Randy Sosin (video production executive at Interscope/Geffen/A & M Records) answers a few questions from Jo Ann Thrailkill (executive producer at Production League of America). 


Have you always been a fan of the Music Video? Was this where you always wanted to be? What was your path to this position?

It’s a little known fact, but I invented the music video in 1951. But seriously, I have always been a fan of music videos... I remember seeing The Rolling Stones on the Grammy’s in the mid-seventies and they played "It's Only Rock N' Roll." They filmed it as a special performance - it wasn't live - and they were in this enclosed bubble and it filled up with suds during the song and by the end of it the whole thing was enclosed with bubbles... It was AWESOME.... I think that was the moment that I wanted to be involved in music videos. I started out on the production side: I was the Executive Producer for The End's music video division. I worked there for 3 years before I was hired by A&M Records. I have been a video commissioner ever since.

We see a lot of artist directed videos these days... What is your take on that? Have you ever vetoed an artist who expressed interest in directing their own video?

I think that if an artist has the initiative to want to direct their video they should. We have a lot of artist at Interscope that do that (Fred Durst, Marilyn Manson, Beck), to name a few. Most of the time, the artists don't have time, so they want to collaborate with a director on the creative and let them do it. I have never vetoed an artist directing their own video (although managers are a whole other story:-p), but I try and let them know the time commitment that is involved so they are clear about what their responsibilities are. Most artists want to be as involved with their career as possible.

In general, are your artists more interested in "on air" directors? Or do you find more groups branching out to new names?

I think the "on-air" director gets work because the artists see the video and want a video that looks a certain way or has a specific type of attitude or bent (i.e. comedy/drama/special efx). Most artists only see videos on MTV or BET, so that is where they get their basis for wanting a certain director.

How often does the known name director win over the better concept?

Never. Well, usually not. The only time that I could see that happening
is if an unknown who doesn't really have a strong reel comes up with a great idea and I am unsure that they can really pull it off. If coming up with a great idea is all it took to make a great video there would be a million great videos from a million different directors... but clearly that is not the case. I love taking chances and trying out new directors so I rarely would go with a name over a great idea as long as I think the director can pull it off.

You have always supported the careers of young, new directors... what do you see out there now that you like?

It is really tough out there. It's not that there aren't any new great Directors, there just isn't the amount of work out there so there is a large gap in the type of reels that I see. It used to be that every band got a video, so there was a lot more work and directors could develop. Now if they get the chance they have to hit a home run the first time out or they sit around and wait for another opportunity. I don't really want to name names but... I really love Mat Kirkby. He is English and I hired him to do a video for a new artist we have called Thicke. He has wicked sense of humor.  

What is your take on the future of Music Videos?

I think it’s getting worse. The music industry is going through a really bad time. The consumer doesn't value music at all; it is so easy to get music for free on the internet. We are trying to give the consumer more added value and putting DVD's in the CD, which will hopefully motivate them to buy the CD instead of just downloading. The DVD is not necessarily music videos, but content that we have on the artist: live performances, behind the scene stuff, epk’s, etc. I think that is where a lot of young directors are getting work - it’s not necessarily the same as a music video but it is set experience and working with a camera.
I think the music video will always be a part of most artists marketing plan. There just seems to be a gap in between outlets. MTV has other agendas; they get a 7 share when they show The Osbourne’s and a .5 share when they show videos... you do the math. And I don't see cable companies wanting to add another music based channel to their line-up, so we are stuck with the current situation which is less videos and less money. It will hopefully allow new directors the opportunity to get to work with bigger artists and force us all to be more creative. I know that sounds silly and optimistic, but that's the way I see it.