I recently got into The Weeknd, a Canadian R&B artist who’s got this incredibly moody/atmospheric/drugs vibe to his music.  Part of his image involves associating  himself with American Apparel style models and photography.  I stumbled across a Vimeo video for his tune, “High for this”, which I don’t think is an official video-but it works really well.

It’s just several clips of models auditioning on video put together to the music.  It looks like it was done on an iphone camera or some sort of HD camera that isn’t super high-end but good enough.

It’s such a simple concept,  but I had to watch the whole way through and tell friends about it.

1.The models get to be in a music video as part of their audition so they get promotion out of it.

2. The director/artist probably gets to meet all the models which is a nice bonus.

3.  The video takes a few minutes to cut together and get up on Vimeo, saving time and adding to the on-going promotion.

4. You have a slew of people who will want to see the video before even knowing the musician or the song.

5. It probably cost $0 (minus the time to get it organized and put together). 

Just more evidence that you don’t need a lot of money to a make a compelling music video.

http://vimeo.com/22653690

Music Consciousness
Hoover