LBB's High Five Channel Launches 'Music Monthly' for World Music Day
- Above credit: Unsplash // John Matychuk
Monday 21st June 2021 marks World Music Day, a festival to celebrate all things musical; from professionals to amateurs. The holiday sees people from across the globe play music outside in their neighbourhoods or in public spaces and parks...Covid-permitting, of course!
This year, to mark the occasion - and for the first time - LBB’s High Five channel is launching ‘Music Monthly’. After a tough year with the pandemic affecting nearly every country imaginable, the series invites the top dogs of the creative industry to celebrate the music videos that have recently been produced. After all, it may be the only way for many of us to celebrate music in lieu of real events.
While High Five normally celebrates all things creative, this fresh twist will see great musical triumphs get the praise and recognition they deserve. Kicking off the new series will be a special selection from Elizabeth Doonan, head of music and short form at SMUGGLER.
Hannah Baines, head of LBB’s High Five, said: “I'm so excited to delve into the minds of some of the world's leading industry experts. There's always been something about a music video that's kept me hooked - sometimes bizarre, sometimes emotional. You never really know what to expect! I'm so happy that Elizabeth will be kicking off this series with her incredible expertise, and I can't wait to see an eclectic range of wild ideas coming to life going forward."
World Music Day originated in France in 1982, where its called Fête de la Musique. Since then, the festival has become an international phenomenon, celebrated in more than 700 cities in 120 countries, including China, India, Germany, Italy, Greece, Russia, Australia, Peru, Brazil, Ecuador, Mexico, Canada, America, Japan and the UK.
“For many on the production side of the industry, music videos are their first step in the door – that’s how I got in! And for advertising, music video has traditionally been a place to find the next hot directing talents." added Laura Swinton, editor in chief at LBB. "But music video has changed irrevocably over the past twenty years. When MTV turned to reality TV and YouTube launched with potato-quality videos in the mid-2000s, it looked like high quality, beautifully produced music videos were on the way out. All that’s changed – now music videos can be huge revenue generators in themselves and the rise of a plethora of video-led platforms means that the appetite for music video – and other kinds of video content – has never been higher. People don’t usually think of music video as advertising, and the purists still don’t, but there’s so much the wider ad industry can learn from music video. That’s why I’m really excited for this new High Five!”