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The Quick and Dirty: Making a Video
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The Quick and Dirty: Making a Video


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 …

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