A music video should have a beginning, middle and an end, with a plot to help pull it together. The plot could be related to the lyrics or the emotion which is evoked by the song. However, in music videos where that is not the case, song performance tends to be 95% of the music video.
1. Be creative
You can be creative with every aspect of creating and promoting your band video, from sourcing funding to casting, special effects, obtaining and social media engagement.
2. Crew
The crew needs to understand the fundamentals of what you are doing, and essentially, how to operate the equipment they will be using. Make sure that you review what you are shooting again and again. Keep your crew motivated and focused, and make sure that when you say, "Action!" everyone is focused on what they are supposed to be doing. Drive it into your crew to appear on time as shooting can only commence once the last person involved gets there. The smaller your crew, the easier it will be to travel from location to location, and the less likely you are to be held up.
3. Concept, themes and style
Medium and format are important considerations. Be careful when using black and white footage. There should be an artistic reason why you are using black and white footage, though it can be easily contrived. For example, black and white footage can be used for studio shots. The medium and format are used to help distinguish between the scenes and perhaps you can look to the lyrics to decide what scene to put where.
4. Locations
Always have a choice of locations. Choose a location that fits with the style of the song and video. Ensure if you need permission to film there and where necessary, get permission to film there. When you film your video, take some reference pictures as these may help with story-boarding and any set design. Consider any lighting you may need and whether electricity is available for you to use, otherwise you will have to provide your own.
5. Gear
In order to help with your budget, daylight lighting can be helpful as you can make the most of any natural lighting. Playback can come from an iPod and dock, or speakers, whatever is loud enough for everyone to hear. You will want to make lip syncing as easy for yourselves as possible. Recording the video will be likely to take several takes and other considerations regarding gear will be the required aspect ratio of the video frame, how clear or grainy the shot will be, will it be shot at night, if it is outdoors then weather will also be a consideration. Make sure that you educate yourself in how to use your gear and in how to choose the right camera, tripods, lighting, software etc.
6. Stars
Fans want to see the stars in the video, so make sure you devote enough screen time to the stars of the video. They should spend a good amount of time at the forefront and it is worth getting the band members to wear their own clothes in order to cut down on expenses.
7. Scenes
Keep is simple, but offer variety and remember that most modern music videos have some nice incidental shots.
1. Location
2. Band relaxing
3. Band performing
4. Individual band member shots (especially the lead singers)
Combine these shots with some performance shots. Often such performance shots are located in unusual situations This is done in order to help them stick in the mind of the viewers and fans. Performance shots should be located at key points of the song, commonly getting more emphasis during the chorus.
For example,
1. Shoot the main parts of the video in two or three key sequences.
2. Have the band wear two or three outfits, two or three different locations OR use something inspired by the lyrics.
3. Use studio shots, live and incidental as some filter shots
4. Try something simple, such as the singer wandering around "in character", thoughtfully looking around at scenery or local life.
8. Edit timing
Make sure that the edit points and the changes from shot to shot are timed to be synchronous to the music, for example, at the end of a line or in a section. Make larger thematic changes align with section changes. This multiplies the effectiveness of the edit. Ensure that the pace of your editing increases as the intensity of your music also picks up on pace. Use the editing to emphasize the beat, the rhythm, the lyrics, the emotions and energy, and the sectional changes in the music.
9. Test screenings
Make sure that you do some test screenings where the sole purpose is to gather information and reactions so that you can tweak your video with the use of any feedback that you receive from your audience. Ask how the video made the audience feel, ask if it evolved, added to, or increased the depth of feeling when listening to the audio alone. This feedback is vital for improving the finished product as it guides you to what your audience wants.
