New Study Affirms the Influence of Pop Stars on Style


A new study has concluded that millennials most often take their sartorial cues from music videos, which is surprising since its been decades since networks like MTV and VH1 have aired them at all, making most of us presume that the music video is dead. Conducted by the music streaming service Vevo, its report asked the question: “How Influential Are Music Videos on Style and Beauty?” The answer turned out to be, very.

The paper had three key findings: Most Vevo users turn to their favorite artists for style inspiration, their beauty routines are inspired by Vevo videos, and that millennials tend to buy from brands that their favorite artists wear. The most mentioned artists were the usual clique of meta-influencers, Rihanna, Beyoncé, Taylor Swift, Demi Lovato, Ariana Grande, Kanye West, Justin Timberlake, Justin Bieber, Adam Levine, and Drake.

Vevo commissioned this investigation to highlight the marketing power of product placement in music videos. It mentions iconic garments like Beyoncé’s “Kale” sweatshirt in Lemonade, as well as Drake’s Moncler puffer in Hotline Bling specifically. It also specific references Taylor Swift’s bright red lipstick and Adele’s winged eyeliner.However it does not explore if these appearances translate into actual sales.

Most of what we see in music videos is aspirational, as most can’t readily buy a Moncler jacket or have a team of people do their makeup everyday. Still, it seems like the chorus of people who have declared the music video irrelevant, despite MTV’s decline, are sorely mistaken.


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createdAt:Wed, 26 Apr 2017 21:17:31 +0000
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