The Quick and Dirty: Making a Video


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Video technology is a cost-effective way to promote your work and engage your current (and potential) audience through channels that are widely accessed and have a broad reach. Arts organizations can effectively harness this technology to improve their visibility, attract new audiences, and find exciting ways to tell their story. This presentation will help you identify ways in which a video might best be used by your organization and discuss the tools you will need to physically produce and promote your video.

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  • The Quick and Dirty: Making a Video

    1. 1. Making a video<br />A quick and dirty guide for non-profit arts organizations<br />
    2. 2. Anybody can make a video.<br />
    3. 3. What you want to know:<br />
    4. 4. Everyone says it’s so easy…<br />
    5. 5.
    6. 6. Things you must know first<br />
    7. 7. WHY do organizations make videos?<br />Sell tickets<br />Build a Brand:<br />Personalizes the institution<br />Artistic/Archival<br />Functions<br />Development<br />
    8. 8. Case study: Misnomer Dance<br />Consider the way to keep the <br />Connection going after the <br />performance<br /><br />user/misnomerdance<br />
    9. 9. WHY do organizations make videos?<br /><ul><li>Entice audience members to come to a show
    10. 10. Build buzz around a specific production
    11. 11. Measured by # of tix sold</li></ul>Sell tickets<br />
    12. 12.
    13. 13.
    14. 14. Philadelphia Museum of Art<br /><br />PhilaArtMuseum<br />
    15. 15. WHY do organizations make videos?<br /><ul><li>Showcase a performer or artist
    16. 16. Behind-the-scenes insights
    17. 17. “Blooper” reel
    18. 18. Retrospective
    19. 19. Measured by click-thrus or pageviews</li></ul>Build a Brand:<br />Personalizes the institution<br />
    20. 20. Misnomer’s Brand Building<br />
    21. 21.<br />Brooklyn Art Museum<br />
    22. 22. WHY do organizations make videos?<br />Development<br /><ul><li>Grant proposals
    23. 23. Demonstrate need/reach out to donors
    24. 24. Harder to measure effectiveness</li></li></ul><li>
    25. 25. WHY do organizations make videos?<br />Artistic/Archival<br />Function<br /><ul><li>Present the concept for a production
    26. 26. Record performance or performance excerpts</li></li></ul><li>Misnomer’s “Land Flat”<br />
    27. 27. Who is the audience for your video?<br />These answers may not be the same. And the answers may determine your distribution channels—or vice versa.<br />
    28. 28. What will the video look like?<br />Will this video be shiny and professional looking, or do you want it to be a more personal, “gritty” style?<br />Is this solely for online usage, or will you be distributing it elsewhere?<br />How does your video capture the personality of your organization?<br />
    29. 29. Who? Where? Who? Where?<br />Prioritize based on budget: if you can’t afford much, you will need to seek out the cheaper distribution channels. If money is less of an object, you can figure out who you want to talk to first, and then choose the best method to do so.<br />
    30. 30. Style determines equipment<br />One-off<br />Personal<br />Episodic<br />Professional<br />Gritty<br />Handheld<br />Polished<br />Narrated<br />Performance specific<br />Viral<br />Institutional<br />Commercialized<br />
    31. 31. <ul><li>You’ll need more expertise, with higher-quality and likely more involved equipment (think lights, mics, in addition to high-end camera/s), a stronger storyboard, more time to edit, and possibly professionals.
    32. 32. You won’t need as much expertise, but you may need to train your staff and have a couple of individuals dedicated to the project. </li></ul>High-Gloss<br />Rough and Rugged<br />
    33. 33. Get Inspired!<br />Check out other organizations’ video content that may be available on their sites, on YouTube, vimeo, elsewhere, and see what messaging you get and what engages you.<br />
    34. 34. New York City Opera<br />
    35. 35.<br />
    36. 36.<br />
    37. 37. Talk to your unions!<br />It is NOT better to ask for forgiveness than permission in this case. <br />
    38. 38. Know your rights!<br />Know who owns the rights to the work<br />Know your unions’ rules on using video footage <br />Be prepared to advocate your project to your managing director, artists and union leaders<br />Total up how much you will need to pay to use the footage before you shoot!<br />
    39. 39. Don’t put the cart before the horse<br />
    40. 40. Equipment<br />Consider your needs<br />Consider your artform<br />Consider your budget<br />Consider the learning curve and operational requirements<br />Consider the number of people you want to be involved<br />
    41. 41. Professional Grade Hardware<br />High-Definition video camera<br />Mic input<br />External lighting<br />Operation<br />You are unlikely to get the top-of-the-line equipment from your local big box electronics store.<br />$2000-$6000: some will do streaming!<br />Example: Canon XL H1A ($5999)<br />
    42. 42. Mid-Range Equipment<br />Can find options at local retailers.<br />Run-of-the-mill HD (or non-HD) camera can run between $300 - $1000.<br />Great for non-performance footage, like interviews, artist panels, behind-the-scenes, etc.<br />Example: Panasonic HDC-TM700 ($999) <br />
    43. 43. Low End<br />Flip Cams ($150)<br />Cell phone video recording<br />Point-and-shoot video option<br />Laptop with cams for a “fireside chat”<br />
    44. 44. Additional Equipment Considerations<br />Lighting<br />Audio (external or internal microphone)<br />Can you separate audio from video?<br />Batteries/cord<br />Tripod<br />
    45. 45. What we used<br />Production budget: $0, using pre-existing materials<br />Prep time: 4 hours<br />Film time: 3 hours<br />Editing time: 1.5 hours<br />Distribution: 20 min<br />Lamps<br />A tripod ($20)<br />Sony Handycam ($300)<br />iMovie ’09 (free with Corwin’s laptop [or $79])<br />
    46. 46. Production Plan<br />
    47. 47. Production Plan<br />
    48. 48. Editing<br />Presuming you are using a digital camera, you have a few options for editing your footage. Remember, the more carefully you have constructed your storyboard and concept, the more easily you will be able to edit your footage into a final form that meets your vision.<br />
    49. 49. Apple Macintosh Users<br />Programs you purchase through the Apple store can cost anywhere from $29.99 to $1000. <br />iMovie ($79) and FinalCutPro (~$1000) are popular choices<br />
    50. 50. iMovie (part of iLife suite)<br />
    51. 51. Final Cut Pro<br />
    52. 52. Windows/PC<br />Adobe Premiere Pro ($79 on techsoup)<br />Windows Movie Maker (on most new PC’s)<br />Other options from Cyberlink, Corel, Roxio and Sony ($50-$100)<br /><br />
    53. 53. Adobe Premiere Pro<br />
    54. 54. Windows Movie Maker<br />
    55. 55. Other, free software? <br />Free software can be found and downloaded online. Some options are:<br />Avidemux<br />Blender<br />Aviary, a free online graphic design application is planning on releasing one<br />Some are buggier than others, depending on your operating system.<br />
    56. 56. Distribution<br />Sort of…<br />
    57. 57. Questions?<br />?<br />
    58. 58. What you learned today:<br />
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