Footage or content filmed during production that shows the process of making the music video: candid moments, crew at work, rehearsals.
BTS content has become a standard part of a music video campaign. It keeps fans engaged beyond just watching the video and gives an artist’s social media channels a steady stream of content around release time.
Behind the scenes (BTS) in the real world
Taylor Swift has made BTS content a deliberate part of her release strategy across multiple eras, particularly around complex productions like Blank Space (2014) and Bad Blood (2015). The BTS footage extended the storytelling of each video release by weeks, giving fans access to the production process and generating sustained social media engagement well beyond the premiere date.
Related terms
PromoShort for promotional video. The industry term for a music v..., DirectorThe creative lead of the music video. They develop the conce..., Production scheduleA master document that maps out every stage of the productio..., VisualiserA stripped-back, low-budget visual accompaniment to a track,..., World premiereThe first official public release of a music video, the mome...