Decca Search For ‘Classical Gorillaz’ Creative


8th April 2010
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Here at Decca, we have launched a search to discover a talented amateur music video director who could recreate the huge visual success of Gorillaz. The global competition is the first of its kind and aims to find a creative mind – the Jamie Hewlett of the classical world. Running throughout April and May, it will require aspiring music video directors to produce the most innovative conceptual video for the UK launch of a new classical act, ERA.

The phenomenon of the bedroom musician has long been recognised with successes from home-made tunes bringing the likes of Sandi Thom and Daniel Bedingfield to prominence and, subsequently, huge careers. This could be the opportunity that an amateur video director needs to break into the notoriously competitive industry of making music videos.

Eager entrants will be given only ERA’s lead track from their new album as a blank audio canvas to work from. ERA is an exciting new form of progressive classical music – “prog class”. Like Gorillaz, it’s a faceless concept rather than a band or solo artist, and their ethereal, mesmerising music blends other-worldly chants with tribal hypnotic rhythms. The ambient music of Era has already sold over 12 million albums around the world, with current videos enjoying 30 million hits on YouTube.

Mark Wilkinson, General Manager of Decca, said of the competition:
“It’s a sound that lends itself perfectly to creating a visual persona. We expect to receive thousands of consumer-generated entries, and will reward the best
with a unique premiere opportunity.”

The competition will be hosted by Talenthouse, the leading online platform for creative collaborations who recently discovered a young photographer for a Naomi Campbell/Glamour magazine covershoot. They aim to replicate that success and offer a gifted individual the opportunity to create the first ever conceptual classical music video in existence. They expect thousands of entrants.

The winner will have their film premiered at a central London cinema alongside ERA’s UK album launch this summer as well as winning £1000s of the latest movie-making equipment. The film will be used as the primary visual for the promotion of ERA on MTV and VH1 and is set to become the worldwide visual standard for this huge act.

Home film-making has really taken off in recent years with thousands of amateur film-makers posting their videos online. This could give one lucky and talented amateur the chance of a lifetime.

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