Institutions: How a Music Video is Produced

How A Music Video Is Made
The end result of a music video appearing on music channels has a long process to undergo, from the first idea that the release of a certain single will need visuals to the finished product of a music video. Depending on the singles genre, artist, director and budget etc it varies in the way the music video is produced. However there are various stages that generally apply to the creation of a music video.

1. The artists and its management team decide on what single to release
2. The video commissioner decides on a shortlist of possible directors and sends to them the song, a broad brief and ideas for the video.
3. These directors will reply to the commissioner with outline briefs/ideas from which the commissioner chooses a director and sets the budgets and deadlines.
4. the director develops storyboards and location photos etc
5. A team is put together; art directors, wardrobe and makeup artists and directors of photography are enlisted. Locations are booked and sets are designed and built
6. The shoot often varies depending on budgets and locations usually takes on or two days; all personnel are on site for shoot
7. Once the shooting is complete the film is transferred for editing. The editor will produce a rough cut which tends to take about 3 days
8. any changes are agreed before the visuals effects are added
9. The finished video is passed to label for release to TV stations and airplay in advance of single release.

The record company
When a record company signs up an artist, the artist is given fee in advance in order for them to cover their releasing and marketing costs (such as costs for music video). The record company is who employs the video commissioner etc.

The video production company
The production company represents the director within a particular region. The company acts on behalf of the director finding work for them and negotiating with clienteles. Individual directors are doubtful to have the suitable assets to pitch for a job so the production company does this.

The director
Director has the position of listening to the track, looking at lyrics, albums and any other material associated with the band. When the director puts in a suggestion for the potential idea of the music video and it is down to the commissioner/record companies to say whether they like the idea or not. If the company is pleased with the proposal they will possibly hold a meeting with the director in order to plan the next stages in producing the video.

Budgeting
The producer puts together a financial plan which is put forward to the head of production. It is also submitted to the director to see if it is a convenient budget to fit the production.
In recent years because of the economic crisis in media industries it appears that record companies are low on budgets however the need of high-quality music videos are needed.

Production unit
The production unit’s key members are the production designer, director of photography and lighting and production manager. Also includes choreographer, production assistant, wardrobe stylist and additional crew members.
The time in which the director receives the song and has the finished video can be as short as 3-5 weeks. Often the completed music video is wanted 6 weeks prior to the release date so the production unit must operate promptly. If the video is not delivered by the deadline no one gets paid.

Delivery
Once the shooting, editing etc has all taken place and the music video is finished the music promo are delivered and release forms are signed. In general the production company will seek 50% of the money on commencement and the other 50% on delivery.

Exhibition
Due to the increase of music channels there is space for much more music videos on air. Hence there is also more potential to release promos on VCD as single or even on DVD collections.


Our Product Planning
The music we have decided to use has been composed by a fellow colleage of us who we have regular contact with. During our planning and production process we will have the advantage of speaking to the artist himself and gaining his imput in our production. We are able to speak to him and get to know his reasons about why he wrote the song and what are his feelings and meanings behind it. We have also decided to pitch our ideas cross to the artist to see how he feels towards them; whether he is happy with what we have come up with and if there is anything he may possibly want to add.
Our Budget
Video production companies often have a large budget to work with. The budget may vary from time to time however their aim is to produce a strong and good music video for the artist that the artist will be pleased with. Currently companies are working with around the budget of £5000 from which they have to plan and produce the full video. However as we do not have the access to that type of money our product will be produced from a minimum budget. We are hoping to find locations, props, costumes etc for no sum of money and if needed then very little money. We will probably use those things that we already have easy access to and that we could get hold of of free. Although our budget is minimal we still aim to produce a great music video that has quality and uniqueness for our artist.