and have a few shows coming up in the area for anyone who’d like to see them!

Kiss Kloudie - Hopeless Romantic

I’ll be honest - this isn’t the sort of music I usually gravitate towards. I’m very lyric driven so it can take a while for me to warm up to a track where the lyrics aren’t the main focus.

That being said, I’m making an effort this year to be a bit more open minded and it’s tracks like this that make me so glad to have made that decision!

Kiss Kloudie was actually recommended to me by one of my subscribers, and they mentioned that she did some work on Euphoria. She has since rebranded and seems to be building herself from the ground up. With only 9 monthly listeners (!!) I truly believe she deserves a lot more attention on her work.

Hannah Grae - I Hate London

I discovered this through an Instagram ad, and the title piqued my interest.

Off the bat, this gives me Lily Allen vibes, but much grungier. It’s very similar to the type of music I listened to growing up in the 2000s, with a bit more of an interesting structure and much more vulnerable lyrics.

Hannah Grae seems to have a pretty good reach right now, and if she continues to make music like this I can only see her trajectory going up from here.

She has some shows in London coming up, so go check her out before she blows up!

All of these are included in my April 2026 roundup playlist, click below to save it.

Feel free to share this post if you know anyone who’d enjoy these recommendations!

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So I want to break down two traditional marketing methods, and explain how they can be used in a way that suits your personal branding best.

Lyric videos and music videos serve very similar purposes, but they’re not interchangeable. So how do you know in which direction to go?

Lyric videos:

Lyric videos are just as they sound - videos that visualise the lyrics to a track. I like to think of them as a music video’s younger sibling, because despite how useful they are, they can be often overlooked or underestimated.

Typically they’d be animated but I’ve seen some live action and stop motion lyric videos before, as well as lyric videos that repurpose behind the scenes content, or outtakes from the artist’s music video.

But what purpose do they actually serve?

They act as a really seamless way to upload and promote music on visual platforms, such as YouTube, TikTok and Instagram, making the song a lot more accessible, whilst also promoting the visual side of an artist’s identity. Some artists even use clips from their lyric videos for stage visuals!

Lyric videos also tend to cost a lot less than music videos, and don’t require as much time or planning. If you’re creative with it, you can even whip one up yourself with existing photos or album art!

Due to them being much more time and cost efficient, they’re a great option for indie artists, or anyone on a tight budget. They’re especially appealing from a content perspective, because for the same cost as a music video, you could make multiple lyric videos to sit across all socials including Spotify canvas; and this is what a lot of big artists are doing right now, making sure each track from an album is in front of as many eyes as possible.

🍏 Check out this blog post if you’d like to learn more about different types of lyric videos at each budget level.

It sounds almost too good to be true, right? So let’s talk about the limitations of a lyric video.

For small artists, connecting with fans is probably a top priority and lyric videos simply aren’t as effective as a music video in that regard. Lyrics on a screen doesn’t give fans that same insight into the artist as a personality or as a performer, and if you’re trying to sell tickets to shows, that might be a problem.

Secondly, unlike a music video, you’re not going on a creative set. You’re not meeting a crew of new people, and you’re typically not creating any props (unless you really want to commit!). Usually, these types of activities opens the door to more content for social media marketing - think behind the scenes clips, process vlogs, teaser photos etc. We live in a world where content is key, and whilst lyric videos are a great way to use up collateral from shoots, they simply don’t provide opportunities to create more content.

So for this reason, I’d say lyric videos are most effective when used alongside a music video, within a larger marketing plan. They’re probably only best used on their own if the song has a strong focus on lyrics, or the budget is a bit smaller.

This is why you’ll notice that a lot of bigger artists will have a music video to promote a title track, and the rest of the album will be promoted using lyric videos and visualisers - and the visuals will always be cohesive.

Music videos:

Is there a need for music videos at all then, if it’s all about content?

I think music videos are still more important than ever. Think of each one as a chance for your audience to learn as much about you as possible, almost like a movie trailer for your artist persona. Your fans will learn more about the track, about what sort of performer you are, and they’ll feel much more connected with you.

