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

“Levels”

• Avicii, 2011

• Dir. Petro

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