Videos Continue To Prove Their Worth (As Top Notch Advertorial Tools)
Music videos on TV are not lost! They’re just growing. Painfully. Now that MTV essentially has abandoned the format, leave it to network TV to step up to the plate. ABC’s marketing team hit ratings gold last year by self-producing videos (for Snow Patrol’s “Chasing Cars”, the Fray’s “How To Save A Life”, and Brandi Carlile’s “The Story”) to promote Grey’s Anatomy, and for the fall season they plan more. 11 more.
ABC is producing music videos for several of its new and returning shows, including “Ugly Betty,” “Desperate Housewives,” “Grey’s Anatomy,” “Dancing With the Stars” and “Brothers and Sisters.”
The videos — 11 of which are expected by the end of the season — will air on ABC.com and in some cases on such other platforms as iTunes, ABC Mobile and the network itself.
Music videos as TV trailers? Slightly icky, but it worked for Snow Patrol. And it makes sense for ABC; since the artists and labels benefit from the promo, “network does not pay licensing fees to use footage from already existing music videos, nor does it pay the artists when they appear in footage shot especially for the ABC videos.” Billboard reports the network’s Ugly Betty campaign will use Mika’s “Big Girl” (with new lyrics), while Desperate Housewives gets Sean Kingston’s “Beautiful Girls.” Last year, LOST got Brian McFadden-ized…
…so there’s goes our “What’ll work with LOST?” question. Wait, does that work with LOST? At this point, ABC is the only network to be in the music video production racket, but you’re battier thank Locke on a vision quest if you think that’s not gonna change. Thumbs up, thumbs down, or thumbs indifferent?