The beauty of this as well is you can have a lot of fun with creating a music video, and if you have the right team around you who understand the vision, you’ll get something that truly represents the vibe you’re cultivating.

Although music videos tend to cost more than a lyric video, you can still keep things to a smaller budget with some strong planning, DIY skills and working with friends. We’re in an AI-rebellious stage right now and audiences are craving authenticity, use this to your advantage and embrace the not-so-polished look.

You can also document each part of the creation journey for BTS videos and other social content. Show the behind the scenes of the shoot day, share how you created certain props or costumes, you can even share who or what has inspired you. The more you provide that exclusive look behind the scenes, the more you invite the fans into your world and share your excitement; you’ll inevitably build a stronger bond with them.

So although it does cost more money and takes up more time, if you can find ways to get as much out of it as possible, hopefully it’ll be an easier cost to swallow.

Outside of practical reasons, music videos open up a lot more opportunity to introduce stories, lore and easter eggs for fans to pick up on. Creating little puzzles and ‘gotcha’ moments worked wonderfully for Taylor Swift as it created a talking point within the fanbase which not only strengthened the community, but it also acted as free word-of-mouth marketing.

The only downside to a music video is that they’re not very accessible to make. There are a lot of barriers to making one - finding the right collaborators, finding the time to manage a large project, funding it all, etc. It’s a heavy lift and can take a good few months to get it just right, and most people simply don’t have the resources.

For this reason, music videos are best used only on a lead single or a title track, and should be carefully thought out so that you end up producing something that truly reflects yourself as an artist, and supports the message behind the song.

🍏 Learn more about some creative direction and skills you can implement as you’re coming up with ideas

Summary:

Lyric videos:

Pros:

• A way to share b sides

• Ability to share your music on video platforms

• A way to use up collateral from shoots

• Cost effective

Cons:

• Audience connection

• Limited content options

Music videos

Pros:

• Great for title tracks

• Tends to get more attention

• Audience connection

• Can make lots of social content off the back of them

Cons:

• Generally costs more

• Heavier lift

• Takes a lot more time

🍏 Need help putting together some visuals for your release? Get in touch below and see how I can help turn your ideas into music videos, lyric videos, short‑form visuals, and release‑ready content.

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She encapsulates everything I love in an artist.

When her new album came out, I was noticing a really high level of detail in each track, especially in how they all come together as a cohesive piece in the album. I noticed how they often unconventionally sit at 4+ minutes and how the structure of each song itself seemed to be guided by emotions, rather than sitting rigid in the rules of how a track “should” be structured.

I was nerding out with my mum about all of this. I had the album playing on my phone, whilst I was mindlessly looking at the cover art when I realised that I never really looked at the album art properly.

It always sits so small in the Spotify UI, and unless you have the vinyl, you’re only ever seeing it on a small screen whether that’s Instagram, your music app, or articles.

Given how layered and intentional her music is, I wanted to look deeper into the album art and learn about what it actually represents.

There’s a lot here that immediately stands out.

The Truman Show-esque backdrop, the deep, powerful reds, the stormy clouds juxtaposed against a beautiful green field.

But first, I wanted to share my mum’s thoughts on this.

I took a closer look into the two objects in the background, and I think she was referring to the wheels.

To me, this highlights the storm as a manufactured backdrop rather than something that needs to be weathered. The wheels being as small as they are, you may not even notice them and see this as nothing more than a solid, immovable wall. But in actual fact, it’s a flimsy illusion that has been placed there - and only when you see it for what it is, you can then make moves to remove it and reveal what’s behind (hope).

I also noticed her body language and the red stains on her hands. We know Raye has been through a lot in the industry, and her story alone serves as inspiration for a lot of people - especially other artists.

The more she succeeds, the more hope is restored for other artists. She represents how art can out perform powerful, financially motivated executives.

