With a huge rise of videos through Youtube & even other video-sharing platforms, the music videos industry has a lower barrier to entry amongst others. However, the burning question remains: what kind of storytelling & specialised expertise is needed to produce an enduring impact on viewers’ memory?
1. Knowing the music video’s purpose is foundational.
This means practically, how is this new MV fitting into an artist’s genre, portfolio, and the album on which this MV is going to be featured if any. This is because this knowledge is essential to supplement the overall vision of the MV. And vision is the pair of wings that makes your projects soar.
2. Art direction matters a lot.
Art direction includes the conceptualisation of the imagery, setting & storyboard. If we are simply going to add visuals to supplement the lyrics’ meaning, then the result would be relatively mediocre. However, if the music video visuals stumble the audience and make the meaning confusing, it won’t work either. Thus, we need to strike a fine balance between creativity & logic. For instance, in Demi Lovato’s “Neon Lights”, the lyrics might sound cheesy on their own, but in the music video, the art direction takes the passion and drive far by mixing scenes of water, lights and Demi in various choreographed angles. Thus the idea of light is not merely sentimental but it can be felt emotionally and visually- but it doesn’t stray away from the wonderment of romance expressed in the lyrics.
Or consider the visual impact of Miley Cyrus’s “Wrecking Ball”. Even though I have not watched it for a while, the memory of the ball’s swing and the consequent wreckage is still fresh in my mind. Without the visual imagery, the impact just wouldn’t be the same.
3. Sourcing for the right studio, cast, lights and cameras are not to be taken as child’s play.
These are critical ingredients to supplement your art direction. For instance, the lighting of the studio determines the tone of your shoot- whether it is upbeat or moody. This means heavy coordination between the art director- with his storyboard- and the right sourcing. A taste for a good camera can also do visual wonders for the story.
4. You need an experienced team on set.
You have your call sheet ready with all the timings for different takes and the various cutoff times for styling and costume change. Surely it will be a breeze?
Not so! There are many things that might go awry on that day- such as the costume set that doesn’t fit the green screen shoot, or the realisation that an additional prop is needed last minute. However, an experienced crew that is in the loop of things can quickly find replacements for props or costumes at a short notice.
5. What happens post-production is as important as during the shoot.
This is especially needful if you want to produce a sensory-driven MV like Maroon 5’s “Never Gonna Leave This Bed”. The camera cuts from the beach to the highway, from the lovers in bed to the lead singer with his band in the same moving vehicle- all in perfect synchronisation. The video editing team has to cut out the right snippets and piece them together to create a coherent video that fits the art direction.
6. An experienced agency can provide you an experienced art director, a great camera crew, the source for recognised talents and master the post-editing for your video!
If you were to manage all these loose strings on your own, it is hard to ensure that the art direction (the big picture) is clear to all involved and whether its implications are properly made in the various segments. However, allowing us to handle your project from conception of an idea, to mock storyboard, to getting the logistic and artistic nitty-gritty will allow us to ground the MV shoot in the vision that you want.
We also have a video-editing team on hand who are well-aware of the conversation between you and your target audience. They have the digital tools and creative expertise to help shape the raw MV footage into the end-product of your ideal.
Why not reach out to us and fill us in on your hopes, goals and conversation regarding your upcoming MV? A Free Consultation & Rewarding Journey Awaits.