Look, it's so very hard for me to be critical of any effort to spread the word about drum corps. But as a former DCI Marketing Committee member, a former president of a drum corps' board (and former member of a world champion corps' board) and someone who has helped promote shows, I guess I can comment on this as someone who is more than a fan.DCI says, "The spot is designed to inform prospective fans, sponsors and members of the media about DCI’s far-reaching artistic, educational and organizational influence as it continues to emerge as an international brand of highly-skilled musicians and performers."
I say ... This doesn't do it.
For the person who is a casual or curious fan, who wants to know what drum corps is before spending bucks on tickets, we are a media, sponsorship, website ... the kids? Where do they come from? How old are they? Where are the corps from? What are their styles? What can I expect to see? to hear?
For the media, read above. Does this really tell what drum corps is? No. It doesn't help me write a feature story about the corps coming to my town (because as a show promoter, that is the ticket-selling PR we want, not a post-show write up!).
This video is targeted at the corporate types who have marketing and sponsorship dollars to spend. Dollars we covet. And that's not bad. But the video is far from informational, or even "promotional". It is all about business development.
Now, that is okay, but here are some problems that came to mind.
What the heck is "Marching Music's Major League"? Why isn't that logo (used above) used throughout, complete with color? Color is cheap when you are using digital images; it only gets expensive when you start to use ink. (And besides, when you see the logo, does anyone else out there immediately think MLB or NBA, not DCI?) If you are going to have a brand image, for pete's sake, have a brand image!
And the musical score to the video. You would think it would be all about showcasing Marching Music's Major League. But does not. Nope. The only time you hear a drum corps is from about 1:50 to 2:00 in the video - :10 ... 2.5%! ... of the 6:30. And who is it? Not to dis' them, but the 1975 Troopers!
It could have been the 1975 Madison Scouts (champions), or Blue Devils. The video and style is 30+ years old, precisely the image DCI should be trying to NOT portray.
Why can't we use the actual corps' music? (You can get copyright clearance, even for website impressions.) The sound of the brass, the drive of the percussion, the product itself!
Maybe the show promoters can use this as well, but there is a lot in there that is DCI that is not about the local shows. It is the big picture, and only somewhat helpful on the little picture side. Maybe some re-editing for their use would help. But even then, I don't know if it is enough, or if it can be enough ... or even if it should be the intent.
Drum corps is a hard sell. The saying is, "For those who don't understand, no explanation is possible. For those that do, none is necessary." If this is an effort to close the gap, I'm afraid it doesn't succeed.
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