REFERENCE · A–Z

Glossary

The language of the business.

Music video distribution has its own vocabulary, and most of it is never explained to the artists it affects. These are the 57 terms that come up in real campaigns — what they mean, why they matter, and what the industry knows about them that you probably do not.

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Browse by letter.

A–Z

Every term, defined.

Definitions written by the team that has been delivering music videos to programmers since 1994.

A

Airplay

Airplay refers to the broadcast, programming, exhibition, or public presentation of a music video through broadcast television networks, national and regional music channels and shows, streaming television channels, smart TVs and devices, retail pool networks, DJ & VJ pool networks, digital broadcasters, video on demand (VOD) outlets, digital magazines and fanzines, music platforms, blogs, podcasts, playlists, and websites, YouTube review and reaction channels.

For music videos, airplay may occur on:

  • National television networks
  • Regional television channels
  • Smart TVs, devices
  • Streaming television platforms
  • OTT channels
  • Roku TV
  • Apple TV
  • Chromecast
  • Google TV
  • Amazon Fire
  • Android TV
  • Retail pool networks (over 7,400 retail brands)
  • Restaurants
  • Shopping Malls
  • Food Courts
  • Hotels
  • Gyms
  • Health-Clubs
  • Spas
  • Stores
  • College campuses
  • DJ and VJ pool networks
  • Entertainment venues
  • Night-clubs
  • Bars
  • Bowling Alleys
  • Cruise-Lines
  • Casinos
  • Private DJ/ VJ events
  • Music Video APPS
  • VOD (Video on Demand) platforms
  • Specialty music video programming outlets

Why it matters

Music Video Airplay remains one of the most powerful forms of exposure available to independent artists, bands and record labels. Benefits may include:

  • Audience growth
  • Increased visibility
  • Industry credibility
  • Media exposure
  • Fan acquisition
  • Additional discovery opportunities

Industry insight

Many artists mistakenly assume that YouTube is the only destination for playing music videos. In reality, professional music video distribution provides their music video to television programmers, show producers, content acquisition teams, smart and streaming television channels, retail pool networks, entertainment venue pools, hospitality networks, and specialty music video outlets.

B

Blogger Outreach

Blogger outreach is the process of introducing music videos, artists, and their music video releases to music bloggers, writers, editors, and online publications and journalists.

A successful outreach campaign may generate:

  • Reviews
  • Features
  • Interviews
  • Editorial coverage
  • News articles

Why it matters

Blog coverage can increase visibility, credibility, and search presence of a music video.

Industry insight

Many independent artists focus exclusively on social media while overlooking the long-term value of editorial coverage of music videos.

Broadcast Compliance

Broadcast compliance refers to the technical and content standards required before a music video can be accepted and programmed by programmers, broadcasters, show producers, music video curators, and content acquisition teams.

Requirements may include:

  • Correct file formats
  • Music Video audio specifications
  • Music Video specifications
  • Closed captioning
  • Content review
  • Metadata verification

Why it matters

Even professionally produced videos may be rejected if they fail compliance standards.

Broadcast-Ready Master

A broadcast-ready master is a professionally prepared music video file that satisfies television, streaming, OTT, and music video pool delivery requirements.

Common requirements include:

  • HD or 4K resolution
  • Proper frame rates
  • Broadcast-safe audio levels
  • Correct color levels
  • Correct encoding
  • Closed captions
  • Technical quality control

Why it matters

Programmers require correct broadcast-ready assets before considering music video content.

Related terms

  • Broadcast Compliance
  • Video Delivery Specifications

C

Closed Captioning (CC)

Closed captioning is the process of providing synchronized text for spoken dialogue, lyrics, and significant audio elements within a music video. Closed captioning is NOT the same as subtitles platforms like YouTube create and add.

Why it matters

Closed captions:

  • Improve accessibility to the hearing impaired
  • Support broadcast compliance
  • Improve viewer retention
  • Improve search visibility
  • Meet broadcast, smart and streaming channel, and music pool outlet requirements

Industry insight

Many television networks and streaming platforms require correct closed captions before accepting music video content for consideration of airplay.

Content Delivery

Content delivery refers to the process of transmitting music videos and associated assets and accompanying materials to television networks, programmers, producers, media outlets, curators, content acquisition teams, and music video distribution partners.

Delivery may include:

  • Video files
  • Metadata
  • Artist One-sheets
  • Artist Biographies
  • Song lyrics
  • Press Releases
  • Music Video credits
  • Promotional materials

Why it matters

Proper content delivery helps ensure music video content reaches decision-makers in their specifically requested professional formats with all necessary assets.

Curator

A curator is an individual or organization responsible for screening and selecting music video content for airplay to audiences.

Examples include:

  • National and regional television programmers
  • Channel and show producers
  • Streaming channel managers
  • Playlist curators
  • Content acquisition teams
  • Retail pool curators
  • Entertainment pool curators
  • DJ & VJ pool curators

Why it matters

Curators determine which music video content receives airplay and exposure opportunities.

Industry insight

Professional music video promotion often accompanies distribution and involves presenting and pitching music videos directly to qualified curators for airplay and exposure.

D

Distribution

Music Video Distribution is the process of processing, closed captioning, packaging, and delivering music videos to professional networks, channels, streaming outlets, OTT channels, retail music video pools, entertainment venue pools, DJ & VJ music video pools for consideration, programming, exposure, airplay, and audience discovery.

Destinations may include:

  • National and regional television networks
  • Smart and streaming television channels
  • OTT platforms
  • V.O.D. (video on demand) platforms
  • Retail pools
  • Entertainment networks and pools
  • Hospitality pools
  • DJ pools
  • VJ pools
  • Journalists
  • Music Magazines
  • Fanzines
  • Reaction channels
  • Bloggers
  • Media outlets
  • Music websites

Why it matters

Music Video Distribution creates opportunities for exposure beyond an artist's own channels.

Industry insight

Uploading a music video to YouTube or to DSPs is NOT the same thing as Music Video Distribution

Distribution Campaign

A distribution campaign refers to the coordinated process of processing, packaging, and delivering a music video, submission forms, and necessary accompanying assets to multiple professional outlets.

Campaigns may include:

  • Music Video Production
  • Asset preparation
  • Metadata review
  • Closed Captioning
  • Music Video Formatting
  • Submission management
  • Follow-up communication

Why it matters

Professional distribution campaigns improve efficiency and visibility.

Distribution Network

A distribution network consists of the maintained relationships, portals, outlets, channels, programmers, and multiple kinds of systems used to deliver and submit music videos.

Why it matters

The strength of a distribution network often determines the scope of potential exposure for a music video.

Industry insight

Relationships built over decades most often provide access that cannot be replicated.

E

Electronic Press Kit (EPK)

An Electronic Press Kit is a professional collection of promotional materials used when introducing artists and their music videos to media outlets and industry professionals.

An EPK may contain:

  • Artist biography
  • Press approved photos
  • Social media links
  • Streaming links
  • Press coverage links
  • Contact information
  • Music Video Release details

Why it matters

EPKs help media professionals quickly evaluate music videos for consideration of airplay and other opportunities.

F

Feature Article

A feature article is a long-form editorial piece focused on an artist or band’s music video.

Why it matters

Feature articles often provide deeper exposure of the artist or band and their music video than standard news coverage.

Follow-Up Pitch

A follow-up pitch is additional communication sent after an initial submission and distribution.

Why it matters

Many opportunities occur only after consistent professional follow-up and advocacy.

Industry insight

Successful music video promotion involves persistence rather than a single outreach attempt.

Formatting

Formatting refers to preparing a music video according to network, channel, or an outlet’s specific technical requirements.

This may include:

  • Music video resolution conversion
  • Music video frame rate adjustment
  • Encoding
  • Audio normalization
  • Color leveling
  • Closed caption integration

Why it matters

Improper music video formatting remains one of the most common causes of content rejection.

G

Gatekeeper

A gatekeeper is an individual who controls access to airplay, audiences, programming opportunities, media coverage, or distribution channels.

