What the audience don't notice is everything that happens in the pre-production of a music video. The video is first sent to various directors and producers to see who may be interested in working with it. This can sometimes include a pitch from what any ideas the artists themselves may have. The different directors and producers will then add on their own take of the song, creating a pitch for the record label on what they think will work well. The decision is then in the record labels hands, and they decide which group of people they believe has the best ideas to fit the initial brief. They will also calculate a budget for the video which the producer has to ensure is not exceeded. Next, other proffessionals get involved such as the production designer. This person will be in charge of the location scouting and the overall look of the video.
After all the planning has been finalised, the crew, cast and artist will arrive at the chosen shoot location. Filming times can vary depending on how complex the video is. However, most production companies will aim to shoot within one full day. Then an editor will work for a few days on cutting the footage from the day to match the feel and beat of the music, this is called off-line editing. On-line editing is then done which is the adding of any special effects usually created by advanced computer technology. The video will then be made ready for release and delivered to the client who then goes on to distribute it to television, the internet, radio and others.
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