Music Videos And Video Promotion
Should You Make A Music Video? / Internet Exposure
Is it cost-effective to make a music video? This is a very difficult question to answer. When I first wrote this article in September 2000, I did not recommend that developing artists make a music video unless someone else paid for the production costs-- such as a record label, an angel investor, or some other party. (But be careful to note whether those costs can be recouped--i.e. taken out-- from future income streams. See the StarPolish sections on record deals to better understand the concept of recoupment). But now I'm updating this article in 2007 and times and technology have changed dramatically. In theory, you can shoot a music video at no cost using a cellphone these days. But the question still remains-- can you shoot a GOOD music video at low cost? One that you will be proud of and that will adequately complement the artistic purpose/statement behind your music? You must start by determining whether the costs of making such a music video outweigh the realistic benefits. To be sure, the costs of making an airplay-quality video have come down. In 2000, expenses could range on the low end from $150,000 to $250,000 for a simple video, to $500,000 and into the millions for elaborate movie-quality clips. Those high-end costs haven't changed much, but on the low end you can shoot a movie-quality clip for $10,000 or less these days, if you spend your money wisely. It's also of primary importance to have the right creative approach or narrative structure to a low-cost video. So I encourage you to brainstorm a highly creative treatment for a music video that won't cost a lot of money to produce, shoot, and edit (and that you still feel represents you as an artist). Here's one of my favorties-- OK Go's "Here It Goes Again". Basically, if you can make a music video at low to no cost and still be proud of the end result, then doing so is a no-brianer these days...
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