What in the world can you do with six-second videos?
Apparently, Vine is gaining traction as a medium to spark the careers of emerging pop stars.
Case in point is Sean Mendes, who posted an acoustic version of Justin Beiber’s “As Long as You Love Me” last year (see below).
For whatever reason, the Vine went viral and Mendes quickly had 10,000 followers.
The next thing you know, Mendes signs a deal with Island Records, and then his self-titled EP hits #1 on iTunes.
Not bad for six seconds, not bad at all!
If Mendes were the only person to capture the spotlight via Vine, it could be written off as a fluke. But it looks like Vine is emerging as a platform to launch the careers of unknown musicians.
So what is it about Vine that is making is a musician-making machine? Is the ability to give people a small taste of something good, so it leaves them wanting more?
Is it Vine’s audience, which is looking for instant-gratification, and then discovers it wants a whole lot more of certain things being discovered?
As important, could the discovery new musicians be Vine’s “killer app”?
To be honest, it’s difficult to suggest that Vine has landed upon it’s raison d’etre because a handful of musicians become wildly popular.
You could argue that Vine is still scrambling to find its place within the social media landscape. At only six seconds, Vine offers little digital real estate, but that doesn’t mean it can’t establish a foothold if just the right use case emerges.
Maybe Vine will establish itself as the way to find new musicians at a time when platforms such as Facebook, Twitter and YouTube have so much content, making it difficult for anyone to rise above the crowd.
At a time when Vine’s future is still unclear, music might become the way for people to quickly sample many artists rather than having to watching three to five minutes videos.
It could be that Vine becomes the “instant gratification” medium that brings people in the door, and then sends them to YouTube for more content and information.
For Vine, music could be the silver bullet that it’s been seeking, so it would probably be a good idea to see how far and fast it can run with the concept.