Updated May 2015.
- KEY ELEMENTS OF A GOOD PITCH
- DURATION AND DELIVERY/FORMAT
- PAST EXAMPLES OF PITCH VIDEOS
- LIST OF POINTS TO ADDRESS
- TREATMENTS + OTHER FRAMEWORKS FOR INITIAL NOTES
- CROWDFUNDING PITCHES
IN THIS POST: A breakdown of how to research websites, what to look for, and an example of an overall 16-step process, plus a list of some...
I've blogged on alternative, secondary music video formats before: the one-take, single shot video; the lyric video; the album trailer; the special edition or merchandise unwrapping.
To this list, one worth pondering for am additional quickfire production that will help to drive website and social media content and engagement, add the tour date video (with website plugging included too).
The example is from 80s crossover (punk/thrash) legends Suicidal Tendencies. The video, spotted from a browse of the TeamRock site, a rich source for spotting evolving marketing strategies, includes several features:
album art and website splash page, with plugs for both
like the most basic lyric videos, the main content is a vertically scrolling list of tour dates, white font on a black background
the audio consists of a snippet from a new album track, NOT the full track
The unpolished look is further evidence of how artists have incorporated audience approaches (fan-made videos) into their own playbooks. Even the mighty Metallica have dropped an unwrapping video, a hugely popular format that may have had pop origins but is now seen from audiences and artists across the age and genre spectrum.
I'll add to this more insight gleaned from the TeamRock site (an e-zine side to a stable of print magazines such as Classic Rock); Iron Maiden providing another example of how acts monetise themselves in an era of low record sales:
Iron Maiden Fan Club members will be given access to an exclusive pre-sale, with information available via the official website.
A Trooper VIP upgrade package will also be available, giving fans early access to the venue, exclusive goodies as well as food and Trooper beer. VIP tickets cost £140 and gig tickets will need to be bought separately.
Artists variously charge for photos with fans, sometimes as part of a VIP backstage package, have licensed drinks, offer exclusives to fan club or registered website members (often charging a subscription fee).
...Maiden are a great example of a long running act who skilfully use traditional and social media, and diverse merchandising, to successfully monetise their art and brand. Here's another example from them...the thankyou to fans, a natural example of direct address made possible by online media.
There's nothing new in rock and pop stars transgressing and undermining normative gender expectations: David Bowie, Iggy Pop, all those 60s 'longhairs', Janis Joplin, Marilyn Manson, Perry Farrell, Boy George, Little Richard, Annie Lennox...
Nonetheless, in an era when a bearded woman won Eurovision, Judith Butler's provocative pronouncement that gender is a fiction we learn to act out has clearly won some high profile fans.
We need to be careful when judging representations: Miley Cyrus would mock a feminist male gaze reading of her controversial act, rejecting sexual and gender labels which underpin this.
...Which doesn't necessarily make her right, and Sinead O'Connor (who wrote am open letter to Cyrus on exploitation by male record label bosses) wrong. Without denying Cyrus agency, as Stuart Hall would argue, your response (or reading) will be partly guided by your own subjectivity, background, identity
Female fury and a gangster in a dress: meet the pop stars toppling gender stereotypes http://www.theguardian.com/music/2016/sep/13/sex-pop-gender-stereotypes-young-thug-tove-lo-mykki-blanco-deap-vally?CMP=Share_AndroidApp_Blogger
Personally I wouldn't fancy hearing it once, but fans of the nose-adorned rapper are pledging to try and play just one of his tracks 400m times to pay his $2.3m tax bill.
So, Nelly takes money out of your pocket twice over - smooth work.
A single fan could achieve the same outcome by streaming in constant repeat for 2076 years...great figures for bringing the streaming debate to life...
And how many times is that? Somewhere between 280m and 403m.
That’s quite a lot of Nelly. Yes it is. Indeed, it was calculated that if one person were to pay off Nelly’s tax debt by themselves, simply by streaming Hot In Herre over and over again and accumulating the microscopic royalty that goes with each stream, it would take 2,076 years to settle the debt.
Nelly fans hope to pay his taxes – by repeatedly playing Hot In Herre on Spotify http://www.theguardian.com/technology/shortcuts/2016/sep/14/nelly-fans-hope-to-pay-his-taxes-play-hot-in-herre-on-spotify-savenelly?CMP=Share_AndroidApp_Blogger