Making The Broken EP

Caught this on YouTube over the weekend while doing research for a client project.

What caught our eye was the idea of value this video conveys. Because it's not just a music video. And it's not just a "making of" effort.

Essentially, you're watching the handmade production of a (limited) mass quantity item: a 4-track CD, by the New York "electronic-pop superhero" Jen Scaturro, who performs as iamjen. (CD Baby distributes the EP, which was sold out when we checked. But you can download it off iTunes.)

Before we saw the video, iamjen was just a musical effort, a band -- a listening experience. After the video, her music became more than music. Because we've come to realize she's also a clever storyteller and meticulous craftsperson.

Imagine if the people who made your car, your shirt, your desk chair, your courier bag, your shoes, etc. followed iamjen's lead? But with as much style, grace and attitude as the "Making The Broken EP" video. That's the challenge. iamjen's success here is in creating a video that does more than entertain, it provides insight into character and motivation -- part of any product anyone is buying.