Hundreds Enter, but Some Complain Winners Are Often Pros Seeking Exposure, Not Loyal Listeners
Time was, interacting with a favorite band didn't go much beyond joining a fan club and singing along, lighter or cellphone outstretched, at a concert. Now, artists are asking listeners to shoot their next music video.
Several popular acts, including established artists like Björk and the Red Hot Chili Peppers as well as indie bands like the Decemberists, are holding video-making contests to coincide with the release of their latest albums. Even Ozzy Osbourne will invite fans to create the video for his single "I Don't Wanna Stop" later this month. Prizes range from cash and computers to having your creation distributed as the band's "official" video.
Record labels hail the competitions as a way to tap into the growing interest in user-generated content, and connect with their most passionate fans. While music videos are no longer a central part of the programming on MTV and VH1, they've enjoyed a resurgence in popularity thanks to sites like YouTube and MySpace. But the contests are alienating some listeners, who gripe that winners tend to be highly skilled video producers looking to gain attention, and aren't always die-hard fans.
See samples of music videos fans have entered into contests. The videos range from amateur efforts produced by high school students to entries from professional videographers.
