In the lesson on Wednesday Emily (who commissions pop videos for Polydor Records) Came in to speak to us. She told us an overview about her job she said that she over sees what happens with the video process, give brief to director, check with director and helps to see what visuals go along with the track.
These are some notes I made:
Once everyone is settled on the idea they go to 5-10 directors depending on how specific the brief is.
The director then puts in treatments, Emily's job is to see what videos the director are coming back with.
Really important for them to make sure everyone has a rough idea of what the video will be.
Decided on directors based on the brief - more performance or more storyline
Directors are generally picked by production company.
Sit down with artist and label to get an idea, decided which one suits the artist
Prep the shoot (2-3 weeks) see director of photography, editor, locations, casting, art direction. Over see what happens. Keep the budget in check - keep expectations
Styling alone can cost £3,000
Directors want to push it so far to get as much out of producers as possible.
Music videos - have fun - directors want to have this on their CV
The video normally goes to Vevo - offers more promotion then just putting it up on the band YouTube, get adverts on side, get more views
Process takes about a month and a half from when they get the track
Editing can take 5-6 weeks
Year and Years - King (MUSIC VIDEO) made last December in LA
- Director took on board most important things - dancers, LA, etc
- have 5-10 treatments pick best one that artist and production company like
- Storyboard so they know what to shoot when they get there
- Digital Department - Thumbnails are negotiated
- day late may miss one of their thumbnails on the side of a Taylor Swift video
- lost millions of views if don't get it done on time
- Side of video gets you more publicity
- Use dancers as metaphor for relationship
- Incorporate other members of band in but make them look comfortable in front of camera
- Production wise better shooting in LA (Years and years)
- Budget was £20,000-40,000 so they had more money (up for awards, breaking internationally, selling more records) more pressure to make video good
- Colour grade to make it look more white and milky
- Used colour grade to mute colours to fit with the song
Other notes:
- Label funds video
- Very rare to get good subtle product placement
- Budgets are 50% recuperable (artists will pay back with funds they make)
- Vevo not just about money more about views
- Radios will play videos with more views to go with their age bracket
- Labels spilt up so loads of different departments to make one video
- Make most money off of Vevo platform
- Depends on artists permission
- Some fans don't trust Vevo so want to release on their own channel to make fans feel that they are discovering the music
- Try and get an edit that is safe (no nudity, alcohol, etc) Artists always want to push this
Ellie Goulding:
- On shoot day shot exactly exactly same shots but without guns and alcohol to have a censored and un-censored version
They make videos that are represented of the artist.
Setting the tone of whole campaign
Simple concepts are best
Lucky Charms feat. Wiley
- got inspiration from up and coming directors who have filmed cheap documentaries
- Like the colours and style
- Shot in South Africa - same look as london but different lifestyle and not like all the other videos
- Just sent the camera man out to shoot the video in South Africa
- Under £10,000
Trust your director and ideas - everyone has different ideas on what its going to look like
Shooting on location or studio:
- Studio good for controlling light and using graphic
- Location often gives a lot more texture and depth on limited budgets
- Main stream audience loves a road trip video, not original but can make it different depending on location
You Call It by Dusky
- Animations leading on to different parts and different ideas
- Using posters as inspiration
- Really trip
- That director doesn't alway do animation - mind is inspired by all sorts
- Got animator he liked to visual his idea
- Animation is always tricky with budget and time cause it takes a lot time to make
- Wanted it to look vintage but at the same time modern
- Visual should always reflect musicality of track
- Build towards something at end
- Years and Years - underwater bit during the middle 8 is the bit that keeps it non - repetitive
- First verse - setting tone seeing artist
- Chorus you want choreography and main bit
- When in treatment phase they are for styles of videos that are like the video they are going to make
- Go to colour grades - to balance out and make some parts different
- Colour grade is important for the video image - can change minds because of the style that it gives
- Look is planned in advanced so they can know the style and feel of the video
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