Todd Blumenthal of POST MODern Video
MVP: Let's begin at the beginning - what made you decide to make a music video night, and how did you go about getting started?
Todd Blumenthal: A friend of mine started POST-MODern Video Night in Atlanta about four years ago. When he grew tired of the night, he sold me his video collection and an international VCR. I immediately purchased a DVD recorder and converted the analogue to digital. I knew I wanted to take the night in a slightly different direction, one that reflected my taste in American indie, British Invasion, as well as the regular Britpop and new artist programming.
MVP: What was the biggest obstacle? The most difficult thing about getting the video night off the ground? And was there one moment when you knew "This thing is going to work"?
TB: I always knew that it would work, because there is nothing else like it. At POST-MODern you can see videos by The Beatles, Small Faces, Roxy Music, T-Rex, The Jam, The Clash, The Cure, Echo & the Bunnymen, P.I.L., The Specials, Happy Mondays, Wire, Stone Roses, Morrissey, Pavement, Pixies, just to name a few. People know that on any given Monday, they could see something unique. Anyone that grew up watch 120 Minutes is my demographic.
MVP:What have you found helps generate a large Monday night crowd for you? Do you do special promotions, contests, anything like that?
TB:I send out a weekly email which contains upcoming events, recommended shows, and relevant news bits. I host release/listening parties quite frequently, as well as after-show parties. I keep two websites www.postmodernatl.com & www.myspace.com/postmodernatl. I have a monthly ad in the local music rag, Stomp & Stammer, called Postmodern Recommends. The ad recommends four titles, which are available at 10% discount at local indie juggernaut, Criminal Records. (The four labels represented split the cost equally.) I also place POST-MODern postcards in sensible music retail, live venues, and lifestyle locations.
MVP: What goes into your decision making process when it comes to programming? What do you look for in a video? Also what about a video might cause you to think "Nope, that's not for us"?
TB:The first thing I look for is a good tune. A good song is more important to me than a good video. Ultimately, I am promoting the music artist more than the video artist. Also, some sort of narrative doesn't hurt, but don't make a short movie.(I'm talking to you, Sloan.) Remember that a good idea is more valueable than a big budget. One of my pet peeves is when some kind of external sound is incorporated into a video. This can be people talking, the music cutting out, etc. This is not clever; it is annoying.
MVP:So, given that, what advice would you give a band or a record label that aspired to have their video played? Like some "Dos" and "Don'ts"...
TB: My first advice to EVERYONE is to stop making VHS tapes. For record labels, I would suggest making it easier to get videos. I don't know how many times I have seen a video online and written to record labels, band members, management companies, etc., only to run into dead-ends. As the majors continue to consolidate, it seems that fewer people at the label really know who is supposed to do what and how to get what I need. For bands, I would suggest writing a good song, and befriend someone in film school.
MVP:What are some recent videos you thought were really cool? Just three or four that stood out for you personally.
LB:
Lemon Jelly - The Shouty Song
Beck - E-Pro
A Band of Bees - Chicken Payback
Maximo Park - Apply Some Pressure
MVP: How about some all-time favorites...
TB:
Jesus & Mary Chain - Reverence
Blur - Parklife
Pulp - Disco 2000
Suede - Beautiful Ones
Travis - All I Wanna Do is Rock
Goldfrapp - Train
Franz Ferdinand - Take Me Out
MVP: How would you describe your typical viewer? Or even your ideal viewer?
TB: 21-30 years old. Most likely works in the service industry. Enjoys candlelight dinners. Answers to "Whiskers."
MVP: What do you see as emerging trends in music video in general? What do you think the next couple of years will bring?
TB: I think it would be interesting to see some bands sell their videos via on-line services like i-Tunes or Napster. Some artists don't have enough videos or fans to warrent a professionally produced DVD, but at least they would be available to those who want them. This would be dependant on the downloads being "broadcast quality." There will probably be a rise is local or regional music video programs. As MTV continues to run toward original programming, these local shows will help spead the word about good new music.