So, you're thinking about producing a music video? Great! As oxymoronic as it sounds, in today's music entertainment industry there is as much emphasis put on the visual impact of a musical product as on the audio portion. Promotions managers no longer go into the world armed only with audio demo tapes, because they know that radio execs and other media buyers are just as likely to ask to "see" the product as to hear it. A marketable sound will go much further if it is attached to a well-produced video. Indeed, some music has actually been introduced and flourished based solely on it's initial success as a video product. So how do we get started? First, you need a fully produced and professionally mixed audio master to work with, either from your studio work, or if you're very fortunate, a live performance. Next, watch some television. Regardless of the style of music you perform or enjoy, there are plenty of networks available to cater to your tastes. Generally, music videos are made up of three major elements: 1. Live Performance shots. Music videos may be constructed from one, two or all of these elements, depending on several factors such as budget, target market, how successful the act is, and so forth. An unknown group for instance, would almost certainly want to include a well-received live performance into the video to try to impart some excitement and enthusiasm into the video audience. (An appreciative and cheering crowd is highly infectious, even if it's being broadcast to a living room or barroom audience). 2. Studio/Session shots. Studio and recording session shots are a personal favorite of mine, because they offer a very intimate and up-close personal view of an artist and their work. Sessions are often viewed by the public as a privileged look into a performers' sanctified creative workspace... And an invitation to "sit in" (even via video) is still held in high regard by music lovers of all walks. Also, the hard business of making music is work, real work that few outsiders appreciate. I like to try to show this unknown view of the industry whenever possible. 3. "Artistic" or interpretation shots. Finally, there's the "artistic" or "interpretive" element of the production. This is the portion that can offer the most creative, interesting (and expensive) aspects to the video. Most songs tell a story... with lyrics, music and so forth. How this story translates into visuals is what determines how the video will look. Be careful here. An artist's vision can begin to conflict with their budget in short order. Again, this is a good reason to watch some TV. You'll see that many of the best music videos rely on cleverness and creativity rather than huge budgets. What's it going to cost? Tough question, because there are a great many variables at play. Let's look at our three major elements mentioned earlier on a separate cost basis; Live Performances Most field video productions (like everything else) come in two models; the economy model and the luxury model. The Dodge and the Cadillac. The Dodge version would use one camera, and would require the group to perform the same number several times, so that the camera could shoot different angles and elements of the performance, including audience shots. (Obviously, this might necessitate an imported and prepared audience). The different video "takes" of the performance can then be edited onto an audio master. This audio master can either be a good live mix, or it can be a studio audio master that is sweetened for live effect. Unless you are working with a top-flight field audio engineer and a professionally-produced live mix, the chances are you'll come out sounding a lot better if you use your studio cuts.
The BASIC MUSIC VIDEO BUDGET
Videotaping done in the studio almost always involves one camera, owing to the limited space and the ample opportunity to shoot multiple takes of the same activity without the hassle of a live audience. Also, studio shots are almost invariably used as only one element of a multi-dimensional video... Rarely do we see a music video consist solely of session work, unless there are dozens of performers a'la "We are the World". Thus, the rate for studio shooting is usually figured on an hourly basis and this amount may be added directly to your BASIC MUSIC VIDEO BUDGET... Studio Shoot (with editing)... from $300.00 to $500.00. Artistic/Interpretative Elements Rates for this kind of work are considered on a job-by-job basis because of the tremendous variables that can be included. If your concept requires the group to perform on a beach, and you live in Kansas, it's gonna cost plenty... But if your vision is of the same group playing in a city park, chances are we're looking at a lot less in travel and production expenses. Ordinarily, if the artists are performing in this sequence, they are lip-synching to an off-camera boombox, so a pre-produced studio master is still an essential starting element. Again, the group may "perform" the same piece several times in order to be able to vary the shots in editing and thus make for a more interesting video. Be creative. Be clever. But be realistic. A performance in an auto graveyard can deliver a better effect than a helicopter-shot of the band playing on the deck of an aircraft carrier. And, the difference in production costs are maybe 250,000 dollars. Or, your music video may not even include artsy shots of the performers... Maybe your vision requires only some esoteric outer space pictures mixed with an on-screen title scroll of the lyrics along with some in-studio shots. Imaginative, and cheap! Generally it's smart to designate