DIY · Agency
Clipping yourself
Clipping yourself
vs an agency, and what it really costs
You can do it yourself, so the question is what your time is worth.
Finding clips is only one part of a clipping campaign, since you still need to choose the moments, prepare the content, manage creators, track distribution and make sure the campaign actually moves.
Doing it yourself can work, but the real cost is a lot more than the price of an editor.
Your timeYour teamYour distributionYour results
DIY
MANUAL_WORKFLOW
LOCAL_STORAGE
WARN
Scrubbing raw footage… (ETA: 4hrs)
path: /users/admin/downloads/raw…
NLE_TIMELINE
ERR_SYNC
Manual cuts & basic subtitles
CREATOR_OUTREACH
PENDING
Waiting for responses… (3/10 replied)
AGENCY
OPTIMIZED_SYSTEM
CLIP_ENGINE_V2AI_ASSISTED_EXTRACTION
SYNCED
85%
CREATOR_NETWORK
ACTIVE NODES124
DISTRIBUTION
TRACKINGLIVE
ROI tracking enabled
Artists and labels already running on Lumina:
Our parent agency, Lumina Clippers, featured in
The DIY reality
Making a clip is easy
Making a clip is easy
but running a campaign isn’t
A clipping campaign quickly becomes more than editing, because every batch of clips carries a chain of decisions, people and follow-ups behind it.
The visible part
You have to:
01Find the momentsWhich part of the track actually works?
02Make the clipsHow many variations do you need?
03Find creatorsWho will actually post them?
04Manage distributionWho posted? When? Where?
05Track performanceWhich clips are working?
06RepeatWhat happens when the first batch is done?
The editing is only the visible part of the job.
Benefits
Less campaign,
Less campaign,
more music
Spend less time running the campaign. More time making the music.
EFFICIENCY_UPLIFT
Save time
Take campaign management off your team’s daily workload.
VELOCITY_GAIN
Move faster
Go from source footage to distributed clips without building the process yourself.
NETWORK_ACCESS
Access distribution
Clips are the easy half. Distribution is the part you cannot improvise on a laptop the week of release. Four operating models compared: how to choose a clipping agency.
Creator network
FLOW_COHESION
Keep it consistent
Maintain a steady flow of content instead of posting a few clips and stopping.
ANALYTICS_ACCURACY
Measure the work
Know what was distributed and what the campaign delivered.
The real cost
The invoice is
Relative share of hidden cost
The invoice is
the smallest line.
The invoice for an editor is the smallest line, and below it sits the load your own team absorbs, measured in hours and headcount.
Relative share of hidden cost
TimeHeaviest
Finding footage, selecting hooks, reviewing clips and managing the campaign.
PeopleOngoing
Editors, outreach, creator management and reporting.
DistributionHigh
Finding creators and getting content posted consistently.
ManagementOngoing
Briefs, approvals, revisions, tracking and follow-ups.
Opportunity costHeaviest
Every hour spent managing clipping is an hour not spent on music, release strategy or growth.
The managed model
We run the system
We run the system
while you focus on the release
01 · SEND
You provide the track, video, live footage or campaign asset.
02 · FIND
We identify the strongest hooks and moments.
03 · CUT
We turn those moments into short-form clips.
04 · DISTRIBUTE
Our creator network gets the content into the feeds where people discover music.
05 · VERIFY
We track verified views and campaign performance.
One connected system: source to verified views
01Your music
Source asset
02Hooks
Strongest moments
03Clips
Short-form cuts
04Creator network
62,900+ clippers
05Distribution
Into the feeds
06Verified views
Reported back
18B+
Verified
Side by side
Same goal.
Same goal.
Very different workload.
DIY
MANAGED
Find the clips yourself
We identify the strongest moments
Manage editors
We handle clipping
Find creators
Access to a creator network
Send briefs
We manage distribution
Track posts manually
Campaign reporting
Manage every moving part
One managed campaign
Your team owns the workload
We own the execution
The receipts
What happens when the work
What happens when the work
is actually managed?
Music campaigns · Lumina network
780M+ views for global and rising artists.
Managed end to end: footage in, hooks identified, clips cut, posted rights-cleared on your official sound, verified reporting back.
CampaignViewsClips
Lucki100M+943
YNG Martyr46M+921
RUSS31M+1,678
2hollis23M+1,326
Quavo13M+3,841
Ski Mask the Slump God9.9M+1,439
Verified views across campaigns run by the Lumina Clippers network. The full board sits on the Lumina case studies page.
From global names to rising acts, including Selena Gomez, Lady Gaga, Maroon 5, YUNGBLUD, Gracie Abrams and Zedd.
The distribution layer the clips are posted through, natively, from creator accounts.
Frequently
Asked Questions
Yes, and plenty of artists do it. The editing is the easy part, while what decides whether a campaign moves is everything around it: choosing the right moments, producing enough variations, finding creators who'll actually post, tracking what went where, and doing it again when the first batch runs out.
Execution more than editing. You're paying for the moments to be identified, the clips to be cut, the creator network to carry them, the distribution to be managed and the results to come back verified, all without your team absorbing that workload.
Yes. Send the track, a music video, live footage, studio material or anything else you already have, and we'll work from your assets. If there's very little to work with, we'll tell you what would strengthen the campaign before it starts rather than after.
No, because clips on their own are just the DIY problem with an extra invoice attached. The clips get made, distributed through the creator network and reported back with verified views, so you get the whole chain rather than one link of it.
Not with a managed campaign, since you use ours. Building one yourself is the slowest part of DIY, between sourcing creators, briefing them, chasing replies and keeping them posting past the first week.
DIY · Agency
Keep the music and hand over the campaign
Tell us what you are releasing. We will come back with the moments worth cutting and what a managed campaign looks like against running it yourself. If you are doing it yourself, how to promote a song in the order that works is the sequence to follow. How a clipping campaign works sets out every stage you would otherwise be doing by hand.