Music Video Industry

Music videos are mainly produced for marketing reasons, in order to promote the sale of a single or album. There are many ways of filming a music video but one way which is vastly used by producers is by using a camcorder, to record footages of the music video. Music videos come in many different layouts and formats and also in different effects to make sure their video is something different to the rest. 

Music video treatment

The whole process of producing a music video is upon the artist and their concept of how the music video should be visualised. This can either be over dramatized or completely simple and basic. There are different approaches which different artists use in their music videos. This can be that their video tells a story, shows a live performance of them or can consist of pictures, different angles shots and effects which ignores the lyrics completely. However, in the end it shows the concept of experimenting with technology.  

This also means for the artist to discuss what location, prop, costume, facial expression etc. will be used in order for the music video to be eye-catching.

Storyboards 

The next step of producing a music video is by creating and forming a storyboard. This helps the artists and director to understand the concept of the music video and follow it through. This also allows directors to use different approaches in order to see which approach looks best. By including a storyboard this allows everyone within the production team to visualise how the music video will flow. The idea is not mainly based upon what the artist thinks but also what the producer and director thinks. This allows everyone to have an input. 

Storyboards are produced to assist the production team. 

Casting 

Having cast members is vital for some artists when story telling, as they emphasises the story to the audience. Acting the story out and going over this repeatedly until the whole concept of the story flows well is essential as this represents the whole story, hence, visualizing it professionally. In majority of music videos, cast members are not used except backing dancers or band members. 

When cast members are involved, this can either be considered as backing dancers or a character who plays the roll of a story. As you can see Beyonce includes backing dancers, whereas Sam smith uses cast members to express his story. 

Location hunting 

It is vital to have the right location when doing a music video, having the right lightening, angles and camera shots is important. Location has a huge impact on the final product. This is because having the right location is ideal for not only the artist and producer but for the audience to be interested in. This also includes making sure the location and setting links with the lyrics or emphasizes what the lyrics have to say. 

Different locations used when producing music videos. 

Edit and colour

It is important that once you have recorded all footage needed; you begin to edit and cut. Without editing and cutting there would just be unprofessional shots formed in music videos. Producers look at all footages and pick out whichever one pleases them for the music video to stand out. Editing is a long process which takes place in order to create a professional final product. 

Colour is used to brighten a certain object or a part. It may also be used to decrease the brightness in order to make sure the music video colour effects are not over powerful and has the right consistency . 

Mastering 

This is the last process of production which is used to make sure colour, effects and transitions are all perfect and are right for the music video. It is also used to see if it has not been made too bright or saturated to make the music video look unrealistic.  

Once mastering is complete, these are the outcomes of professional music videos.

It has good lightening, location, props, costume and facial expressions.

The most notably directors of all time are Spike Lee, who directed the music video 'Paparazzi' by Lady Gaga, David Fincher who did Madonna 'vogue', Michael Jackson 'who is it' and lastly Jonas Akerlund who did 'Ray of light' by Madonna. These are 3 main directors who have aimed to fulfil the needs of not only the the audiences but the artists too. This is done by making sure that the music videos which are made are up to scratch and are professional. This helps to increase the sales of an artists single or album. 

Their videos are successful due to the large budget they have. One of the reasons is because to make sure that the music video is a desired aim. Directors focus on artists who they believe will be able to increase their sales and which will get to the top of the charts. However, this also depends on the viewers whether the music video will be a success or not. 

Technology is becoming very advanced nowadays which allows you the ability to make bigger and better music videos to grab the audience's attention and increase the level of sales for music videos. 

The money which is spent on music videos is based upon what facilities are used, whether the location they use is outside, of course, this would be cheaper, or whereas if the music video is produced in a ballroom this will be expensive. Not all directors have same views on how they prefer their music videos to be produced, therefore, this varies depending upon them, and how they visualize the music video. On average the minimum budget which is spent is £50,000, however, this can vary up to £500,000 or even more depending on how dramatic and eye catching the director and artist want to make the music video. As a popular artist you are able to produce the music video  you want and are able to spend how much money you like for your music video. On the other hand, for some others this is not the situation when you are a new artist as directors are not willing to put as much money in on their first video. 

The most expensive music video of all time, who spent more than the minimum budget to produce their music video was Michael Jackson for his song 'Scream'. He spent $7 million on just producing this one music video, using many equipment and props to produce this music video. 

The most cheapest music video made is 'tonight' by John Legend, who did not use much equipment to produce his music video. Instead he used his lyrics to capture the audience's attention. 

Audiences access music videos in a variety of ways such as from their mobile phones, tablets, laptops/computers. Music videos can be seen via YouTube, apps, artist's blogs and different music channels such as MTV, VIVA, Chart Shows etc. By having access to all these different media platforms, it allows the artists to get as many views as possible and promote their single/album through the music videos.