Since the mid-late 90′s music artists slowly lost a big promotional tool, MTV, to reality, game, & talk shows. You see when MTV was “Music Television” they would play these 3-5 minute clips called Music Videos. If you fast forward to the new millennium, a prime replacement to MTV has taken over & has no end in site. That replacement is Internet Music Videos (IMV) assisted by sites like vimeo.com & youtube.com. The beauty of these sites and IMV is you don’t need to be KISS or Aerosmith to produce a quality video for the masses. Unlike MTV, the people get to chose what they want to see on the internet. This opened the flood gates for smart/inventive local & indie bands to jump on the scene and make some waves.
The best example of this to date is OK Go‘s “Here it Goes again” video that threw them into the main stream and onto countless TV shows. As OK Go continues in their career they have evolved their videos with the latest release of “End Love”. But with this process OK Go is able to reach millions, where in the old standard of MTV they would have only been aired at 4:00am and faded into obscurity.
Another example of bands utilizing the concept of IMV is Grace Potter & the Nocturnals (GPN). In a lead up to the release of their self titled album, GPN created stripped down performances of their songs with a single camera and no cuts. The release of these IMV’s did more then any interview in a magazine could do, they introduced the world to the new music of GPN for free and created a buzz that otherwise may not of been there.
This concept or formula is evolving and being replicated by many. Even in it’s simplest forms videos on the web are powerful Red Wanting Blue has utilized it to inform their fans of their recent signing with fanatic records and the release of their album “These Magnificent Miles” on a national stage. The key to this is not letting your brain get in the way and finding a solution that works for you.
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Post By: Darrell Williams