In the music video industry, gatekeepers may include:

  • National and regional television programmers
  • Show Producers
  • Music video curators
  • Retail pool managers
  • Brand curators
  • Streaming or smart channel managers
  • Journalists
  • Bloggers
  • Editors
  • Music Video Playlist curators
  • Producers
  • Content acquisition teams

Why it matters

Many artists assume success is purely algorithm driven. In reality, gatekeepers continue to play a major role in determining what music video content receives airplay and exposure.

Industry insight

One of the primary goals of music video distribution and promotion is professionally introducing music videos to qualified gatekeepers who have the ability to feature, review, air, or support the content by providing it to their audiences.

Geographic Targeting

Geographic targeting refers to focusing music video distribution and promotional efforts on specific cities, regions, states, or countries.

Why it matters

Artists often achieve better results by building momentum in targeted markets rather than attempting to reach everyone simultaneously.

Common Uses

  • Tour support
  • Regional television campaigns
  • Local press outreach
  • Market-specific promotions

H

High Rotation

High rotation refers to a music video being programmed frequently within a network, channel, platform, or outlet's schedule.

Why it matters

The more often a music video is aired, the greater the opportunity for audience exposure.

Typical Benefits

  • Increased visibility
  • Enhanced audience recognition
  • Greater discovery opportunities

Hook

A hook is the most memorable portion of a music video.

Hooks may be:

  • Choruses
  • Visual moments
  • Signature lyrics
  • Distinctive scenes

Why it matters

Strong hooks often increase viewer retention and audience engagement.

Hospitality Network Pools

Hospitality network pools are entertainment systems used by hotels, resorts, casinos, cruise lines, restaurants, bars, health clubs, gyms, spas, and other public and commercial venues.

These networks program:

  • Music videos
  • Airplay content
  • Entertainment programming

Why it matters

Hospitality network pools expose artists to new audiences outside of traditional streaming or online environments.

Industry insight

Many independent artists are unaware that their music videos can be distributed to hospitality entertainment systems and pools across multiple markets.

I

Independent Artist

An independent artist is a musician, band, or creator operating without the support of a traditional major record label.

Why it matters

Independent artists represent one of the largest and fastest-growing segments of the music industry.

Industry insight

Many successful artists now build substantial audiences while maintaining ownership and creative control.

Independent Label

An independent label is a record label operating outside major label ownership structures.

Why it matters

Independent labels frequently require professional music video distribution and promotion services to compete effectively.

Industry Contact

An industry contact is an individual working within the music, media, television, streaming, publicity, or entertainment industries.

Examples include:

  • Programmers
  • Journalists
  • Producers
  • Publicists
  • Editors
  • Content acquisition professionals
  • Music curators
  • Brand managers
  • Directors
  • Music supervisors

Why it matters

Relationships influence airplay, exposure, and opportunities throughout the music industry.

J

Journalist

A journalist is a professional writer, reporter, or editor who creates news, feature articles, interviews, and industry coverage.

Why it matters

Journalists help introduce artists and music videos to new audiences.

Coverage Types

  • Interviews
  • Reviews
  • Features
  • News stories
  • Editorial profiles
  • Reactions

Journalistic Coverage

Journalistic coverage refers to earned media exposure through publications, websites, blogs, podcasts, and news organizations.

Why it matters

Earned media often carries greater credibility than advertising.

Related terms

  • Public Relations
  • Feature Article
  • Blogger Outreach

L

Low Rotation

Low rotation refers to occasional programming and airplay of a music video.

Why it matters

Even limited airplay can introduce artists to new audiences.

M

Media Outreach

Media outreach is the process of introducing artists and their music videos, and new releases to journalists, bloggers, editors, producers, and media organizations.

Why it matters

Media outreach is a core component of music video promotion and publicity campaigns.

Potential Outcomes

  • Reviews
  • Interviews
  • Features
  • News coverage
  • Editorial placements
  • Reactions

Metadata

Metadata is the information attached to a music video or wav file.

Examples include:

  • Artist name
  • Song title
  • ISRC
  • Release date
  • Copyright information
  • Genre
  • Description

Why it matters

Accurate metadata is required for music video distribution and improves:

  • Discoverability
  • Reporting
  • Tracking
  • Rights management

Industry insight

Metadata errors remain one of the most common causes of music video distribution issues.

Music Programmer

A music programmer is a professional responsible for selecting and scheduling music video content.

