Italian denim connoisseurs Diesel have worked with Anomaly to create this interactive music video/clothing catalogue for Josep Xorto. Whilst the song and video itself is distinctly average, the interesting part is when you read about Anomaly’s part-label, part-management, part-publishing music group. Intent on finding new ways of artists to find new streams of exposure and revenue, Anomaly Music Group is a breath of fresh air on models for capitalizing on musical talent and it makes me think with company’s like Anomaly, Spotify and even Apple giving artists platforms for creating and releasing music and promotional content where do traditional, innovation hating labels stand? Will they continue pressuring governments to stifle anything that challenges there ways of making money because they fail to understand how drastically their environment is changing and can’t do anything about it apart from pulling the strings of the political puppet?

It’ll be interesting to see, and I believe the less involvement record labels are in music the happier artists will be. The reason we see so many manufactured pop-stars today is because they make the labels the most money, they don’t write their own songs, they don’t dress themselves and they certainly don’t think for themselves. Compare this to an independent group such as (bad example) The Darkness who got 90% of the royalties from their short-lived career because they didn’t sign away the rights to their music to a label. But now artists don’t need the muscle of record labels money and contacts, it’s relatively straight forward to get a song listed on iTunes and you have to look no further than the success of US rockers OK Go to see how easy it is to market yourself on the internet. As long as you have a true talent for music, or in their case dancing, you will succeed.

The video (not interactive version, check the link in the post to view)

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