Video killed the Radio Star
Thu, Apr 9, 2009
Making videos about wine and winemaking is not new. In fact, it’s old hat. Sadly, however, most of the current videos out there are of the scripted and over-worked ‘professional’ variety. With the likes of USA’s Gary Vaynerchuk breathing huge life into the the wine world, especially in the online space, it is clear that there is an audience and thirst for something fresher. The model has changed.
I have been toying with the idea of going into video for a couple of months now. Honestly, it makes me nervous. Is it right for the brand? What do I know about talking in front of a camera? Where is the on button? These are a few of the questions that have plagued me. Two weeks ago, however, I was pushed over the edge: I received an email from a company quoting R5000 (about USD500) to make a 3min film (and write it to DVD - what a bonus). Admittedly, I am not in the habit of getting quotes on making semi- to professional videos, so maybe that’s completely reasonable - who knows. The problem is that at that cost making regular videos wouldn’t be financially sustainable. And, regularity is key. I started searching online and when I found this camera for the less than the actual quote, that was me over the edge.
Here are some of my first notes on videos online:
5 things that work
- Launch and learn by doing - you don’t have enough time to do a course.
- Be real and authentic - anything insincere is toast.
- Be honest - your customers are not stupid!
- DIY - it’s too expensive to get the professionals in on a continual basis.
- Have fun - or at least pretend to.
5 things thing that don’t work
- Trying to be perfect - you’ll never finish your first video.
- Talking about terroir ad infinitum - people want to here the story behind the wine! And anyway you are not Ch. Haut-Brion.
- Posting videos once a month - it needs to be far more regular to build up interest and an audience.
- Getting too technical with equipment - you don’t need to buy a fancy video camera.
- Taking yourself too seriously - if you do, don’t bother.
Is video scary? Yes. Are you exposing yourself? Yes. Is it right for your brand? It really depends on how you go about it.
The song ‘Video Killed the Radio Star’ was realeased by the UK band The Buggles in 1979. The song details a singer who’s career is cut short by the advent of TV. Ironically, it was the first music video to air on MTV, a music channel which has since revolutionized the music industry. My question is what part video will play in shaping the wine industry. I believe it’s an awesome vehicle to tell stories, and that as a medium it’s got major potential. There are already a number of SA producers who have dipped their proverbial toes into the video pool. I think that’s great and the more the merrier. We need to build a critical mass and an awareness of wine videos. Below is my first attempt, my start. And you need to start somewhere. Please drop me a comment below! SB P.S Have a happy Easter/Passover.
Update 1: Here is another reason why I think Video is going to play a major role in the future - with the new undersea cable that is being built, bandwidth is said to increase hugely.
Update 2: Philip van Zyl, editor of Platter’s South African Wine Guide, emailed a relevant link to me echoing some of the points above.
This post was written by:
Simon Back- who has written
56 posts on the Back Chat Blog. After finishing up studying economics at UCT in 2007, Simon has joined his family wine farm, Backsberg. When he is not trying to figure out what marketing wine means, he is authoring his blog, Back Chat.Author's web site: Backsberg
Read more in Day to Day, Environment, Featured, Video.
Last 3 posts by Simon Back
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April 9th, 2009 at 7:17 pm
Whoa! That’s great! JB
April 11th, 2009 at 5:59 am
simon’s cut out for tv!:) esp like the little italian jingle in the end…
April 11th, 2009 at 8:04 am
Thanks Jill and Andreas. Andreas, not sure I am quite cut out for TV, but it’s a start. Cheers, SB
April 14th, 2009 at 7:07 am
I loved this! Very well produced. When is your next piece being released?
April 14th, 2009 at 2:03 pm
Hi Nikki, glad you liked it. The aim is to release a vid every Thursday for starters and build it up from there. SB
April 14th, 2009 at 2:32 pm
Head’s up, Nikki is behind the Moreson Wine blog. Check out http://www.moreson.co.za/blog for more of her writings.
April 14th, 2009 at 3:01 pm
Hi Simon, well done on the first one! For your interest, just heard about http://www.digsby.co.za on Cape Talk. Apparently an app that checks all your social networking accounts and notifies you. Check it out and let me know what you think.
April 14th, 2009 at 4:49 pm
Thanks for the link Simon.
April 15th, 2009 at 1:51 pm
well done simon! keep them coming…
April 16th, 2009 at 11:16 am
Great work on the video
You just pushed me over the edge as well
I have been toying with the idea of a video roll on wine.co.za to try and highlight all the great footage that is being created - a sort of central notice-board for SA wine videos
Now I will go ahead and get something together
April 16th, 2009 at 4:16 pm
Simon,
Hello from Austin,Tx. First off, congratulations on your video blog! This is exactly the path that needs to be taken by S.African winemakers.
My husband and I bought a small holding in 2001 near Robertson in Klaasvoogds east, an olive farm. We are in the process of immigrating and should be down permanently by August maybe sooner.
I am a food and wine writer as well as a certified sommelier.
In fact it was our visit in late 2000 and our purchase of the farm a few months later that spurred me onto obtaining my sommelier diploma. With all our future neighbors into wine I felt I should understand their life’s work.
I know and have interviewed Gary Vaynerchuk and you are completely spot on with your relization that there’s a new way for winemakers to connect directly with the consumer. I am devoted to seeing that we build a community between the producers and the end users. It is time that we open the door to direct and transparent relationships.
To me S.Africa is the most exciting wine region in the world…a place where old and new are converging to create a brave new world of wine!!!
And I can’t wait to be there to join in the adventure. There is so much I would love to hear from you and share with you but email is limiting. I would love to arrange a meeting as soon as we are settled in.
My husband, Michael McCullough is a principal with a research group called Agri-Africa as well as working on an educational project between the the University of Stellenbosch and the University of Texas.
I look forward to meeting you in the very near future. Hats off to your new endeavor. I can’t wait to be able to join you and others in seeing that the rest of the world (especially the US) realizes what fantastic wines S. Africa has to offer.
All the best,
Susan Cashin
April 16th, 2009 at 4:21 pm
Very interesting approach Mr Back. I’m watching this space.
April 17th, 2009 at 5:22 am
Thanks for the comments, glad you like the new approach. Check http://www.backsberg.co.za/blog/platters-wine-guide-open-discussion-forum-video/ for my latest vid. SB
April 17th, 2009 at 6:29 am
Hi Simon
Well done, looks like Riaan Cruywagen has competition!
Cheers
Ross
April 17th, 2009 at 6:41 am
Hi Ross, thanks. I think you are going to win the prize for the best comment! FYI Riaan Cruywagen is something of a cult TV presenter in South Africa and believe it or not he has his own Wikipedia page (check out http://en.wikipedia.org/wiki/Riaan_Cruywagen. SB
April 24th, 2009 at 6:27 pm
Simon:
A nice, brief video. The audio is a little soft (and cavernous), but I suppose that made me listen harder.
I’ve added you to our comprehensive list of blogs at http://www.winerywebsitereport.com/blogs.html (and subscribed to your RSS feed).
I look forward to your next video!
Best regards,
Mike
April 27th, 2009 at 1:44 pm
Hi Mike, thanks for the feedback. Indeed the sound on this vid is a touch on the soft side; I am getting the hang of the equipment. Thank you for adding the blog to your site. Be in touch. SB