Use music videos

artistes must not only rely on album sales for money

by Kimberley Cummins

Gone must be the aged belief that artistes can only make money through album sales or performances during the Crop-Over season says Managing Director of Mayers Media Inc., Rachelle Mayers.

And she believed that if Barbadian artistes were really interested in developing a music industry and making a living from their work they must embrace other marketing tools, music videos particularly, to reach a wider audience.

Speaking to Bajan Vibes yesterday Mayers said that while music videos were becoming more trendy with Barbadians there was a must for more local entertainers to† understand the power of the visual and endeavour to fully utilise the opportunities derived from this medium.

“There needs to be more music videos out there… the power of video is unmeasurable, the impact of seeing something … Yes you hear something on the radio but when you see the visual to the music that you love and the energy being brought to life in front of your eyes it takes that song to another level, it puts the song into context especially if the video is relatable,” she said.

“A lot of the time here in Barbados if you put out a music video you may only get work at Crop-Over but this is something that needs to change though it doesn’t change over night. Music videos are so important and I think it is going to get even better because there are people out there who are ready to do music videos… and who continue to do it, people like Selwyne Get Bizzy Browne, Shane Holford, Darin Holder, Jason Cobham, Ian Smith, Andrew Jemmott.

She added: “If you view the Barbados Film and Video Association [Facebook] page you will see postings from the Barbadian film industry people who are doing their thing in movies, TV shows, music videos, there is a big video industry in Barbados – we have the talent and we have the equipment it is just not being utilised.”

Mayers, however, noted that there were some entertainers, particularly the younger ones, who were serious and taking advantage of social media and video because they have seen its benefits. Through the likes of Kevin Lyttle with Turn Me On, Rupee – Tempted To Touch, Alison Hinds – Roll and even Kes The Band’s – Wotless whose careers were somewhat revitalised as a result of maximising a “turning point” hit and then being kept in the public’s eye via the videos.

“The older generation may not see it innate to have a music video because in their early stages that was not the issue, whereas now the younger artistes grow up with a music video culture. My mission was always to bring a music video culture to Barbados. I have done music videos for free… or next to nothing. You maybe an artist who really doesn’t have a budget to do a video but if you decide to work with somebody and you get a music video you can promote the song, when the song is promoted then that might incline people to hire you overseas and you get work. As you get work you get more money, you have a bigger budget then you can do more videos but it has to start somewhere,” Mayers advised.

“Good quality videos are important and we have to understand where the video can go. We have to make sure that the content of our videos is something that can cross boarders, there are stuff that will stay underground but there are others, if your song is a hit and people are dancing to it and they can sing-a-long to it you better market that because you don’t know where that will take you.”††

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