Music videos are instrumental in building the brand of a band, musician or singer. The music video builds a following of fans, grows awareness and helps to increase sales of both music and tickets for live concerts. In recognition of the importance of this, the Loeries – Africa and the Middle East’s premier creative industry awards – have created a dedicated category for music videos.
The organisers are calling on music video producers from all over Africa and the Middle East to enter their music videos from the past year before the deadline of 31 May 2015.
“The Loeries recognizes creative excellence. What this means is that we are looking for innovation and ideas – new ways of doing things and a fresh approach. For music videos we are looking for the unexpected, the out of the ordinary. And a music video must be entertaining – people must want to watch it. Only if you choose to go to YouTube to watch a music video is it successful,” says Loeries CEO Andrew Human.
“Take Die Antwoord as an example – they have over 100 million views on YouTube alone. That’s much more than the whole of the South African population. Their videos are designed to convey the position and feel of the band, through which they have built a global audience. This is what advertising is.”
Die Antwoord have won no fewer than three Loeries in recent years, for their videos for ‘Baby’s on Fire’ (2012), ‘Fatty Boom Boom’ (2013) and ‘Pitbull Terrier’ (2014). All were done by Johannesburg-based Egg Films.
Loeries® Creative Week™ Durban is a festival of innovation, excellence and creativity. The Loeries were first held in 1978 as a mechanism to support and grow television advertising. Since then, the Loeries have become recognised as the most prestigious award in the region and have expanded to encompass all areas of brand communication, from the traditional forms of television, radio, print and communication design (including brand identity, architecture & interior design, package & publication design, motion graphic design), direct marketing, PR, non-broadcast video, live events, sponsorship, digital communication and integrated campaigns, to include service design, effective creativity and the Ubuntu Award for Sustainable Marketing.
Creative Week™ will be hosted in Durban from 10-16 August. Both judging and the Awards will take place at the Durban ICC, with all additional events along the Durban beachfront. Key official events include the DStv International Seminar of Creativity, an Expo, Student Portfolio Day and the black-tie Awards Ceremonies (on Saturday 15 and Sunday 16 August) as well as complementary parties.