Tomorrow i’m shooting a music video. Something i don’t do for a long time. I’m not sure if it’s because of MTV’s change in style but since more talk shows and morning shows and less music videos shaped today’s MTV the music vídeos got less and less room in people’s lives. Actually i think it only existed as big as it was on the 80’s and 90’s because of MTV and record companies marketing strategies. It’s a nice way to sell records. For me it’s awesome because it’s a place were a director can try many different styles and techniques but as part of the audience i think music videos as we knew are going to happen less and less. With internet we have much more choices and so do musicians. Fans are not millions anymore. Sometimes thousands are enough. So the images that follows these musics are more and more personal and the audience really enjoy it. Proximity with their favorite musician is important. No more giant meaningless videos with millions to spend in effects. Of course some Gagas and Spears will keep making some of those but it’s less and less common. The Music video i’m doing tomorrow is closer to this new time. It’s a party in an apartment. A birthday party with lots of fun. This is the way things are now. Small equipments and crew and more intimacy. That’s the new face of music videos and i like it!
PS: i leave you guys with a duo that startet in the internet era…they are amazing…
Ladies and gentlemen….”Pomplamoose”
Who’s afraid of the tube?? Firstly what does it mean these days?? When i was a kid there was this fear of television. It could ruin your brains if you spent too much time in front of it. Even so all the kids came back from school and stayed all day long watching cartoons and eating on the couch in front of the Tv. My mom used to say Tv rays could give cancer. Now i know that the truth is that Tv is a time waste and it really can ruin your life but just if you spend all of it watching your favorite shows. By the way people that watches too much Tv don’t have favorite shows. They just use Tv for hypnosis. They turn off the world outside and get inside the message on TV. That way everything will be alright. Today we are facing different times with different problems. Tv is less used than before but just because kids found another much more addictive tube. With the internet we changed our lifestyle so fast that in fifteen years the time of exposure dropped to half on Tv and in other hand now it’s accepted for a kid to spend eight hours on the internet. Twenty years ago if the internet pioneers knew this they would probably decide not to have kids but today it’s normal. Computers are really very useful. Many things we had to do in the past are resolved in computers with much less effort and also things that where not possible now are piece of cake. Well… That’s the problem. I worked with post production in Tv for ten years in a major time of change for post houses. In the middle of the nineties solutions that would cost two million dollars would cost twenty thousand ten years after that. All the game changed and that’s awesome but that’s kinda oversimplifying. In order to completely change in these ten years it had thousands of small changes in the meantime. What we professionals learned with this new computer wave it that we would better ourselves during whole years but in the end we were not better. We were just updated. So many softwares with so many versions. All of them great tools that all of us would need to learn and don’t get me wrong. I love tool. All people from post production are gadgets maniacs but the point is: if you are doing art direction in post for an example we need to learn art and not software. An editor have to learn the art of editing and not the next version of final cut. What happens with this is that the other and more important characteristics of the profession get seconded by this need to update!
That’s the reason art direction is getting more and more shallow in most places. And if we apply this concern in kids education and lives we will end up understanding computers are taking so much of their time that they may end up living less experiences in this real world outside the tube and any kind of wisdom comes from experience and living. So now guess what: i’m afraid of having kids!