Programmers may work for:

  • National and regional television channels
  • Smart and streaming channels
  • Retail pool networks
  • Hospitality pool networks
  • DJ & VJ pool networks
  • Specialty music outlets

Why it matters

Programmers solely screen and determine whether a music video receives airplay and or exposure opportunities.

Music Video Airplay

Music video airplay refers to the broadcast or airplay or exhibition of a music video through professional programming environments.

Potential Outlets

  • National, or regional television channels
  • Smart and or streaming television platforms
  • Retail video pool networks
  • Hospitality pool networks
  • DJ & VJ pool networks
  • Specialty entertainment channels
  • V.O.D. (Video on Demand) outlets
  • OTT channels

Why it matters

Airplay remains one of the most important sources of exposure, audience growth, and new music discovery.

Music Video Distribution

Music video distribution is the professional formatting, processing, packaging, delivery, and submission of an artist or band’s music video to television outlets, programmers, curators, content acquisition teams, smart and or streaming television channels, retail video pool networks, hospitality pool networks, entertainment pool networks, OTT channels, for consideration of airplay, adds to rotation, exposure and or opportunities.

Why it matters

Music Video Distribution extends a music video's reach far beyond an artist's own channels or social media and it creates many opportunities for discovery through professional programming and airplay environments.

Industry insight

Since 1994, Rive Video has specialized in both the distribution and promotion of music videos for major record labels and A-list artists, as well as independent artists, bands, labels, and for music video directors to a wide variety of industry networks, channels, shows, platforms, outlets, gatekeepers and decision-makers.

Music Video Marketing

Music video marketing encompasses all strategies designed to increase awareness and viewership of an artist or band’s music video.

Why it matters

Marketing helps audiences discover new music video releases.

Music Video PR

Music Video PR (Public Relations) focuses on securing media attention for artists and their new music videos.

Potential Results

  • Airplay
  • Adds to rotation
  • Spins on shows
  • Reviews
  • Interviews
  • Feature stories
  • Editorial coverage
  • Podcast appearances
  • Reaction channel coverage

Why it matters

PR helps build credibility and awareness of a new music video.

Music Video Production

Music video production is the process of professionally preparing a music video for distribution and submission.

Requirements may include:

  • Correct file formats
  • Music Video audio specifications
  • Music Video specifications
  • Proper slates
  • Closed captioning
  • Content review
  • Metadata verification

Why it matters

Professional production is imperative for acceptance, screening, and consideration of music video airplay and opportunities.

Music Video Promotion

Music video promotion involves introducing a music video to programmers, producers, curators, content acquisition teams, media professionals, journalists, editors, bloggers, podcasts, and other key decision-makers and gatekeepers.

Objectives

  • Secure airplay for music video
  • Secure adds to rotation
  • Increase awareness of music video
  • Generate coverage of/ for music video
  • Expand audience reach
  • Support artist growth

Industry insight

Music Video Promotion delivers music video submissions and advocates and pitches for it.

Music Video Submission

A music video submission is the formal process of presenting a music video for professional airplay and consideration of use.

Submission Materials May Include

  • Master music video files
  • Clean wav file
  • An MP3
  • Artist One-Sheet
  • Artist biography
  • Song Lyrics
  • BTS information
  • Artist social media links
  • Artist streaming links
  • Artist website
  • Media/ and or news coverage links
  • Tour/ show dates and information
  • Press release
  • Metadata
  • Additional promotional assets

Why it matters

Professional music video submissions increase the likelihood of acceptance and consideration.

N

National Airplay

National airplay refers to a music video being programmed, broadcast, aired, or exhibited across television networks (broadcast, smart, streaming, cable, satellite, OTT, etc.) or entertainment platforms and websites that reach audiences throughout an entire country.

Why it matters

National exposure in countries such as the United States can significantly increase visibility and exposure for artists, bands, and record labels.

Benefits may include:

  • Increased audience awareness
  • Greater credibility
  • Expanded media opportunities
  • Additional promotional opportunities
  • Increased discovery potential

Industry insight

National airplay remains one of the most sought-after outcomes of professional music video distribution and promotion campaigns.

