The music channel decided to up the ante for this year's project by commissioning 12 South African artists (compared to last year's 10 artists) to each produce a music video
To be eligible to enter, each artist had to team up with a South African production company and submit an original track, a concept and treatment for a video, as well as their proposed budget. Elements such as the choice of song, band/artist positioning, visual treatment of the proposed video and how well the concept complemented the MK brand and the appeal for its viewers, were all looked at by an MK judging panel when choosing the winners.
* Ashtray Electric: Bittersweet Manipulator to be produced by Motion City Films
* Chocolate Stix: Schizo to be produced by Mannequin Pictures
* Dance You're On Fire: Oh Love to be produced by The Now Museum
* Double Adaptor: Eat You Alive to be produced by Mustard Post Productions
* Duimpie Se Maat: Moonshine to be produced by Tankfilms
* Goodluck: Harlem to be produced by Dirty Soul Productions
* Isochronous: Destiny to be produced by Silver Lining Pictures
* Krimineel: Gebed van 'n Reeksmoorde to be produced by The Film Factory
* Lark: Breathe (Haezer Remix) to be produced by Tevi Baitz and Topher Henny
* Moses Metro Man: Samoerai to be produced by DoktrineGeontwerp
* Mr. Cat & The Jackal: Try to be produced by Cape Town Film Studios
* The Frown: The National to be produced by Magic Factory
When choosing the winners, MK set out looking for diversity in genres while staying within the main genres that are current and appealing to the MK target market - with a strong inclination towards rock, alternative, indie, electro and dance. This year also resulted in something unique in terms of the winners: five of the winning artists are female. While this was not a deciding factor when judging the entrants, it is something important for MK and its direction as a channel, as it has recognised a need for more female artists on the channel and in the industry overall.
Stephan Potgieter, content executive of MK, is thrilled to see how well the Music Video Project has been received so far and is eager to see what the 2011 winning artists come up with. "MK has always been a very proud supporter of South African music, and the channel saw it was necessary to offer not only financial aid to artists, but also guidance, assistance and involvement by professionals in their respective industries - in this instance, the production field. I think one of the unique selling points we have in SA is that we are able to deliver an amazing product at a far lower budget than our international counterparts. The fact that we have some of the most beautiful locations right here in our backyard is another advantage for us. Couple that with extremely creative and dedicated people in production, and you have a force to be reckoned with; a force that is capable of creating mind-blowing music video content. In the end, the majority of people who make music videos in South Africa are doing it for the love of music, and MK is only too happy to be proactively involved in helping to make this happen."
Over the next few weeks MK will be following the progress of all the artists and their music videos. All 12 music videos will be premiered exclusively on MK in November.
MK's social media feeds will provide live updates and exclusive behind-the-scenes content:
Facebook: www.facebook.com/MKtv.co.za
Twitter: @mktv_
#MKMVP (the official Twitter hashtag for this year's MVP.)
Website: www.mktv.co.za
