When I watch this video, I sort of feel like I’m 12 and dancing to MTV in my living room with my sideways pony tail and neon houndstooth tights. But rumor has it that the 90’s are the new 80’s. So rock on!
Though this animal rhapsody seems more like a video that one of my friends would drunkly pull up on their computer during a party, than the winner of an International film festival, I still sort of love it.
I was browsing YouTube today when I ran across this music video by French DJ Martin Solveig and fell in love. I can’t quite put my finger on it, but I think my throbbing heart had something to do with the song’s catchy energy, like something I’d throw on a cleaning-the-apartment playlist. Yet, there’s something slightly odd about the video that made me watch it on repeat.
I sat at my desk for awhile, well, a long while, wondering how I could get so obsessed with “Boys and Girls”. Is it because the black and white color scheme with a blast of pink? Or is it the fashionable clothes and the posh sense of recklessness? I sent the video over to April for further investigation. Turns out the video was made in conjunction with Jean-Paul Gaultier for a new fragrance – which explains the clothes and the mysterious man at the open of the video – and the well-polished but typical commercial thang suddenly makes sense. Knowing that the video was an ad (kind of) changes my opinion but I remain entranced by the look.
After watching the video a few more times, I realized that the magic lives in the location. The arching stairwell and empty display cases create the gorgeous white wonderland where this song and dance takes place. Aside from the clothes, a Gaultier cameo, and Dragonette, the location proves a dreamland I want to visit. Now I know you can’t get a Jean-Paul Gaultier storefront on a $99 budget, but that doesn’t mean that there aren’t a million other locations that would create the perfect world for free. Whether it’s a church, the ocean, the lobby of and old library, that backseat of a vintage Ford or an upscale restaurant, putting creative vision behind the scenery or the location can add perspective and beauty to any music video.
So, next time you’re determined to come up with a concepts for your a video, try thinking setting your mind in a unique location in your area; something that’s caught your eye before and is available for public use. Or if you already have an idea, take ar hour or two to scout out a place that would make the video come to life. Now that could be the difference between an ad and art.
Sick and aching with the SXsars, I flew out the LA last night to wake up bright and early to speak this morning. I was very excited to see that some of my favorite infrequently seen friends are going to be there, including Miles Beckett, Kim Evey, Zach Posner, and Woody Tondorf. So if for some crazy reason you happen to be chilling at the Renaissance hotel tomorrow, looking for a panel to attend, here’s the breakdown of when and what I’m speaking about:
Time: 10:30 am
Programming-Led Ad Networks
The proliferation of ad platforms and ad networks would suggest that we have, indeed, reached a mature transparent and standards-based video advertising economy. That said, we know the truth – reporting and standards are fragmented and lack any cohesion. This panel will address “new” modes on old models; experiments with demographically focused context-based channels.
Frank Chindamo, Fun Little Movies
Suhaila Suhimi, MyDamnChannel
Jen Grogono, ONNetworks
Dave Lavine, Adconion
Daniel Tibbets, GoTVNetworks
Felicia Williams, Next New Networks
The industry has, until recently, focused on re-purposing made-for-tv or made-for-theatrical content for the various platforms. Certainly, some of the limitations are financial. However – some are attempting to address maximizing platform distribution potential from concept through to editing suite. Learn how some industry executives have worked in the pre-production environment to efficiently maximize the context and quality of their programming.
Jason Stewart, Equimedia Group
Scott Zakarin, Iron Sink
Donna Michelle Anderson, PlanetDMA
Sol Weisel, Consultant (former EVP, Production & Operations, Playboy Entertainment)
Chris Greenleaf, GoTV Networks
Felicia Williams, Next New Networks
All last week my friends, families and co-workers were asking me “how was SXSW?” In situations like these, you never really know how to answer other then a polite, “It was really amazing to get to catch up with folks who I haven’t seen in awhile” or “I saw some really interesting panels.” The truth is that festivals like these are such an overwhelming experience that it’s near impossible to boil down into a few friendly sentences.
In an attempt to communicate what I learned from this year’s south-by, I thought it best to pinpoint the key themes and buzz words that I heard over and over at the conference. This is what I’ve got so far:
1) Decide on an idea and go for it.
Talking about an idea will not make it real and if you don’t make it happen some one else will. This talking point came up in several marketing and social networking panels, including garyvee’s discussion on video blogging.
Personally, I’ve always been a believer that you have to jump off the ledge or you’re never going to know if your wings work. That said, in a sour economy, it’s often difficult to convince others to invest in your idea or to afford making the leap by yourself. The flip side of this conversational coin is that there are just so many ideas! How do you pick which to poor your heart and soul into? My advice: pick one and don’t get distracted by shiny new ideas. If you’re convinced your path is the right path, others will believe and follow.
