The Future!!! Er, I mean, The Present!!!!

advertisers know they have to go digital. and they all "love" music because it already has an industry in place that filters/curates what is cool. The equation seems simple: content (this video) + advertiser (Southern Comfort) + distribution (Fader.tv and youtube, essentially) = ROI (Return On Investment).

An awesome print mag makes a web video featuring an awesome cover of an awesome song by an awesome band, yet only has 784 views in 2 weeks, and only 3 comments. How do you get more people to care about this kind of content?

For starters don't send one fucking shooter and have him stick a second, unmanned camera on a tripod. that is a shitty look, even for web. Why is this acceptable? How does this represent your brand that is otherwise known for incredible still photography? Especially to viewers who don't know Fader?

Either...
A) sack up and shoot 1 take, no cuts like La Blogoteque, even though it's already being done and is shorthand for "this is artsy". Understandably, this could be hard to pull off if left in the hands of a "videographer" and not someone empowered as a "filmmaker"; which is exactly how magazines conceptualize these things.
Or...
B) spend slightly more money on a second shooter or find a producer that shoots. I'd bet 5 bucks Fader is wasting SoCo's money by sending a print editor or producer on those shoots to not hold a camera. Magazines.

This is way more like it. But, no sponsor.

Sooooooo.....half-ass the production on your sponsored weekly series with a somewhat novel concept to the extent that it looks decidedly crappier than video shot by some guy on mushrooms at a party in the woods. Even Fader is fucking it up.