FFWD Weekly
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Street Sounds by Aubrey McInnis MuchMusic producer Sherry Greengrass is sitting 10 feet away from Mick, Gaz and Danny of Supergrass, a U.K. group that’s live in the environment doing a Monday afternoon interview with VJ George. After years of popularity in England, Supergrass may have finally broken into the North American market with their splashy new video, "Pumping On Your Stereo," co-produced with the Jim Henson Creature Shop. While most local bands don’t have the finances to turn themselves into 12-foot Muppets to get some attention from MuchMusic, a tight, well-produced music video could lead to success. Fast Forward gleaned a few friendly tips from Sherry for all our local musicians who hope to get their music and mugs on Much. Hell, if a sock can do it.... · Tip #1: Make an appealing music video. Above all, pick a solid song. Next, record the video on BetaCam and keep it simple. The video should enhance the song and not overwhelm it. And MuchMusic doesn’t care if your submission is a performance or conceptual video as long as it showcases the essence of the band. Avoid an elaborate story, unacceptable language, excessive violence and sexism. Make sure that your video is indicative of the fact that you watch the station and that you are familiar with their standards. "We have a feature every day, we do it just after 2 p.m. (noon MT), it’s called the Indie Spotlight, where we spotlight a Canadian independent video," explains Sherry. "Some of them are lower budget, but for whatever reason, they work." · Tip #2: Take advantage of freebies. Find film students to direct your video for cheap. A good director is vital – this person must keep a concept as uncomplicated as possible and find shortcuts in achieving a quality look. "There are ways now of treating videotape to make it look like film," says Sherry. "Do that without having to go to (further) expense. If you are going to do something like that, all your lighting has to be pretty soft, so when you treat it, it looks good. It softens the look." Also, investigate VideoFACT (the Foundation to Assist Canadian Talent, established 1984), a MuchMusic-sponsored program of non-recoupable grants. MuchMusic will match whatever cash the band raises to a maximum $15,000 budget. Tip #3: Mail an attractively organized package. Besides your kick-ass video, include your completed CD (if you have one), a biography, lyric sheets, Canadian content information, name of the director and a release form allowing MuchMusic to do what they please with the video. Send only one package and avoid the urge to try and buy your way into their hearts with frivolous promo fodder or candy. · Tip #4: Every submission needs to be followed up. Call the MuchMusic library where an info sheet about your music video will be completed. After videos are processed, they are passed to the screening committee. Every Tuesday, the screening committee (comprised of Sherry and fellow producers Kim Clark Champniss, Master T and three others) meets to screen 60 videos. They view one minute per video, so it has to grab their attention right away. If the video is questionably explicit, it is sent to the review committee for one last assessment. Address your packages to MuchMusic, 299 Queen Street West, Toronto, Ontario, M5V 2Z5. Music videos from locals Downway, Dino Martinis, Chixdiggit, Huevos Rancheros and The New 1-2 are in their library. Request them at muchwest@axionet.com or at ondemand@muchmusic.com.

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