2) Important of branding
This one sounds obvious but is far deeper than any one person may imagine. The overall message is you’re a brand, the company you work for is a brand, the product or service the company provides is a brand, and the company that supports or sponsors your company is… you guessed it, a brand.
So obviously with all these brands, you risk becoming a shadow in a vast sea of logos if you don’t have a strong brand to bring to the table. To achieve brand status, I suggest that you set a goal, eat live and die your message, and establish a name for yourself if you want to survive. Then start marketing the hell our of yourself. You don’t wait for some one to ask you who you are to become relevant. But you need to know who you are and what your about before anyone will listen.
3) Democratizing Content Will Weed Out the Weak
With media technologies merging, there’s a lot of chatter about whether or not TV will reign supreme, especially when studio-owned and independently-produced programming are being consumed on the same television via the same set top box.
This was a hot topic on the Comedy on TV and Web panel. A few of the speakers pointed out that it’s becoming and less relevant who made a video, TV show, or movie. What matters to the consumer is that the program they are watching is good and will hold their interest for longer than the next video waiting for them in their queue. I couldn’t agree more.
Guilty. So insanely guilty. At some point in the past year or so, I convinced myself that watching TV would help me tune my programming eye and improve my knowledge of advertising. There are many examples I could site that would make this statement true, but I’m clearly lying to myself and justifying my own guilty habits.
Turning off the TV and picking up a project is not as easy as it seems. I’ve tried to cure my refuge to laziness by knitting a scarf (currently partially finished and collecting dust my closet). I bought a sewing machine and fun fabric to make a costume (both items are crowding my feet under my desk at work). I marched home with two weeks worth of groceries and cooked for days so that I could pile up the leftovers (which now are poisoned with freezer burn.) So why can’t I get any of these projects to stick?
I think I’ve realized where I keep going wrong. Below are my suggestions for how not to end up like me:
1. Pick a project that you’re good at
*FFF: Don’t pick something that you want to learn or like to do. If you’re not good at it, you’ll soon drop it.
2. Make time or plan ahead
*FFF: Choose a project that you can maintain in time blocks. If you know you’re going to have a busy week, plan to push through a weeks work all in one night. If you have a hectic weekend, plan to go out less after work to make the time.
3. Set a goal and a schedule
*FFF: If you set deadlines, similar to you world at the office, then you’ll be excited when you meet them and may even push yourself harder in the future. And for once in you’re life, you’ll feel the power of being your own boss.
4. Reward yourself for sticking with it
*FFF: Eyeing a Kindle 2 or a new pair of shoes? If you meet your monthly project goals, give yourself a bonus. Note: try to avoid toys that will distract you from your project.
5. Don’t accept stress or exhaustion as an excuse
*FFF: Like avoiding sex, if you play the “tomorrow honey” card for too long, you forget how good it feels and find yourself getting grumpy.
My next project? Updating my blog. Soon we’ll find out if I can learn from my own lessons…
*FFF: Felicia’s Flawed Findings
So everyone who’s been following their Twitter feeds knows that SXSW is chalk full of good food, a few parties, and lots of meeting cool people. I was lucky enough to find all three. But, I also learned that there’s another side of the interactive festival that you don’t hear as much about: the presentations.
I think part of the reason why, is because you really have to be there to join in the conversation. Many of the panels are designs is to encourage people to participate. It’s called interactive, right? But seriously, it was really interesting to hear people talking most about ask the panels where the audience submitted questions or the core conversations were the audience answered them.
How’d these presentations stack up compared to traditional panels? Well, the audience had energy. You could feel that people were paying attention. Many still had their phones out and where check-in in frequently with sharable quotes and the whereabouts of their friends, but it was more than being restless than being rude. But the one thing I realize now is that in many of these sessions, I didn’t actually have a chance to learn from the speakers.
In a way, it sort of reminded me of the interactive space as a whole. By opening up the floodgates and giving everyone a platform to voice their talents and opinions, you create organized chaos. There are so many voices fighting to be found, whether it was by posting a retweetable twitter or walking up to the mic to ask a question. But how do push your way to the head of the crowd? And once you’re there who do you know who to listen too?
Honestly, I have no idea. I’ve done a lot of talk and a lot more listening but I still don’t have an answer to the one question that I’ve been itching to resolve. So, to take matters into my own hands, I’m just keep screaming louder and continue to and be one of the voices. I have over four years experience in the online video space. I’ve managed projects ranging from the YouTube Awards to the recently launched $99 Dollar Music Videos. I created two web series that sold to “name brand” sponsors. I’ve meet with the interactive leaders at nearly every major media studio. And most important to me, I genuinely care and am incredibly passionate about online video.
So ask me a question. Challenge me and my thoughts. In return, I’ll share your voice and will continue to look for answers.