May 3, 2010
Music videos are back
Back in the early days of shows like "Friday Night Videos", music videos were a fun, goofy diversion. They usually looked like they cost about $25 to make and served as a novel way to experience the songs you heard on the radio, and as a new resource for looking at girls and guys in sexy outfits. Examples: Olivia Newton-John's "Physical", Steve Miller Band's "Abracadabra".
Then videos became both big business and sometimes actual art. You've got every video from "Thriller", a-ha's "Take On Me", and Tom Petty's "Don't Come Around Here No More". People often cared more about the video than the song, and videos became the perfect marketing device: ads that people wanted to watch. Pretty soon David Fincher is directing Paula Abdul's best videos and Madonna's "Express Yourself", Michael Jackson makes "Scream" for $7 million, and Aerosmith does an Alicia Silverstone video trilogy ("Cryin'", "Crazy", and the one I always forget, "Amazing".)
I'd love to see a graph comparing the declining number of videos aired per day on MTV and shrinking record sales. Maybe downloading had already taken hold, so MTV decided to stop running video-ads for singles and albums that no one was buying anymore. Or maybe MTV's lack of interest in videos and growing devotion to reality shows actually contributed in some small way to the crash of the music industry. Either way, record companies don't have the marketing budgets that they used to, and the last five years or so have been terrible for the music video.
In New York magazine, there's a great article called "Internet Killed the MTV Star", which says that even if they're not on TV anymore, videos are back. There's nothing in this piece that comes as much of a surprise, but it nicely articulates a few things that you've probably been noticing over the past few years:
- Videos are popular again because of YouTube
- YouTube has slowly shifted focus from accidentally popular amateur videos to intentionally popular music videos
- Lady Gaga is the biggest thing to happen to music videos since MTV, Madonna, and Tawny Kitaen.
Gaga's videos have over 1 billion views, and she's one of few current artists to have truly massive album sales ("The Fame" hit 10 million in February), so it seems that people do still actually want to buy a record when they like the videos.
Gaga's videos are also money makers in themselves, through a little bit of revenue from internet ads, and from far more lucrative product placement, which glaringly saturates the "Telephone" video. The CEO of video service Vevo (which is owned by Sony and Universal) says, "There was a time when music videos were purely promotional, and that was fine when people were buying music. Now they're no longer promotional. We sell advertising in and around them at a premium. Instead of being a marketing expense, videos can be a profit center."
One of the best things about the resurgence of music videos as something record companies will actually invest in again is that the most exciting directors that really know how to make great videos can get back into it. The director of Gaga's current trilogy, Jonas Akerlund, did a lot of Roxette videos and that notorious Prodigy one for "Smack My Bitch Up". Spike Jonze has just done a new one for LCD Soundsystem's "Drunk Girls". Michel Gondry, who did tons of great videos for Bjork and the White Stripes, but hasn't been doing much lately, says, "now I feel like it's coming back to early MTV, before the big-budget cranes, when it was creative and fun."
Videos might be creative and fun again because we're going to see a whole lot of Virgin Mobile ads in them, but on the whole, it's probably a better experience than watching MTV circa 1999 when you pretty much just saw the same Smash Mouth and Limp Bizkit videos every day.
[Thanks, That Fuzzy Bastarrd!]
TrackBack URL for this entry: