Filmmaker works with Jack Daniels to explore issue of musicians ‘selling out’
A filmmaker has denied that he sold out by taking money from Jack Daniel’s to produce a documentary – that explored the issue of musicians accepting cash from brands to further their careers.
Dan Graetz, founder of Brisbane-based Graetzmedia, told Mumbrella that he was handed “complete creative control” of the venture when he was approached by JD to shoot a documentary as part of the whisky maker’s new Future Legend’s music initiative.
“When Jack Daniel’s showed interest in supporting creative music-related projects I figured I’d go for broke so pitched this documentary around musicians, brands and honesty,” he said.
Graetz said that after initial reservations at accepting financial help, he was “surprised” at being handed complete creative control of the documentary, The Truth About Money in Music.
As well as exploring the issue of selling out, the documentary also examines the wider issue of declining record sales and what it means for musicians and their need to find other revenue streams.
Asked whether he felt he had sold out himself, Graetz said: “It was definitely a consideration when I got involved. I work with a lot of large corporations on a commercial level but when it comes to music projects, the budgets we work with are a small fraction of what they should be. We donate time and equipment to produce something that we are proud of.”
The chance to “work in the music industry with some resources to spend the time it deserves” was too good to turn down.
“And it wasn’t a lot of money. Jack Daniel’s covered travel and the basic filming costs but we donated post production and camera gear,” Graetz said. “I approached it pragmatically as a way to do something and what was surprising was that I was given complete creative freedom to tell the story however I wanted.
“I was not asked to edit any of the answers. I assumed there would be give and take but they were extremely open about having an honest discussion.”
The documentary is largely free of Jack Daniel’s credits. Graetz does mention the brand in the opening voice over but he stressed it was not demanded by the company. “They did not request it. I wanted to be upfront,” he said. “I didn’t want to make a film and people find out later that a brand had paid and supported it. I wanted it out in the open.
Graetz added that most of the musicians interviewed, which included Kate Miller-Heidke, James Tidswell from Violent Soho, The Cairos, Remi and KLP, said they only believe musicians have sold out “if you do something that you wouldn’t otherwise do”.
“If you are in a situation where you can get money from an outside source and do exactly what you are doing anyway and you don’t change your creative direction, they see that as a valid way to support their careers,” he said.
“It enables them to do one-off projects at a higher level which improves their exposure which can lead to good things.”
Smart brands do not offer financial support in exchange for “sneaky product placements” but to become associated with certain project and musicians, he added.
The documentary can be found on Youtube.
Speaking of the Future Legend initiative, Jack Daniel’s brand manager Nora-Kate O’Connell said: “Jack Daniel’s has a rich musical history and know legendary music moments come from exploring the fresh, new and different, whether that’s sounds, people, places or ideas.
“Working with the most interesting artists and creatives from around the country, we’re encouraging trailblazers and raw talent to think outside the box.”
Jack Daniel’s, possessive case of Jack Daniel.
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If it takes you 10 minutes to get your message across the battle is lost.
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Where does this “selling out” pretentious nonsense spring from?
If you’re in the music business, you’re in business.
Be glad for the money and get on with it.
Michelangelo was in the art and sculpture business and was paid well by the biggest company in town at the time – the Medici family. No-one called him a sellout.
An artist is a gun for hire. Anything else is probably a Centrelink client or a princess with a sense of entitlement. Some people need to get over themselves.
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Heavy. Great piece of candid content. Insightful and relevant!
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Did the musicians involved in this doco get paid to do so?
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The Graetz guys up in Brisbane are legends!
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Nice work – I enjoyed that. Good on JD too for going with the idea.
@ Niles – did you watch it? It says at the front that they didn’t.
@Here’s an idea – you keep writing your 30 second TVC’s old man.
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Great example of how to put the ‘content’ first and the ‘branded’ second. Well done.
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Great video Graetz, I really enjoyed it.
As for @Here’s An Idea…what an idiotic comment.
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