Music videos, once used as a platform to increase interest and, most importantly, sales, of an artist's album, have been pushed to the wayside forcing record labels to seek new avenues to promote their rosters. Consequently, this comes at a time when social media has virtually taken over the world, affording new and innovative methods for promotion while allowing recording artists a chance to be closer than ever to their fans.
The TIFF Packaged Goods program returns with The Evolution of the Music Video, diving into some of the recent innovations music videos have adopted such as YouTube campaigns and Facebook integration, fittingly kicking off with a segment entitled 'The Power of the Internet' by showcasing Psy's "Gangnam Style." The Korean pop star's hilarious music video exploded on to the Billboard charts thanks to the 401 million views it has garnered on YouTube. Also featuring videos from Blink-182, Gotye and The Vaccines, we see that artists have taken to the Internet to produce some groundbreaking videos that incorporate online fan involvement.
The program also addresses mobile apps and their place in the music industry, as well as competitions that allow fans to create their own videos for their favourite band in the hope of being selected to become the 'official' video for the song. Another segment looks at how artists such as Death Cab for Cutie and Ghostpoet & The D.O.T. have taken things in a new direction by creating live videos that are driven by fan involvement.
Containing a wide array of music video content from different genres in multiple formats, this Packaged Goods program has something for everyone, simultaneously inspiring thought and entertaining. Special guest Miles Jay, director of the Young Empires "White Doves" video, will be in attendance for a post-screening discussion sure to provide the audience with a unique take on how music videos have evolved and what the future has in store.
Packaged Goods: The Evolution of the Music Video screens at the TIFF Bell Lightbox in Toronto, October 10 at 7:00pm. (TIFF)