On mondays lesson we had a guest from the real record label. Her name is Emily Tedrake, she is working as a video commissioner for Polydor records in London. This label is a part of Universal Music group (Time Warner conglomerate).
She commissions Music video for music artists (inc the Macabee’s Ellie
Gouding, Lana Del Ray), and she put out tender to directors who once selected
will submit a treatment. Emily may have contact 10 clients who may
want to shoot, depending on bids/ concept.
She also works closely with Artist and Repertoire and researches
directors.
Budget for music video is approximately from 1000 to 100,000 pounds.
Artist
now work on 360 degree deals.In the music industry, a 360 deal is a business relationship between an artist and a music industry company. The company agrees to provide financial support for the artist, including direct advances as well as funds for marketing, promotion and touring. The artist agrees to give the company a percentage of all of their income, including sales of recorded music, live performances and any other income.
Bearing this in mind, the budget will shape the content and style of
the video. Emily will write up brief. The commissioning process will end up in a
one day shoot, for a 12 hour day and costs about £7,000 a day.
Process takes about 1 month in production.
Emily presented 3 treatments for 3 different artists: Ellie
Goulding, James Blake & White Lies.
Treatment – images used are suggestive of content and theme, but also
realistic on behalf of the director.
Uses specific references for the look of the video, specifies location,
how are you going to shoot the band, what will props will look like, also considers
casting etc for narrative. Will need to
consider wether Ellie have the right star image and styling. The treatment covers the most important
parts. The director will then storyboard
the video – an important visual process in the shooting of the video.
A bog production 70 -100 extras. 12 hour shoot on a military base,
needed permission, risk assessments etc needed.
Used location, narrative, performance and lyp sync.
James Blake -Overgrown
Shot
in Los Angeles over two days. £30,000
budget & top named director. Lots done in post-production, highly stylised
with lighting. Cabin built in studio,
green screen on windows, uses a time lapse.
Cabin put in hillside in post-production. Starry sky is post as are the grim
reapers. Use professional backing
dancers. Gets across a fantastic star
image and this has to match the music.
Where Ellie had scale energy and colour, James Blake is elegant and
simple. Emily : need the right mood and
atmosphere for each music video.
White Lies- First Time Caller
Wrote a synopsis and images of the concept. The director interpret the song, and provide
a music video breakdown ina few short paragraphs. Lots of image based theme, with location of
performance (Paris), representation of pretty girls etc. Director then goes to the production company
and a schedules a shoot. The director
and producer work together to get the shoot together. Used a street workout team – focused on
bodies as representational.
Before making this video there are two versions – a band performance
and then re-shot a 16mm performance under Emily at Polydor earlier this year.
