groveChuck
U-matic Member
(just don't look too closely at his pants- it might make you dizzy...)
Every day for the past seven days, the reigning king of pop parody has released a new music video, each produced in partnership with a different content studio or artist, to promote "Mandatory Fun," his first album in three years.
Some videos were produced with some of the largest content portals on the Internet, including College Humor, Funny or Die, Yahoo Screen and Nerdist, which worked on "Tacky," the star-studded parody of Pharrell's "Happy."
Others, like "Word Crimes," were produced by independent artists like Jarrett Heather, whose work Mr. Yankovic admires.
In each case, the partner entity footed the bill for production, and in most cases gets to keep any ad revenue the video generates.
Today, the last video of the bunch, "Mission Statement," goes live, capping off a promotional push that's worked out tremendously well for an artist nearly 30 years into his career -- the videos have piled up more than 20 million views in just a week's time.
"I think I kind of stumbled on my formula for the future," Mr. Yankovic said...
"I've got relationships with lots of portals," Mr. Yankovic said. "I thought it would have overburdened one portal to be responsible for all of them."
"Not only is it sort of hedging my bets, but it allows me to involve as many people as possible."
Even though he didn't have a finished product ready, and even though he'd be sharing the work with lots of others, content providers lined up to work with Mr. Yankovic.
"He comes to the table with an incredible amount of credibility," said Aaron Borns, who handles Mr. Yankovic's marketing at RCA.
Not getting a cut of ad revenue is an arrangement that Mr. Yankovic is familiar with. He has never seen a dime of the ad revenue some of his most famous videos have generated now that they live on the web, and he never will. Those videos are the property of his label, RCA, and the label takes that ownership seriously.
"I get a cease and desist notice when I try to put my own videos on my YouTube channel," Mr. Yankovic said.
Moving forward, Mr. Yankovic said he will be looking to build a more robust video presence on his own YouTube channel.
http://adage.com/article/digital/es...=newsletter&utm_campaign=adage&ttl=1406559172
Every day for the past seven days, the reigning king of pop parody has released a new music video, each produced in partnership with a different content studio or artist, to promote "Mandatory Fun," his first album in three years.
Some videos were produced with some of the largest content portals on the Internet, including College Humor, Funny or Die, Yahoo Screen and Nerdist, which worked on "Tacky," the star-studded parody of Pharrell's "Happy."
Others, like "Word Crimes," were produced by independent artists like Jarrett Heather, whose work Mr. Yankovic admires.
In each case, the partner entity footed the bill for production, and in most cases gets to keep any ad revenue the video generates.
Today, the last video of the bunch, "Mission Statement," goes live, capping off a promotional push that's worked out tremendously well for an artist nearly 30 years into his career -- the videos have piled up more than 20 million views in just a week's time.
"I think I kind of stumbled on my formula for the future," Mr. Yankovic said...
"I've got relationships with lots of portals," Mr. Yankovic said. "I thought it would have overburdened one portal to be responsible for all of them."
"Not only is it sort of hedging my bets, but it allows me to involve as many people as possible."
Even though he didn't have a finished product ready, and even though he'd be sharing the work with lots of others, content providers lined up to work with Mr. Yankovic.
"He comes to the table with an incredible amount of credibility," said Aaron Borns, who handles Mr. Yankovic's marketing at RCA.
Not getting a cut of ad revenue is an arrangement that Mr. Yankovic is familiar with. He has never seen a dime of the ad revenue some of his most famous videos have generated now that they live on the web, and he never will. Those videos are the property of his label, RCA, and the label takes that ownership seriously.
"I get a cease and desist notice when I try to put my own videos on my YouTube channel," Mr. Yankovic said.
Moving forward, Mr. Yankovic said he will be looking to build a more robust video presence on his own YouTube channel.
http://adage.com/article/digital/es...=newsletter&utm_campaign=adage&ttl=1406559172
