News / Ottawa

Stittsville musician gains Vine fame with six-second videos

Mark Flesch, of Marks Records, has attracted 1.3 million followers and earned an award nomination at the iHeart Radio Much Music Video Awards on Sunday.

Stittsville's Mark Flesch, of Marks Records, signed up for Vine in 2013 to start producing music. He has since gained a massive following and a iHeart Radio Much Music Video Awards nomination.

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Stittsville's Mark Flesch, of Marks Records, signed up for Vine in 2013 to start producing music. He has since gained a massive following and a iHeart Radio Much Music Video Awards nomination.

Six seconds seems hardly enough time for a song – let alone a music video.

But one Stittsville producer is getting people hooked on his short, looping music videos posted to the social media site Vine.

Mark Flesch, of Marks Records, has attracted 1.3 million followers and earned an award nomination at the iHeart Radio Much Music Video Awards on Sunday.

“It was a total surprise,” said the 29-year-old, who never expected any Vine fame in the first place.

His loops include music samples and what Flesch calls “in-the-box electronic instruments.” They are synced with little intriguing videos – of Flesch playing an instrument, or looping an animation – that are so seamless you can watch one multiple times without realizing it’s a loop.

“It’s almost like you’re hypnotizing people with a little video clip,” he said.

One video, called “Encore,” shows Flesch strumming a sweet guitar melody before throwing the instrument in a firepit and smashing it with an axe.

Although he has been playing guitar, piano and drums for years, he never signed up for Vine to promote his music, but to get better at producing. He would play around with samples from other artists and show them the end product.

Eventually, he started attracting followers and then scored a couple of advertising gigs with Gatorade and HTC.

Using his personal rise to fame, Flesch says he wants to produce music for other up-and-coming artists. He’s planning to convert Marks Records into an indie record label.

Vine allows users to create six-second looping videos – of quick recipes, dance sequences, their pets, funny stuff, useless stuff. Vine “stars” have become a big enough deal that Much Music has created a new Fan Fave Vine Musician category for its award show this year.

Vines are a long shot from Much Music’s traditional video, but Flesch said it may be the future of the form.

“It’s like a bite-sized piece of what you can offer,” he said. “Everyone’s got such a short attention span nowadays, that if you give them a three-minute video, they may not get past the title sequence before they get bored.”

“So if you can get someone hooked on your little music loops, then there’s a better chance that they’re going to … go and listen to an album or even a full track and enjoy it.”

You can vote for Flesch on Twitter using the hashtag #MarksRecords4MMVA. 

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