Network Programming

Network programming refers to the process of screening, selecting, scheduling, and managing music video content for airplay

Programming decisions are typically made by:

  • Program directors
  • Network producers
  • Show producers
  • Music video programmers
  • Music curators
  • Content acquisition teams

Why it matters

Programming decisions ultimately determine what music video content reaches viewers.

Niche Media Outlet

A niche media outlet serves a specific audience, genre, region, culture, or interest group.

Examples include:

  • Genre-specific blogs
  • Independent music websites
  • Regional entertainment publications
  • Industry trade publications

Why it matters

Niche outlets often provide highly targeted exposure opportunities of music videos.

Industry insight

Many successful campaigns begin with niche coverage before expanding to larger media opportunities.

O

One-Sheet

A one-sheet is a concise promotional document used when introducing artists, bands, releases, or music videos to industry professionals.

Typically included:

  • Artist name
  • Song title
  • Music video credits
  • Name of music video director
  • Music video title
  • Song lyrics
  • Artist biography
  • Music video release information
  • BTS (behind the scenes: about the music video, song, meaning and or the creation)
  • Contact details
  • Music video ISRC #
  • Artist social media links
  • Artist streaming links
  • Key accomplishments
  • Show/ tour schedule – upcoming dates
  • Previous press coverage links
  • Press approved images
  • Music video thumbnail image

Why it matters

One-sheets provide programmers, producers, curators, content acquisition teams, journalists, editors, podcasters, bloggers, with essential information in a professional format.

Organic Reach

Organic reach refers to exposure earned without paid advertising.

Examples include:

  • Airplay
  • Adds to rotation
  • Editorial coverage
  • Search visibility
  • Audience recommendations

Why it matters

Organic reach often delivers highly engaged audiences.

OTT (Over-The-Top) Platforms

OTT platforms deliver music video and other visual content directly to viewers through internet-connected devices, such as smart TVs, smart devices, APPs, computers, gaming consoles, and cellular phones around the world. OTT channel viewership continues to grow and as of 2026 is available in over 100 countries.

Examples include:

  • Roku
  • Apple TV
  • Amazon Fire TV
  • Google TV
  • Android TV
  • Chromecast-enabled services
  • Connected television platforms

Why it matters

OTT distribution has become an increasingly important component of modern music video exposure and entertainment, introducing new music videos to audiences around the world.

Industry insight

OTT channels allow artists to reach audiences beyond traditional television or social media platforms.

Outlet

An outlet is any organization, platform, channel, publication, or entertainment venue capable of presenting a music video to an audience.

Examples include:

  • National and regional television networks
  • Streaming and Smart channels
  • OTT channels
  • Music blogs
  • Retail video pool networks
  • Hospitality pool networks
  • DJ pool networks
  • VJ pool networks
  • Entertainment websites
  • Entertainment venues

Why it matters

Each outlet represents a potential audience-building opportunity for artists, bands, and labels.

P

Pitch

A pitch is a professional introduction used to present an artist, and their music video to decision-makers and gatekeepers.

Pitch Recipients May Include

  • Programmers
  • Producers
  • Curators
  • Content Acquisition teams
  • Journalists
  • Bloggers
  • Podcasters
  • Reviewers
  • Editors
  • Interviewers

Why it matters

The quality of a pitch often influences whether music video content receives airplay, consideration, exposure, and other opportunities

Industry insight

Effective pitches focus on introducing an artist or band’s new music video to the decision maker or gatekeeper, delivered with professionalism, and in consideration of relevance and audience value rather than hype.

Pitching

Pitching is the process of actively introducing music videos and artists to industry professionals who control airplay and exposure on outlets.

Common Targets

  • National and regional television programmers
  • Smart and streaming networks, channels, and outlets
  • OTT channels
  • Content Acquisition teams
  • Pool managers
  • Curators
  • Producers
  • Music bloggers
  • Journalists
  • Editors

Why it matters

Pitching creates opportunities for music video airplay and exposure that algorithms, and social media platforms cannot provide.

Pool

A Pool is a distribution network supplying music video content to specialized commercial and public content curators. Pools can curate for retail chains, stores and brands, hospitality networks such as hotels, entertainment venues, cruise lines, casinos, DJs and VJs and entertainment venues.

