The Music Video Directors Alliance has collected over 275 signatures for its petition to the DGA for better representation. The group sprang into action to try to protect the rights of directors, especially in light of music videos' transformation from a promotional tool to a product that is bought and sold both individually and as part of CD, DualDisc and DVD packages.
Many of the petition's signees have left comments on the site that explain the various opinions from a director's point of view. A representative of the group also reached out to Video Static, in response to the commentary from last week, to elaborate on their aims:
You are correct, music videos are the only type of film not subject to the DGA agreements. However, this is the VERY REASON FOR OUR PETITION. We are the writer/directors of these works and our interests need to be represented. The only entity that has the clout and infrastructure to do something like this is the DGA. For instance, they already have an entire department whose sole responsibility it is to audit, collect, and distribute residuals for the TV/feature film director members. Many of us are already members that are constantly working on DGA jobs. However, the minute we step onto a set labeled a “music video,” all our creative rights, union protection, pension and welfare, health care, and residual participation disappear into thin air. A music video is no longer for “promotional use only,” as many of our “work for hire” contracts state. It is sellable, revenue generating content.
A song on itunes is 99 cents. A song with the video is 1.99. That means that video is worth one dollar. The director was the creator, writer, and director of that video. As with every other format, be it TV, feature films, short films, Internet films, etc, where the work is being sold, the director needs to be compensated on the back end sale of their intellectual property.
