The New Year is barely a month old and news of no less than six high-profile, "direct our new music video" contests is tempting up-and-coming directors, with prizes ranging from cash and computers to representation from Colonel Blimp.

American rock band Incubus and Canadian electro-house duo Junior Boys are the latest to jump on the user-generated bandwagon, on the heels of DJ Shadow and The Decemberists. But with so many bands vying for talent, aspiring directors must carefully examine the context in which a contest is held to ensure their video doesn't wind up as free labor for miserly record execs, or worse - a mere blip in the increasingly crowded UGC universe.

"You could say people might be exploited but I tend to look at these things in a financial way," says Leo Bridle, a 19-year-old student director from Southampton. "I haven't been tempted by a lot of music video contests because it depends on the level of exposure."

Along with co-director Leo Powell, Bridle recently won an online contest hosted by British website The First Post. His ingenious entry visually represented a computer's functions in a literal and homespun way. Bridle scored £5,000, publicity that led to a paid directing gig for Paris-based singer Emilie Loizeau, plus paid work for The First Post - all for a video that cost "nothing" to produce for a little-known website.

"Our attitude was we're not going to win," he adds. "You have to treat it like a personal project."

Other competitions have raised the stakes in bids for serious talent. D&AD secured a Radiohead commission as the prize for the music video category in its annual Global Student Awards. "If you get a Radiohead video on your reel, you're off to a massive start," says Ian Willingham, D&AD student and post-grad program manager. "The point of the awards is to progress the careers of young creatives at a time when thousands of students are graduating."

The first annual Radar Festival in London received 200 submissions from aspiring directors hoping to win representation by Colonel Blimp, £1,000 or paid commissions from three record labels. Festival founder Caroline Bottomley aimed high to make it worthwhile for both sides, and says Colonel Blimp and the label execs were excited by the 20 short-listed finalists.

"I'm happy to be occupying this space between directors and people looking for new talent," she says. "For people at the beginning of their careers, it is fair enough to say, 'See what you can do with ingenuity'."

D&AD Global Student Awards http://www.dandad.org/studentawards07
Leo Bridle Films http://www.leobridlefilms.co.uk
Radar Festival http://www.radarfestival.com