Why release a music video every few weeks, when you can release a whole album as a YouTube video playlist? Justin Vernon, aka Bon Iver, has done just that for YouTube's Music Tuesday. The videos are simple, but gorgeous visual accompaniments to his moody self-titled album, which is now available in a deluxe edition from Jagjaguwar. Here are a few favorites, and the whole playlist can be found here.
Perth, directed by Isaac Gale and David Jensen
Minnesota, WI, directed by Dan Huiting and Ryan Thompson
Holocene, directed by Dan Huiting and Andre Durand
Beth/Rest, directed by Isaac Gale and David Jensen
Interestingly, the distribution strategy mimics the phenomenon of fans creating unofficial music videos for an album when it comes out, long before the official videos go live. Maybe the labels, sick of being left in the dust, are trying to meet their online audience on its own terms?
Cieplak-Mayr von Baldegg's work in media spans documentary television, advertising, and print. As a producer in the Viewer Created Content division of Al Gore's Current TV, she acquired and produced short documentaries by independent filmmakers around the world. Post-Current, she worked as a producer and strategist at Urgent Content, developing consumer-created and branded nonfiction campaigns for clients including Cisco, Ford, and GOOD Magazine. She studied filmmaking and digital media at Harvard University, where she was co-creator and editor in chief of H BOMB Magazine.