Research into Industry

 After doing research into the production process of music videos in the professional industry, I was able to discover there are generally three stages of production:

• Pre-Production

This is when the producers will plan the video, and indentify the aims, style, key messages and target audience. The artist and producers will work closely together, the artist describing the market and their aims for the video, and the producers suggesting idea in order to formulate effective and creative music videos. Pre-production planning is essential when producing a music video, as it helps you ensure your product acheives its goals. It also allows the institution to draw up budgets and time allowances, which will give the artist a realistic idea of what to expect during the process. There will be storyboards drawn up, locations sourced and roles cast.

• Production

This is when both the music is recorded and the footage is shot. More employees are used, including camera man, stills photographer, picture editor and sounds editor etc. The two media types will be recorded separately and then brought together in the next stage. The director may ask for a scene to be shot a number of times in order to get it right. Many technologies and props would be used, including a High resolution video camera, tripod, dollys, lights, green screens, musical instruments etc. In the recording studio sound proof spongy walls would be used, including many effects and settings in order to acheive a high quality sound.

• Post-Production

Here the footage is assembled and the music is added by the video editor, onto a timeline. Nowadays, in the film making process, the modern use of video has meant that there are two work flow variants; one using solely film, and another using a mix of video and film. Non-linear editing is used, which means every bit of the footage including scenes, images, sound, text and graphics can be mixed, cropped, changed or deleted as you like there and then. Non-linear editing enables faster and more creative results. Transitions between clips and effects for the footage will be added, light and colour changes will be made and then when a 'rough edit' is made, the editor will show the artist, to discuss any changes. The timeline will then be mastered.


After the production process, then begins the marketing and distribution. The record label may advertise online, as the usage of the internet is growing rapidly and therefore will appeal to a wide variety of people, on billboards, on television, on the radio and in newspapers and magazines. An advert for the music video will be shown anywhere and everywhere possible, in order to attract the biggest audience possible. The video will then be distributed through many means including online download at iTunes e.g., on television e.g. MTV, and through physical sales such as at HMV or Tesco.

The record label will take a cut of the profit, followed by the advertising and distribution companies, and also the production company, and then finally the artist will be allowed their share.