The Music Video Collective

A look at the fancy world of music videography

- ANISHA GAKHAR

Music video production is analogous to film production—albeit, a music video leaves an impression on the mind of the viewer in less than four minutes. Explains the millions of dollars spent to make an extravagant/visually appealing music video casting your favourite artists either dancing or enacting a set storyline?

Artists, these days, are producing sophisticated music videos that allow for audience engagement and discovery. Content is of paramount importance. If you want a person to find your music and stick around for more, you need to entice them with more than just a great audio. An interactive video engages fans more, by putting a face to the voice—or a story thereof. With technological advancements, stunning music videos are being churned out every single day.

STORYTELLING

Much like filmmaking, music video production is involves relatively more compelling visual storytelling. The direction, fluidity and story of the video is pre-determined when working on a music video project. Some tracks are nostalgic or lounge, while some are upbeat and energetic. The genre of the music usually determines the theme, look and feel of the music video. The lyrics of a song convey a message or narrative to the listener, which is why, the video should reflect the exact tone and emotion behind the words.

Similar to books, films, paintings, and many other art forms, music tells a story— and a music video shows that on-screen. This opens up a plethora of avenues to be creative and expressive, along with giving the perfect opportunity to experiment with styles, tones, exotic locations, sets, props, and other visuals to convey the landscape you’re trying to sell.

AN ELABORATE PROCESS