SD Institutional Context

What is the procedure for making a music video?

Firstly, the label, artist and management would agree on what they want to release as a single. Once the track is decided upon, the video commissioner will make a shortlist of possible directors for the music video and sends the track with a broad brief. The brief would summarise the ideas for the project and would therefore be send to the already shortlisted directors. After they have recieved the broad brief, the directors provide individual outline treatments and one is then chosen. Agreements about the budget and deadlines are then discussed and the director develops the idea, using storyboards and location photos. An art director, wardrobe people and director of photography are then enlisted. Locations are then booked and the sets are designed and built. All personnel are on site for the shoot which would usually take one or two days and once it is complete, the film is transferred to the tabe for editing to commence. The editor would then produce a rough-cut of the music video for the label, artist and manager, which would take roughly three days. They then comment on it and find any faults or aspects that could be changed and edited. These changes are made and visual effects will then be added to the video. Finally the online finished video is passed to label for release to TV stations and airplay in advance of single release.

What role does the digipak play in constructing brand/promoting artist?

The digipak plays an important role in constructing a brand as well as promoting the artist. It has enabled CD’s to become more collectable and move dedicated fans away from downloading individual tracks. A digipak also makes for a much more thoughtful gift. Well known bands and artists share a lot of information contained within the digipak along with lyrics for songs and artistic photos of the band. A digipak has only recently been converted from plastic to re-cycled cardboard which is the direction which the music industry wishes to take.

What is the role of 'we media'?

The role of ‘we media’ is vital in the world that we live in today. It allows people to comment and put there own views on media. An example of ‘we media’ would be ‘Youtube’ as people can add there own videos and others can comment on them offering their opinions. Record labels can also put their artists videos on ‘Youtube’ for people to watch and then comment on, it is a way for the record labels and artists to promote themselves and therfore gain feedback on their work. Other examples of ‘we media’ are ‘Facebook’ or ‘Myspace’ as they allow people to connect and communicate with one another and share their views and opinions over the web. The purpose of ‘we media’ is to make the internet more interactive, instead of just consuming what we see on the internet, ‘we media’ allows us to comment and share our views and opinions in forums. ‘We media’ enables peer-to-peer media, this means that any citizen could provide anybody with media; it no longer has to be fed to us by large corporations.