Shot From Both Sides

First off, this is probably the most important piece on the music industry you'll read this year. It's scary, in that it suggests that the only way I may ever get to spend $100,000 on a pop video is if I put a mobile phone in it.

Meanwhile, my friend Stephen's new album is getting great reviews. Stephen puts out an album about every three years; shares a music publisher with the Doors and a bunch of acts way more famous than him, resulting in his work often being used in film, tv and commercial soundtracks; and also has an increasingly successful career composing for film. His song "Last Words" is in the upcoming Juno-esque teen flick, Nick & Nora's Infinite Playlist. You probably never heard of him, but he's doing better than Rihanna. As is Amanda Palmer, who thanks to relentless touring (and generally being quite an awesome songwriter) has built up a massive and loyal following... helped by inexpensive but wonderful image-reinforcing music videos by her friend Michael Pope.

And the number of re-shoots going on in the music video business in recent past? Massive, as some commissioners prove penny-wise and pound-foolish and certain new recording stars haven't been made to read Steve Albini's wise words yet. £80k Sophie Muller video ditched for £15k white-box extravaganza (that can't have cost more than £5k. Nice profit!). Reason? Whats-Her-Name wasn't happy with Muller's closeups. Santogold's follow-up to Nima's excellent debut-single video: many directors wrote on it (including one of my director crushes, Ruben Fleischer); a friend of Santogold's was commissioned. The resulting, allegedly substandard video was ditched and then Kim Gehrig caught the hospital pass and had about 3 days to make this one. More, that I can't be bothered to list. Expect this flailing to continue, along with production companies walking away from projects after budget cuts.

Sounds like I'm talking myself out of a career here, doesn't it? In a sense I am. I think the future is going to belong to solid videos that top out at $50,000, one per album, unless it's sponsored. Considering the most I've ever gotten for a video is about 1/4 of that, I'm not too bothered. But expect many other directors to pick up their toys and stomp homewards as it gets near impossible to make a living.