The move by some in the entertainment industry to put music videos online and allow the fans to remix them offers the music industry a way to extend the life of the music video, which usually lasts for about six weeks.
This will give artists and labels a new way of promoting their work and offer another revenue stream through ad-supported online music videos. The idea is to add value to the videos through this online strategy.
As Eyespot CEO David Dudas said, "The message is this: 'Take your back catalog, put it online, let people make mashups and then sell advertising around it."'
MTV recently started a free service with their Video Remixer service which provides users with video, MTV footage, photos and other tools to created their own versions of the videos, of which those that are rated in the top are then aired by MTV.
Getting fans involved in the process is a good idea. The first video offered for remix was Kelly Clarkson's "Never Again," which which the company says was viewed "hundreds of thousands" of times. Over 750 remix submissions were created in less than a month.
Along with MTV and Eyespot, Gotuit is also offering this, while Sony Music Box will be launching something similar in the near future.
This is the type of thing that could help the music industry to extend the value of the videos and branding of its artists. Online music fans love this type of thing, and are increasingly interacting with the medium.
It also helps the industry to create some good will after the negative press and actions they've taken to try to hold onto its dying business model.
The big music companies should be all over this, but they don't seem to too interested in pursuing it in a big way at this time. All seem to focus on is the declining physical CD sales and catching pirates.
These types of marketing tools are what they need to focus on. The fans made the companies what they are, and they are still there if the companies will continue to let go in this way and provide them the type of tools they love to use and create with, while keeping their favorite artists in the forefront of their minds.
The simplicity and attraction of this should be a no-brainer for the industry. Hopefully they'll become more proactive with it and increase the ways fans can interact with their favorite artists' videos.
The fans have created the industry, and the fans can save it, if the companies will give them what they want.
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