Institutions Research

How are music videos made – pay production company, performance, concept

The first task in producing a music video is to look at the budget and plan out how much is to be spent on what. This ensures that you don’t over spend. You don’t have to have a huge budget to make a good music video. Next, the themes and ideas for the music video must be discussed with the artist because they may want their video to look a particular way.

The actual song is central to the music video so it’s important that a lot of attention and research goes into it. You need to listen to the lyrics and focus on the underlying messages so that the music video can relate to the song if that’s the approach you want to take. The song should also be played to a group of other people to hear about their opinions and ideas. This gives you a better understanding of what the target audience will be looking for in the music video.

Next the ideas must be finalised and planned out so that they’re ready to start shooting after the storyboard has been drawn out. The filming locations must be found and actors/actresses must be found. Once the video is filmed it has to be edited and then fitted to the song.

Who funds music videos?

Usually the record company will fund the production and distribution of the music video. Sometimes the artist or the artist' management will fund it because more music is being made and promoted outside the record label system. The person/body that pays for the music video is usually the rights holder of the video too so they decide where it can be posted and shared.

Artists can get grants from the Arts Council to help them get their music project off the ground. This funding can go towards the recording of their music and the production of their video. The Arts Council support all sort of projects whether it’s new music or established artists and don’t specify a certain genre.

Rough Trade Records is a record label based in London. The independent company was formed in 1978 by Geoff Travis who had opened a record store. He promoted and sold records by punk, indie pop and post-punk bands like Buzzcocks, The Smiths and Desperate Bicycles. Travis started managing acts and distributing bands such as Scritti Politti and began the label. Later on, Rough Trade also set up a distribution arm that became known as Cartel that serviced independent retail outlets across Britain. In the late 1980’s Rough Trade started having financial problems and went into administration. Travis managed to restart the label in the late 90’s where he was successful with bands such as The Libertines and The Strokes.

How are they distributed? i.e. how do you watch them?

Music videos are distributed online and via music channels on the television. Online they are often distributed by the artist or production company on sites such as YouTube through Vevo or the artists own account. This allows people to access them easily for free and create widespread awareness of them. Often they are advertised on social media sites by the record label or by the band/artist themselves. The videos can then be shared/retweeted so that people all around the world can watch them.

What is the purpose of the music video?

A music video combines song and imagery and is produced for promotional or artistic purposes. They are primarily made and used as a marketing device to promote the sale of the song. They are also made to help the artist’s music to be heard on a global scale and to promote the artist in general by giving a visual representation of them. Often the music videos are made with the intention of invoking an audience reaction and ensuring people remember the song and video. The production of music videos tends to lead to more sales and encourages the audience to see the band live. After a band has released their album they need to be kept in the public eye so this is when music videos are released. It also creates an extra income and helps the sales of the album. Finally, music videos are created for entertainment purposes. Artists want their fans to have a visual representation of their music and want them to enjoy their music.