Remember the first time you saw the Around The World music video by Daft Punk? Good! Now keep that image of the odd tall men, the women in the swimsuits and the creepy mummies in your mind as I go on another one of my rants.[one_half last=”no”]
Working for a music channel is a rather interesting experience no matter what department you’re in. The one thing you’ll hear on almost a daily basis is “But why aren’t you playing my video?” Time and time again I’m confronted in hallways, my Twitter inbox and even in the middle of the dancefloor with this question and I’m not even the one who makes that ‘yes/no’ call!
I do, however, see where most individuals go wrong and what’s even more tragic is how elementary mistakes end up costing an otherwise ‘hit single’ much deserved TV airplay. Fortunately these overlooked errors can easily be rectified and will probably get you that much closer to being on high rotation on your favourite TV channel.
Firstly it is important to know that having a big radio hit doesn’t mean that the music video will be received with the same loving arms. On numerous occasions I’ve seen some of the biggest names in the industry have their videos rejected for a host of reasons that include wrong format, failing to censor the content (boobs, foul language, violence, etc.) and simply having a bad video. The work you put into making your great song should be emulated in your music video and that doesn’t even mean spending money.
There’s a myth that the best music videos are the most expensive. A typical music video will cost you around R35 000 but they’ve been known to go as high as R120 000 or as low as R500 (no lie). The reason for this is crew and camera, location and talent (the people you’ll have in your video). It’s always best to save the lion’s share of your budget for the crew and camera. A good camera means a high quality video no matter where you shoot it. But remember you still need to pay for a good editor.
Location and talent are the easiest costs to cut if you’re clever about it. Unlike shooting in a club / restaurant, filming on certain streets and alleys have almost no hiring costs and if you use friends, family in your video, chances are all they’ll want is a little food, drinks and the joy of seeing themselves on TV.[/one_half] [one_half last=”yes”]
This works fine BUT you also run the risk of your video seeming highly unprofessional no matter how good the picture quality is.
There’s a myth that the best music videos are the most expense.
The essential thing to remember is after high quality visuals you need an even higher level of creativity if you’re looking to make a video that doesn’t end up on the A&R’s floor. Walking in a township, half-naked girls in a pool / by the beach, green screen videos (cringes) and club scenes with unplugged CDJs are all over done and very easy to decline. In fact you don’t even have to be in your own music video like what Bob Sinclar does. Take a page from Mi Casa and their La Vida music video or better yet the hidden gem of a music video that is CoreNaHouSe’s It Revolves Around You. Both videos are simple, creative and tick all the boxes a playlist manager would check.
Obviously budget will forever remain an issue, especially for the up and coming artists but that’s where the fine art of product placement comes in. If your song is big, your brand desirable and your manager jacked up enough it’s quite easy to approach alcohol brands, clothing labels and the like and offer them product placement. What this entails is offering a certain brand exclusive presence in your video i.e. you sip on beer X during one scene. This gives that brand on-air mileage and in exchange they’d be more than willing to give you money to sponsor your video. Just be careful about blatant product placement. Exhibit A – Dineo Ranaka’s House Party.
Lastly, a music video not only compliments a great song it also completes the package. It can be the cherry on top or the salt in your ice cream. So always give it thought, effort and time.
With that said and done, see you on my TV screen.[/one_half]