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More so than with most bands, Gorillaz’s visual elements are crucial to their overall appeal.
We’re just there to make sure everything comes out okay, and Jamie’s art gives a fuller picture of who they are.” “The Gorillaz have their own personalities and idiosyncrasies. “We’re just their mentors,” Gorillaz producer Dan Nakamura told RES. All the musicians involved in the project insist that the cartoon band exists as an actual, unique entity. Besides bringing together the four band members-2D, Murdoc Niccals, Russel, and Noodle-Hewlett, with help from Albarn, also invented detailed “biographies” for each. While sharing a flat, the two men realized they had much in common, and decided to combine their artistic and musical talents. Hewlett hatched the Gorillaz concept with Damon Albarn, singer of the popular British rock band Blur, in 2000. Another distinguishing difference is their music: Gorillaz draw on hip-hop, dub, reggae, and punk, whereas their forebears peddled bubblegum pop. This virtual band surprised many industry observers by releasing an album that sold more than six million copies worldwide, won MTV Europe Awards, and landed on the American top 40 charts. The difference between Gorillaz and those 1960s creations, though, is that Gorillaz are comprised of several established, respected musicians and one well-known illustrator, Jamie Hewlett (creator of the Tank Girl comic strip), who assume the identities of cartoon characters.
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"They watch Cartoon Network and Nickelodeon as much as they watch MTV," Cooper said.Gorillaz are a twenty-first century update of such animated music groups as the Archies, the Chipmunks, and Josie & the Pussycats. Films such as "Who Framed Roger Rabbit?" and Japan's "Akira" showed what was possible, while the newly released "Final Fantasy: The Spirits Within" further blurs the line between technology and realistic human characters in animation.Īnimation sets no boundaries for artists, Virgin's Cooper said, and it caters to the sensibilities of the key 16-24 demographic. Aaliyah, the Gorillaz and Daft Punk are all Virgin artists, making animation somewhat of an investment for the label.Īnimation has moved up in the cultural pantheon, no longer pigeonholed as a child's medium.
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Though a slick live-action music video by a hot director such as Spike Jonze can cost upward of $500,000, it can be shot within a week, often in two days.The Gorillaz's "Clint Eastwood" video took four months to make - although their follow-up, "19-2000," was finished in three months, after the software and process had been streamlined.Īll things considered, though, it's not a bad deal, said Virgin Records' Cooper.
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Not exactly loose change, but it can still be cheaper than hiring a full film crew and a famous director to get your band's video noticed. Animation costs vary - computer animation programs such as Flash have taken much of the reproductive grunt work out of animation through easy object manipulation and can lower costs to $10,000 to $15,000 for three minutes of low-tech effects - yet industry sources say the average animated video will run $150,000 to $300,000, with costs decreasing once software and infrastructure are put in place.
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Michael Jackson set the cost bar with his $7 million live action video for "Scream," but most live action videos cost from $350,000 to $500,000, according to industry sources.Īlthough video animators are reticent to reveal their budgets, traditional TV animation can run $50,000 a minute, with music videos, on the average, running from 3 1/2 to 4 minutes. Whether or not animated videos are truly more economical depends on several factors.
Radiohead's computer-animated video for "Pyramid Song," Daft Punk's "One More Time"and Gorillaz's "Clint Eastwood" are all in heavy rotation on the channel, Calderone said. "It's cheaper and it gives an opportunity to get out of the typical music video form of a band performing." "Back a few years ago, they painted each frame - it's so much easier now to do animation," said Tom Calderone, senior vice president in charge of programming at MTV and MTV2. Neo-metal band Tool put a new, darker spin on stop motion animation (the kind used in Tim Burton's "The Nightmare Before Christmas") with its videos from "Sober" to "Schism." Hip-hop songstress Aaliyah also got animated in teaser promos for a new album. Technology has made animation faster, easier and oftentimes more economical to produce. A lot has changedin music videos since the band A-Ha's 1985 video "Take On Me," in which the worlds of 2-D and 3-D stylishly collided.