creative showcase 1 2 commercials review
radar detects new talent on the horizon For all the talk of the music industry’s arse
they belong. And with support from
from Coke’s international line-up of
Pitches were invited for four tracks, with
falling out, you’d think it was some sort of
labels such as Warp and Ninja Tune, it’s
unsigned acts and Radar’s community of
the bands having ultimate say over which
d-list celebrity on a beach in St. Kitts. With
not surprising that the kids have been
aspiring promo directors and then
of the entries made the cut. The winning
EMI spitting its dummy out (and 2000
flocking to the event in their droves.
produce a series of Coke funded videos.
directors were then given two months
staff) and In Rainbows-gate tilting the axis
This year saw the festival, and Radar
“The Radar Festival’s really responding to
and £1,000 to deliver a finished master.
of the cosy major labels, it’s increasingly
itself, balloon in size and scope to Beth
the way the internet has revolutionised
Throughout production the Radar team
coming to look like the future of the music
Ditto-esque proportions. As well as a
how people communicate. This is done by
were on hand to provide help and
business and the promos that underpin it
huge increase in the number of entries
providing a channel for young directors,
support, and each of the directors filed a
is linked to the net.
and enough international screenings to
where they can build experience and gain
weekly report on their progress to keep
Enter The Radar Festival, stage left. Now
trouble your carbon-conscience, Radar’s
attention,” Bottomley explains. “It’s really
Coke and the bands in the loop.
in its second year, Radar has quickly
founder and fairy godmother Caroline
important that organisations like Radar
“The great thing about the Coke Music
become synonymous with getting the
Bottomley also managed to secure
and communities like Coke Music help to
competition was the freedom of
promo masters of tomorrow out of their
backing from Coke Music.
generate budgets for the next generation
creativity,” explains Ann Xiao, who won
bedrooms and into the public eye where
The idea was to unite a selection of bands
of promo directors.”
the pitch for An Orange Ends’ track,
“The Radar Festival’s really about responding to the way the internet has revolutionised how people relate and communicate by providing a channel for young directors, where they gain experience and attention.” Chris Vincze’s Tell Me The Dodoz song Weapon by Jonathan Millet
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Murder The Lonely created by Ann Xiao
29/1/08 09:25:55
commercials review 1 3 creative showcase
Magical Machines directed by Billy Prince
“Once you’ve won an award and you’ve shown that you can make a great film with a limited budget, the problem then is, where do you go from there? You can’t leap to the high end of the market because you don’t have the experience.” Murder the Lonely. It’s an animated story
Tell Me, by The Moths! “The schedule was
production companies which really need
making music videos for no money,” says
of a boy journeying through an ice cave.
a lot more relaxed too,” he adds. “Rather
to support the development of rising
Vincze. “An environment where budgets
“As a young director it’s great to have
than having to do everything in one day
talent. “I think the problem at the
are continuously falling isn’t going to
outlets like Radar so you can try
we could do a few hours here and there
moment is the question of what to do
foster the talents of the next generation
something new,” she adds.
over different days and locations, giving
next,” Bottomley muses. “Once you’ve
of Glazers or Gondrys.”
Jonathan Millet, director of a Glazer-
more variety to the footage.”
won an award and you’ve shown that you
Xiao is equally reserved. “In the future
esque paintball romp for The Dodoz song
Billy Prince, who shot an in-camera gem
can make a great film with a limited
there may be a new revenue sharing
Weapon, agrees. “When you’re starting
for Magical Machines by Swedish for
budget, the problem then is, where do
structure for directors, or a new system
out it’s helpful to have immediate
Beginners, says the challenge of working
you go from there? You can’t leap to the
of royalties. But right now it feels like the
feedback while you’re practising your
within a tight budget meant that careful
high end of the market because you don’t
only choice is to turn to commercials.”
craft. Without that it’s hard to develop the
planning was essential. “You work to what
have the experience.”
On the plus side, suggests Millet, with less
skills you need to progress.”
you have available, and low budgets and
While a number of high-profile companies,
money, more emphasis falls on the
Because of the budgetary constraints, the
tight schedules dictate inventive ways to
including Draw Pictures and The
strength of an idea. “When you’ve got
winners had to find numerous ways to
achieve what you want. We signed off a
Director’s Bureau, are already working
little or no budget, then it all comes down
keep costs down. “It’s quite liberating
full script with a shot list early on to make
with Radar, a general concern voiced is
to the strength of the concept. Otherwise
working with just an assistant and no
the whole process as smooth as possible.”
that the general trend towards lower
you’ve got nothing. And most of the time
other crew,” says Chris Vincze, the
Organisations like Radar are a great
budgets will ultimately strangle the music
a really great idea carries more force
director behind the intriguing promo for
launch pad, but in the long term it’s the
promo to death. “You can’t make a living
than a colossal Hollywood budget.” SW
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29/1/08 09:26:04