Emily Tedor is a speaker that came into our media class to talk about creating music videos in the real music industry today and below are notes that I gasped from her speaking to us.
Emily is a video commissioner
She works at polydor records which is a subsidiary company to conglomerate company universal.
The importance of her job is to mediate opinions between everyone.
A&R's job is to decide the single for the artist to be released based on popularity and then they give this information to them and the artist.
Marketing will add up costs and give a budget and timed schedule for the video.
The commissioners job is to represent the needs of the artist for the music video. There is a lot of people managing the video before they go to the directors because they need to know that everyone is on the same page as well as giving the director visual freedom.
There is a lot of directors at the moment that want to go from music videos into film so they usually create completely narrative based music videos to show their narrative structure in their portfolio.
The Commissioner puts together a brief from the directors list of ideas that they then send out to the producers to please the vision that is to be created and get everyone on board.
You can find inspiration from anywhere but a lot of people go too far and re-create what has already been done.
The Commissioner usually does not send the brief out to more then five directors and then they will send them a treatment and give them a week to come up with the final treatment draft.
To make the artists content they see how the creative ideas merge between the artist and director and see if the artist is content with the choice.
Things have changed, the single used to be released 6 weeks before sale so that people would get hooked onto the song via the radio and then buy it but now as soon as the single goes on air it goes on sale. This effects dance acts but does not really effect album artists.
A lot of directors will keep image banks and photographer references to have a creative flow of ideas.
The location of the choreographer for 'years and years' was located in La and the weather was bound to be sunny so it was filmed in LA. They had an average budget for this video. The years and years music video was shown to us and was created on an 'average budget'.
Sometimes you have to think on you feet because not all ideas pan out. A music video that created these issues was 'lucky charms' feat. wiley and by SKANK
You visually need to represent the similarity between the narrative of the video and the lyrics or structure of the song. For instance the narrative needs to build up to a climax when the song does.
Sometimes its good to go back to the same director used previously for that artist because they understand the image of the artist.
Treatments are so important when explained to the artist because then you know that they like the ideas and that they can not divert from the plan or the director after everything is agreed, which i why they tend to work with the same directors because the artists get along with them. The treatment and story board protects the director from being left out of the final cut of the music video.
Shooting in the studio allows you to have more control but the costs go up of mine en scene and also you don't have to worry about the weather.
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