If you’ve ever caught yourself replicating dance moves from a music video, then you’re direct proof of the power of a video as a branding tool.
To recognise both the creative process and the value of a music video in the building of an artist as brand, the Loerie Awards have since 2015 established a dedicated music video category.
The Loeries - Africa and the Middle East’s leading creative think tank - celebrates, recognises and rewards the value that creativity adds. First held in 1978, this year’s Loeries Creative Week takes place in Durban, South Africa from 15 to 21 August, with the main award ceremonies taking place on 20 and 21 August.
Entries for this year’s awards are open, and artists or producers creating innovative music videos and working within Africa and the Middle East are encouraged to enter their most creative and inspiring work for the period from 1 June 2015 to 31 May 2016.
Following the initial call for entries for this year’s awards, music TV station Channel O has since come on board as the category sponsor. If you enter the Channel O Music Video category for Loeries 2016 soon, you will get your entry for FREE, courtesy of Channel O. To do so, simply email email@example.com to get your Music Video discount voucher. This special offer applies only to the first 15 entries received.
If you’re not quick enough to enter your video for free, regular entries close on Monday 16 May. This deadline has since been extended to 31 May, although entrants will then need to pay a 10% penalty. Enter now via the Loeries website.
Why enter? The Loeries serves as a source of inspiration and represent the benchmark against which all creativity and innovation in Africa and the Middle East are measured.
Last year Johannesburg-based animation company New Monday received a silver Loerie for their video of American band Thee More Shallows' song ‘2am’, directed by Frank Weber.
Prior to the category being established, the Loeries have recognized music videos by Die Antwoord (for ‘Baby's on Fire’ in 2012, ‘Fatty Boom Boom' in 2013 and 'Pitbull Terrier' in 2014) by Johannesburg-based Egg Films, while in 2011 Spoek Mathambo won a Loerie for his video ‘Control’ by Orange Films.
Artists who are thinking like brands and are using their music videos to convey their position and identity will be reassured to know that entries are evaluated on the application of creativity. The work is viewed purely on its creative merit by brand communication experts. The popularity of the song or the artist does not play any role in the judging process.