Earlier in the week STARWORKS highlighted new videos for MGMT and Mike Snow and I couldn't help but ask, why? Music videos used to have cache; they connected a fan to a song in a new way. But then MTV, slutted itself out to Jersey Shore and the likes (oh and if you haven't checked out the Jersey Shore Nickname Generator on Unlikely Words, do so) and we were left with a channel that promotes sterility over music.
But then comes along the Web giving us new ways to connect with music we love (which parallels nicely to the demise of all things music on MTV). The kids love it. And musicians do too. All sorts of inventive things are happening out there (check out last month's post on collaboration here). But the question remains...why traditional music videos? Rarely are they engaging or inventive. Rather than build a weak three minute story that costs millions to produce...why not build some equity in the band's culture, invite the audience in and encourage them to share? Take the below...which is is more compelling? which inspires sharing? and most of all which makes you want to engage with the band?
OR this?
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