Docs That Rock

Your latest music docs, brought to you by Gillette

I’m a cautiously optimistic when it comes to new models of financing docs through more direct engagement with advertisers. Maybe I should be more direct: I”m talking about this new breed of advertorials, created by a company going directly to viewers, no network or film studio involved. That may sound like old fashioned shilling but in a world of a billion entertainment choices online, any advertiser who goes directly to the audience better have a product worth watching.
The latest campaign from Gillette Shave Like a Rockstar may be a good proxy of doc projects to come. By the end of the month, the company will launch a documentary film series shot by Danny Clinch, a great rock photographer and director of concert DVDs for Pearl Jam, Foo Fighters and Bruce Springsteen. This series will present digital documentary shorts (no word yet on how long each one is) of the concert preparations of, Tim McGraw, Mark Hoppus of Blink-182 and the All-American Rejects. There will be a “broadcast partnership” with Fuse but its not clearly specified what is being broadcast: the shorts or commercials (or maybe, by doc shorts, they mean that the shorts are already the length of a commercial!) The clips will appear on the usual online outlets:,, Last.FM and Gillette’s website (of course.)
It remains to be seen how intimate these portrayals will be and whether fans will be drawn to watching artists “prepare, including styling and grooming, and the moments of doubt they experience before taking the stage.” (per the press release.) Certainly the trailer is visually stunning. But will the content break through the clutter and will the portrayals of shaving and grooming outweigh any intimate moments worth watching? In any case, a neat idea and I’ll report more about this after the series launches.


January 13, 2010 - Posted by | Uncategorized

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