the industries and exhibition. “what they do” the roots, 1996 dir. charles stone iii – wassup?...
TRANSCRIPT
The Industries and Exhibition
“What They Do”
• The Roots, 1996
• Dir. Charles Stone III
– Wassup?
How the Recording Industry Works
• Label
– Marketing Dept. / Video Dept.
– A&R
• Artist
– Recording artist
– Songwriter
• Publishing
• Distribution
• Retail
How the MV Industry Works• Video Commissioner / A&R
– Pays 50%, “for hire”
– Gets ALL license/royalty revenues
• Band/Group/Artist
– Pays 50% recoup against royalties
– No IP revenue
• Production Company / Director
• Distro
• Exhibition / Retail
– exclusive/non-exclusive license and pay
Roles in MV Production
• Production company (15%)
– Executive Producer, makes $
• Director (10%) / AD
• Producer: organize prod., budget, crew (5%)
• DP/Camera Operator/1st AC
• Key Grip/Gaffer
• Glam
• Art Director / Production Designer
• Editor / Special Efx
MVPA
• Trade Organization for music video production
• LA and NY based
• MVPA Awards
• Promote professional production standards
• Forum to share ideas and to educate members about the latest developments in the music video industry
• Connections between production companies, record labels, crews, suppliers and all interested parties
Pre-MTV
• Ready! Steady! Go! (1963)
• BBC's Top of the Pops (1964)
• Radio With Pictures (RadPix 1976, TVNZ)
• Video Concert Hall (USA and Showtime, 1979)
• PopClips (1979, Warner)
Current Exhibition
• Cable Networks
– MTV / CMT / BET / VH1 / Palladia
– Fuse (MSG), MuchMusic (Canada)
• YouTube / Vimeo
• VEVO
• MTV.com / WMG
10 Million streams=$70,000 Google/Labels/uploaders split ad revenue 2011, Google buys RightsFlow
– Process royalties for songwriters/composers
Industrial Product, Cultural Form
• Music has been visual medium until 20th century
• TV=Family medium; Music=Escape family
• 3 effects of “promotional video”
– Visuals second to song
– Ads, so took on ad aesthetics
– Initially provided to networks for free; no revenues
• Radio was precedent to MTV...Top 40/ad/promo
Video in the Machine
MV revitalized recording industry MV=commercial success Labels have video dept. to distribute to
networks and home market Royalties for labels; owners of MV copyright MV production catered to MTV aesthetics Video play could lead to radio play Labels favor MV over tours for promo; live
performance begins to mimic the MV
Video in the Machine Cont'd
• Labels...exclusive/non-exclusive network deals
• 3 months to 3 years; MTV provide cash/ads
• Viva and vertical integration
• Rise in MV=rise in “attractive” artists over talent
• Metal
• MTV as gatekeeper; indies with lower budget