Artists show the power of video collaboration

Tuesday, November 19 2013
Artists show the power of video collaboration


Music videos were for many years one of the most important modes of expression for musical artists, a way for artists to both further communicate their vision and gain an even greater audience. In the years since MTV stopped playing music videos - and it may be only the older among us that the M even stood for music - the popularity of the medium waned.

Video in all its forms
Now, YouTube has heralded a renaissance, and many artists are dedicating significant resources to creating new videos. Technology has allowed innovation in the realm to increase as well, allowing greater engagement with fans - something that all of those interested in webinars can learn from.

Bob Dylan's old hits are even getting an overhaul with newer, modern videos. It's been almost 50 years since his famous "Like a Rolling Stone" was released, but now it's got an interactive video, according to Mashable. The company hired a digital production agency to create the product, intended to promote the coming 47-CD box set that Columbia will be releasing soon. 

It's something that businesses can learn from. Video offers an experience that text-based advertising or communication doesn't always have. Whether using video conferencing software or creating a webinar to help customers and clients, it allows for a more dynamic and illustrative relationship.

Growing the base
For its part, the interactive music video has taken off. Hard rock band The Queens of the Stone Age, for instance, recently released its own version for their song "The Vampyre of Time and Memory," hoping to create what it called "a virtual art installation." Kii Arens and Jason Trucco told NME that the new tools available to them improved the product.

"All art is technology, technology that shares an experience or an idea," they said. "'Vampyre' uses all the tools available to us today to share a meaningful common experience."

A business's efforts in video may not be intended to be art, but companies ought to use all the tools available to create that common experience. Methods such as collaboration software allows people to communicate in a way that is more natural and productive than non-stop emailing or text based communication, and webinars allow clients a more engaging experience than could likely be offered in a mere text demonstration or explanation. A company may not be able to offer something as artistic as a Bob Dylan performance - but it can certainly offer something just as useful.