Andrew LaVallee

Hundreds Enter, but Some Complain Winners Are Often Pros Seeking Exposure, Not Loyal Listeners

Time was, interacting with a favorite band didn’t go much beyond joining a fan club and singing along, lighter or cellphone outstretched, at a concert. Now, artists are asking listeners to shoot their next music video.

Several popular acts, including established artists like Björk and the Red Hot Chili Peppers as well as indie bands like the Decemberists, are holding video-making contests to coincide with the release of their latest albums. Even Ozzy Osbourne will invite fans to create the video for his single “I Don’t Wanna Stop” later this month. Prizes range from cash and computers to having your creation distributed as the band’s “official” video.

Record labels hail the competitions as a way to tap into the growing interest in user-generated content, and connect with their most passionate fans. While music videos are no longer a central part of the programming on MTV and VH1, they’ve enjoyed a resurgence in popularity thanks to sites like YouTube and MySpace. But the contests are alienating some listeners, who gripe that winners tend to be highly skilled video producers looking to gain attention, and aren’t always die-hard fans.

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A forthcoming exhibit at New York’s Museum of Modern Art will feature work selected by unlikely curators: visitors to the YouTube video-sharing site.

MoMA solicited videos to be included in a retrospective of the Residents, an avant-garde multimedia group, that will open next week. The museum has posted the clips of 11 finalists on YouTube and invited the public to weigh in. The votes and comments those works receive on the site will help determine which are screened at the museum.

It is among the latest moves by museums to capitalize on the popularity of online communities and remain relevant to the new generation of art fans. London’s Saatchi Gallery is sponsoring what it calls “the first reader-curated contemporary art show” later this month, in which online voters picked the participants. In New York, the Smithsonian Institution’s Cooper-Hewitt National Design Museum has this year expanded the prestigious awards it bestows on artists, adding a “people’s design award” based on votes from visitors to the museum’s Web site.

Meanwhile, the New York’s Pace/MacGill Gallery staged a summer show based on the photo-sharing site Flickr. Pace/MacGill’s project, called “Self-Portraitr,” included nearly 130,000 user-submitted photos, and drew a younger-than-usual audience — one of the goals of the exhibit, a gallery spokeswoman said.

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