There is no doubt that music and fashion go hand in hand; they always have but fashion shows and magazines used to take the center stage when setting the latest trends. Nowadays fashion influence is literally everywhere. And music videos are not an exception.
The major video hosting service Vevo did some research and published a WHITE PAPER named “How Influential Are Music Videos on Beauty & Style?” The research had some very interesting discoveries related to the influence that music videos have on fashion and beauty trends.
The three most important discoveries are:
- Musicians are the biggest source of style inspiration
- Viewers are driven by music videos to create looks of their own
- Gen Z and Millennials have the strongest affinity towards musicians and their sense of style
According to the Vevo report: “The apparel worn in music videos can create the latest trends, from Beyoncé’s kale sweatshirt (from “Flawless”) to Drake’s Moncler puffer jacket (“Hotline Bling”)”.
Additionally, the report says: “Beauty also plays a role in an artist’s signature look, from Adele’s winged eyeliner to Taylor Swift’s vintage red lipstick. These videos make a mark on pop culture, and in turn, create an opportunity for brands to connect with key consumers.”
According to the research, musicians that made the biggest influence on fashion with their music videos are Rihanna, Beyonce, Ariana Grande, Demi Lovato, Taylor Swift, Drake, Adam Levine, Justin Timberlake, Justin Bieber, and more. Vevo’s senior vice president of national sales, Adam Smith, wouldn’t say which musician is the most influential. (but we can probably venture a guess)
The report even mentions some specific pieces of clothing musicians have features in their music videos. On the list of clothing that gained the most public attention you will find Drake’s Moncler Jacket worn in the video “Hot Line Bling”. Moncler’s representative claimed for Vanity Fair that the company noticed a huge increase in the sales of the Maya jacket that Drake wore in the video.
Another piece on the list is Beyonce’s sweatshirt with “KALE” print on the front in huge white letters. The report states that Beyonce wore this sweatshirt in her “Flawless” video, which is not the case. Beyonce actually wore this in her”7/11” video. The report doesn’t mention any numbers or sales statistics for these pieces of clothes. Therefore we can’t say for sure how much the clothing brands actually benefit from these music videos.
Vevo said that their intention wasn’t focused on the brands and the benefits they have experienced from the videos. Although they don’t find anything wrong in the fact that often times music videos increase the sales of certain pieces of clothes. Namely, Vevo’s main intention was to determine the influence the music videos have on people who watch the videos. Vevo wanted to bring the spotlight onto the personal consumer’s efforts for recreating or copying the clothes that their favorite musicians wear in the videos.
Adam Smith reveals that the study was realized with the help of three different sources. First, Vevo’s 2016 financial report. The second source was a Vevo Soundboard survey that included 300 men and women. The target group was at the age 13 or older and included people who live in the U.S or U.K. And lastly, according to Vevo, the third source was “third-party research sourced from e-marketer and other PPG digital spend information.”
Another thing that the study reveals is that people prefer to engage with artists and find them more reliable and believable than any other celebrities that appear in the movies, fashion shows, on TV, or sports celebrities.
Finally, Smith concludes: “Artists are their own brands, unlike many other pop culture outlets. An artist’s representation of themselves is what makes their work popular. That authenticity created from the connection to an artist who is the brand and artist at the same time is ultimately what’s driving the connection with consumers. In social environments or through their works, that connection is stronger as a result of not having these various personas out in the marketplace.”
Photo courtesy of Drake’s music video, Beyonce’s music video, and Moncler