- Record labels specialise in helping artists develop the highest possible sales potential through marketing their music via the internet, radio play, television networks and shows. They also sell through audio and visual distribution outlets, retail stores, iTunes, ringtones etc.
- The artist must be properly developed and 'rolled out'. Videos play a major part in an artists roll out.
- 'A music video gets the viewer to react to something, to make them feel good, because we're not coming up with the cure for cancer or AIDs doing this job. A great video should make you think and make you feel something. It has to be interesting and compelling stuff that isn't the same garbage you see from beginning to end.' JEFFREY PANZER - INDEPENDANT VIDEO COMMISSIONER.
- MTV is the benchmark for all music videos and an important gauge on what's popular. To get airplay the video must have certain production values and aesthetic elements; highly stylized lighting/set design, extravagent locations, expensive outfits, fancy cars, beautiful cast members/dancers, high end visual effects etc.
- Preproduction tasks include:
- hiring the crew
- hiring art department
- hiring equipment
- ordering the film
- securing location
- completing casting
- supervising wardrobe
- arranging transportation
- developing film
- transferring film to tape
- doing offline edit, where the editor takes raw footage and arranges it to the song
- creating rough cut of music video
- mastering final video
Performance - Feature artist performing. Often take place in various locations with performers wearing different outifts in each shot.
Concept - The artist neither perform nor, many times, appear in concept videos. Videos portray stories and images, never performances.
Story - Features a narrative. Has beginning, middle and end which is intercut with footage of the band/artist performing.
Gag - Relies on visual tricks. They can be shot live, also known as executing the visual effects 'in camera', such as using dolls that look like the band for the performance. Or the visual tricks can be postproduction, such as unrealistically long tongues, or impossible settings such as space.
Dance - Features choreographed dancing.
Animation - Features animated images.
Party or club - Features scenes taken place a party or dance club.
Film clip - Used when a song is featured in a movie soundtrack. Will include clips from the film that are intercut with the music video.
There are many differenct techniques used for coming up with video concepts:
Recycling ideas - Sometimes you assemble a collection of things based on a very simple theme, come from a simple place and then elaborate.
Beginning with the lyrics - Looking at the lyrics, analysing them and coming up with an idea that fits the story they tell.
Finding a solution to questions - The band - what do they look like? How do they act? Do they even want to act? What will they be comfortable with? Culture - What's going on at the time?
Finding the hook - Find one truly original idea and then work with it as the centre to create a whole concept. What is the thing that people are going to remember?
Finding the feel of the music - How the music 'feels'.
Identifying the artist - Know your market place, know your demographic, know who you're making the music video for.
Using movies as inspiration
Using books and comic books as inspiration
Being spontaneous - Coming up with ideas from everyday life.
- The basic elements of all treatments involve a narrative sequence or cut-a-way shots, mixtures of close ups, medium and wide shots or artist performing, two or more locations where artists performs, two or more additional locations where the story or cut-a-ways are seen, and two or more wardrobe changes.
- Shooting dynamic angles to tell the story enhance the videos overall look, and propel it from average to compelling is the directors goal. In addition to director must consider how to minimize unappealing shots such as double chins for beauty shots, or focus on slimming angles, especially for women, as well as beauty lighting such as ring lighting for close-up performance shots.
- In storytelling, there are different aesthetic things, for instance, how did the lighting help me tell that story? when did i go in for the close ups? If you want to be right there and intimate, you put the camera closer or you put a wider lens on it. If someone is watching someone talk, then you move a little farther away with a longer lens in order to give that feeling of distance.
- 'Wrapping out' has several meanings which apply at different times during a shoot. It can mean the completion of filming and removal of equipment from a specific location, the end of a specific day of shooting, or the completion of the entire production.
- Bluescreen and greenscreen refer to both the screen itself and the visual effects resulting from using a monochromatic coloured screen as a background for a scene.
- Rotoscoping is a technique that involves animators tracing live action movement, frame by frame, for use in cartoons.
- Computer generated imagery (CGI) is the application of computer graphics to visual effects in filmmaking.
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