Fateh Khaled 13SWA

How a music video is made

Below I will be explaining the process of producing a music video and how important it is to
fulfil specific tasks in order for a successful outcome.
There are a few basic stages of creating a music video which is outlined below:
The process of creating a music video

The record label, artist and their management will all agree to release the single once
the song has been produced and reviewed.

The video commissioner makes a shortlist of possible directors that suit the style of the
idea, the treatment may help. The directors are usually affiliated to particular
production companies that specialise in music videos.

The director provides a treatment to the video commissioner.

The director develops the idea into a storyboard once the idea is approved.

Heads of department are booked eg director of photography (DOP or often called

cameraman), art direct, costume, location manager etc

The sets are built, the time can vary depending on the complexity of the video.

The shoot (usually lasts from 2-5 days, but again can vary depending on the complexity).

8
9

The editor produces a rough cut in approximately 3 days.

Viewing of the rough cut by the director and management to allow for alterations
(which is another reason why you get audience feedback to allow for alterations to your
own product).

10

Changes are agreed and made before special effects are added.

11

On-line video made in the edit (polished version from rough cut)

12

Video is passed to record label for release.

Fateh Khaled 13SWA

The record company:

The record company is vital when producing a music video. The band/artist should pay the
record company in advance to cover the cost of releasing a single including marketing costs,
such as the music video, which is ultimately funded by the sales of the music. The record
company also employs a video commissioner, this is because the video commissioner
develops a brief for the video, budget and deadlines and sends it to the company/director
along with the recording of the song.
The video production company:
As regards to the video production company, they represent a particular director within a
territory for example Spike Jonze with the Oil Factory production company. The company
acts as an agent on behalf of the director, seeking work for them and negotiating with the
client. Unlike an agent, the production company also produces (makes) the video and takes
a fee for this. Individual directors are unlikely to have the finances or resources to pitch for a
job so the production companies do this and the costs are forwarded once the video has
enough revenue to pay the individual directors.
The Director:
In most music promos, the director has the most significant role however the tension is
reduced because the video production company support the directors. The director listens
to the track, looks at the lyrics and any other material, such as previous videos by the same
band and outlines a proposal. If the commissioner/record company like the idea, they would
call back and ask to hold a meeting with the director that sometimes (but not always)
include the artist. If they really like it the treatment will remain the same but usually they
are altered slightly.
Shooting:
As shown in the table, shooting can range from 2-5 days depending on the complexity of the
music video. A shoot, however (on location) is slightly less complicated than shooting on a
set, which has to be built and pre-lit, often in a short space of time. Shooting days can be
very long, often starting at 7am and finishing at 1am the next morning.
Editing:

This is the final piece to the jigsaw, it is part of post production. The editor produces a rough
cut but before this they must have a clear idea of what the director is after and have access
to the storyboard if required. Editing is divided into two off-line or roughcut, which takes
up to four days and then shown for approval to the director and management company and
then on-line edit, where effects are added and the material is produced to broadcast
standard. The time taken for this varies on the requirements of the video (as mentioned on
the table).