The process of making a music video involves several key steps and institutional players: 1) The record label, artist, and management agree on a single and concept for the video. 2) A video commissioner selects a director and production company to develop a treatment. 3) Heads of each department are hired, sets are built, and a 2-day shoot is scheduled. 4) The editor creates a rough cut for approval in 3 days. 5) Changes are made and special effects are added to create the final online video for release. The record label funds the video production with the goal of promoting album sales.