The Cue Music project helps disaffected young people with little or no previous musical training regain their confidence and rebuild low self esteem to take their first steps on the path to working within the music industry. This month Notion focuses on the new Music Video aspect of the course at the Southend YMCA, Essex.

 

Since the launch of MTV in 1981 the music video has become as much a part of the music business as the artists and their music itself. Once, the music video was little more than just a promotional tool, just a part of the greater marketing machine permitting artists to get television airplay without having to turn up to a show.

 

Now the music video is a form of entertainment in its own right, with a proliferation of music video channels including Kerrang!, Channel U, MTV Base and MTV Dance catering for every conceivable taste. Music awards are dedicated to the best quality videos, music video directors such as Spike Jonze, Michel Gondry, Chris Cunningham and Jonathon Glazer are household names and some of the most creative minds in UK music videos are doing their best to lift the music video to the level of art form, as can be seen on www.antennnapromo.co.uk.

 

Recognising the power of this visual medium, the tutors at Cue Music felt a need to incorporate Music Video into the course. This means that the young people not only get a chance to learn how to write, play, record, produce and mix music tracks, as well as designing their own promotional material (CD covers and posters), but they now also have the opportunity to make a music video and find out what it is like to be in one. Music co-ordinator Sean McLoughlin: "It's another experience that young people just wouldn't normally get. It might open their minds to go into TV or video production. It might inspire them to do a photography or film course, and it shows them another side to the music industry."

 

As with every other aspect of this pre-foundation music course, the underlying principle is one of alternative education or stealth learning. "The whole process meets the purpose. Making a video is something they can see through, from planning to fruition. At the same time they're working towards an OCN (Open College Network) qualification, as well as other qualifications we've been able to include as a result of adding video to the course."

 

For this pilot scheme Cue Music was lucky enough to get permission to use brand new tracks by established artists. For the group of young people that specialise in Production and DJ skills this meant a hip hop music video for the title track of Rodney P's new solo album 'The Future'. Sean: "The kids were really excited about working with famous people. The fact that they are just giving them the time of day raises their self esteem no end. It shows them that people care. One lad was buying some CDs in HMV and showed his friends a copy of Rodney P's album, and proudly told them he was making a video for him."

 

With his regular slot on digital radio station 1Xtra with DJ Skitz - 7pm to 10pm Friday nights - UK ambassador of hip hop Rodney P fully appreciates the need to promote independent artists in the media. "For years we didn't have access to the airwaves and now we're cracking that and getting over that hurdle. Now the new thing is getting our faces on the telly. Music videos are real important; they are a way of selling the music. The kids buy into all that stuff they sell on TV, bottom line. So if you're really serious about selling records you have to have a video."

 

"It has taken a long time for the independent acts in the UK to get to the stage where they could be making videos and get access to the channels, but now, with MTV base and Channel U, the outlet is there so it's definitely a building industry. I'd advise the youths to get into it because there's going to be a lot of work for them in a few years."

 

But why let a load of young people at the YMCA make a video for one of his tunes? "It's all about giving the kids the outlets and the opportunities to do stuff and I really think they're going to do a good job. It's about being creative and if they haven't got access to that £150,000 budget they're going to have to use their heads. I'm really interested to see what's going to come out the other side, see where they take it, how they interpret the music visually."

 

The other group of young people on the course focus on live performance, playing in a band. The track for their music video, 'Still Your Light Shines On', was kindly provided by former The Damned guitarist Roman Jugg - from his new solo album 'Papá Loco'. "It's really great to work with someone of Roman's calibre and experience," says Sean. "I couldn't believe how keen he was to get involved when we asked him. He even came down and appeared in the video with some of the young people playing as his backing band."

 

Writing and producing the album completely independently of any major record label, Welsh born Roman really liked the concept of these young people making a video for his song. "I thought it was a good idea and I felt very honoured," Roman explains. "It's a nice way of trying to put something back. The real attraction was the fact that they were creating something from something I created."

 

After nine years with punk band The Damned, whose strong visual presence was so integral to both their videos and their performances, Roman understands the value of 'the look'. "Image is very important when you sell a record," says Roman. "When you buy a CD now the artist's image is very much imprinted on your mind. I was always very much into the early days of David Bowie, when he had all those characters. When I listen to a song from that era I still visualise him singing Ziggy Stardust as Ziggy Stardust."

 

Having enjoyed his involvement with Cue Music and looking excitedly ahead to seeing the finished project, Roman is keen to encourage others to join in. "I'd like to see high profile performers get more actively involved in this project because it's a way of changing somebody's direction in life. The young people really look up to these artists. If they would give a little more time to projects like this I think perhaps it would make them understand a little bit more about what they're doing and the effect it has on people."

 

The final videos will be screened as part of the end-of-course concert before being used as a promotional tool by Cue Music for its activities and as part of its outreach program. Obviously, the highest goal is to get television airplay. Sean: "At the end of the course they'll be able to sit back and watch it on the big screen. It's their ideas; it's their planning and their hard work. They've got complete ownership of it. It just really boosts their confidence because people are actually listening to their ideas and taking them seriously."

 

The course is run in conjunction with the YMCA Foyer and is made possible by funding from the European Social Fund, the East of England Development Agency, the Single Regeneration Budget and Local Connexions; plus support from Southend Adult Community College which provides skilled trainers to run the courses and provide literacy support.

Cue Music is currently looking for a patron to support its ventures. To find out more about the course contact: sean@cuemusic.net (www.cuemusic.net) To hear tracks from/purchase Papá Loco by Roman Jugg visit www.zingg.co.uk For up-to-date info on the Rodney P tour visit www.rodneyp.com Breakin' Crew featured in Rodney P video: Methods of Movement (http://www.dna-wear.com

Article by David Valentine