Napster killed the video star…


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Back in 1999 when Napster first arrived on the scene, the illegal downloading of music made the role of the music video almost redundant. The MTV era of the 90’s had elevated music video’s to Hollywood stature and they were an integral part of the marketing campaign. The release of a music video generated the same hype and fanfare of a summer blockbuster in the cinema. At the height of the music video era of the 90’s, Hollywood directors such as Martin Scorsese (Taxi Driver, Goodfellas) and David Fincher (Fight Club, Seven) lined up to showcase their directorial talents to the MTV generation and implement themselves in pop culture. Scorsese’s video for Michael Jackson’s ‘Bad’ has almost 157 million hits:

 

Madonna’s ‘Vogue’┬áby Fincher has over 50 million views on Youtube:

 

The introduction of peer to peer sharing and downloading severly tarnished the luster of the once mighty video. Where once the fans waited eagerly for the artists song to premier on MTV before rushing to buy the album in a music shop, they now quickly increased their back catalogue from the computer screen.

As the novelty of downloading appears to subside the music video is experiencing a renaissance. The mighty Radiohead released their ninth album this year and have collaborated with some of the worlds most famous directors for their video releases. Paul Thomas Anderson (There Will Be Blood, Boogie nights) created the beautiful piece for the second single ‘Daydreaming’. Thom Yorke has also begun and interesting marketing campaign releasing vignettes through Twitter with some of today’s most talented and sought after directors:

 

Next up in our series of vignettes is Identikit by Yorgos Lanthimos.

A video posted by Radiohead (@radiohead) on

 

Interestingly Radiohead are utilising various social media platforms with interesting video releases to reach their fanbase illustrating the importance of video content combined with a detailed marketing strategy.

We recently produced two video’s for Cathy Davey’s latest album ‘New Forest’ which she will release at this years Electric Picnic. Dublin’s Today FM are premiering the first single ‘The Pattern’ and we are delighted to release it to the world: