Reviving the Music Video Era: Gebbia Media's Vision for Artist Development
The era of music videos may not be over just yet, despite MTV shutting down its music-only channels in 2025. David Gebbia, CEO of Gebbia Media and Co-CEO of Big Machine Rock, believes that the industry has undervalued the importance of music videos in building artists' careers. While some have declared the format dead, the numbers show that fans are still watching, with 96 billion music video streams in 2025.
Gebbia is backing artists like Ryan Perdz, whose upcoming release of the single “Heavy Eyes” will be accompanied by a cinematic music video. The song, which delves into themes of loss and mental health, is a powerful anthem that resonates with those who struggle to express themselves. Gebbia emphasizes the importance of matching impactful songs with visually compelling videos to honor the artists' dedication to their craft.
Since acquiring Big Machine Rock in 2025, Gebbia has focused on a bold and cross-generational vision for the label. Under the Big Machine umbrella, which originally signed Taylor Swift in 2005, the rock-focused roster includes artists like Daughtry, Sammy Hagar, and Perdz. Perdz, known for his grunge revivalist style and viral Nirvana covers on TikTok, has been steadily releasing emotionally raw singles like “January” and “Temporary.”
“Heavy Eyes” represents a significant moment for Perdz, as it is being treated as more than just a streaming release. Gebbia is betting on the enduring appeal of full visual experiences in the music industry, aligning with the label's commitment to supporting artists who pour their hearts into their work. The release of the music video for “Heavy Eyes” signals a return to the era when music videos played a crucial role in shaping artists' careers, and Gebbia is confident that audiences still crave that immersive experience.