So with this in mind, I see the red on her hands as blood to represent her own struggles. In this case, she’s struggling to pull the rope against the stormy clouds - her whole body weight is needed to pull that hatch open. But she’s not looking up in awe, she’s not even reflecting on it.

She’s presenting it to us.

Raye seems very self aware in how her music is impacting the world, she’s been very vocal about wanting to help people, and this album art solidifies that to me. By pulling this hatch open, she’s exposing the world to a little bit of hope, allowing us a view into her fresh perspective on life by exposing the backdrop for what it is.

This perfectly encapsulates what the album is to me. We go through a lot in life and we lose perspective, feeling like this is just the hand we are dealt, and if we sit through it, it will pass.

But sometimes, you need to get up and make those changes yourself. You need to look at the problem from a different perspective, see the beauty within the storm, and take it upon yourself to reveal that beauty.

‘Hope’ isn’t something that falls on you, it’s something you have to choose to find; and only then, will you start to see positive changes.

I’d love to hear your interpretations of this album art, or if there’s anything I may have missed! Let me know your thoughts below

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This article is slightly outside of what I’d usually write about (recommending and spotlighting small artists). So if you enjoyed this and want to see more analysis, let me know!

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gleame - disintegrating

gleame is an artist who popped up for me at the start of the year, and seems to have been very active since, with growing numbers to show for it.

Her visuals first caught my attention, with some glitchy videos and a highly saturated look, and it all comes together in a way that perfectly represents her music. There’s something about a creative risk that will pull me in, regardless of whether it initially appeals to me or not.

And I’m so glad I took the time to dive into gleame’s music.

disintegrating carries gleame’s distinct experimental sound through into a softer song, blending the harshness of her highly processed vocals with the vulnerability of the lyrics, and for the most part, a minimalist instrumental. I love the way this suddenly builds up at the end, there’s a sort of dissonance here which feels very intentional.

If you want to dive into something more experiemental you should keep an eye on gleame, she seems to be gaining traction!

FLEUR ROUGE - Everything I’m Not

I almost didn’t include this song because it sounded like something that should already be charting.

So you can imagine my surprise when I saw it had under 5k streams (at the time!).

This is another one who’s visuals pulled me in, but the minute this song started I knew I’d be invested.

I love the attitude behind this, and how it’s come together to build something with so much edge. Red and black feels like the perfect visual representation for this song, the visuals and vocals exude a confidence which almost feels rebellious against the songs message.

She talks about the feelings of not fitting in, not looking a certain way, and the mental health battles that spiral out from those feelings. It’s a topic that’s been tackled by artists for a long time, but there’s something about it’s execution here that feels a lot more raw.

I’m not sure if it’s the unfiltered nature of the lyrics, the distortion or the delivery - but I certainly feel like I’m reading someone’s diary.

I also want to highlight the little snippets of French at the end of the second verse - FLEUR ROUGE is half French and I love seeing artists embrace each side of themselves like this.

Salty - TOUCH GRASS

I discovered Salty through an artist I follow who’s currently on tour, with Salty opening a few shows.

TOUCH GRASS has so much personality. If you’re like me and you’re listening to Salty’s music for the first time, this feels like the perfect introduction to her style.

This song encapsulates the feeling of being disconnected, whether you’re inside too much, on social media, or generally losing touch with the world. This is a sentiment I’ve seen echoed across the younger generations and I’ve see many YouTube videos covering this, labelling a “social media / tech burnout”.

So with that in mind, this track feels very current and it’s feeding into this conversation about the ethics of technology.

I really love when artists dive into deeper topics in a song that, on the surface, just sounds like a fun pop song - and Salty has done a wonderful job with it!

ALT BLK ERA - Lost In The Back Of My Mind

ALT BLK ERA are two sisters based in the UK, creating music which creatively combines rock music with rap and pop. Their style overall feel very alternative and fresh, and carries a certain attitude that translates not only through their vocals, but through every sound in the production.

