Anime Music Videos, or AMVs, are what happens when you take a lot of technically inclined anime fans and let them have music and editing equipment to go with their anime. AMVs are fan-made music videos, sometimes highly artistic. They are audio-video remixes, and this has spawned an entire remix subculture, largely independent of other remix cultures.
AMVs have existed in some form or another for roughly twenty years. For the most part, the anime companies whose video is sampled have been ambivalent, seeing fan-editors as harmless at worst, and both free promotion and a recruiting ground for their own editing projects at best. Anime companies have been known to hire AMV editors to make trailers or DVD extras.
The logic behind the “free promotion” viewpoint is twofold. First, AMVs can and do introduce fans to series they may never have encountered otherwise. A video can show someone just enough to get sufficiently curious to go buy a DVD or two or six. It happens. The second mechanism applies only to editors. What happens here is that an editor sees a sample they want to use, buys the source, and then uses that. Later, rinse, repeat. It’s a free promotional machine for the anime companies.
Actually, the first mechanism applies to all derivative works. When exposed to something new, be it music, video, still art, or writng a person may decide they are curious enough to want more. It doesn’t happen all the time, but it happens often enough to be significant. At some point, money may even be involved. The second mechanism applies specifically to remix subcultures, and it feeds the first by helping to drive the creation of more remixes.
The music industry, until now, has been silent on AMVs. A few bands caught word, here and there. I’m aware of two cases of this offhand, and the band was supportive in both cases. In one case, the band has adopted the video onto their official site (bottom video on the page).
In recent years, a sizable community of editors has formed at AnimeMusicVideos.org, referred to simply as “the Org” by its denizens, including yours truly. The Org is the central website for editors to talk shop and for viewers to download tens of thousands of AMVs. We had hoped the Org would stay free of legal issues, and so far it had.
Well, that time is over. Full details are lacking for the moment, but at some point Wind-Up Records got wind of AMVs using music from Creed, Seether, and Evenescence being hosted on the Org. The result? A Cease and Desist letter. Phade, the founder and head administrator of AnimeMusicVideos.org explains the happenings here.
All is not lost, for the moment. The Org is still running, mostly, although a few videos the lesser for it. Apparently some well-intentioned fan thought to ask the record label if the AMVs they had found were official music videos… oops.
It seems that Wind-Up Records didn’t seriously consider the likelyhood of a backlash. Within hours of this occuring, a backlash is already starting:
Well, I am taking my recently purchaced Seether album back to the store, and I was considering buying Evanescense, but It seems I have changed my mind.