To exemplify this transition in music video content, country music duo Dan + Shay have released a total of 12 music videos between 2014 and 2019. Until May 2018, none of their music videos contained any personalized content; in fact, seven of these ten do not even depict Dan Smyers and/or Shay Mooney as the main actors of the storylines. However, their May 2018 video “Speechless” includes footage from each member’s real-life weddings (YouTube, “Dan + Shay – Speechless (Wedding Video)”). Since streaming reached 47% of total music sales in 2-2018, this shift in content may showcase the beginnings of the creative approach of offering exclusive content in order to create alternative forms of revenue (Dredge, “Streaming Drove…”). According to a recent Instagram post by Country Music Association, “Speechless” was the most streamed country song in 2018 (Country Music Association). The positive reaction to this video is likely an indicator of the offering of exclusive content fulfilling audience desires (Dredge, “Streaming Drove…”).
“Dan + Shay – 19 You + Me (Official Music Video)” via Dan and Shay on YouTube
Similarly, Dan + Shay’s newest music video release with Justin Bieber, “10,000 Hours,” portrays each singer with his wife, singing the lyrics directly to her. According to a compilation of statistics posted by Dan + Shay on Instagram, “10,000 Hours” was “the biggest week stream total in country music history” with 30 million music video views in just one week (Dan + Shay, Instagram). In addition, the “10,000 Hours” music video currently (as of December 7, 2019) has 83 million views while its lyric video (which was actually released a few days earlier) only has 19 million (“10,000 Hours (Official Music Video);” “10,000 Hours (LYRICS)”). The overwhelmingly positive response to the music video, again, is likely partially attributed to its content allowing audiences the opportunity to get to know the artists on a more personal level through its inclusion of spouses.
“Dan + Shay, Justin Bieber – 10,000 Hours (Official Music Video)” via Dan and Shay on YouTube