Dead Moon and the Fate of Independent Music Video, By Ben Easher

When this blog recruited me to introduce a YouTube clip of Dead Moon playing It’s O.K. in Hannover, Germany, two thoughts came to mind. First, the history of the band. The long version can be found on their archived website and in the documentary film Unknown Passage. The short version: Longtime Portland musical couple Fred and Toody Cole (guitar and bass, respectively) recruited drummer Andrew Loomis in 1987. The trio started out playing local clubs like Satyricon and mastering their own records on a mono lathe. Word spread to Europe, where Dead Moon toured for the first time in 1990. They returned almost every year until the band’s breakup in 2006. Though they also played all across the USA, two-thirds of their following was overseas. The Coles continue to circle the globe with their current group, Pierced Arrows. The clip of It’s O.K.filmed by Schwazi at Café Glocksee in 1998shows Dead Moon at the top of their game.



Which brings me to my second thought: A music video of this quality is the exception on YouTube. As the name of the site indicates, anyone can post footage without paying for expensive television airtime. This easy access has a downsidethe best clips are buried in an avalanche of cell-phone uploads and still shots. Conceptual online channels like BlankTV make a small dent in the mess, but still…



Before the digital age, television programs required music videos to meet quality standards (mechanically speaking). Hosts and directors could turn a show into more than just a collection of clips. Unfortunately, a narrow playlist of hit songs was usually the key to success. While college radio had steady funding, most adventurous video shows struggled with cable-access fees or finding advertisers for late-night slots on local affiliates. Only the USA Network‘s Night Flight and MTV‘s The Cutting Edge (later replaced by 120 Minutes) gave national exposure to acts without major-label recording contracts.



By 1993, when Tim Otto directed Dead Moon’s only official video (for the song D.O.A.), Night Flight was off the air. Alternative rock had merged with the mainstream, leaving less room for unsigned bands on 120 Minutes. Dead Moon had to settle for the Portland-based video show Bohemia Afterdark.



The popularity of music videos began to decline permanently in the 1990s. The new generation showed more interest in reality shows like Real World, which turned MTVMusic Televisionaway from its original mission. Most of the late-night, low-budget local programs also disappeared. Like it or not, the best bet for today’s independent rock band is to produce a clip that stands out from the crowd on YouTube.

– Ben Easher

