By Germaine Smith, Staff Reporter 
Spragga Benz gets candid on the set of one of his recent music videos. - File
LIKE THE PASSION and excitement which accompanied the California Gold Rush, local music videos are booming and generating excitement for the friends and fans of the artistes who make them.
Previously regarded by dancehall artistes as an unaffordable luxury, music videos have now become vital tools in local promotion. Scores of dancehall and reggae artistes known and unknown, popular and unpopular are splashing their faces across our television screens in the myriad videos littering the cable and regular television stations.
Over the past two years, the boom has been more than obvious. Several acts who the public never knew existed have become almost household names at least, in the music video world.
This may seem strange in a country where it is known that music videos do not translate into increased record sales. Consultations with local directors revealed that the prices for making the videos have not gone down. Since there is no 'sale out' on the videos, what then accounts for the string of videos?
MORE AVENUES
There are several reasons according to the local players. For one, the technology has improved and hence there are now more directors.
The avenues to show the videos (cable and television) have opened up more and local acts are trying harder to make connections with their peers, their community and overseas promoters.
Nordia Rose is one director who admits that the demand for her services has increased sharply. Although she has been in the business for over five years, her biggest 'boom' took place this year.
"Since this January I have made more videos than what I made all of last year," she states.
Although this may point to the growing demand for her skills, she notes that generally she has seen more music videos being made.
"I think artistes are seeing others with videos and they want their faces out there too. Others know it does not get them more sales, but with the cable coverage an overseas promoter may see him/her and want them for shows," she said.
Ras Kassa agrees, but adds that the cable stations have helped as well. "I think we have more avenues through which to show the videos now," he reasons. "In the early days the music was concentrated on radio, like in the Barry G days. Now, people are into the visuals. Video has taken over and people want to see more."
For Stephen Ventura, it is a matter of connection.
"People are just trying to make a connection with fans and friends etc," he says. "Artistes want to know that people recognise them and the videos help with that."
Leo O'Reggio is like a household name in music video direction and, for his roughly 20 years in the video industry, has been more easily recognised by the name 'Big Daddy'.
In his view, it is technology which has allowed the artistes to get their images into living rooms. In his view, cameras are slicker, smaller, more user friendly. Add the dozens of editing software available and more people will make use of them.
"The technology has allowed more people to do the videos much cheaper now. Cheap videos can be done with cheaper cameras, because these cheaper cameras can do more," Big Daddy said.
Innocent Krew leader Benzley Hype stands as only one example. Earlier this year, it was reported that for his latest music video there was "no budget". It was shot with a friend's video camera and edited on his personal computer.
CHEAPER PRODUCTION
Cheap is the word which rings out where that video was concerned.
The word 'cheaper' however has been used often to describe both the cost and quality of the videos. Several members of the public celebrate the fact that more music videos are being produced, but in the same breath they bemoan the quality.
"Even men who only used to shoot like weddings are doing music videos now," notes O'Reggio. "Nothing is wrong with that, but they should link with professionals and learn the creative aspects of videos. This will make their videos look more professional."
This point is shared by Kassa. He celebrates the emergence of new video directors, but says more focus should be placed on getting quality rather than a quantity of videos.
"What would make the business improve greatly is a development of the business side and creative side of music video making. Everybody is shooting here and shooting there, but you have to know how to shoot people."
At the end of the day, only the most properly produced music videos will get consistent play on television and cable. As much as there are scores of videos being created, the public will not respond for long to poorly produced musical mini flicks.
The saying 'too many apples spoil the broth' may be slightly applicable, but the more appropriate one would be 'the proof of the pudding is in the taste'.
