The Daily Rind | Your Top Source for The Orchard and Industry News

Working with a Living Legend: Richard Gottehrer

On my very first day at The Orchard almost three years ago, my boss took me around the office in typical Orchard tradition and introduced me to every single person sitting at his or her desk, from our accountants to our developers and everyone in between. Was anyone off limits? …

The Marketplace Presents: Klick Push

If you had the opportunity to get your music featured in more places, why wouldn’t you take it? And if those places were high-engagement areas, it’d really be a no brainer. Well listen up then, because our latest Marketplace partner, Klick Push, has just the thing for you. With access …

Use YouTube Annotations to Create an Album Preview Video

So you’ve got a new album coming out and you want to give fans a taste of what to expect. Try creating an album preview video and uploading it to your YouTube channel! We’ll walk you through how to set this up. Prepare Your Content We’re not going to go …

Become A SoundCloud Master and A Master Of Your Rights On SoundCloud

Between updating their subscription plans and experimenting with more visual profiles (still in early beta), SoundCloud has been on fire lately. ComScore even recently reported that their traffic increased by 26% in one month, making SoundCloud the 8th fastest growing site in the U.S. Though it’s certainly evolved since its launch in Berlin in …

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Say More With a Lyric Video

December 5, 2014 Featured News, YouTube No Comments

LyricVideoAs YouTube carves out a larger space in the music community, the way music videos are being made and consumed is changing. With millions of artists and creators collaborating constantly, stunning music videos have been made that sometimes challenge typical production conventions. Along with YouTube’s Music Key, there are now multiple forms a music video can take. This combined with a lower barrier to entry has given rise to excellent alternatives you can consider when deciding how to publish your music on an evolving video streaming platform.

Building off of YouTube Art Tracks

With the launch of YouTube Music Key, you’ve probably started to see an influx of Art Tracks in the system (here’s one if you haven’t seen them yet). These simple videos are a great way to get your full catalog out to viewers and improve your chances for discovery. They expand your presence and give viewers more of your content to listen to. But you can do better.

Though a great addition to YouTube’s massive collection, Art Track videos provide a more passive viewing experience. Because the only visual is a static image, typical viewers press play, then move on to something else as they listen to the video in the background. This is still good because you’ve got them listening. However, it cuts down on engagement and your potential to draw the viewer closer.

A creative, yet simple lyric video could give you that extra hook to keep the viewer around your video longer. These typically incorporate animated text synched with audio to guide the viewer through each song. There are some amazing, intricate lyric videos out there, but that doesn’t mean you have to necessarily go that far with yours. A clean and punchy lyric video with nothing but colorful moving text could be all you need to get your fans following along. This sets your video aside from other Art Tracks and gives you more of a unique viewing experience for your fans.

Alternatives to the MTV-style Music Video

For better or worse, the days of tuning into awesome, cinematic music videos on MTV have been swallowed whole by reality TV marathons (RIP). These music videos still exist in part on YouTube and VEVO, but they’re being consumed and advertised against differently than in the old days, making the ROI of a huge video production more questionable. This is both good and bad news depending on how you look at it.

To produce and shoot a classic MTV style-music video costs tens of thousands of dollars. When MTV was the only way to watch music videos, this was a painful, but necessary struggle. Though these types of videos are still being made, they are no longer the unshakable standard. Since YouTube broke down the barriers of entry for publishing videos to the world, indie artists and major labels alike have found better ways to create videos for their music.

By embracing a more open community of viewers and creators, many artists have turned to lyric videos as a fast and cost effective alternative to full video production. Because lyric videos don’t necessarily require a live shoot, location, scheduling and casting can be removed from the process. With less of a logistical headache, these videos are often faster to create and publish, which is huge if tight deadlines are imminent.

Though a great animator could still run up your production costs, you at least have options and some room to work with. By keeping your ideas simple, a good animator can get you an excellent lyric video relatively quickly and for much cheaper than a traditional music video shoot. Make no mistake though, lyric videos aren’t just a cheap hack for indie artists on a budget. Huge pop acts like One Direction and Ariana Grande have used lyric videos to premiere top 40 singles, generating millions of views.

If you have the budget to hire a crew and shoot an amazing music video, by all means, do it. These are clearly the heavy hitters of the music video world, but not always the best way. Conversely, not having that budget doesn’t mean you’re limited to just Art Tracks. If you can create something in the middle with a clever, catchy lyric video, you’ve set yourself apart.

Case Study: Machine Head Tease Bloodstone & Diamonds with Hidden Interactive Clips

Interactive Page for BlogWhen thinking of Metal legends, Bay area rockers Machine Head are among the first to jump to mind. Having just released their eighth studio album, Bloodstone & Diamonds, on November 10 via Nuclear Blast, these guys have been pushing the envelope and finding new ways to melt faces for over twenty years.

As could be expected, fans were chomping at the bit to listen to Bloodstone & Diamonds as soon as possible. Ahead of release, the band unleashed two intriguing album trailers and an epic video for the track “Now We Die,” all of which embraced the ancient alchemy-influenced visual style of Bloodstone & Diamonds. Still, we wanted to give the fans more, and thus the Bloodstone & Diamonds Interactive Landing Page was born.

