Creating a Music Video

It is important for me to know what exactly it takes to create a music video. Below is a basic outline of what goes on in order to produce the music videos that we see on TV.

The role of the Commissioner:

• Given the task of overseeing every aspect of the music video.
• Having input with the artist.
• Ensuring the interests of the artist and the record company are in line.

Video Budgeting:

• Budget of the music video is decided by the record company.
• The size of the budget is dependant on the success of the previous records/music.
• The genre of the music is also significant, is the genre is popular then there will be more airplay, thus the video will have more air time; ergo more money will be returned.

Selecting a director:

• Bigger CV the better; pick someone who knows what they’re doing.
• Pick someone who can work to a budget and deadlines and other certain parameters.
• Lots of treatments might be submitted, so it should be one that is the best.

Artist-Commissioner Relationship:

• The commissioner’s relationship with the artist is key to the success of the video, even if they hire other people.
• Final piece as close to the final vision as possible.

Responsibilities of the Director:

• Writing the treatment.
• Distributing relevant information.
• Maintaining creative integrity.
• Has an obligation to produce using only one production company, whereas directors of feature films may use multiple production companies.
  

Conceptualising the video and writing the treatment

• Visual magpies; may see special effects in one music video and wish to use it in there own. Research into various aspects of modern videos to create the best visuals.
• Director brainstorm the visuals that should be appropriate according to artist and audience.
• Director writes their visual idea in the form of a treatment.
• May write several treatments for one song before the commissioner chooses.
• May write several ideas in one treatment.
• Ideas and presentation are deciding factors when it comes to pick a director.
• The record company and production company execute the agreement, binding the director to the video project.

The information here was gained from a class hand-out.

After reading this information, I know that not all treatments get accepted first time, and that I should consider this when planning my own. Also, many ideas are often proposed in one treatment, so i shouldn't just come up with one idea.

It also became very clear that a director does not just take into account what the band wants or what the song may mean, but they must take into account what the target audience would want. A 'pop' bands fans might not appreciate a gruesome and bloody video as much as 'metal' fans might for example.

Therefore I will now find out what my audience wants by carrying out some research.