Video by The Business Side of Music via YouTube
Music videos are no longer just promotional tools. In today’s music industry, they are one of the most powerful ways to drive discovery, build fandom, and create new revenue streams.
In this episode of The Business Side of Music, Sarah Fleshner sits down with Jordan Glickson, Vice President of Music and Talent at VEVO, to discuss how artists can use visual content to grow their careers in 2026 and beyond.
Jordan shares how VEVO approaches artist development, why music videos remain at the center of successful release strategies, and how independent artists can compete without massive budgets. From short form content and YouTube algorithms to connected TV and fan engagement, this conversation is packed with practical advice artists can apply immediately.
In this episode, you’ll learn:
• Why music videos are still essential for artist growth
• How visual content turns casual listeners into loyal fans
• The ideal content rollout strategy for a new release
• How often artists should be releasing video content
• Ways to create high impact visuals without spending a fortune
• What VEVO looks for when spotlighting emerging artists
• How to maximize discovery across YouTube, Shorts, TikTok, and connected TV
• The biggest mistake artists make with visual marketing
Whether you’re an independent artist, manager, marketer, or music entrepreneur, this episode will help you build a smarter visual strategy that drives long term career growth.
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