Video Builds the Radio Star

Adam Arcuragi (right) performs with his band during an Indie ATL video shoot at the DAEL studios.

Matt Rowles figured, at the least, the IndieATL music video series would provide graduate students in the film, video and digital imaging program some hands-on experience working on a professional shoot. He didn't expect it to evolve into an Internet sensation.

For the series, Rowles, digital media coordinator at the Digital Arts and Entertainment Lab, teams with staff at WRAS Album 88 to bring in emerging musicians or bands to film a music video in the DAEL studio.

The concept is simple, but since the project began three years ago, it has gained serious traction on the Internet. Rowles said the videos have received more than 300,000 views on the various sites where they are hosted.

"It's kind of gone viral," he said. "People will take the videos and embed them into their own Web sites and blogs."

The bands typically perform three or four songs for the video segment, then the mastered audio tracks are given to WRAS for radio play.

"It's a win-win for everybody," Rowles said. "For our students, it's a multi-camera shoot - they're involved in many different disciplines including multi-track recording and multi-camera editing. We also use it as a  recruitment tool, and so far, we've had an increase in applicants to the master's program."

The bands have something to do with the project's success, too. Indie rock darlings the Black Lips have participated, as have other Atlanta favorites including Anna Kramer and the Selmanaires. Rowles said sometimes they're also able to work in higher profile national acts - such as Robyn Hitchcock and Langhorne Slim - that are on tour and in town for another performance.  So far, they've filmed more than 35 performers, Rowles said.