Because I grew up in the age of the music video I'm particularly interested in it's resurgence as what was once a huge source of promotion. The average music video shoot used to cost thousands upon thousands of dollars. Guns N' Roses' "November Rain" cost $1.5 million dollars to make. Michael Jackson's "Bad" cost $2.2 million and was directed by Martin Scorsese. And of course, Michael and Janet's "Scream" tallied a ridiculous $7 million price-tag.
But now that record labels are no longer footing the bill for, well, anything, and the fact that MTV is now reality-television for retarded people and 13 year-olds, the music video budget is essentially nothing. The death of the top-down music model has killed top-down produced video content. In other words; internet killed the video star. So if top-down doesn't work, how would the bottom-up model fair?
What I'm seeing more and more of lately are label or band run contests for 'fan produced music videos' -- and to me this is a pretty exciting. I first heard of this idea when my friend Dax won an Asthmatic Kitty run contest to make a video for Rafter's single "Sweaty Magic". You can see his video here. More recently, I read about fan produced videos for Kim Deal on her recent Breeders album and the awesome video below for M83's "We Own The Sky". Check out the pretty cool user generated, and bottom-up model produced music video.
its sad mtv created the video star and then killed the video star
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