PRODUCERS STRATEGIESCONNECT

Q. How do you interpret the term ‘producers strategies’? What do you think it means in relation to music videos?

Music videos are not merely constructed as a visual representation of the song. The music industry often has a motive for the style, narrative, production and promotion of the video and artist.

There are a variety of strategies that Producer’s use in order to encourage single, album and tour sales, promotion of the artist and their image, sales of merchandise etc.

DISCOVERPRODUCERS STRATEGIES

There are three potential ‘producers’.

• The major label• The independent music label• The artist

In groups, discuss the positives and negatives effecting the production of a music video with each type of Producer.

Use the questions on the sheet as a prompt.

Who is the Producer?DISCOVER

Who is the Producer?

A major label• For a mainstream artist. • Generally charts high, sells lots of records and therefore

tour and merchandise. • Large budgets for promotional material (such as music

videos).• Predominately main stream/popular music genres such

as Pop and RnB

Example: Rhianna is signed to Roc Nation

DISCOVER

http://www.youtube.com/watch?v=lWA2pjMjpBs

Who is the Producer?An independent label• Smaller, independent music label.• Smaller budget.• Niche market for music genre – dance (specific sub genres), indie,

folk etc• Target audience and music artist often credit music videos as an art

form. Often experimental in terms of technique, equipment and narrative.

• Prepared (budget dependent) to use less experienced/known music video directors with a proven creative background.

Example: Aphex Twin is signed to Warp Records

DISCOVER

http://www.youtube.com/watch?v=B-US91WU8zA

http://www.youtube.com/watch?v=GnBpsUZDiQ0

Who is the Producer?

The Artist• Some artists may decide to make the video themselves.• Often unsigned, it can be used as a promotional tool to gain

fans/exposure and ultimately lead to signing with a label.• This is usually due to budget limitations.• It may also reflect a desire to take artistic control of the visual

content.• Cost effective technical equipment makes it easier to access,

produce and distribute material.

DISCOVER

http://www.youtube.com/watch?v=XwpgByDiHw0

http://www.youtube.com/watch?v=KM40cRl1yuE

Producer’s strategies

imageA particular style or change of image can affect the success of a music artist. This may be influenced by the style of music adopted on a new album.Producer’s encouraged Britney (age 15) to dress as a school girl in her ‘hit me baby’ music video.Whilst this reflected the school based narrative, the provocative costume encouraged discussion amoungst fans (and potential fans) therefore encouraging single sales. It is one of the most iconic music video costumes of all time.

Robbie Williams released a swing album. This was reflected in the vintage costume used in his concert performances and music videos, therefore helping him to appeal to a new (wider) audience.

Some music artists are so associated with image reinvention in their videos that it has become an automatic selling point.

Often, there is such anticipation for the release of a video that exclusive first previews are organised.

Rewarding fans with access via the website creates a sense of exclusivity.

narrativeSome Producer’s will encourage a provocative narrative in the video that will encourage word of mouth exposure.

One of the first music videos to use this technique was Michael Jackson’s ‘Thriller’.

Most of his videos were expensive productions with a strong narrative and performance theme. Word of mouth helped to promote the video as well as the song/album/tour.

MTV and other music channels gave fans an outlet to watch his music videos.

Now this is obviously reflected by the amount of views on youtube which give an instant measure to fans, Producer’s and the Artist as to the popularity of the song.

http://www.youtube.com/watch?v=sOnqjkJTMaA

http://www.youtube.com/watch?v=-_qMagfZtv8

Production techniques

New and innovative production techniques can provoke discussion and encourage fans to watch a music video.

Busta Rhymes ‘Gimmee some more’

• Hype Williams• Fish eye lense• hyper bright colours• Skipping frames in the edit. • Editing the speed.

Coldplay ‘The Scientist’

• Jamie Thraves• Footage edited in reverse.

http://www.youtube.com/watch?v=VeCpfWNKh9s

http://www.youtube.com/watch?v=RB-RcX5DS5A

The Prodigy ‘Smack my b**** up’

• Jonas Åkerlund• POV shot

Peter Gabriel ‘Sledgehammer’

• Stephen Johnson• Stopmotion

http://www.youtube.com/watch?v=OJWJE0x7T4Q

controversySome music videos are deliberately provocative in their choice of narrative and imagery. Often this is a conscious decision. No publicity is bad publicity!Before the invention of youtube, a banned music video could have a negative impact on the promotion of the song as the video would be harder to access.Now a banned video is easy to find…

http://www.youtube.com/watch?v=yyDUC1LUXSU

The BBC’s first pop music video ban

Why do you think that this video was banned?

http://www.youtube.com/watch?v=i0WPC-N3UYE

"Dead End Street" by the KinksIn 1966, an early music video depicting the band members as top hat-wearing pallbearers was deemed tasteless by the BBC – even though the "corpse" jumped out of the coffin, apparently alive and well – resulting in the BBC's first pop video ban.

The Kinks‘Dead end street’

remakingOnce a music artist has become successful, it is possible (although unusual) to reshoot a music video with a bigger budget.

Compare how Ellie Goulding is represented in each video.Which was the first version to be produced?Why do you think that they changed it? http://www.youtube.com/watch?v=5

y8gXv0tPj4

http://www.youtube.com/watch?v=fBf2v4mLM8k

promotion

• Tour• Product endorsement (synergy)• Connection to a film• Collaboration (with a bigger

artist)• Social media• TV/magazine interviews etc

Can you think of examples of music videos that include

any of these?

What does Daft Punk’s ‘Get Lucky’ music video look like?

http://www.youtube.com/watch?v=5NV6Rdv1a3I

This was the first ‘release’.

Why did they release this?

http://www.youtube.com/watch?v=h5EofwRzit0

Teasers

Other examples of teasers:

http://www.vevo.com/watch/union-j/carry-you-official-video-teaser/GB1101300211

http://www.youtube.com/watch?v=NuaQQAxCGUY

budget

• Creating the most expensive music video of all time was competitive in the 80’s and 90’s.

• It demonstrated power and success.

Watch the mini documentary.

• What does this tell you about:• Current production values• Finance• Equipment• Audience

http://garrettgibbons.com/music-video-budgets/

InfographicResearch task:

Based on your research today, you are going to create an infographic exploring facts and figures concerning the history of music videos.

I am particularly interested in STATISTICS on:• Budgets• Specific music artists/genres/songs• Dates• Locations

Some possible ideas:What are the top three most expensive music videos of all time?Which music artist has created the greatest number of music videos?What is the most popular filming location?Which country produces the greatest number of music videos per year?Which music video has the most you tube hits?Average music video budget today compared to the nineties.

What facts can you uncover?

http://infogr.am/

• Interesting articles:

• http://philipbloom.net/2012/09/03/music-videos/ (from the perspective of a band)

• garrettgibbons.com/music-video-budgets (American based)