Rational dialogue: the album trailer, really?
“Rational dialogue” is by the writer Eric duke (Eric Ducker) to write a column, which he takes the form of iChat or Gchat, or with special guests to create a music related topics related to pop culture consciousness.
In search of new ways to get and attract attention, more and more artists and record labels are launching video trailers to announce upcoming albums. These trailers usually last only a minute or two, often impressionistic, sometimes even funny, and occasionally ridiculous. Most of them include songs from one or two albums, which combine with images to make people feel the stories the artist wants to convey. Close-up shots of love and/or lingering secular landscapes linger. Recent trailers from Lykke Li and Julian Casablancas give a wide range of styles for these trailers.
Since the trailer is only now in its infancy, it is not clear whether they are just cheap propaganda films or whether they are truly capable of becoming artists’ creative outlets. Of course, that was the problem with the music video 30 years ago.
To help understand this new trend, Ducker has spoken directly to Amy Phillips, senior editor at Pitchfork, who has been overseeing the popular and influential music website since 2005.
Do you remember the first album trailer you saw in your inbox, or did you see it online?
I remember the first one we released. I’m not sure if this is the first one I’ve ever seen. This is M83 faster we’re dreaming. Previously, the idea of publishing not a full song or video was something we didn’t think of. But many of the people on this album are looking forward to it (including us), and the trailer has a bit of a new music flavor and opens the door.
Why didn’t you get into them before? Did they find the idea stupid?
Yes, very much. Why would anyone want a trailer for an album? But then we thought: why don’t they?
In addition, if I remember this correctly, it is more common to have 30 seconds
Why is that?
For the sake of the audience, or for the sake of the website or both?
All. We have released what we believe our readers are interested in, and I think they are beginning to rely on us to deliver the news of the artists they care about.
Now, what are your overall feelings about the trailer, both in function and form?
They’re just part of the landscape now, like music video or audio streams, or even album covers. Some are great, some are boring, like any other “asset” or “content”.
Anything that gets people’s attention, even for a few minutes, is worth it.
Some artists have to use the trailer as a chance to cool stuff, but if not album trailer, whether they will find another way to do the same things cool? Probably. Are they absolutely necessary? Not really. Lots of albums without trailers, just good. [album trailer] is a harmless, potentially interesting way to promote an album.
Have you seen more of them lately, or are they fairly stable?
After about last year, the stream became fairly stable. Before that, they were even rarer. This is still not the majority of albums. I would say that 25% of the albums we cover have trailers on this point. Of course, there are many we don’t include!
A lot of albums and trailers, you don’t cover the album or the trailer, you don’t cover the trailer, just cover the album?
I’m just on the pitchfork and we didn’t cover the album. If we announce an album and have a trailer, we’ll put it in our news story, even if it’s bad. It’s just part of the release.
Like the repertoire list or cover photo Back to watch the trailer M83, interestingly, its album trailer method has become the mainstream blur abstraction of what’s going on in the studio with the combination of “bigger picture chord” amazing images combined. Although I would say many trailers are not very successful, because music is not a “movie” like music.
Is. So many of them are just quick clips in the studio, supported by a minute music, which is boring. However, if you are a big fan, you will be happy to hear and see it anyway.
What’s your favorite album trailer? What made them successful?
A good trailer is like a good movie trailer. It gives you a little bit of an attractive taste and an exciting album. And, like the movie trailers, sometimes a really good album can end up being terrible. For example, I really like the trailer for MGMT, they were monitored by the NSA, but this album is terrible. Like the sun empire. Great trailer, no great album.
Actually this morning we posted a trailer that I thought was perfect.
B: yes. It’s totally crazy. I’m not even a JJ fan, but look at me, I love it, wow, I really want to listen to this album. For things that JJ has not been paying attention to for years, most of the time it is a reminder that these people are back.
Probably my favorite is “daft punk”. Just to see the iconic image of the helmet, it’s just “lucky” to improvise and improvise. But I’m a big fan, so I already have an emotional connection.
Yes, it’s like seeing the batman logo in the theater.
Completely! They came back to save the world! I’ve always liked the movie trailers, so I’m a little sick of it.
This is interesting because I really like the JJ trailer. And I think the sun empire is so funny, but maybe I’m just responding to this ambition. Maybe if more of these trailers start to be exaggerated, I’d say, “just show me the band. It’s like music, video. Compared with a clever little Spike Jonze, the exaggerated Aerosmith video seems silly, but Spike Jonze is starting to get a huge budget.
Ah, yes, very real. As long as they continue to entertain, I will become more exaggerated and creative. Eventually, the trailer is just like anything else. The band can use it to do something interesting and creative, and it can be used as a propaganda tool for standard problems, without vitality. I don’t think we have yet to see any album trailer in your own life, like a music video, but people like, “wow, look at the band’s album trailers have never heard of. ”
One of the best is the flying lotus “until quiet. This violates the classification of the album trailers and may be better known as a short abstract film. I don’t know if Flying Lotus made the traditional video for this album,
A trailer like this is a great way to introduce the artist’s entire aesthetic world view. It can attract you and connect you to a deeper emotional level.
Do you know from your interactive pr staff or tag people that this thing is working? Do they encourage bands and labels to put money into them?
I can’t understand this, but logically it makes sense for artists to do more and more of these things. There’s a lot of music, and everything is so fast. Anything that gets people’s attention, even for a few minutes, is worth it. I’m not in the label/artist, but I think this is the same reason, you can random mix the songs issued a few months, just in order to prolong the life of the album, let people to think about it, even a little bit.
That’s right. I don’t know if all the “extra” stuff is smart or effective, or a bunch of crap.
It seemed to be a complete nonsense, though obviously I couldn’t support it. I think the idea is that any reminder that this album exists is valuable.
I think that’s the situation. You never know what a job is, it’s better than giving up an album. But you can argue that the music company should give the company more money to record an album, so better, or give them more tour support, this is more evidence that method through the test of time.
Admittedly, I don’t know the answer. Every artist may be different. It may also depend on the price of the trailer. The sun’s budget empire may be a record of some labels paying for the entire album. But everything seems to be a mess these days. There is generally no certainty.
Yes, I don’t know if these trailers are going to be more commercial or artistic.
If I am for the band to provide advice on how to deal with the album trailer, so I would say: “think of the album’s message, and then use the most creative, show” the most dramatic way. Easier said than done.
So, I think of Arcade Fire’s trailer, which is a literal interpretation of what they’re trying to convey: Haiti, mass movements, mysterious signals, keyboards. But in the end, I think it’s very common.
Yes, the trailer is at its lowest point in the grand scheme of the album cycle. But then you look at the “Reflektor” interactive video, which is just doing it, but it’s better, it’s cooler. So they can be forgiven for spending more energy on this, huh.
Any predictions that we will see in this regard in the future?
Maybe things will get more crazy, dramatic and interactive – and, of course, more sponsorship. You know, if you have a samsung phone, you can only see the new album trailer. Or, you have to download the app to watch the trailer. Plus, it’s like a movie trailer. We may start experimenting more with trailers, and these trailers have already started, and the band will release short trailers before longer trailers. This is not a trend I can identify with. A trailer is enough!
Cool. Anything else to say? Are there any other trailers you want to call?
I want to shout out the Drake “Nothing was the same” trailer, which are characterized by “Trophies”, this song is not even in the album.