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Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
Producers strategies
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Producers strategies

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  • 1. PRODUCERS STRATEGIES CONNECT Q. How do you interpret the term ‘producers strategies’? What do you think it means in relation to music videos?
  • 2. Music videos are not merely constructed as a visual representation of the song. The music industry often has a motive for the style, narrative, production and promotion of the video and artist. There are a variety of strategies that Producer’s use in order to encourage single, album and tour sales, promotion of the artist and their image, sales of merchandise etc. DISCOVER PRODUCERS STRATEGIES
  • 3. There are three potential ‘producers’. • The major label • The independent music label • The artist In groups, discuss the positives and negatives effecting the production of a music video with each type of Producer. Use the questions on the sheet as a prompt. Who is the Producer?DISCOVER
  • 4. Who is the Producer? A major label • For a mainstream artist. • Generally charts high, sells lots of records and therefore tour and merchandise. • Large budgets for promotional material (such as music videos). • Predominately main stream/popular music genres such as Pop and RnB Example: Rhianna is signed to Roc Nation DISCOVER http://www.youtube.com/watch?v=lWA2pjMjpBs
  • 5. Who is the Producer? An independent label • Smaller, independent music label. • Smaller budget. • Niche market for music genre – dance (specific sub genres), indie, folk etc • Target audience and music artist often credit music videos as an art form. Often experimental in terms of technique, equipment and narrative. • Prepared (budget dependent) to use less experienced/known music video directors with a proven creative background. Example: Aphex Twin is signed to Warp Records DISCOVER http://www.youtube.com/watch?v=B- US91WU8zA http://www.youtube.com/watch?v=GnBpsUZD iQ0
  • 6. Who is the Producer? The Artist • Some artists may decide to make the video themselves. • Often unsigned, it can be used as a promotional tool to gain fans/exposure and ultimately lead to signing with a label. • This is usually due to budget limitations. • It may also reflect a desire to take artistic control of the visual content. • Cost effective technical equipment makes it easier to access, produce and distribute material. DISCOVER http://www.youtube.com/watch?v= XwpgByDiHw0 http://www.youtube.com/watch?v=KM40cRl1 yuE
  • 7. Producer’s strategies
  • 8. image A particular style or change of image can affect the success of a music artist. This may be influenced by the style of music adopted on a new album. Producer’s encouraged Britney (age 15) to dress as a school girl in her ‘hit me baby’ music video. Whilst this reflected the school based narrative, the provocative costume encouraged discussion amoungst fans (and potential fans) therefore encouraging single sales. It is one of the most iconic music video costumes of all time. Robbie Williams released a swing album. This was reflected in the vintage costume used in his concert performances and music videos, therefore helping him to appeal to a new (wider) audience.
  • 9. Some music artists are so associated with image reinvention in their videos that it has become an automatic selling point. Often, there is such anticipation for the release of a video that exclusive first previews are organised. Rewarding fans with access via the website creates a sense of exclusivity.
  • 10. narrative Some Producer’s will encourage a provocative narrative in the video that will encourage word of mouth exposure. One of the first music videos to use this technique was Michael Jackson’s ‘Thriller’. Most of his videos were expensive productions with a strong narrative and performance theme. Word of mouth helped to promote the video as well as the song/album/tour. MTV and other music channels gave fans an outlet to watch his music videos. Now this is obviously reflected by the amount of views on youtube which give an instant measure to fans, Producer’s and the Artist as to the popularity of the song. http://www.youtube.com/wa tch?v=sOnqjkJTMaA http://www.youtube.com/watch?v=-_qMagfZtv8
  • 11. Production techniques New and innovative production techniques can provoke discussion and encourage fans to watch a music video. Busta Rhymes ‘Gimmee some more’ • Hype Williams • Fish eye lense • hyper bright colours • Skipping frames in the edit. • Editing the speed. Coldplay ‘The Scientist’ • Jamie Thraves • Footage edited in reverse. http://www.youtube.com/watch?v=VeCpfWNKh9s http://www.youtube.com/watch?v=RB- RcX5DS5A The Prodigy ‘Smack my b**** up’ • Jonas Åkerlund • POV shot Peter Gabriel ‘Sledgehammer’ • Stephen Johnson • Stopmotion http://www.youtube.com/watc h?v=OJWJE0x7T4Q
  • 12. controversy Some music videos are deliberately provocative in their choice of narrative and imagery. Often this is a conscious decision. No publicity is bad publicity! Before the invention of youtube, a banned music video could have a negative impact on the promotion of the song as the video would be harder to access. Now a banned video is easy to find… http://www.youtube.com/watch?v=yyDU C1LUXSU
  • 13. The BBC’s first pop music video ban Why do you think that this video was banned? http://www.youtube.com/watch?v=i0WPC-N3UYE "Dead End Street" by the Kinks In 1966, an early music video depicting the band members as top hat-wearing pallbearers was deemed tasteless by the BBC – even though the "corpse" jumped out of the coffin, apparently alive and well – resulting in the BBC's first pop video ban. The Kinks ‘Dead end street’
  • 14. remaking Once a music artist has become successful, it is possible (although unusual) to reshoot a music video with a bigger budget. Compare how Ellie Goulding is represented in each video. Which was the first version to be produced? Why do you think that they changed it? http://www.youtube.com/watch?v=5 y8gXv0tPj4 http://www.youtube.com/wa tch?v=fBf2v4mLM8k
  • 15. promotion • Tour • Product endorsement (synergy) • Connection to a film • Collaboration (with a bigger artist) • Social media • TV/magazine interviews etc Can you think of examples of music videos that include any of these?
  • 16. What does Daft Punk’s ‘Get Lucky’ music video look like? http://www.youtube.com/watch?v=5NV6Rdv1a3I This was the first ‘release’. Why did they release this? http://www.youtube.com/watch?v=h5EofwRzit0
  • 17. Teasers Other examples of teasers: http://www.vevo.com/watch/union-j/carry-you-official- video-teaser/GB1101300211 http://www.youtube.com/watch?v=NuaQQAx CGUY
  • 18. budget • Creating the most expensive music video of all time was competitive in the 80’s and 90’s. • It demonstrated power and success.
  • 19. Watch the mini documentary. • What does this tell you about: • Current production values • Finance • Equipment • Audience http://garrettgibbons.com/music-video-budgets/
  • 20. Infographic Research task: Based on your research today, you are going to create an infographic exploring facts and figures concerning the history of music videos. I am particularly interested in STATISTICS on: • Budgets • Specific music artists/genres/songs • Dates • Locations Some possible ideas: What are the top three most expensive music videos of all time? Which music artist has created the greatest number of music videos? What is the most popular filming location? Which country produces the greatest number of music videos per year? Which music video has the most you tube hits? Average music video budget today compared to the nineties. What facts can you uncover? http://infogr.am/
  • 21. • Interesting articles: • http://philipbloom.net/2012/09/03/music- videos/ (from the perspective of a band) • garrettgibbons.com/music-video-budgets (American based)

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