How to Get Music Videos Back on Mainstream Television
Sometimes musicians launch new videos at the end of news programs. This happens a lot on 20/20. I think Britney Spears just did this and I definitely remember watching a Michael Jackson video premiere when I was a kid. It may have been after that Martin Bashir documentary. I digress.
What if we go a little further? A lot of bands still front huge amounts of cash to make videos. Music videos that largely go unnoticed, except for fans that search for them on YouTube and Myspace. Record labels typically front the cash for the video and the band pays this back. It's all sort of cyclical promotion - with the musicians usually on the losing end of the financial battle. Perhaps these same labels (and therefore bands) could buy commercial air time to show off these videos during prime time television?
This would cause stipulations. Bands couldn't go hog wild with nudity or foul language. Still, the risk could mean a great rate of return. Consider this: a legacy act, like AC/DC or Aerosmith, would likely welcome new fans with videos in prime time programming around the world. A typical song is over three minutes long. The average commercial break during a sitcom is 2 and a half minutes. Sitcoms are 22 minutes in length, segmented at 30 minutes. That segment time is broken by commercials. The higher the rated show - the more expensive the ad time. A band could easily create "mini-videos" - a song snippet that fits into 30 seconds - to air during a traditional commercial slot. New album or concert information could be billboarded at the end of the clip with the band's website. A fan goes to the website - and then clicks a link to see the whole video. This creates interest, broadens audience, helps return on investment - and makes fans feel involved.
Now, prime time ad space ain't cheap baby, but smaller bands could get in on the action in different time buys. Younger bands could do especially well in the after school - pre-prime time slots. After a band sees a popularity (and music/ticket sales spike) they could move into the more lucrative time slots. Plus, labels could actually do the right thing and spend some cash to support fledging bands. What a concept.
What do the you think? Would my short video concept work? I know I'd rather watch a 30 second music video instead of another commercial for cell phones, home loans or food.