In this post I will talking about 'The State of Music Video' through my own knowledge, research and content in the article.
The need for a music video is so that the artist is able to build up their own image. This is important because they may want the song to be viewed in a certain way therefore creating a video means that the majority of the audience is going to see it in the same way as wanted. However due to people having their own views and opinions this means that not everyone will see it in that light. The videos are an advert for the image of the artist. On YouTube compared to on television there is a wider audience the reason for this is because on television it is only the people that go out to watch the videos however on YouTube anyone and everyone will be watching it because there is a lot of different genres of videos. For the label it costs them a lot of money for them to put the video on television therefore YouTube is an effective cheaper way to showcase their artist. YouTube is a very established network therefore it is known for being a very successful way to promote the song and evidentially the artist. Putting an unique and different video onto YouTube means that can almost guarantee the amount of success its going to get.
The budget being given to directors is a lot smaller now than it was say almost 20 years ago. The problem with that is that they are still expected to create the same production however that is a lot harder because the values are a lot different from before. 'Gone are the days of 150K budgets. Those jobs are now 80K' Nowadays there is a lot of indecision where the pitches are taking weeks instead of days. In Europe and the UK a lot of videos are now being created on a tiny budget therefore from the creative field it is a lot harder because without 'pulling in favours' they are not going to create anything similar to what they could create in the 90s. The problem with music video production is that it is incredibly dependent on the industry which is seeing its traditional sources of income declining every year which is taking its toll on the directors. This means that a lot of the directors are working for free or have other jobs on the side.
The only up side to the state of music videos is that finding new and upcoming video directors is relatively easy, this is because they can be found on YouTube and Vimeo. Mike O'Keefe head of video at UK major Sony BMG stated 'The kids coming out of film school and art college are used to having a video camera and Final Cut Pro on their Macbook'. The lower budgets have in some respect given 'baby' directors an opportunity to progress the way that they do this is creating smaller music videos on almost nothing. This is because bands years ago would of gotten a lot more 'It's not 30K for a new band any-more it might be 5K.'
David Wilson is an English music video director and animator from Wells, Somerset. He started out by studying Illustration at Brighton University where he was able to direct a series of animation videos through his years there. Along with Illustration he did a foundation course in Art and Design at St Martins. He is now represented by the company 'Colonal Blimp.'
He started off by working with Metronomy directing 'The Bay' in 2011 the success from that video went viral and was able to build his way up and by 2013 and 2014 he was able to working with a couple of the biggest bands. In 2013 he worked with Arctic Monkeys on 'Do I Wanna Know.' This video is one of the biggest on YouTube with over 115 million views. Along with Arctic Monkeys in 2014 he also worked with Arcade Fire on 'We Exist' which has over 3 million views in the first six months. David Wilson works in a way where he is able to emerge award winning live action with animation to create something that is truly iconic and unique. The animation in 'Do I Wanna Know' is simple because it's black and white yet it still works very well and it goes with the rock alternative music scene.
David Wilson stepped away from the stereotypes of the alternative rock scene and did something that he knew, his animation skills are really shown in this video because there is a mixture of his talents within live video and animation which are his two main genres. This way he was able to create the best video. Arctic Monkeys gave him the freedom to create a music video where he had a lot of freedom. The reason for this is because Arctic Monkeys trusted David to create a video that could express their music in a way they wanted it to be expressed.
David Wilson has a desire to create a new and memorable experience as he has a talent for transforming something that is very ordinary to the very sublime. His work has gained a following and wide industry recognition. In a recent interview David Wilson stated that if he wasn't directing he would be still in the arts 'the art work that really inspires me is the interactive stuff the video projections and things like that. I'm really into interactive and sound art. It's taking moving images and putting it into 3D objects rather than going back into static imagery or sculpture.'The need for a music video is so that the artist is able to build up their own image. This is important because they may want the song to be viewed in a certain way therefore creating a video means that the majority of the audience is going to see it in the same way as wanted. However due to people having their own views and opinions this means that not everyone will see it in that light. The videos are an advert for the image of the artist. On YouTube compared to on television there is a wider audience the reason for this is because on television it is only the people that go out to watch the videos however on YouTube anyone and everyone will be watching it because there is a lot of different genres of videos. For the label it costs them a lot of money for them to put the video on television therefore YouTube is an effective cheaper way to showcase their artist. YouTube is a very established network therefore it is known for being a very successful way to promote the song and evidentially the artist. Putting an unique and different video onto YouTube means that can almost guarantee the amount of success its going to get.