Aside form the blood, sweat, tears and time put in to creating the music for Bloodstone & Diamonds, a ton of effort and care went into creating the overall visual and physical package of the album, which included a 48-page hardcover media book designed to look like a long-lost alchemy text. We thought this art deserved a home in the digital world as well as the physical, so we started brainstorming. The songs on Bloodstone & Diamonds are incredibly dynamic, ranging from tranquil, meditative chant to pure, soul-crushing Metal. To give fans a taste of this, we created short clips (30 seconds or less) of ten tracks on the album to accompany full track streams of “Killers and Kings” and “Now We Die,” which had already premiered. We then turned to our brilliant designer Airene Resurreccion to help us marry these visual and auditory elements on an interactive landing page to live on Machine Head’s website.

When fans first arrive at the page, they simply see the Bloodstone & Diamonds album art and release information with instructions to unveil the hidden content below. Once they started exploring, alchemy-style images would slowly fade into view, each one embedded with a track clip or stream. Twelve images teased the twelve tracks on the album, and fans were given a taste of the visual experience of Bloodstone & Diamonds as well as the auditory.

The page launched on October 27, and was met with immediate enthusiasm from fans and the media alike. Between October 27 and November 17 (one week post-street), the page received 6,000 unique visits. Overall, the Interactive Landing Page added value to the Bloodstone & Diamonds campaign by uniquely engaging fans (self-titled ‘Head Cases’) and igniting a flurry of press attention from Metal Shock Finland, Brave Words, Metal Storm and more.

Did we get you in the mood for some Metal? Check out the interactive album stream of Bloodstone & Diamonds below and keep an eye out for upcoming tour dates!

Welcome, Nick!

December 3, 2014 Orchard News No Comments

NickRosholtIntroducing Nick Rosholt, Sales & Marketing Coordinator, Film & TV

Between my Hulu, Netflix, YouTube, Vudu, Google Play and iTunes accounts, I have access to a wealth of quality, on-demand content that completely negates the need for cable or any other preselected viewing experiences. I, like many other millennials (and the technologically-inclined), am completely in control of the entertainment I consume. Digital distribution isn’t just the future, it’s the present. It’s not merely an ancillary revenue stream, but an engine for creating quality content that attracts A-list talent. At this point it can’t be ignored. When Diana [Ed. Wollach, Orchardite since 2011] asked me if I would be interested in joining The Orchard’s passionate, dynamic team in the most dynamic facet of the film industry I couldn’t give any other answer but “yes.”

I was born in New York but grew up in South Africa where I was a regular at the movie theater and my family’s living room TV. From a very early age I knew that I wanted to be on the cutting edge of the entertainment world. After earning my B.A. at Brown University I went on to earn my M.F.A. in Producing at the New York Film Academy in Los Angeles. While there I interned with production companies in the studio, independent and television spheres. These experiences gave me valuable insight into the creation of content and how important marketing is in helping content find an audience.

I’m beyond excited to be joining The Orchard, and am looking forward to meeting and working with you all.

“The Sheik”: Break Your Back. Make You Humble.

1This week sees the release of the fascinating and heartwarming documentary The Sheik. The film follows the life of Khosrow Vaziri, known to many as the legendary pro-wrestling heel “The Iron Sheik” from his beginnings as a child wrestler to the present day. After serving as a bodyguard for the Shah of Iran, The Sheik fled to the U.S. in the midst of Iranian political turmoil, and began teaching high school wrestling. He even helped coach the U.S. Olympic wrestling team.

But Vaziri couldn’t be kept out of the ring forever, and soon found himself in the nascent pro-wrestling circuit that would eventually become the WWE. Using anti-Iranian sentiments to his advantage, he created the wrestling persona “The Iron Sheik” to become wrestling’s most notorious villain. Through this avatar he inspired the careers of wrestlers like The Rock and made the career of Hulk Hogan.

The Sheik doesn’t just highlight Vaziri’s career high points. It shows us a flawed man who succumbs to the trappings of fame and drugs as a form of pain management. We see The Iron Sheik at his absolute worst as he fights for redemption from his family and eventually uses his outlandish personality to become a Twitter sensation. We’re not only given insight into the life of a legendary wrestler, but also his place in U.S.-Iranian relations and the meteoric rise of American professional wrestling.

The Sheik was an Official Selection at the 2014 Hot Docs International Documentary Festival and features over 25 celebrities including Dwayne “The Rock” Johnson. It’s a labor of love from Iranian-Canadian twins Page and Jian Magen who grew up idolizing The Iron Sheik and were instrumental in helping him turn his life around. The film is available today on your favorite digital store. Check out the trailer below:

Welcome, Rishi!

November 26, 2014 Orchard News No Comments

RishiSatsangiIntroducing Rishi Satsangi, Senior Software Engineer

Hi everyone, I’m Rishi Satsangi and I’ve just started here on the Engineering Frontline team.

Amazing fact: I used to work at IODA under the tutelage of Mike Drake in the 00’s. I just recently came to The Orchard from Salesforce Marketing Cloud and I am so happy to be working in the music industry again instead of helping McDonalds Megacorp schedule tweets. At IODA, I loved the fact that I was helping independent artists, and I look forward to doing it again with this amazing team.

I went to school at THE Ohio State University for undergrad in Computer Science, then I became a Masters Art School dropout from the Academy of Art University in San Francisco in the field of Illustration. I am still into illustration and animation, here is the latest cartoon I did about Twitter and Google getting their own superheroes.

I like music a lot, and would love any listening suggestions from you fine folks. Side note: I started guitar lessons so watch out Woody Guthrie.

About The Orchard

The Orchard is a pioneering music, video and film distribution company and top-ranked Multi Channel Network operating in more than 25 global markets. Founded in 1997, we empower businesses and creators in the entertainment industry.

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