Research Into the Music Video Industry

By Francesca Tutty

Production Process – Making A Music Video

The production of a music video is extremely similar to that of a film:

DEVELOPMENT – Video Treatment The very first step is to outline what concept is going to be

suitable and successful, one that they would like to follow. One of the key ideas discussed would be whether the music video would be a performance, narrative or concept based video.

Other factors are also decided upon in the video treatment for example locations, images, tone etc. This is helpful in setting a budget, finance and more.

Next we have the pre- production, production, exhibition and distribution stages.

Purpose of The Music Videos

ARTIST Promote themselves Develop an Identity Gain more awareness Get across the meaning of

a song Display their own style to

the audience

COMPANIES Promote themselves Gain awareness Promote the artist as a brand Obtain as much profit as

possible Highlight the best qualities of

both themselves and their customer

MARC KLASFELD An example of a successful music video

director is Marc Klasfeld, he has worked with stars such as Britney Spears, Katy Perry and Lady Gaga. These artists have a similar style and atmosphere of Icona Pop and what my group and I would like to create.

Director of over 200 music videos Producer of Rockhard music video production

company Director of commercials

Finance Here are some examples of the most expensive budgets

for a music video: Michael & Janet Jackson ‘Scream’ - $10,723,957Director - Mark Romanek Madonna ‘Die another Day’ - $7,917,021Director – Traktor

More and more is being spent on music videos as this is a chance for the artist to communicate to their audiences, to get a message across and develop their own unique style. Therefore millions are spent to achieve this.

How do Audiences Access Music Videos

Audiences can access music videos through various media such as through T.V music channels but mostly through the internet. Through sites such as YouTube the audience is able to watch the music video and comment easily.