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VIDEO: REANIMATING THE VIDEO STAR.
The PRS for Music/YouTube dispute has highlighted the money issue (or rather lack of it) within the video industry and those who make a living from it are feeling the pinch. As leading directors increasingly turn to commercials in favour of cash-strapped promos, how can labels help prevent the talent drain?
By David Knight
With the grown-up and greying MTV generation giving way to the YouTube youth, music videos not only remain an important marketing tool but are arguably more popular than ever.
In 2008 YouTube enjoyed year-on-year page-view growth of 180% with music videos representing a core element of the website's content. And, according to Entertainment Media Research's fifth Digital Music Survey, 71% of respondents said that an artist's most desirable digital content was their official music video.
On the survey's publication, EMR chief executive Russell Hart declared that the music video has become "the industry's trump card for engaging consumers and creating that long-term emotional connection required for monetisation. It is now the vital component in music marketing".
The fact that PRS for Music's dispute with Google has led to all premium music video content being removed from YouTube in the UK underlines the continued importance of music promos as a key revenue source.
Meanwhile, Universal has been busy revealing details of its new premium content video site Vevo.com, in partnership with YouTube, which will see the leading major populate the site with professionally-created music videos.
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