The goal of the Green-Screening Project is to bring musicians together to change the way music videos are made – more creative and rewarding for artists, and more engaging material to entertain fans. This whole process has been collaborative, from raising money via a KickStarter appeal, to musicians playing together in the studio, to even crowd-sourcing ideas for the videos.
Twenty-eight (!) exciting acts came in the space of one week to master a live track at Seaside Lounge studios in Park Slope, Brooklyn. The recording studio was rented out especially at the end of October 2010 in parallel to the CMJ Music Marathon event, in order to reach a wider geographic of bands. Each band performed in a space decked-out in full professional 'green screen' backdrops so that bespoke visuals could be added in afterwards to create over thirty amazing music videos. It's an audio-visual experiment that was a wonderful, improvised experience, and we couldn't have anticipated how much fun it would be. From redundancies to stormy romances, the tall tales and magic of Green Screening will live on.
Thank-you for visiting our site - here we will showcase all the videos along with curated extra footage, audio, pictures and interviews, with a focus on a different band every week. So, please keep coming back to see what's new, or enter your email address to receive updates. Since the project is not for profit and more about getting some talented people good exposure for their music, we also want to syndicate the content on blogs, zines, whatever gets it out there, so tell your friends. We also need help editing and creating art for the videos. When the videos have all aired we might even put on a series of live events, or take Green Screening on the road... Please just get in touch for more info or to get involved!
Obviously the stars of the project are our idols, friends old and new, festival and blog favorites, and all-round inspired individuals: Dale Earnhardt JR JR, Millionyoung , Dinowalrus, Soft Black, Ava Luna, Mean Creek, FRIENDS, The Dewars, Howlies, Golden Animals, Lost Boy?, Von Haze, Plates of Cake, Royal Chains, Ivana XL, Caged Animals, Zachary Cale, Charles Burst, Woodsy Pride, Shilpa Ray & Her Happy Hookers, Nerds, Lightouts, Tanya Morgan, Rope, 1,2,3, Begushkin, and Sea Ghost. Look out for their videos coming soon. Click on 'Studio' above to find out more about the great venue this all took place in.
This madness was the brainchild of Brooklyn-based Virginia-native director Drew Norton. Over the past year he has been working independently with indie labels such as Rough Trade and Barsuk to create music videos for up-and-coming acts that bring to life their sound, represent the band's brand, and also get traction and exposure online. A recent video for Phantogram was featured on Pitchfork, and one for Say Hi led to the song being featured in a commercial. Videos for Micachu and the Shapes also have over 250k views. Please check out his reel at http://vimeo.com/user628221 Drew wanted to work more collaboratively with artists and create a faster-turnaround production model. He single-handedly raised thousands of dollars from around 60 donors via crowd-funding site Kickstarter in order to cover rental and equipment costs (you can see his pitch at http://kck.st/94Jdvd).
His background in commercial and television production, documentary, and short films was great training, but music videos are always a passion project for him as getting to work closely with musicians is an experience to be remembered every time. Drew has assembled an amazing crew to help bring his visions to life and he thanks them for their patience and skills. The most surprising thing about the Green Screening project is that Drew is in fact colorblind and while the rest of us winced at the lurid shade covering the studio, he saw beyond it to imagine what cool videos could be created there...
A final note is to say that since online video is the fastest growing media in the world, music videos have become vital for artists today to connect with fans and achieve their business objectives, be these securing gigs, followers or a deal, or selling records. With the explosion of YouTube not to mention sharing and embedding videos in social networking in recent years, users are seeking and experiencing entertainment in new ways. Lady Gaga and Justin Bieber might have over a billion hits, but it's time to do things a bit differently, with passion and craftsmanship. Green Screening is an innovation that contributes to this dynamic marketplace in a fresh, creative way and on behalf of the whole crew, we hope you enjoy what we've produced. We captured over two terrabytes of video and data and have made all our materials by hand throughout and each video is being edited in our home.