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BTEC Level 3 Nationals specification in Creative Media Production

Unit 1: Pre-Production Techniques for the Creative Media Industries

Task 1:Understand requirements for a specific media production

Thursday, 21 March 13

Type of production: Music Video

A music video is a short film featuring a song and imagery produced for promotional or artistic purposes.



Modern music videos are primarily made and used as a marketing device which is intended to promote the sale of music recordings.



The medium first became mainstream in the 80’s, MTV built their programme around the concept of a continuous stream of music videos.



Music videos use a wide range of styles of film making techniques including ; animation, live action filming, documentaries and non-narrative approaches such as abstract film.



Some music videos blend different styles. such asanimation and live action.Many music videos interpretimages and scenes from thesong lyrics, while others take more thematic approach.


Finance: sources of finance

If artists are signed to a major music label, funding for a video is usually made available by the label. The same happens if an artist is signed to an independent record label.

An example of a major music label

An example of a independentlabel



For major record labels, promotion costs are about 20% of the total amount invested in theartist.Independent labels spend about half the amount, around 10%



This percentage includes press kits, videos, radio and TV promotions and public relations. This is again paid by the artist’s label, but is never recouped by the label if the artist doesn’t make money.



In the UK and US markets, it typically costs a major label more than $1,000,000 to break a pop artist.This figure includes: an advance paid to the artist recording costs video production tour support promotional work



The table below provides a breakdown of the typical investment costs in major markets for a new artist:



The cost of producing a music video varies a great deal. Long established pop, rock and r&b artists had videos produced for tracks which have cost upwards from a million dollarsA typical cost for filming videos to promote a new artist’s album is around us$200,000



The video for Michael Jackson’s “Scream”, is the most expensive production in music video history, with the cost of $7,000,000



However, there is another end of the scale, where unsigned artists have to find their own funding.



Crowd funding becomes an option if an unsigned artist has a following through live performances. Crowd funding is becoming increasingly popular.


Finance: sources of financeWhat is crowd funding?Crowd funding refers to a process where the funds for a music video are raised through an online community.How does crowd funding work?Each backer gives a small amount to the target funding. In return the backer is given rewards such as signed CD’s or posters.



What is the process?The artist pitches an idea to a crowd funding site, setting a target amount of money to be raised, and a deadline that to raise it by.

Then backers browse the online pitches, and if they see one they would like to back, they can make a financial contribution immediately using a credit card.



Occasionally, a filmmaker, cinematographer or producer with access to equipment and facilities may offer to film a video for a new artist on a low-to-no budget.

Raul Gonzo’s no budget musicvideo for Paper Melody’s “Incandescent”

shows just how far, talent, skillsand creative imagination can takeyou when there is no money in the

bank.


Finance: Case StudySilvertip Films

Silvertip Films’ production services include:music videospromoscorporate videoslive concert shootsevent filmingactor show- reels


Finance: Case StudySilvertip provides all production personnel/crew including the key roles of:DirectorProducerCameramanEditor


Finance: Case Study

Silvertip takes care of all the various stage of production:pre-productionproductionpost-production


Finance: Case StudySilvertip have filmed music videos nationwide for independent labels and artists such as The Undivided, Sara Cruz and Luke Potter.


Finance: Case Study

Silvertip Films have shot videos with budgets ranging for £1K 0 £10K+


Finance: Case StudyHalf Day Shoots (singers/rappers) - from £1000 + expensesFormat:HDSilvertip Personnel: Director and CameramanBreakdown: Pre-production 1 day Shoot 1/2 day (5 hours) Edit 1 day


Finance: Case StudyFull Day Shoots (Bands/Singers + Narrative) - from £1500 + expensesFormat: HDSilvertip Personnel: Director and CameramanBreakdown: Pre-production 1 day Shoot 1 day (10 hours) Edit 2 days


Finance: Case StudyTwo Day Shoots - from £2500 + expensesFormat: HDSilvertip Personnel: Director and CameramanBreakdown: Pre-production 2 days Shoot 2 days (2- hours) Edit 3 days


BBC Filmmaking: Music Guidelines

What is a commissioner? A commissioner is the representative of a record label who formally decides to go ahead for a new video and agrees the payment made to director, writer and the production company for the completion of the work

James Hackett is the Director of musicvideo commissions at EMI and before that the Music Video Commissioner for SONY



Who holds the copyright? Commissioners operation independently who are recruited by a record label to undertake a commission will hold the copyright for the video. If the commissioner is employed by the record label will hold rights. When completed the music video director normally gives up rights to it.



What determines the Delivery Date? The Delivery Date is an agreed time by which the completed video must arrive with the company record.What do the terms “Delivery Materials” and “Format” refer to? The term “Delivery Materials” and “Format” cover the formats that the video must be presented in.



How is an Artist’s involvement in a music shoot managed?

If the video requires theartist’s involvementthe record companyarranges for this



What is meant by approvals?Both the record company and the artist have the right to be consulted about the form and content of the video and it is also their right to formally agree it is acceptable.



How is payment initiated?The record company pays the Producer of a music video a fee covering all production costs.Whose responsibility licenses?It is the producers responsibility to ensure that clearances and licences are obtained for all the material used in the production



How is an artist’s involvement in a music video shoot managed?If the music video requires the artist’s involvement, then the record company will arrange for this



What is meant by ‘Approvals’?Both the record company and the artist have the right to be consulted about the form and content of the video and it is also their right to formally agree its acceptability.



How is payment initiated?The record company pays the Producer of a music video a fee which covers all production costs.



Whose responsibility is licenses?The responsibility for the licenses is down to the Producer; his job is to ensure that clearances and licenses are obtained for all the material used in the production.


Time: DeadlinesDeadline: Friday 28th September, 2012Understand requirements for a specific media productions (Type of production, Finance, Time, Personnel, Facilities, Materials, Contributors, Locations, Codes of practice and regulation


Time: DeadlinesDeadline: Friday 12th October 2012Be able to prepare pre-production documentaries for a specific media production(Procedure, Documentation)


Time: DeadlinesDeadline: Friday 26th October, 2012Be able to apply pre-production planning for specific media production (Elements of production, Project management)


Time: Availability of EquipmentFacilities and Booking

The college Media Department holds entry level facilities for the recording and editing of the productionAll equipment is available to vocational media students through a booking system.


Time: Availability of EquipmentCanon Legria HF R28

These entry level Camcorders record in HD.They enable people who are recording to secure the footage for any music video.


Time: Availability of EquipmentMac Minis running iMovie, these editing Macs will enable people to cut the video


Time: Availability of EquipmentBooking Editing Time

The Mac Mini editing computers are bookable via booking sheets in the Media area. The Mac Minis must be booked several weeks in advance, as media students on other courses also use them.


Time: Availability of EquipmentBooking Camera Time

The Canon camcorders are bookable via booking sheets in the Media area. The camcorders must be booked several weeks in advance, as media students on other courses also use them.


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Documents

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music video history

music videos interpretimages

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type of production

major music labelan

sale of music recordings

sources of financethe