Music videos are more than just visual companions to songs; they’re a visual expression straight from the artist’s mind that has the power to leave a lasting impact. We’re sure you have a few music videos in your head that you feel like you’ll never forget. Or perhaps when someone mentions a song, you can immediately picture the music video with it. Taylor Swift's Bad Blood, anyone?
Imagine if someone could do that with your music video. Sound cool? We’re going to tell you everything you need to know.
We spoke with Ed Jennings, freelance video and cinematographer for various indie artists, who shared his insights into the world of music videos and how you can create some that tick all the boxes for your audience.
The steps to creating a memorable music video
Here are three things you need to keep in mind to put together a music video people will be talking about for a long time:
- Get planning
The first thing you need to think about when creating a music video is its concept. While we spoke to Ed, he emphasised the importance of starting with a clear idea or theme, which will, of course, come from the song itself.
Ed likes to take it old school and get the lyrics printed on a sheet of paper to jot ideas down next to specific lines that cast inspiration. Music videos can take a more storytelling approach rather than a series of iconic visuals. Either way, going through the song line by line is sure to spark creativity and make it clear which path you want to go down.
You may think you have all the best ideas, but working closely with other artists can help you conjure even better ideas for details like which parts of the song will drive the story and envisioning how each scene will unfold.
- Get those creative hats on
Once you have your concept, it’s time to move on to the fun part. Storyboarding can really help here as it can help you visualise the sequence of shots while also taking location, how much things will cost and the feasibility of your ideas into consideration.
According to Ed (and we trust him), the magic number is around four months to complete the pre-production, filming and editing process. Every detail counts for the video's aesthetic appeal and narrative coherence, from selecting outfits to scouting the perfect locations. Make sure to give yourself adequate time to get those shots you’ve been dreaming about just right and end up with a finished product you can be proud of.
You don’t need a fancy camera to make something that really stands out. (But if you are desperate for 4K and all that jazz, Sony is your go-to). Shooting on your iPhone is a perfectly viable option. Audiences don’t care too much about high-definition and fancy transitions. As long as your concept is unique, you’re going in the right direction.
- It’s all about content
Everything is about content nowadays and how to get the most out of your creations. A single picture can go on multiple platforms and have multiple outcomes, so imagine what a music video can do.
When shooting, don’t just think about your 16:9, perfectly optimised for YouTube product. Shots from the video can be used as TikToks and Reels, backgrounds for Spotify, Instagram posts, you name it.
Record some BTS footage and think about teaser clips as you’re shooting so you have content that stirs up engagement and excitement for your audience. It’s a great way to maintain engagement while working on something big in the background.
Tips for making music videos:
- Budget and resources:
Determine your budget early on and think about what you'll need to bring your vision to life. Locations, props, equipment, additional crew members—are you writing this down? Be realistic about what you can actually achieve for your music video and what’s within your budget. Ask your artsy friends for help! Artsy people always want to help to see a creative project come to completion.
- Content creation:
Think beyond the music video. Here’s what else you can make with this music video alone: BTS footage, interviews, snippets of rehearsals, planning and storyboarding stages, picking up outfits at a random costume store no one’s ever heard of, ‘GRWM to film a music video’, the editing process, your reaction to seeing the finished video for the first time, your friends reaction to seeing the finished video for the first time—you get the drift. There are tons you can do!
- Livestreaming:
You can also find ways to incorporate livestreaming into your music video strategy. Just like the ideas described above, perhaps some of those can be livestreamed. Get your audience to pick out outfits or which lighting looks better for this shot; get them involved in the entire process.
- Quality vs. concept:
While image quality is important, it’s not everything. When Ed was finding inspiration for one of the music videos he was creating, he looked at videos from all the ages, including the grainy MTV ones. They’re still iconic to this day despite the lack of HD or 4K quality. You may notice it while you have your research cap on, but audiences looking for a good time won’t dock points for lack of a crisp frame. If anything, it will just be your aesthetic.
So now you have everything you need to create a memorable music video. If you’re interested in learning more about putting on creative projects and the latest in the music industry, you can always join us for our Music Industry Mondays events! Get a free ticket here