David Gebbia of Big Machine Rock Brings Back Music Video Era with Ryan Perdz’s ‘Heavy Eyes’

e calling time of death way too early.”Some of the biggest careers in rock were built on music videos, and somewhere along the way, the industry decided that didn’t matter anymore,” the CEO of Gebbia Media and Co-CEO of Big Machine Rock stated. “We don’t agree.”Billboard has mentioned that labels have shifted their focus away from music videos in recent years, directing more resources towards elaborate productions for top-tier artists while newer talents are left with smaller budgets. Lizzo even took to TikTok to declare the format “dead” last September.Despite this shift, music video streams reached a staggering 96 billion in 2025, indicating that audiences still have a strong appetite for visual content. The change lies in how labels are choosing to invest their resources.Gebbia is making a strong case for the importance of music videos by supporting artists like Ryan Perdz. On May 15, Big Machine Rock will unveil a new cinematic video to accompany Perdz’s heartfelt single “Heavy Eyes.” The track delves into themes of loss and mental health, resonating with those who may struggle to express themselves verbally.”Ryan crafted a memorable song, and we wanted to ensure he had a video that would do it justice,” Gebbia explained. “Artists continue to pour their souls into their craft, and they deserve more than just a release date.”This strategy aligns with Gebbia’s vision for the label following Gebbia Media’s acquisition of Big Machine Rock in May 2025. Described as bold, cross-generational, and culturally aware, the company aims to support artists in expressing themselves authentically and meaningfully.Perdz, a rising star in the music scene, seamlessly slots into this ethos. Known for his grunge-inspired sound, he gained significant traction on TikTok with acoustic covers of Nirvana songs, ultimately securing a deal with Big Machine Rock early last year. His previous singles, including “January,” “Temporary,” and “Sour,” have garnered praise for their emotional depth and raw vulnerability.But “Heavy Eyes” represents more than just a new release—it marks a return to the era when music videos were pivotal in shaping an artist’s career. Gebbia believes that audiences still crave these immersive visual experiences and are hungry for content that resonates on a deeper level.