Music Video directors want cut of video sales pie - who doesn't?

Our sister blog, DV Guru, has picked up on the latest bit of drama surrounding the iTMS, content pricing and slices of pie. Apparently, music video directors now want a cut of the profits that music labels are raking in from selling their hard work on the iTMS. As everyone is forming a group these days, the aggravated music video directors have joined their special power rings to form the Music Video Directors Alliance. While the MVDA has created an online petition and is urging the Director's Guild of America to take action, DV Guru notes that a look at the site shows no names are actually attached to the petition. If this gets anywhere, how are the labels supposed to know who to write the checks out for?