What music video production covers
Music video production is the development, filming and finishing of a film made to a track. For most UK artists and labels that means:
- A treatment based on the track
- Location, cast and art direction planning
- A performance shoot, a narrative shoot, or both
- Edit, grade, VFX and stylised finishing
- Shorter cuts to promote the release
Strategy 1: Start with the track, not the visuals
Listen for tone, emotion and intent before deciding what the video looks like. The lyrics and the beat often contain the clues. Brother stays close to the hands on the piano keys and the performer's face, which keeps the attention on the playing. Send your director the final mix and a few lines on what the song means to you.
Strategy 2: Decide how much performance and how much story
Most videos balance the two. Performance gives fans the band, and narrative gives the video a reason to be rewatched. Boltcutter moves between a frontman in full voice and a story played out in a derelict train carriage and a forest. Bury Tomorrow's Abandon Us cuts the band against masked, ritual imagery. Decide the mix early, as it sets your schedule.
Strategy 3: Build the budget around one strong location or image
You do not need a big set to look cinematic, but you do need to spend in the right place. Pick one location, costume or effect people will remember, then build around it. The derelict train carriage in Boltcutter does this, and Brother needs little more than a piano in a dark room. We scale from low-budget run-and-gun to full-set productions with crews, so be open about your budget early.
Strategy 4: Use light and the grade to set the tone
The look can do as much as the concept. Age of The Coward uses hard light and deep shadow to match the intensity of the performance. Grading, VFX and stylised editing should push the vibe of the track, not just finish the video. Agree two or three reference images with your director before the shoot, and keep the whole team working towards them.
Strategy 5: Plan the release before the shoot
A video should help the whole campaign. Fix your release date, then work backwards through the edit, the shoot and the planning. While you are on set, capture teasers, vertical clips of key lyrics and behind-the-scenes footage, so you have something to post before the premiere and after it.
How NewFlight works on music videos
NewFlight has made music videos including Brother, and for artists including Boltcutter, Age of The Coward, Bury Tomorrow and This Dying Hour. Clutch rates NewFlight a Top Filming Company in London and a Global Leader in video production. See our music videos service page and portfolio.