Common Destinations

  • Restaurants
  • Food courts
  • Shopping malls
  • Retail store locations (over 7,400 brands)
  • Hotel chains
  • Cruise lines
  • Nightclubs/ bars
  • Health clubs/ gyms/ spas
  • Casinos
  • Entertainment venues
  • Public commercial spaces

Why it matters

Pool networks provide music video airplay and exposure opportunities that create passive exposure to audiences and consumers.

Press Release

A press release is a formal announcement distributed to national and international press desks and media outlets to create exposure in the media.

Common Uses

  • New music video releases
  • Artist announcements
  • Tour and show announcements
  • Music video award recognition
  • Major milestones

Why it matters

Press releases help journalists quickly understand the story behind a music video release.

Producer

A producer is an industry professional that creates shows for national, regional, streaming, OTT, cable, or broadcast television. They are responsible for developing and overseeing the process of screening, selecting, and programming music video content for their outlet’s audiences.

Why it matters

Producers solely influence airplay, rotation, and exposure opportunities and produce content for their outlets within specific formats.

Programmer

A programmer is an industry professional responsible for screening, selecting and scheduling content for presentation to audiences. They are responsible for developing and overseeing the processes and programming of music video content for their outlet’s audiences.

Why it matters

Programmers determine whether a music video is accepted, aired, featured, and how much exposure it will receive.

Industry insight

Professional music video promotion focuses on introducing music video content directly to the programmers and gatekeepers for consideration of airplay and exposure.

Programming Rotation

Programming rotation refers to how frequently a music video is scheduled for airplay and or rotation by a programmer, producer, network, channel, platform, pool, venue, or outlet.

Common Rotation Levels

  • High Rotation
  • Medium Rotation
  • Low Rotation

Why it matters

Rotation frequency influences audience exposure levels.

Public Relations (PR)

Public Relations is the practice of managing communication between artists and audiences through multiple types of media outlets, platforms, media, and channels.

PR Activities Include

  • Direct media outreach
  • Pitching
  • Advocacy
  • Press release creation and distribution
  • Interview coordination
  • Feature placement

Why it matters

PR helps build visibility and credibility for artists, bands, and record labels.

R

Regional Airplay

Regional airplay refers to programming within specific geographic markets, regionally within a country.

Why it matters

Regional distribution and promotion serve as stepping-stones toward broader exposure within a country.

Industry insight

Many successful artists build strong regional audiences in their home states before achieving national exposure.

Rotation

Rotation refers to the frequency with which a music video is programmed and aired.

Why it matters

Higher rotation increases audience exposure opportunities.

S

Smart TV Platforms

Smart TV platforms allow viewers to access internet-delivered content through connected Smart televisions, tablets, computers, etc.

Examples include:

  • Roku
  • Apple TV
  • Amazon Fire TV
  • Google TV
  • Samsung TV platforms
  • LG Smart TV platforms

Why it matters

Connected television viewership and engagement continues to grow as an important content consumption environment in over 100 countries.

Streaming Television

Streaming television refers to television-style programming delivered via internet-connected platforms and devices.

Why it matters

Streaming television creates worldwide opportunities for music video exposure.

Submission Guidelines

Submission guidelines are the requirements established by networks, channels, platforms, outlets, and venues for accepting music video content prior to screening and consideration.

Guidelines may include:

  • File specifications
  • Formatting
  • ISRC #
  • Closed captioning requirements
  • Proper placement of slates
  • Metadata requirements
  • Submission assets

Why it matters

Failure to follow submission guidelines results in rejection of the music video.

V

Video Delivery

Video delivery refers to the process of distributing music videos to broadcasters, programmers, media outlets, and distribution partners.

Why it matters

Professional delivery ensures music video content arrives in the proper format, and with the required assets and submission forms and meets technical specifications.

Video Premiere

A video premiere is the first public release of a music video.

Why it matters

Premieres can create excitement and concentrate audience attention around a release, especially when it premieres on a major national network such as BET, MTV (USA), TEMPO Networks, REVOLT TV, CMT, TCN, GOD TV, Spirit TV, Ditty TV, Trace, etc.

ON AIR · SINCE 1994

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