WHEN you’re watching the latest music videos on MTV, you’re probably not wondering who the creative talents behind them are, or where these modern works of art were shot.
In fact the answer could be closer to home than you think.
Huddersfield music video production company AshTV are just one of many small outfits whose work is making it on to music channels such as MTV2.
This could well be a growing trend, as many bands choose to shun record labels, keep creative control and produce and market their music themselves.
However, companies like AshTV have also proved a godsend for up and coming local talent, creating edgy, artistic videos to showcase their music, often on a tight budget.
It was AshTV’s loyalty to the local scene that ensured there was a top turnout at their first birthday party this month.
The AshTV team – Ash Pears and his brother Richy Pears – threw a first anniversary bash at The Parish in Huddersfield, screening a series of videos they had made for local bands.
Videos shot for Eureka Machines, Huddersfield group Project Sunset and Holmfirth metal group Nex all got an airing, as well as films for heavy rock acts from different parts of the UK.
A video for the track Intoxicating by Huddersfield hip hop artist Jack Flash got an unexpectedly warm response from the mainly rock-orientated crowd.
Ash, 23, and Richy, 25, had invited the bands, their fans, friends and local business people and film makers to the screening, which was followed by performances from Nex and Project Sunset.
Ash said the first birthday event was a big moment for himself and Richy, who started working towards having their own company five years ago.
He said: "The first year of business has been a real learning curve for the company. We are totally independent and produce and direct everything ourselves, so on the night it was great to see so much support and interest for what we do.
"There are a lot of people close to us that we wish to thank, and especially to the local bands who we really respect."
Ash and Richy both gained BA Hons Degrees in Moving Image/Video Production from Huddersfield University and Manchester Metropolitan University respectively.
They started making music videos and short films together five years ago but only went into business in November 2007, when they received a grant from Kirklees Enterprise Foundation and support from Business Link West Yorkshire.
The Salendine Nook duo are currently working on the pre-production for a music video with London-based band The Rotted, who have a strong presence in the metal and rock world.
Ash said: "Despite the terrifying name, they are great guys. We are excited to be working with them and putting our efforts in to creating a memorable video."
Ash and Richy are also about to embark on producing and directing their second hip hop video – once again with Jack Flash. They want to incorporate live action with motion graphics on a video for his track Hiphop, taken from his album The Union Jack which was released in October.
Ash said: "It will have a totally different visual look to the Intoxicating video, but it aims to illustrate the range of dynamics in Jack Flash’s performance and style."
Being huge music fans helps Ash and Richy interpret songs on to the screen and also helps them develop an understanding with the bands they work with.
Ash and Richy are hoping their second year will be bigger and better than the first.
They are rebranding their website www.ashtv.co.uk , which is built by Richy, to attract wider audiences and have recently invested in high definition video cameras to give bands even better quality films.
Richy said: "We will let the videos do the talking. That’s what we are all about, and hope to continue directing work for years to come."