a portion of your video production budget to whichever of the three visual elements you want to incorporate into the music video, say 50-50 on Live stuff and Artsy stuff, or 30-30-40 on all three elements. Thus if you have $5,000.00 to start with, you'll soon have an idea about how much you might be able to spend on all those creative notions. Start Shopping! Most video production houses have a rate card that will show you what it costs for certain services, and any good video production manager will give you an idea of what it will cost to create your music video as long as you have an idea of what you want. So it's important to be able to think about what you want before you start shopping for a video producer, and to know how much you have to spend. Different video houses shoot with different equipment on different formats, but several factors should remain the same regardless of your project (music videos, broadcast ads, etc.: *Insist on seeing samples, preferably something that relates to the project you want. *Insist that your video producer uses nothing less than 3-chip broadcast quality cameras. *Expect to pay a minimum of $100.00 per hour per camera for an SVHS shoot, and $200.00 per hour per camera for a Betacam SP shoot. *Expect to pay about $100.00 per hr. for SVHS editing, and a minimum of $200.00 per hr. for Betacam editing. (This price can double depending on effects and capabilities of the facility). If price is no object (and you're the Sheik of Oman) you may want to consider shooting on film and editing on D-2. (We're way beyond Cadillac here, more like a Lamborghini, or Michael Jackson). Again, film/video whistles and bells WILL NOT make a good song out of a poor audio mix or a poorly-produced audio master. No matter what you can afford, keep in mind that you'll want to have a pretty good idea about how your production will look before you begin shopping. Storyboarding is a good idea, but you don't need to draw a bunch of pictures. Just sit down with a copy of your lyrics and/or music, and make notes in the left-hand margins about the visual shots you see fitting with that particular part of the song. Take these notes and ideas to a good, reputable video producer and ask for a quote. Then, try to get some more. Shop and compare, and weigh your final decision with your gut-level feel for the folks you're talking with. A wedding videographer who has no background in music videos may give you a great deal on shooting and editing, but you may not be satisfied with the product. Conversely, that same videographer may have an instant rapport with your "vision" and even contribute useful and innovative ideas to your production. ALTERNATIVE FUNDING If you have already signed with a major label, they may have provided a full production package that includes music video(s). Generally, they will use the same criteria for producing videos as you or an independent producer will; if the group is huge, the video budget may likewise be huge and great consideration will be given to the artist's creative input. If the artist has real potential (marketability) they may also elect to invest significantly in the videos, but may retain creative control. Either way, the record label company will almost certainly have a video production facility or producer in-house or under contract. Or, if the group is relatively unknown, the label may proceed with caution on new video productions, and may even prefer to use whatever existing videos or resources the group/artist comes in with. If you have not signed with a major company who has financial or videoproduction resources, you may want to consider funding the project yourself. Why? ...A music video is an invaluable tool for auditioning via mail, opening new markets, securing bookings and performance contracts, and shopping recording contracts/record deals. Further, a music video can easily be integrated into a TV commercial to promote a performance, record release/signing or concert. Local advertising rates are getting cheap enough (especially cable) that artists can be very successful in self-promotion for upcoming performances. As with all of our production services; broadcast, non-broadcast or otherwise, we are happy to post-produce and edit other people's raw video into professional, broadcast-quality products. The Ad Faktory has produced in excess of 1,000 TV commercials, plus dozens of longer format productions including business, educational, corporate and music videos for broadcast and non-broadcast markets. You can figure to save as much as HALF the cost of producing a music video by shooting your video yourself, or by hiring a local shooter and sending it to the Ad Faktory for editing! Call us for a chat about how to proceed, (800 293-6638) or E-Mail us at info@adfaktory.com . . Happy Shooting! Tom Peru, The AdFaktory, Colorado Springs Home / Commercials / Music Videos / Duplications / How to Plan a Video Production Rates / Edit by Mail / Copyright Information / Demo
Updated 8/12/2005 |
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MUSIC VIDEOS 
The Cadillac version would do essentially
the same thing as the Dodge, except that it would use several cameras shooting
simultaneously. These cameras could each be recording separate tapes for later editing, or
they could be feeding a video switcher and live-mixed onto a master videotape, or perhaps
a little of each. Either way, this type of production usually costs considerably more than
the Dodge version, and should be reserved for situations where the act for some reason
cannot perform the same tune several times (large concerts, state fairs, etc.) 