ALT BLK ERA spoke to Dork about the themes and topics that went into the lyrics. “We're living in a world where waking up can feel like we're stepping into a nightmare. That's why we wrote Lost In The Back of My Mind to capture the haunting feeling of trying to reconnect with lost parts of ourselves while we try to connect with others. We don't know if what we're experiencing is a dream, nightmare or reality. Everything feels out of reach and difficult to comprehend so our imagination is a refuge.“ (Dork, 2026. Full article here).

I’m all for alternative music and I love a good genre mashup - these girls are definitely one to watch and have a real potential to make it big!

Òlah Bliss - Villain

Compared to some of the others on this list, Villain is a very minimalist song. But for me, this song is all about the vocals.

Òlah Bliss has a very unique tone, and I love that rasp that comes through whilst still holding a lot of power. This song does a lot to showcase her range and emotion, so if you’re looking for a heartfelt ballad, this one is for you!

Maella - Crying to God

It’s not often that a small artist will release a track each month, but it seems Maella has been working hard behind the scenes to do just that!

I included Maella in my previous round up with her track Dreaming - this was my first time listening to her and it really stood out to me against the other music popping up in my algorithm.

I have since followed her and was really excited to see she had a new release in March. Crying to God sits well within her dark, romantic sound with a few musical switch ups, and faster pacing that sets it apart from her previous release.

I love the direction she takes in this track, and her attention to detail on her visuals are, as always, spot on.

Maella may be this generation’s Sky Ferreira, definitely one to watch.

NNancy - would you love me the same

If you need a slow, haunting song to have on in the background as you work, you’re in the right place.

NNancy’s would you love me the same? Is an ethereal track, made up of beautiful harmonies and a minimal production. This is the sort of song that encompasses me and I can get fully lost inside.

This is the second song from her debut album, and the first song stranger to me is actually what caught my interest to begin with, if you have time, definitely give that a listen.

Her music has a very unique feel with some deep, insightful lyrics which, according to her Spotify, were mostly written during a time she struggled with her mental health.

Hers is the sort of music you can either listen to for the vibes, or you can deeply relate to it. Either way, close the blinds, light some candles and immerse yourself in NNancy’s sound.

Phantasm, Ezekiel - the hunger

This track to me feels very free - like the artists aren’t thinking monetarily, merely creating whatever comes our naturally. The resulting sound, to me, is very unique and holds a lot of darkness and it’s really intrigued me to learn more.

In my curiousity, I had to look into the story behind Phantasm, and what I found just made me appreciate this song a whole lot more.

Phantasm is self-taught and has been producing her own music since she was 15. She pulls ideas and inspiration from “the chaos of her inner world”, and I think this is why the track felt so authentic to me.

It feels more like an expression of feelings rather than a calculated marketing piece, and that’s probably a difficult road to take as a musician.

I personally find it super refreshing, and this level of authenticity usually means that if you like one song, you’ll love the others.

I’m looking forward to doing a deep dive into Phantasm’s discography!

Cherry Bomb - Digital Girl

Digital Girl, to me, feels slightly nostalgic - like something from the 2000s.

This song is another one of those songs that you can choose how you interpret it - it’s very much a fun, catchy pop song but after looking at the lyrics, there’s some really interesting messages coming through.

Cherry Bomb uses this song to discuss internet culture, from the point of view of a potentially vulnerable user. It introduces themes of comparison, desperation to become a certain way, and the feelings of inadequacy when you’re surrounded by people living a seemingly perfect life online.

As a woman who spent way too much time on the internet when it gained traction, I find this such an interesting topic. It fascinates me how we all relate to it, there seems to be an epidemic of younger people being negatively affected by social media which has been studied and talked about numerous times…yet nothing changes.

So, whilst thins song is sonically brilliant and has a lot of commercial appeal, I also highly respect the choice to use that as a vehicle to address something that affects the exact audience this sort of music is marketed towards.

This is the sort of music that I’ve been missing for the past few years, and I hope that this is a sign its on its way back!

All of these are included in my March 2026 roundup playlist, click below to save it.

Feel free to share this post if you know anyone who’d enjoy these recommendations!

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