Leveling playing fields in the music biz

The Devoted Few recently finished their latest video-clip for their single, Don’t Listen to Us (which, incidentally, you can download from their website).

The clip captures moments from their recent touring and recording activities, and looks pretty cool. The band currently doesn’t have a label deal, despite getting high-rotation airplay on Triple J, and therefore they don’t have the budget to produce a video clip. (I still don’t get this: band that consistently gets good airplay and has done some amazing live dates supporting top-line acts like Eskimo Joe hasn’t received any bites from a major label? But I digress…)

So they turned to iMovie. Barry collated a bunch of footage captured on his personal digital video camera and pulled it into iMovie, then cut it to the track. The bridge section needed a little “something else”, so a friend helped them by pulling it into Final Cut Pro to do the 16 panel sequence that fills that spot. That’s the only sequence that wasn’t done on a basic G4 iBook and the free software that comes with it.

And the result is quite compelling. Sure, it doesn’t have fancy special effects, but it does capture the tone of the band, and is compelling enough to hold its own. Compelling enough for multiple spins on Rage, and hopefully jTV – Triple J’s digital TV channel (which also appears occasionally on free-to-air ABC).

So – let’s recap. They couldn’t get a label deal so released the single on the net and got high-rotation Triple J airplay. They didn’t have funding for a video clip, so they did it themselves using a video camcorder, an iBook (recently replaced in the Apple hardware lineup by the more powerful MacBook), and a bit of creativity – posted it on YouTube, and also had it played on free-to-air television.

As I understand it they are currently working out how they might fund their next long-player themselves also. Sure, it’s a lot of hard work. Sure, it would be nice to have the funding to get other people to do the job – more time to spend on creating music. But whereas these used to be barriers that couldn’t be overcome unless you had truckloads of cash, nowadays bands can do stuff on a shoestring and pull it off.

Anyways, enough philosophising on the power of digital and social media 😉 Give them a hand and go check out the clip, download the single, request it on Triple J’s Super Request and jTV.