This app, Radar Music Videos, has quite a few success stories to support its mission, and in this guest blog post, Caroline Bottomley, Managing Director of Radar, is going to share two of them.
Read up, and if you’re a client of The Orchard, install Radar Music Videos in the Marketplace.
The Artist/Label and The Brief
Spring last year, Infectious Music posted a music video brief for their new UK signing Alt-J on Radar, with the teasing headline “INTRIGUING DIRECTORS ONLY NEED APPLY.”
Alt-J were still relatively unknown at the time, but sharper directors knew the band and liked the look of the £4k (approx. $6k) budget.
Radar has thousands of professional directors worldwide and our back-end shows the brief was viewed nearly 1,500 times. 41 directors submitted treatments to Infectious’ label manager Connie Meade, via the Radar mechanism. That was a lot of treatments for Connie to work through. Nowadays we recommend that labels expecting a big response state: “we only want to hear from experienced directors who have made popular, award-winning, brand-commissioned or editorially-featured videos,” or something similar.
Ellis Bahl was a young director in New York. He’d had some success with MTV Idents and co-directions of music videos, but was ready to branch out on his own. You can see the treatment he wrote on the Radar blog — and you’ll see it has a different ending to the finished video.
What Happened Next
Infectious’ brilliant marketing helped push Alt-J higher and higher up the media’s agenda. This video in particular got them coverage across U.K. media and a high profile feature in The Huffington Post. The director began to be courted by talent spotters and he’s now represented by two of the best agencies in the U.S. and U.K. (and now works with much bigger budgets). By the end of the year, Alt-J had won the Mercury Prize, the video won ‘Best Alternative Video’ at the UK Music Video Awards and from amongst the many millions of videos on Vimeo, it was chosen as one of the Best 12 Videos on Vimeo of 2012.