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