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Institution of Music Videos. 
By Jenny Cooper.
PRODUCTION. 
What is the role of an executive producer and a music producer? 
Executive producer – enables the making of a commercial entertainment product eg) music 
videos. They will most likely be in charge of, sheperding the video project and adding their 
personal opinions, helping keep creativity levels high in order to produce the best possible 
music video, creating a relationship with the director, making sure the budget of the music 
video is not exceeded, supervising post production and editing which takes place and adding 
their opinion on what they believe should be changed, trouble shooting and encouraging open 
communications and making sure team work takes place. 
Music producer – produces music and allows the artist to achieve the recording which they want. 
They will give their own personal opinions and ideas on what they believe is the right sound 
for the artist and help with any struggles or concerns they may have. The music producers 
main priority is to make sure the quality and sound of the music is as professional and good 
as possible. 
What has to be considered during the preproduction stage? 
Before a music video has to be created the artist has to create a budget to which they can 
follow. This will then allow them to achieve what they want within strict guidelines. A 
storyboard will need to be created to plan the narrative and make sure the music video flows 
clearly and is interesting and easy to understand. Clothing and make up must be considered 
which fits in with the narrative to create a realistic, professional vibe. Casting needs to take 
place so any dancers/actors which are needed can fit the narrative and fulfil the needs of the 
video. A location is also needed as this is where the main action of the music video takes 
place. 
An example of a large, successful music video production company. 
Sony Music 
An example of an independent music video production company. 
RedCape productions – “We are an independent production company, providing communication through 
visual media. Our work ranges from upbeat music videos, to informative promotional videos. We can 
create a unique style to fit your image.”
What is the role of the director? 
In charge of the whole production of the music video. The director oversees the whole 
making of the music video and helps develop it further. The director has to decide on 
important factors of the music video such as the location, setting, lighting, actors 
used for the narrative, and have a say on the final edit. Directors also have to 
approve on the wardrobe, make up, hair style and any dancing involved in the music 
video. The director normally has a strong creative vision and must be very good at 
working within a team as most of their time spent is during team work. 
What is the role of the record label? 
All record companies have an A and R department meaning Artist and Repertoire it is 
their job to seek new talent and to sign them to their label. This then allows the 
artist to have guidance and financial backing off the A and R team yet has to share 
any profits made with them. The artist is then signed to a product manager through 
the record label, who takes care of the artists day to day lifestyle and keeps the 
artist organized. Due to this the product manager usually takes a very important role 
in the music video process as he has to help sell the artist. The record label then 
must advance his or her image and help improve and distribute their music in order to 
gain a larger audience. This can be done through Youtube, music channels etc.
DISTRIBUTION. 
What are the various methods of distribution and examples? 
Distributing a music video is where a song is released to the public and is 
advertised. Music videos can be distributed on iTunes for example you can 
download music videos of your favourite artists for a small fee and keep them 
forever. Music channels such as VIVA and MTV are purely created for music 
videos. With the channels receiving approximately 1 million views per day 
many people can see a variety of music videos. YouTube created in 2005 is the 
main online distributor for music videos. Many artists have their own YouTube 
page and anyone in the world can watch these videos if they have internet 
access. The artists website also shows their latest music videos as do radio 
websites for example Radio One and Capital FM. 
An example of an distribution avenue which would be suitable for my music 
video. 
KVZ music as this is an independent distribution label focusing at smaller less well 
known music artists.
EXHIBITION. 
How can music videos be viewed in todays modern world? 
• YouTube 
• VEVO 
• Music Channels eg) Viva and MTV 
• At festivals 
Views on censorship. 
However some music videos which have been censored can not be shown on 
these platforms at certain times of day or at all. When a video is censored 
this means it can be banned off tv, only shown at certain times or in 
certain countries, have an age rating on or in some cases needs to be 
completely changed. A video can be censored due to explicit language, 
dancing, little/lack of clothing etc. Madonna a famous music artist is the 
most popular person to get their music videos censored with 14 having to 
be banned/changed.

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Institution of music videos

  • 1. Institution of Music Videos. By Jenny Cooper.
  • 2. PRODUCTION. What is the role of an executive producer and a music producer? Executive producer – enables the making of a commercial entertainment product eg) music videos. They will most likely be in charge of, sheperding the video project and adding their personal opinions, helping keep creativity levels high in order to produce the best possible music video, creating a relationship with the director, making sure the budget of the music video is not exceeded, supervising post production and editing which takes place and adding their opinion on what they believe should be changed, trouble shooting and encouraging open communications and making sure team work takes place. Music producer – produces music and allows the artist to achieve the recording which they want. They will give their own personal opinions and ideas on what they believe is the right sound for the artist and help with any struggles or concerns they may have. The music producers main priority is to make sure the quality and sound of the music is as professional and good as possible. What has to be considered during the preproduction stage? Before a music video has to be created the artist has to create a budget to which they can follow. This will then allow them to achieve what they want within strict guidelines. A storyboard will need to be created to plan the narrative and make sure the music video flows clearly and is interesting and easy to understand. Clothing and make up must be considered which fits in with the narrative to create a realistic, professional vibe. Casting needs to take place so any dancers/actors which are needed can fit the narrative and fulfil the needs of the video. A location is also needed as this is where the main action of the music video takes place. An example of a large, successful music video production company. Sony Music An example of an independent music video production company. RedCape productions – “We are an independent production company, providing communication through visual media. Our work ranges from upbeat music videos, to informative promotional videos. We can create a unique style to fit your image.”
  • 3. What is the role of the director? In charge of the whole production of the music video. The director oversees the whole making of the music video and helps develop it further. The director has to decide on important factors of the music video such as the location, setting, lighting, actors used for the narrative, and have a say on the final edit. Directors also have to approve on the wardrobe, make up, hair style and any dancing involved in the music video. The director normally has a strong creative vision and must be very good at working within a team as most of their time spent is during team work. What is the role of the record label? All record companies have an A and R department meaning Artist and Repertoire it is their job to seek new talent and to sign them to their label. This then allows the artist to have guidance and financial backing off the A and R team yet has to share any profits made with them. The artist is then signed to a product manager through the record label, who takes care of the artists day to day lifestyle and keeps the artist organized. Due to this the product manager usually takes a very important role in the music video process as he has to help sell the artist. The record label then must advance his or her image and help improve and distribute their music in order to gain a larger audience. This can be done through Youtube, music channels etc.
  • 4. DISTRIBUTION. What are the various methods of distribution and examples? Distributing a music video is where a song is released to the public and is advertised. Music videos can be distributed on iTunes for example you can download music videos of your favourite artists for a small fee and keep them forever. Music channels such as VIVA and MTV are purely created for music videos. With the channels receiving approximately 1 million views per day many people can see a variety of music videos. YouTube created in 2005 is the main online distributor for music videos. Many artists have their own YouTube page and anyone in the world can watch these videos if they have internet access. The artists website also shows their latest music videos as do radio websites for example Radio One and Capital FM. An example of an distribution avenue which would be suitable for my music video. KVZ music as this is an independent distribution label focusing at smaller less well known music artists.
  • 5. EXHIBITION. How can music videos be viewed in todays modern world? • YouTube • VEVO • Music Channels eg) Viva and MTV • At festivals Views on censorship. However some music videos which have been censored can not be shown on these platforms at certain times of day or at all. When a video is censored this means it can be banned off tv, only shown at certain times or in certain countries, have an age rating on or in some cases needs to be completely changed. A video can be censored due to explicit language, dancing, little/lack of clothing etc. Madonna a famous music artist is the most popular person to get their music videos censored with 14 having to be banned/changed.