The production process of a pop video has five important stages from beginning to end. I will work through these stages in sequence to ensure no detail is missing.
Firstly the ‘Research and Development’ stage; this is where an initial idea evolves into a solid, makeable and marketable music video. This stage can be broken down into four segments;
· Research - this includes; ascertaining a possible target audience (the market), identifying similar or competing songs and videos, studying conventions (conventions are ways in which something is normally done) of pop videos, analysing my own ideas and improving them, and finally discussing a possible treatment
· Development – this includes; writing a timeline to show exactly what will be on screen when corresponding with the song, casting and camera tests, completing the treatment, and developing a story board so we know exactly what to shoot.
· Distribution – deciding how we will get out video ‘out there’ and get it seen by
our target audience. Thinking about this begins here.
· Exhibition – deciding where our video will be shown. This will be youtube but if we were producing a video for a genuine band, then television would be another. Thinking about this begins here too.
The second stage is ‘Pre – Production’. This stage involves; organising everything in detail so that nothing goes wrong, drawing up a call sheet (a list detailing who is involved with the shoot day, when and where they need to be), ensuring the use of locations is ok and all permissions obtained, checking that all props are ready and finding/ordering any that aren’t – this includes musical instruments, making sure that all the cast have the correct clothes and outfits, establishing and securing any equipment that will be needed on the shoot such as lighting towers and smoke machines, and finally, preparing any sets that are needed including lighting.
Then comes the ‘Production’ stage. This is when the footage is shot. Both on location and within the studio. The average music video will have about 60 shots in the final product, however we will shoot about 300.
The fourth stage is ‘Post-Production’ which is when the editing of the footage and any after effects are applied.
The final stage is ‘Distribution and Exhibition' Which is where the finished product is shown to the public. We will be using YouTube (the internet) to get our video seen by a mass audience. Alternatives could include established television outlets, CD, DVD and mobile phones.
