Face to Face with... David Knight

David Knight is adept at keeping various plates spinning at the same time. A regular contributor to shots magazine, editor of music video showcase site PromoNews, chief curator and programmer of legendary promo showcase event BUG and also editorial director of the UK music industry's premiere award night, the UK MVA's, Knight is a busy man.

But he's taken some time here to discuss next week's fourth annual MVA show which will be held at the Empire Leicester Square on Tuesday 8th November. 

This is the fourth annual UK Music Video Awards; why did you first introduce it and how, if at all, has it changed over the previous five/six years?

The UK MVAs is essentially the successor to the British music video industry’s previous big awards night – The CADs, which I was also involved with as editorial director (when I was editor of PROMO, the trade mag for the music video production industry). That started as an offshoot to the Music Week Awards for the various creative industries servicing the music business, including cover design, advertising and music videos and I guess I was at least partly responsible for the fact that music video creativity quickly came to dominate the CADs.

Now the MVAs is even more tailored to honour the work, and the range of creative and technical excellence, that goes into these three or four minute films, in a cinema-style awards show that suits the audience and their budgets – followed by a huge party, of course.

Do you think the UK music video scene has had a resurgence in recent years?

In terms of creativity there’s been a resurgence in music videos, due to the availability of technologies that has made the creative process open to so many more people, and aspiring filmmakers want to make music videos – in the UK and everywhere else. Amazing stuff is being made, and being shared online by millions every day.

From a production point of view, the established music video industry in the UK is working as hard as ever to make small budgets go a long way. There are encouraging signs that in a commercial sense, things could be improving. The change in Ofcom rules regarding product placement in music videos has boosted budgets on some prestige productions recently. The labels are getting their act together on this and they know the music video is more important and powerful than ever – not only as a promotional tool, but a potential income generator.

How hard is it to get a great music video made and aired?

I don’t think you’ve ever needed a substantial budget to make a great music video. Obviously some great vids have been very expensively produced, but ultimately its all about the idea. So in terms of what can be achieved, arguably its easier than ever to make a great video for not much money – you just need talent, and the enthusiasm and drive to devote enough time to execute the idea properly. However that makes it sound easy and it obviously isn’t…

On one level it’s probably ‘easier’ than ever before for a great music video to find an audience, because its so much about work being shared online, or featured in blogs. On the other hand, there is so much stuff out there! It’s why we have awards for low budget videos in five different music categories at this year’s MVAs.

It’s notoriously hard to make money from music videos; if not money, what do you think is the life blood of the industry?

It’s largely about developing talent; not just directors but throughout the range of filmmaking and post production skills. And I do think that a love and understanding of music – and a good relationship with the music artist – is when it works best. Of course it’s a tried and tested route into directing commercials. That’s been the case for a long time and that’s still true: its an excellent way for a young filmmaker to prove themselves.  Last year, Ben Newman was named best new director at the UK Music Video Awards, and very soon afterwards he was directing the first ad in the Lucozade Lite campaign. We’ve also seen music video directors move into TV and movies…

In terms of money, it’ll be interesting to see if the music business can work up a meaningful income stream from music videos themselves. The launch of VEVO in the UK, after its hugely successful launch in the US, is a big step in that direction. Its part-owned by a couple of the majors and viewing figures are already very impressive – and VEVO have sponsored the People’s Choice Award at the MVAs – the only award not decided by the industry, but the general public.

BUG, your regular music video showcase event, attracts sell out crowds; is that proof that the music video scene is alive and well?

BUG is certainly evidence that people want to see amazing music video creativity on the big screen in the delightful environment of the BFI Southbank. There’s also the fact that Adam Buxton presents the show and adds a whole lot more in terms of making people laugh (often until they cry) at BUG, but I like to think that people come, both to the BFI and lots of other shows we do, for both the videos that I help curate, and the comedy that Adam provides. And it has proved to be a successful combination. We’ll do our 100^th BUG this month – and a very special show is about to be announced.

What can people expect from this year’s UK MVA’s?

The awards is taking place at the prestigious Empire cinema in glamourous Leicester Square for the first time – rather more luxurious and spacious than our previous venue, and with a bit more red-carpet pizzazz. Adam Buxton is also hosting the UK Music Video Awards for the third time. He’s preparing a special something to start the show, and some new musical ‘stingles’ – his custom-built jingles for things like Best Art Direction in a Video, and Best Indie Rock International video. 

He’s also promising to keep things moving as quickly as possible. The UK Music Video Awards has been renowned for its refreshing brevity compared to other creative awards shows. We have admittedly increased the number of prizes this year, but Adam is committed to stop any winners making five minute speeches.

Then the aftershow party is happening two doors away at ONE London, so it could hardly be more convenient, and the party venue is being specially decked out for the night, and will look marvellous. And, of course, there is quite a lot of booze and some food laid on, all for a not unreasonable ticket price. It’s going to be a very good night – for the award winners and everyone else.

Do you have a favourite ever promo?

Anything by Westlife.

The UKMVA show takes place next Tuesday, 8th November. Tickets are still available and can be purchased from here.