Underground Hip Hop artists have very little money compared to the commercial giants. The standard approach for many underground Hip Hop artists is to immediately distribute a music video on the internet through venues such as Ifilm.com or often to various public access shows in America. Independent agents such as The CVC Report or Royal ‘D’ Visual Marketing can distribute for your group or label and also help you try to place a music video on network TV for about $10,000. A small price to pay for the possibility of commercial notoriety.
This article is about a film-maker who exploited an arena that would develop the value of a Hip Hop music video over the underground competition, without competing with the commercial giants. “The power of the music video has been diminished for underground artists by the commercial industry. The consumer has become too savvy to rally around a public access music show in conjunction with one or two local radio interviews and or a club performance. In my mind, there was a piece of the puzzle missing. A modern day promotional tool that would augment the value of underground Hip Hop marketing.” Jesse explained.
“The International Film Festival Circuit is an untapped marketing device for underground Hip Hop artists. Absolutely Untapped.”
In America alone there is roughly 1500 Film Festivals that promote and screen work to over 10 million audience members a year. These audiences members include music labels, film directors, video game designers and famous artists all looking for what is new in film and music. Right now, 25% of these festivals carry a music video category. The last 75% is looking for a way to develop a music video category and will make adjustments to accommodate the music video art form, Especially if it is Hip Hop.
The Spaghetti Junction Urban Film Festival is the largest predominantly black film festival in Atlanta, Georgia. I emailed them to find out what their position was concerning music videos. A representative replied, “We do not have a category for music videos anymore. We did in previous years but did not receive any entries last year. Film-makers these days have over saturated the market with shorts and documentaries. The music video submissions simply are not there to invest the time and effort to promote a category for. If the pressure was there, we would offer grants, industry support, and find the money to make it happen.”
The Film Festival Market is the point where the needs of the underground Hip Hop artists and the underground film director can both be met. Festivals offer grants and cash prizes, merit initiatives, industry jobs, interviews, contacts and free advertising for the film-makers as well as the artists. Judges may be very important or distinguished industry professionals who make themselfs available to the film makers and artists. Local and national major players such as production studio executives and radio DJ’s are often in the audience. If they are not, you may be encourages to invite them with an endorsement from the festival director. Film makers and Musicians participate in talk backs in front of large audiences. There are areas for free shameless advertisement and a lobby for impulse sales. Local music stores and book shops participate to boost their image and products to the community. The film festival circuit is the missing link to underground Hip Hop marketing.