The budget being given to directors is a lot smaller now than it was say almost 20 years ago. The problem with that is that they are still expected to create the same production however that is a lot harder because the values are a lot different from before. 'Gone are the days of 150K budgets. Those jobs are now 80K' Nowadays there is a lot of indecision where the pitches are taking weeks instead of days. In Europe and the UK a lot of videos are now being created on a tiny budget therefore from the creative field it is a lot harder because without 'pulling in favours' they are not going to create anything similar to what they could create in the 90s. The problem with music video production is that it is incredibly dependent on the industry which is seeing its traditional sources of income declining every year which is taking its toll on the directors. This means that a lot of the directors are working for free or have other jobs on the side.
The only up side to the state of music videos is that finding new and upcoming video directors is relatively easy, this is because they can be found on YouTube and Vimeo. Mike O'Keefe head of video at UK major Sony BMG stated 'The kids coming out of film school and art college are used to having a video camera and Final Cut Pro on their Macbook'. The lower budgets have in some respect given 'baby' directors an opportunity to progress the way that they do this is creating smaller music videos on almost nothing. This is because bands years ago would of gotten a lot more 'It's not 30K for a new band any-more it might be 5K.'
David Wilson is an English music video director and animator from Wells, Somerset. He started out by studying Illustration at Brighton University where he was able to direct a series of animation videos through his years there. Along with Illustration he did a foundation course in Art and Design at St Martins. He is now represented by the company 'Colonal Blimp.'
He started off by working with Metronomy directing 'The Bay' in 2011 the success from that video went viral and was able to build his way up and by 2013 and 2014 he was able to working with a couple of the biggest bands. In 2013 he worked with Arctic Monkeys on 'Do I Wanna Know.' This video is one of the biggest on YouTube with over 115 million views. Along with Arctic Monkeys in 2014 he also worked with Arcade Fire on 'We Exist' which has over 3 million views in the first six months. David Wilson works in a way where he is able to emerge award winning live action with animation to create something that is truly iconic and unique. The animation in 'Do I Wanna Know' is simple because it's black and white yet it still works very well and it goes with the rock alternative music scene.
David Wilson stepped away from the stereotypes of the alternative rock scene and did something that he knew, his animation skills are really shown in this video because there is a mixture of his talents within live video and animation which are his two main genres. This way he was able to create the best video. Arctic Monkeys gave him the freedom to create a music video where he had a lot of freedom. The reason for this is because Arctic Monkeys trusted David to create a video that could express their music in a way they wanted it to be expressed.
After being released onto YouTube on June 18th 2013, it became the highest watched music video on YouTube attracting over 100 million views. This shows how much power social media sites such as YouTube, Twitter and Facebook. Due to how powerful social media is in the current age if a video done by a successful artist and director the likelihood of it getting 1 million views in the first couple of days it is highly likely. This is incredibly important for the artist to get the attention they need.
Social networking sites such as Facebook, YouTube and Twitter have a massive effect on how well a music video does. Social networking sites are now the biggest way to market a music video. If someone likes it on Facebook or they have to do is press share or retweet and all of their friends/following have seen it. Top US director Chris Milk states that 'It was always the intention for people to forward it to their friends' 'the main distribution of videos is the internet, and your demographic becomes your distribution channel. If they like it, they distribute it for you. So you've got to do something better than just shoot a band playing'
Personally for myself I watch all of my music videos on YouTube, I would never stick on the music channel to watch the music videos because I do find them to be boring if you watch them continuously. If I like the concept behind the video I will watch it no matter who the artist is. I think this is important because creating a brilliant music video brings in an entirely different audience to one who wouldn't have heard or listened to the artist before.
I think that social networking sites have had a massive impact on how music video has evolved. The reason I believe this is because on Twitter if a big well known artist such as Taylor Swift or One Direction are releasing a music video the chances are that their fans will have created a trend. The trend is something that everybody on Twitter can see and therefore by them spreading this it means that audiences that maybe wouldn't have known about the music video are now aware. Along side ITunes its important to the artist that they have a visual site that can promote them therefore YouTube is incredibly important when it comes to viewing the video, however social networking sites are the reason behind the success of a lot of videos.
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