Hi Nils! The first question I asked myself was: music videos? And no less than three? Is not the heyday of music videos over?
I rather thought that, nowadays, you do not release anything at all without also providing additional material to watch. Some artists only create individual songs with videos instead of releasing whole albums. They only release singles, so to speak. We are taking a middle course: we are going to lift four singles from 'Kollaps', three before and one after the album release. By the way, strictly speaking there are actually four videos. Three classic videos and one pack shot video.
So, it was clear right from the start that you were going to make music videos?
Yes. Though it was sometimes a controversial issue for us, it was clear from the beginning that there would be moving pictures to go with our music. Already for our last album, we made two traditional music videos and a mood video using older live recordings.
Do you pay for the videos yourselves or does your label support you?
No, our label provides us with a fixed budget that we can use exclusively for video clips. And IMG STAGELINE also finances a considerable part of the videos thanks to an endorsement. Especially our label tells us, guys, you absolutely need music videos. And we trust them. They know more about marketing than we do.
Okay, but would you also make videos for your music if you did not have a label or an endorsement partner paying for them?
That is a good question. But the reasons for music videos are good and we are happy to have the opportunity to realise them. With videos, bands can serve particularly Youtube, Facebook and Instagram much better. That was our thought behind it. So, we do not simply shoot the videos because our label pays for it, but also because it is good music marketing.