Canadian Musician - July/August 2020 | Page 41

ing act for both the creative and technical aspects. With all that goes into production, it is important to state clearly and early what will need to be done and who will be taking on the specific roles. “A lower budget typically means the video creator will be taking on more responsibilities and is not able to hire a big crew to allocate tasks as they would on a larger production,” she offers. If you’re ready for the next step of video production, Farhat says you can source quotes from director/producers based on what is required to execute that production from a logistical standpoint; however, if you have a budget in mind, provide that information upfront so they can tailor their ideas to it. While she’s now well-rooted in the film, TV, and ad world, writer and director Cazhhmere of Direct or Die Creative built her reputation on stunning, spellbinding music videos. Look no further for an example than her new vid for “Conversation” by DJ Agile featuring JRDN. While she of course welcomes input from the artists she works with, she writes her own concepts based on years of experience. “If you come to me, you came for my vision, because anyone can shoot a music video these days. Part of a director’s job is to know what’s a good fit for the artist you’re working with and what the label is looking for, so I’m going to do what I do; I got this.” According to Cazh: “My approach is always the same, regardless of the budget. We might not be able to afford crazy toys like a 30-ft. crane as we do on bigger budgets, but I treat each project with the same amount of attention, detail, and effort. I think that’s what’s wrong with a lot of indie videos; just because the artist and budget are indie doesn’t mean the video has to look lackluster.” Patrick Hansen, the bass player for Winnipeg-based alt-rockers The Treble and a media production and web development instructor for the Louis Riel School Division, says that anyone is capable of creating a music video these days. He notices that artists are often willing to dive into music production but are more intimidated by the unknowns when it comes to video production, and people are often very critical of their own work when starting out. Of course, it’s a process, and his number one tip for anyone feeling discouraged is to just keep going. “The average viewer is not going to care about the specific resolution or dynamic processing of your video; they care about the story you’re telling.” Again, good gear will help, but these days, people can – and do – create slick-looking productions on their phones. When it comes to editing software, there are countless options from free apps with smart features to subscription programs that are affordable and more intuitive to professional packages. Hansen recently put together The Treble’s music video for “No Secrets (There for You)” from their album Rivals, which recreates scenes from iconic ‘80s music videos. Hansen broke down the process that went into the creation that included a lot of organization: finding what was possible to recreate; slotting a timeline to determine what would work together, including a long list of shot types; and getting feedback from non-video editors as soon as possible. After that came the fun part: dressing up and shooting. His biggest takeaway from years of experience in videography is that the concept is the most important part of PATRICK HANSEN (2 ND FROM LEFT) & THE TREBLE STILL FROM THE TREBLE’S VIDEO FOR “NO SECRETS (THERE FOR YOU)” the process. It’s easy to get lost in focusing on the technical aspects, but if the video doesn’t communicate a message, you can miss the mark completely. Hansen constantly reminds himself and his students that the purpose of the video is the connection to the audience, so put more weight on your engagement level than your view count. A positive comment from a new fan could lead to a long and rewarding relationship, so have relevant and realistic expectations. “Everyone will have a video that tanks, but you still had people click on the video and spend their time on it and if you lose sight of that, you lose sight of the whole point of the video – after all, you’re creating art.” Samantha Corbett is a writer based in Ontario’s Niagara Region and former editorial assistant with Canadian Musician. Creative Tips from Cazh Cazhhmere of Direct or Die Creative shares a few quick tips for your DIY shoots: CAZHHMERE OF DIRECT OR DIE CREATIVE 1. Mind Your Composition. Most DIY music videos are simply “point-and-shoot.” Go on YouTube and look up some basic filmmaking techniques. 2. Learn Basic Editing Techniques & Styles. A lot of videos just switch from shot to shot, and often, the shots are random and don’t really connect. Get proper film coverage of every location/ performance set-up; shoot wide, medium, and close-up shots of each set-up/performance and cut them together. 3. Be creative. You’ll stand out more. CANADIAN MUSICIAN 41