This recently released video isn't really a 'Behind the Scenes' clip as indicated in theembed title — unless they mean it happens backstage at a concert — but it does give us a behind the scenes glimpse into what happens when a song takes off in a way that is pure Music Biz 2012. There has been a lot of focus on viral videos of late, but the financial impact 'internet buzz' can have is still not 100% clear. What does make a song explode, and the artist some money, is getting said song on television. Lots and lots of televisions.
When Microsoft launched IE9 all over the planet, they selected 'Too Close' by Alex Clare and the commercial sent people scarmbling for their Shazam to track down the name of the song. The track is a perfect mix of classic power ballading and just a touch of the latest dub-step wobble-bass to get all the demographics enthused. This led to an all new video — leaving behind the original clip which featured floating martial artists in the best tradition of early Linkin Park.
This new video for 'Too Close' from director Keith Rivers seems to have a strong Microsoft connection — Rivers also directed the IE9 spots and this video was shot in Miscrosoft haven Seattle, which might explain why Clare brings his best 'artisinal barista' style to a much larger stage than ever before. In the end it turns out the whole rise to unseen heights just might be a mirage.
And what is more Music Biz 2012 than that?
Alex Clare "Too Close" (Universal Republic)
Keith Rivers, director | Rebecca Davis & Kyle Seago, producer | Uber Content, production co
Doug Stern often writes music video treatments and the word 'Xi' in Words With Friends.
