Check Out Mass Appeal Music Video Night, An Event for A Genre That Doesn’t Get Enough Love

There’s a lot of music videos being made. Some land on TV or are premiered for the web only. Others loiter in the murky world of the internet only to be discovered by a niche following. As the red-headed stepchild of filmmaking, music videos will always be close to our heart, yet far from the accolades of Hollywood praise.

We think they deserve more respect. Regardless of the caliber, a lot of work goes into these short films. Crews are mobilized, favors are pulled, barbers are summoned, models are repurposed, spliffs are rolled, clothing is ironed, fonts are installed, software is cracked, programs are crashed. You get the point. From the second-hand smoke performance propaganda to the big budget conceptual narratives, the ‘visual’ has become mandatory in the age of low hanging resources. But even the most profound, creative videos are usually watched passively from the comfort of our devices.

Recently, there’s been a rise in the music video release party, which adds a communal dimension to an inherently digital experience. This is where we come in.

#MassAppealMVN is a platform for new videos and the directors who make them. It’s held every month in LA at Delicious Pizza, which is the eatery off-shoot of the legendary record label, Delicious Vinyl. Shouts to Rick Ross.

DJ Hella Kitty blends our curated monthly mix that’s screened to a room full of film buffs, rap nerds, pizza dads, gang bangers, and at times, Kazakhstani producers. It’s an eclectic bunch.

(The video collage from our September event, which doesn’t just play back-to-back videos, but mixes them seamlessly with clips from the culture.)

We then feature a guest director who screens some of their favorite videos and holds a Q&A with the audience that’s drunk off pizza and inspiration. So far we’ve been blessed to have Gabriel Hart aka Video God, Matt Alonzo, Spaghetto and this month, Hannah Lux Davis.

(A recap of our event with the prolific, Matt Alonzo, where he gives his perspective on the game and The Game.)

Least exciting part of the whole thing: it’s hosted by yours truly. And it’s deeper than rap. We recently partnered with the SF-based non-profit, Independent Art & Media, to expand Music Video Night and evolve it towards an educational resource for the little duns. It’s so revival-minded.

So send your .mpegs, reels and urls. And the next time you’re in LA, come out and support the culture. If you don’t know, now you know.

Here’s the info for our next event:

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