But, what is the latest music video your friends are talking about today or that you hear about everywhere you go?
Most of the time it is the video by Rihanna, Lady Gaga or other mainstream artists as opposed to an unsigned artist. Why is that so? You might ask, since all the music videos you see seem to have the similar content and story-lines. (There is nothing that is really special or different, except for the song). Nothing to catch your eyes or attract your attention,
Today, my topic is How to impact your listeners and viewers with your music video? First before I begin.
You should start by asking yourself the following questions?
Why do I find it necessary to shoot music videos?
- What should I expect as a return for investing in music videos?
- How am I going to use my music videos to my advantage?
Some of you might say you produce music videos so more people will become aware of you as an Artist and to create another way to expose your music as video distribution is crucial way to promote your artistic image to a wider audience.
But still, why are certain Music videos talked about by more than others?
Most of the time, it’s because there’s something special about the video, something that catches the eyes and grabs the attention of the viewers.
Getting more people to listen to your music via music videos is great. But how often is that accomplished? What does your video have that is different from another artist’s music video?
Why are there a good number of music videos on You Tube that the viewing public is unaware of or that are only seen once and otherwise ignored or exist without receiving any relevant comments.
My tips to producing a video that will Impact your Viewers:
Define the video’s Goal:
First, what does the word “Impact” in this regard?”
From this following definition (http://www.audioenglish.net/dictionary/impact.html:), I have retained these two points: “Have an effect” and “Influencing strongly.”
To influence your viewers is to get them to watch you music video over and over again and then talk about it with friends, family and give you relevant comments that they like it such as (Wow, or terrific, Wicked, i love this song where can i buy it). How do you achieve these results?
First, you should know what you want to portray in the music video? And you should know the message you want to people to take from watching it? Do you want the video focus on you as “Artist” or on the meaning of the lyrics or both?
For example the recent video of Neon Hitch ”FU Betta”
This video is focus on the sex appeal of the singer as well as the meaning of the lyric which is about sex, but, more so, on the singer as a female and a woman.
Or do you want people who watch your video music video see it as a reference?
Beyonce’s song “Single Ladies or the video by Dave Richards ”BOOMBS” both of which compels the average viewer to watch them over and over because of the music and impressive dance choreography?
Madonna last music video “Girl Gone Wild” is a good example of having something special in a video. You don’t have to have naked men like in her video or dance choreography all the time but, without doubt, this video that keeps your eyes glued to the screen. This video was produced for a specific target market, the gay community and video story is focus to this target market explicitly and openly.
The use of sexual positions and acts draws attention to the video and obviously succinct curiosity in people. Eventually the music video was banned. So of course, the more you ban something, the more some people want it. This can be a good marketing Strategy to increase your database (emails addresses and traffic on your website) when You Tube ask you your age to be able to view the music video.
Or you might want to do a music video that is very surprising such as Erika Badu (Window Seat) which is what Miss Erika Badu really wanted to accomplish by being naked at the end of the video. But what is the more important effect that this video has on viewer the first time that it has been broadcasted? People talked about this video all over the media.
The song ‘Window Seat’ is about liberating yourself from layers and layers of skin or demons that are a hindrance to your growth or freedom, or evolution. I wanted to do something that said just that, so I started to think about shedding, nudity, taking things off in a very artful way. — Erykah Badu, on the music video’s underyling theme.
Now here is an example of no- mainstream music video from Mr Happy ” Solar Power” the lyrics are fantastic, but the music video story does not match the meaning of the lyrics which is very sad (that is my opinion) . The video, itself focuses on the dancers and not the lyrics, but the music is very good.
When Writing Your Script, Be Creative
As you think about your story-line make sure the Video Director understands what you want to portray via your lyrics and your music so he or she can understand what you want from the video. It should be clear that you want your music video to feature you, “the Artist” and your image or you and the music together, or thirdly, you, The Music and the meaning of the lyrics all in one?
Just be sure your music video has something that the media would like to talk and write about…
Check the Music Video TV Regulation (law)
Check what is the last regulations to know about what kind of music videos are accepted on Music TV channel and the net : http://www.nme.com/news/miscellaneous/63128 and visit website such as ofcom http://stakeholders.ofcom.org.uk/binaries/broadcast/guidance/831193/watershed-on-tv.pdf
Work within your available Budget
If you don’t have enough money or even if you have a proper budget to do a music video, use YOUR CREATIVITY! Why I am emphasizing this? A small budget must not prevent you from being creative. CREATIVITY can be expressed in the way you move, dance, sing and more. CREATIVITY is having unusual ideas and be out of box. It means having of your lyrics expressed by IMAGES and SCENERY and making a video that people will notice and want to watch over and over again.
Select your Music Video Director:
Be careful who you choose as the director of your video. If the director does not like or show any interest in your vision or does not like your music, do not work with him or her. The video director must work hand to hand with you and share vision and be excited by the project and put his or her heart into it in terms of creativity, if you do not feel this find another Music Video Director.
Some Music video Director just want to do the project to help fill their portfolio or only to make money but do not care about what you want to achieve with the video and do not have any notion of marketing and/or the music video business.
Be creative when it comes to making a business plan for the use of your video. For example, sell it on DVD or create a game with the story of the music video or something else or create an advert with some scenes for a product, or product placement. Images are powerful and if it’s attract the attention of your viewer they will ask about it and buy it.
Promote Your Music Video
Do not rely only on You Tube to promote your music video but put your video where your target market can find it and use (social media, forum, blog etc.). Write a Music Video promotion campaign. Be very diligent in your research by visiting website such as:
To learn which videos are the most viewed, then analyze why that is so.
All the music videos examples I have selected here are among other music videos, too numerous to mention in this article. 🙂
Jonas Akerlund (Music Video Director) of Lady Gaga’s Music video ” Telephone”
When someone’s paying you to do a job, which is most of the time, you always have to respect your clients. But if I could make a beautiful film and at the same time make people think, then that’s perfect. Jonas Akerlund.
“Videos are all about making an impression in the moment,” he says. “If you’re lucky, you make a classic that people talk about for years.
Melina Matsoukas (Video Director of Rihanna Video ” Rude Boy”
© 2012 March by Michelle Galas
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