With the rise of music television channels and online platforms such as Youtube, songs today are seen as much as they are heard. Music videos are therefore becoming increasingly vital in developing an artist’s image and career. In recent years, thriving music video industries have developed all over the continent - including in Nigeria, South Africa, Kenya, Uganda and elsewhere - and talented video producers have become an integral part of the music industry.
In recognition of this fact, 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.
Loeries® Creative Week™ 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.
The annual event will this year 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. See the full programme here.
In order to cater for the growing number of excellent music videos coming out of the region, a dedicated category specifically for this medium has been created this year. “We reward creative excellence,” says Loeries CEO Andrew Human. “The addition of this dynamic and exciting new category aims to celebrate the innovation, skill and hard work behind the videos and caters to the growing number of music videos coming out of the region.”
How to enter
This year entries from the whole region of Africa and the Middle East have access to all the categories. However there will be a separate section during the awards ceremonies for Africa and the Middle East. This year all work that has been created specifically for and to run in Africa or the Middle East, irrespective of where the work was produced, is now eligible to enter. Also, all work conceptualized by companies based in Africa or the Middle East, no matter where the work is flighted, can also enter.
- Entries in the Music Video category must have aired commercially between 1 June 2014 and 31 May 2015.
- Entries should demonstrate quality of execution, originality, relevance to the market and the artist’s brand.
- All entries (excluding student work) must be commercially published, launched or aired to a substantial audience within the eligibility period.
The work will be judged and awarded during Loeries® Creative Week™. Entries will be judged according to the following criteria:
- Innovation (is it fresh and groundbreaking?);
- Execution (is it well-executed and beautifully crafted?); and
- Relevance (is it relevant to the brand, the market and the medium?).
In summary, your entry needs to demonstrate that the work is worthy of a Loerie award. Produce outstanding work, and present it well, and you’ll add more ‘birds’ to your trophy cabinet - and more clients to your portfolio!
The recently extended deadline for entries is 31 May 2015. Entries received after the original 15 May deadline will be charged a 10% late fee.