Talk with Video Commisioners from Polydor Records

Today we had a talk from representatives of Polydor Records. The commissioning process was introduced as the aim of the session. Once the track has had all its conformation, a team can be set up to brief possible sets, locations and budgets. The team consists of the artist, their manager, a director, A&R departments and marketing. It is important that both the artist and the director are happy with what is going to be produced, because both of them are trying to sell this image to the audience.

During this session the representatives taught us some very important lessons for when creating a treatment:
-Don't rip off brands- unless its going to benefit both the artist and the brand
-Styling references are key - especially for female artists
-Analysis at what people are looking at - even with similar bands and what those audiences are looking at
-Keep the idea simple, but the concept strong 


Then they showed us some examples of treatments and their music videos...

The treatment of  Bipolar Sunshine's song, Deckchairs On The Moon

- Because of budget - it was easier for the team to fly out to Tenerife and have a 16 hour shoot 

- Used a drone to film location shots
-The video lacks in a concept because the label didn't know who the artist really was and what his image was

The treatment of Ellie Goulding's song, Goodness Gracious

-Ellie has a greater reputation, and would therefore have a larger budget for - more pressure on the marketing team to get the video right
-Originally meant to be set in Miami, but because of the artist's busy schedule, they had to compromise and film in LA
-Video really compliments the song - good image for the artist






The treatment of La Roux's song, Kiss and Not Tell 

  

-You can actually call up the number and leave a message for the artist

-A simple but strong concept

- Lots of research around vintage telephones