Brindle Media

Posts Tagged ‘music video’

I love Billy Joel’s music and I respect him as an artist. But I have to disagree with him on his generalization that “Before MTV music said LISTEN to me, and after MTV it said LOOK at me.”

I’d argue that pre-MTV rock music artists like Elvis Presley, The Beatles, The Who, The Stones, Led Zeppelin, Alice Cooper and KISS were very much visual as well as music acts. Fashion and attitude have been part of Rock N’ Roll culture since its inception.

During MTV’s early years, our team of researchers surveyed MTV viewers in those markets where the channel was available in order to learn their reactions to the songs we played. We used a methodology common to radio where the respondent was asked to rate a song based on how familiar they were with it and their level of positive or negative reaction to it. Early on, we were trying to determine a way to factor the visual variable into the equation and we found that the MTV viewers we spoke to frequently responded “I’ve seen that song”. Consequently, we changed the language in our survey to ask “Have you seen this song?”.

During my four years as MTV’s Director of Video Music Programming, it was my observation that the video component might have created some initial interest in a song but, if the music didn’t strike that responsive chord with viewers which catapults a song into the level of viable hit, the video was going to provide the necessary momentum to save the song.

It’s always been about the music.

Image may attract attention but, in the end, it’s the relevance of the music and the emotional connection it makes with the listener that really matters.

In late 2009, Augmented Reality was incorporated a book celebrating Michael Jackson’s career. Since then, I’m not aware that there’s been much buzz about AR in the music world. However, today I received this press release:

THE BLACK EYED PEAS DEBUT IN WORLD`S FIRST 360-DEGREE MOBILE MUSIC VIDEO CREATED BY will.i.apps

New “BEP360” App for iPad, iPhone and iPod touch Takes Fans Inside “The Time (Dirty Bit)” with 360-Degree Motion Control and Augmented Reality Developed by Peas Front Man will.i.am

LOS ANGELES January 24, 2010 – Music industry pioneer and front man of The Black Eyed Peas, will.i.am, today announced the iTunes App Store launch of BEP360, an iPad, iPhone and iPod touch app that immerses fans in a 360 degree universe of the legendary music group. Featuring the world`s first 360-degree view music video (“The Time 360”), BEP360 features the song “The Time (Dirty Bit),” the first single from new CD, “The Beginning”, now available on Interscope Records.

“will.i.apps and the BEP360 app have been established to help artists tap into the potential of our hyper-connected mobile world and bring fans deeper inside the music far beyond a four minute audio recording. It`s a unique and completely new way to experience 360 degree music immersion that will bring artists and fans closer together,” said will.i.am.

Key Features of BEP360

· Point iPad, iPhone and iPod touch device at the cover artwork of the band`s latest album, The Beginning (Interscope Records) and watch augmented reality take form with BEP avatars dancing to the beat

· Direct a virtual photo session with Fergie, will.i.am, apl.de.ap & Taboo allowing users to capture their own shots and share them.

· Stay up to date on everything about the Peas via an aggregated Twitter feed

· Play an addictive Peas-inspired puzzle game

· View pictures and comments posted by other BEP360 app users on a virtual earth

The BEP360 app is available for $2.99 from the App Store on iPhone, iPod touch and iPad, or at: www.bit.ly/bep360app.

Image: As soon as you point your iPhone onto the CD a virtual 3D character appears and the music starts.

A demo of BEP360 app featuring The Black Eyed Peas and the making-of behind the scenes video can be seen at: www.williapps.com.

I’m going to be interested to follow this story over the next few weeks to learn how fans react and how the rest of the music industry responds.