The Resurgence of Music Videos: A Celebration at the One Up Music Video Film Festival
“Music videos don’t matter anymore.” This sentiment echoes through the halls of the music industry, a refrain that Eriq Hardiman-Rhone, founder of the Dallas-based creative collective SZNs CHNGE, has encountered time and again. He reflects on a bygone era when platforms like 106 & Park and TRL elevated music videos to cultural phenomena, providing artists with a vital avenue for expression and exposure. “The infrastructure that made music videos matter is something that’s lost,” Hardiman-Rhone laments.
In response to this perceived decline, SZNs CHNGE launched the One Up Music Video Film Festival, a vibrant celebration of the art form that took place last weekend at the historic Texas Theatre in Oak Cliff. This festival is not just a showcase; it’s a movement aimed at reaffirming the significance of music videos in today’s digital landscape.
A Platform for Local Talent
The One Up Music Video Film Festival serves as a crucial platform for Texas-based artists to present their work and connect with industry professionals. Hardiman-Rhone emphasizes the festival’s mission: “We want to give back to the artists, to be able to blow up in their own backyard.” This initiative is particularly important in a time when social media often overshadows traditional forms of artistic expression.
The SZNs CHNGE team recognized a void in the community—a lack of spaces where music culture could thrive, especially in the realm of music videos. Hardiman-Rhone points out the absurdity of spending thousands on a music video only to have it compete for attention alongside mundane social media posts, like a video of someone making a grilled cheese sandwich.
Collaboration with Oak Cliff Film Festival
To amplify their efforts, SZNs CHNGE partnered with the Oak Cliff Film Festival, creating a collaborative environment that highlights a diverse array of Texas recording artists. The festival featured talents such as Devy Stonez and Coach Tev, showcasing their music videos while fostering networking opportunities among artists, filmmakers, and creatives. With around 250 attendees, the festival provided a much-needed space for collaboration and idea exchange.
Hardiman-Rhone describes SZNs CHNGE as “the intermediary space between local artists and big businesses,” aiming to bridge the gap for those who may not have access to significant opportunities. The festival is designed to empower artists, giving them the recognition they deserve in a competitive industry.
Engaging Discussions and Showcases
The festival kicked off with a panel discussion featuring industry experts, including Atlanta director Jabari Jenkins, artist manager Robb Morris, and sound engineer Aneyza “Nys” Clark. The panel focused on the evolving role of music videos in the age of social media, emphasizing their continued relevance and potential for storytelling.
Following the discussion, a curated lineup of music videos from local artists was screened, allowing each artist to showcase their unique artistic identity. Participants were encouraged to credit the directors and creative minds behind their videos, fostering a sense of community and collaboration.
Among the standout contributors was AJ “AJ The Alchemist” Strong, a director and creative force behind four showcased videos. Strong, who began her career by learning from seasoned professionals, expressed the importance of such events for Dallas creatives. “Dallas doesn’t have a lot of opportunities like this, just somewhere for creatives to support other creatives,” she noted, highlighting the festival’s role in providing essential exposure.
Beyond Music: Civic Engagement
In addition to celebrating music videos, SZNs CHNGE used the festival as a platform for civic engagement, promoting voter registration in collaboration with Southern Methodist University’s Black Law Student Association. Jalissah Stanton, a second-year law student and director of BLSA, emphasized the importance of ensuring that attendees were informed about their voting rights and local representatives.
The festival not only showcased artistic talent but also encouraged community involvement, demonstrating the multifaceted role that creative events can play in society.
Looking Ahead
As the One Up Music Video Film Festival wraps up its second year, the excitement for its return next year is palpable. SZNs CHNGE is committed to continuing this celebration of music videos and fostering a supportive environment for Texas artists. With a focus on community, collaboration, and creativity, the festival stands as a testament to the enduring power of music videos in the ever-evolving landscape of the music industry.