In the production of music, executive and music producers are needed in order to get the music produced. An executive producer (sometimes called the executive in charge of production) is the person who is in charge of the whole production of the music video, but they don't take part in the technical side of production. However, the music producer is the person who will work within the industry whose job will be to oversee the recording and production of the artist’s music video. A music producer has a variety of responsibilities that comes with their job which includes tasks such as; gathering ideas for the project, selecting artists/songs, controlling recording sessions etc.
During the preproduction stage of a music video, there is a series of research and planning that needs to be carried out. This research and planning will consist of aspects such as the video storyboard and questionnaires which will be required to gather feedback on ideas and collect information as to what the viewers would want/expect to see from your music video.
Artists are heavily reliant on production companies when it comes to producing a song and music videos as they are specialists when it comes to the production process. There are several independent music video producers that will welcome artists and bring ideas to the table to create a music video to suit their soundtrack. For example, London Music Videos is a small production company based in London who allows artists to approach them to begin talks in to creating a music video for their product – making the artist look more official and professional.
A music video director is driven by given a soundtrack in which they can work from to design and create a music video for. The director is completely in charge of what will and won’t be included in the music video and will have the final say with any decisions being made and how the music video will be made.
In the music industry, a record label is a trademark brand which artists will be a part of as a form of marketing and promotion of their music and reputation. There a several large music record labels in which numerous artists have been signed up to in order to give them a chance to develop their reputation and burst on to the scene of mainstream music. An example of a record label would be ‘Young Money’. Artists such as Lil Wayne, Nicki Minaj, Drake and Limp Bizkit are signed up to Young Money which speaks for itself in terms of how record labels can make artists become so successful and profitable.
Distribution is the way that something is shared out among a number of recipients. In terms of distributing a music video, this is done mainly via internet and television. There are various methods that artists can distribute their product to their target audience to view the video and gain awareness of the song/video to boost the sales. An example of this is YouTube. YouTube allow music artists to post their music videos via companies such as Vevo so that anybody on the internet has access to watch it for free. These viewers can also use iTunes to watch or listen to a sample of the song where they will then have the option to purchase the full version where they can put it on their iPods.
Music channels such as MTV will also distribute these music videos by using the television where some viewers may have paid to subscribe to the channel or could get the channel for free where they can watch a variety of music videos that will be played almost constantly throughout the day.
Using music channels, YouTube and iTunes music artists can significantly increase their reputation and connect themselves with their target audience mostly free of charge. This would be very ideal for our media product as we could distribute it to our target audience for free in order to promote ourselves and our music video as much as possible. Social networking websites such as Facebook and MySpace can be used in the initial stages in order get the ball rolling in terms of the target audience’s awareness of our product.
When exhibiting a music video to your target audience, a license is required so they can legally broadcast the video. This license is required due to copyright laws as the music video is owned by the record company, meaning their permission is required in order to legally exhibit the music video or to reproduce a music video. Technological convergence between different forms of technology allow illegal exhibition to occur much easily due to the vast amount of websites which could easily embed a music video within the webpage. This is where the problem of copyright with music can occur as it is so easy to get free access to music and illegally watch, copy or download music. Therefore, licenses such as AVLA have been put in place in attempt to prevent this from occurring.
Censorship is the process of examining media products such as music videos and determining whether the content is appropriate for the given cause. An example of a censored music video would be Smack My Bitch Up – Prodigy due to its content being far too explicit.
Explicit content would consist of inappropriate or graphic actions such as sexual scenes which would definitely be inappropriate considering this to be broadcasted over the internet or on music channels where the target audience will watch the video. Therefore, as a result of this the artists are made to produce a new music video where the content of the video would not need to be censored in order to be sure its suitable for the target audience.