The $200K Music Video vs. The Office Concert

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Hey honeys and hustlers,

June is Black Music Month, and I’m celebrating by making every NPR Tiny Desk concert released this month my entire personality. As a long-time fan of NPR Tiny Desk, I’ve always been curious about how this video series complements the brand that is NPR. With public journalism currently facing a decisive moment, NPR Tiny Desk seems to be in a lane all its own. Even Anderson .Paak commented on how he will spend thousands of dollars on a music video that isn’t anywhere near as impactful as his Tiny Desk performances, which are nowhere near that level of production value. In this article, I thought I’d share my thoughts on why NPR Tiny Desk concerts are here to stay, and whether music artists at all levels should even bother with producing music videos.

P.S. If you want to learn what my favorite NPR Tiny Desk concerts are, join me, Jason, and Joe tonight on Instagram live at 5PM EST as we share our favorite Black music artists and bands throughout the years.

This unique concert series, filmed at the desk of All Songs Considered host Bob Boilen, has become a cultural phenomenon that challenges traditional music video conventions. What sets Tiny Desk Concerts apart is their intimate setting. Artists perform in a small office space, surrounded by books and memorabilia, creating an atmosphere that feels more like a private showcase than a formal performance. This close-up, personal setting strips away the barriers between performers and viewers, allowing for a raw, unfiltered experience that music videos rarely achieve. I’ve tried to get tickets, short answer is: you can’t. Even the audience is getting an exclusive performance only available to NPR employees or random people who have signed up for a tour of the NPR offices in DC. The stripped-down nature of Tiny Desk performances forces artists to rely on pure musicianship rather than technical effects or post-production editing. When artists reimagine their songs for this intimate setting, they often reveal new dimensions to familiar tracks. This format has given us remarkable moments, such as SWV reminding Gen X and millennials of the beautiful time that was the 90s, Durand Bernarr and his band as the Proud Family, or the lovely jazz rendition of Juvenile’s Back That Azz Up.

While the series features many established artists, it has become an invaluable platform for emerging talents. The format democratizes music discovery, placing indie artists alongside global superstars. This diverse range of performers exposes audiences to new genres and styles they might not otherwise encounter, creating unexpected connections between different musical communities. Two of the first winners of the NPR Tiny Desk Contest actually hailed from New Orleans, Fantastic Negrito and Tank and the Bangas. This is how I discovered the latter and have been hooked ever since.

The influence of Tiny Desk Concerts extends beyond their immediate impact, the tons of views and clips that circulate on social media. They have inspired countless similar formats and helped establish a new standard for online music performances. This shift became particularly evident during the global pandemic, when many artists adopted intimate, stripped-down performance styles for their virtual concerts. The series has created a unique community of music lovers who value authenticity and musicianship over production value. Comments sections under Tiny Desk videos often become forums for meaningful discussions about music, technique, and artistry.

Tiny Desk Concerts are perfectly suited for social media. Their streamlined format and high-quality production make them ideal for sharing on social media platforms. Unlike traditional music videos that require substantial budgets and elaborate concepts, Tiny Desk performances focus on what matters most: the music itself.

The cost-effectiveness of this format is a huge positive. While a typical music video might cost hundreds of thousands of dollars to produce, Tiny Desk Concerts achieve their impact through simplicity and authenticity rather than expensive special effects or elaborate sets.

In 2023, the average cost of a professional music video ranged from $20,000 to $500,000 (source). For indie artists, the range is slightly lower, starting at a few thousand dollars to roughly $50,000 (source). While high-production music videos remain an important part of the music industry's visual landscape, their necessity in today's digital ecosystem is increasingly debatable. The success of formats like Tiny Desk Concerts demonstrates that audiences often connect more deeply with stripped-down performances that prioritize musical authenticity over visual spectacle. The astronomical costs associated with elaborate music video productions—sometimes reaching millions of dollars for a single video—could potentially be better invested in creating multiple intimate performances, touring, or other forms of fan engagement that yield more sustainable, long-term benefits for artists.

However, the decision between elaborate music videos and simpler performances shouldn't be viewed as an either-or proposition. Artists might benefit from a balanced approach that incorporates both styles. While visually stunning music videos can serve as powerful artistic statements and cultural touchstones, complementing these with more intimate, stripped-down performances allows artists to showcase their versatility and connect with audiences on different levels. Brittany Howard does this really well in my opinion. This dual approach could maximize both creative expression and practical impact, giving artists the best of both worlds in an increasingly diverse media landscape.

I hope y’all enjoy some good music this month and always. What’s on your playlist or in your earbuds? Let me know, I’m always open to discovering new music.