Unit 29: Commissioning of a Music Video

Since my first assignment is a music video, I had to look at how music videos are produced in the industry. Who decides the director? Or, what the video is actually about? 

Once, you've made a name for yourself in the music video industry and got credits on IMVDb - Internet Music Video Database (yes, it's a real thing) then record companies can and will directly approach music video directors that they want. They will often short list 10 directors who they will then send a commission brief to. 

After receiving the brief the director will then write a pitch they will show to the record company; the pitch will be what they think the music video should be, they have to take a lot of information into account. In the brief they will be given details about the artist, the song and it's meaning, budget and any requirements. The music and lyrics will be given to the director under strict confidentiality which is then used by the director to come up with the idea of the music video. 

If the director is successful (and obviously someone will be) they will then go to pre-production, which is where the video is set in a storyboard with the help of the Art Departement. Pre-production is a very busy time because the locations, casting, camera crew etc needs to be organised. Then filming begins, shooting can take 1 to 2 days, but not often much more, they are very quick and fast so that the artist is taking much time out of their very busy lives. After filming post-production begins, this is the last stage and is often less hectic; the final stage entails editing, CGI, sound and colour grading. After the first cut, the music video is shown to the artist and the record company where harsh judgement is given, normally by the artist saying which shots they don't like. After this the final cut is finished and a music video is created. 

If you haven't already made a name for yourself and the record label doesn't have someone in mind, they will post the brief on a well-known/easily accessible website for music video directors who will then contact the record company. Most people work their way up in the industry, starting as tea-making runner, helping everyone, then becoming an assistant-director and then a director. 

Some artists only use certain directors, for example Jessie J only uses director Emil Nava. 

Today was a very knowledgable session, but I already know I'm bad at making cups of tea so I don't think I'd be a very good runner.