COMMENTARY: $99 Music Videos

By Steven Gottlieb on February 20, 2009 @ 9:22am PST | Comments (0)

99musicvids Look, if McDonalds can concoct some sort of double hamburger product for one dollar, then why can't you make a music video for $99. The folks behind 99dollarmusicvideos.com have set out to prove that they can make videos as watchable as McDonald dollar burgers are edible. And unlike Micky D's, where you have to take their word that it's indeed cow meat between those two buns, 99dollarmusicvideos promises to provide behind-the-scenes clips and a final tally that will show how they made every bargain basement video.

First video up on the Verizon FIOS-sponsored site is for a band called La Strada by a director named Jack Ferry [watch the video here; watch the making-of here]. Any line producer worth his or her day rate can quickly add up all the elements in the making-of piece that would easily cost more than $99, even if amortized over several videos. And, the provided final tally doesn't mention a single production cost, instead listing the cost of food and a few incidentals. So, basically the trick in making a $99 video is:

  • Don't count any of the production expenses (Basically, assume that you will own or have free usage of lights, a green screen, cameras, a means of playback)
  • Pay nobody for their time
  • Don't get permits

Gee, aren't recessions fun?

Here's my final take:

  • PRO: Even the most bitter curmudgeon should admit this is a clever concept. The fact that every video will have a B-roll on the making-of these cheapie videos should yield some entertaining moments. That in and of itself could make for good reality TV sorta viewing. There's also the possibility they expose some worthy bands and directors. AND, it's definitely worth noting that the people behind the site are no joke. For example, the site's executive Fred Seibert was the first employee and creative director of MTV. He was the dude who told you that you wanted your MTV. (He's also had more über-successes on his resume than I have balls:  He was involved in the launch of Nick-At-Nite, founded the cartoon studio Frederator, and, most relevant to this whole thing: co-founded the new media company, Next New, that is bringing us the $99 video).
  • CON: Yeah, I know "great ideas" are free, but there's a reason that only a handful of super low budget viral videos actually manage to infect the populace. Most of the ideas aren't so good and the executions thereof often ain't much better. And, shouldn't people in the video industry at least be paid the same wages as those little kid laborers who made my Nikes? To bring my opening analogy back:  McDonalds might be able to make a burger for a buck. You sure you wanna eat it?

Now, if you'll excuse me, I have to get back to my deep thoughts on data moshing...

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Comments

Carl Hartman's picture
By Carl Hartman
McDonalds may be able to build a burger for a buck, but to stay in business they have to account for their true hard costs and turn a profit. You don't see McD's depending on donated labor or materials as part of their business model. --- Here's the problem. They never account for the real cost of production. Cameras, computers, software, lights, stands, and everything else really do cost money. Sure, it can be donated, but where is the line? What if someone donated $20K in cash to the cause instead of equipment or labor? Its the exact same thing - donated is donated. Then again, we do more than produce music videos. For us they are part of a marketing strategy and system we use to get artists signed - and we had 4 signed to a major label in 2 years. That's worth more than $99. Most bands don't have the marketing savvy to get booked in more than a tiny bar, let alone a huge venue. One of our artists booked $40K in one week and continues to score high dollar bookings. But, that is because we put together an entire marketing package. - Most small time producers armed with a handi-cam and FCP may be talented mini-movie makers, but no nothing about marketing in the music business. So, $99 will buy most bands $99 worth of nothing filled with hidden costs and a long trail of abused wanna be movie makers. I wonder if the folks at 99dollarmusicvideos.com are limiting their revenues to only $99 or is this just another attempt to make huge bucks at the expense of struggling artists?

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