Emily and Helen were the two women who came to talk to us about polydor records. There roles are video commisioners which in the industry is classified as a sort of 'creative director' this means they organise everything that goes on in making the music video and linking the right people together to get the best possible product for example passing ideas from the artist to the director etc.. they do all the organising to make sure everything and everyone including all crew will be ready for shoot day so that everyone is on the same page. As we are going through the process of making a music video, they mainly talked about a rough idea for the process which would be a lot more detailed/complicated in the industry which we aware of and also the different stages which are as follows:
1. The idea normally comes from the artist as it is there video they normally know what they want to portray to there audience so they pitch there ideas to the creative team/ record label. They usually have quite specific ideas as it is there song and understandably extremely personal and how they will be represented in future. Even if the creative team have suggestions or ideas the artist will always have the final say.
2. The video commissioners then write a brief of what the artist wants and the ideas/themes they want the video to have usually using pictures to help show this. However sometimes it can be the oppsite and the artist doesn't know exactly what they want so it is up to the commissioners to show the artist different preffered directors shoreels to get a feel of the style of the director from there the artist can choose. More often then not the record label has particular directors that are signed to the company that they like to use and they support. The more open the brief the better because then the director can give new and fresh ideas that can be developed as sometimes it is hard for the director and artist to have the exact same picture in there heads. Helen and Emily also said as the media is growing and developing they like to use up and coming directors who havent had much experience as they are less set in there ways and bring something new to the table.
3. Budgets depend on the artist and there target audience but they usually range from about 6k-100k. Emily mentioned that although a video may look like it could be done with a small budget there is a lot that the audience cant see that needs money. The sorts of budget that Polydor records use depending on the video of course but an average would be about 20k-40k.
4. Once everything has been organised and the commissioners feel like everything is on track and there will be no problems on the shoot day and they have connected everyone that is involved eg crew members:casting,director,set designer, etc the filming usually takes 1-3 days and then depedning on the video about a week to edit before the first cut is delivered they then have a chance to see if anything needs to be changed. Overall it is usally a six week process.
5. Polydor works with vevo which is how most of there videos gets published as this way it makes the most money. It is all about view count on sites such as youtube. There are particular people who work at polydor records for the press angle that make sure it is being marketed in the best way possible to hit there intented target audience to get the best product which will eventually make the most money. However sometimes they have to make two editions of a video if there is particular censorship that for example cant be shown after the 9:00 watershed so one cut on youtube and one on TV e.g Ellie Goulding's latest video that includes guns. They have worked with various artists including Lana Del Ray, ellie goulding, Miley Cyrus.
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