Gifted Organs Music Videos – A Case Study

First Meeting

James Tottle is the lead singer and manager of music band “Gifted Organs”. The bands music is a celebration of life and this comes from the unique fact that select members are organ transplants. As the band’s manager, James’ goal was to show social media fans, whom had not seen them live, how the band perform. 2 Bee Videos had become a contact to James through various networking groups connected through 2 Bee Videos’ main operating office The Guild Hub in Bath. James decided to approach 2 Bee Videos to achieve his goal.

The Goal

James’ brief music videos brief:

  • Produce a music video each for songs “Love Is A Wonderful Thing” & “Little Yellow Bird”.
  • Introduce the band’s personality to viewers for the first time.
  • To be filmed at Real World Studios whilst recording of the songs takes place.

With this brief the challenge in presenting the band’s personality lied within the limitation of the filming location and filming around the recording of the songs. This brief detailed a studio based music video and centred around the band themselves. During the planning stage 2 Bee Videos pitched to James Tottle the use of text to simply state each organ transplant members history. James liked this idea and agreed to put it into effect.

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Video Design Part 1 – Lights & Camera

2 Bee Videos were given demos of the songs in order to write a video production script. Both songs had different beats and emotional tone and the scripted camera framing and movements of all shots were pre-written in accordance with these beats and tones.

The same process was used when writing the lighting setup for the band and each song. “Love Is A Wonderful Thing” uses a three point lighting setup to create a full romantic feel that best represents the romantic tone of the songs music and lyrics. With “Little Yellow Bird” the music and lyrics are romantic but has a darker edge so a two point lighting setup was used. One light from the side to give the darker edge and a back light to give the visuals a romantic glow.

Filming Begins

The lights went up, makeup applied and the entire two days of filming went by with no problems. The band had enough takes for camera to be on every band member at least once. 2 Bee Videos had plenty of dailies to edit together two music videos. The key to a successful film shoot is always good planning.

Video Design Part 2 – Post Production

Sequence editing for the music videos was simply starting with all takes of band members synced to the final music track. In the same approach to designing the lighting and framing, the beat of the music, the emotional tone and a meticulous ear dictated the length of each shot and where a cut would take place.

2 Bee Videos always uses a technicolor image filter during filming in order to give the colour grader a full dynamic image that can be changed aesthetically during the editing process. Love was the theme of “Love Is A Wonderful Thing” thus a red colour pallet was used in the grade to reflect this theme. Your starter for 10, which colour pallet was used in the colour grade of “Little Yellow Bird”? Yellow is close to green in the RGB colour range and also gave the visuals that darker edge I talked about in “Video Design Part 1”.

The Client Review

Always a tense moment to find out by client reaction if the goal was successful. Video producer Benjamin Harding and James Tottle sat down to preview the first music video “Love Is A Wonderful Thing”. 2 Bee Videos will never forget the moment and a first for the brand, that a client was emotionally moved by what had been created. Understandable as this was a project that was close to James’ gifted and talented heart. A happy tear speaks volumes and the same was clear for “Little Yellow Bird”. The visuals of the video were a success.

The Future

Talks with James Tottle on more Gifted Organ music videos have taken place. Are you the member of a band? Are you a band manager? 2 Bee Videos would definitely enjoy producing more Gifted Organ videos and music videos for others. So if you’re convinced 2 Bee Videos could produce music video content for you, don’t hesitate to inquire: info@2bee.co.uk



What Video Producers Want From Clients – 2 Bee Videos

In last weeks article I outlined what a producer needs for a video’s content strategy. This article outlines every need a video producer wants from their client for the entire video production. I have an objective with a series of goals. The objective is to create your video, and these are my goals.

The Initial First Meeting
It’s important for me to know you ‘the client’ inside out. Their brand, their ethos and their style. Their video has to reflect this. In most cases the client may have in mind something they want to produce, but it’s best to take things back to why I’m talking to you in the first place “What do you want your video to achieve? (And don’t say “make my website look good”)”. This would involve looking at what you’ve already achieved, how you work and the style of your work. This gives me a direction for your video and to be in keeping with you and your brand’s personality. It’s important to establish any deadlines. I recommend that the initial first meeting take place two weeks before the time the video definitely needs to be ready.

The Script
This is the subject I talked about last week. Once I know the ins and outs of the client, I start writing the script for their video. Every video follows a structure, and you always find similarities with a structured video production. This is where content strategy comes into the equation. To read my last article about content strategy, please click here.

Filming Itinerary
Some clients may have a certain event that needs to be captured on film. In this case, planning is everything. What? Where? & When? What is happening that needs to be captured on camera? Where is it happening? At what time is it happening? A detailed itinerary of the day’s events helps to carefully and meticulously plan the production around the event.

In the case of producing original content for camera. Filming dates can be arranged anytime between the client and the video producer. This being based on the content written for the video by the producer.

Who?
In videos involving people on or talking to camera, confidence goes a long way. Planning what will happen on the day of filming with the people in front of camera is the first step in helping them relax, it can be quite daunting for some individuals. There are some more techniques on helping people relax in front of camera on the day of filming. It’s important that I personally plan everything with the person that is going to be in front of camera.

Location, Location, Location
It might be that a filming location may not be suitable for the video production. This maybe because of aesthetic decisions, or the location may not be suitable for cast and crew because of health and safety or logistical reasons. Location recce and inspections are important, nothing can be left to chance.

Guatemala-sink-holeThe Subject
In the same way I would personally plan filming with a person whom will be in front of camera, I will be doing the same with filming around an object or physical product. I would liaise with the owner of that object to make sure everything goes to plan and make sure the owner is comfortable.

Graphic Materials
As part of my objective to make sure the client’s video contains content reflecting them, any branding, logos and other visual material representing the client helps the video. There is a quality threshold, and this is discussed in the initial meeting.

Formatting For The Platform
Knowing where your video is going to be hosted helps formatting the video correctly. The video has to retain high definition quality and the digital file be small enough it can be uploaded to your chosen platform speedily. Be that YouTube, Vimeo or your main website. With my services you can choose how you would like your video delivered. Be that a hard digital copy delivered physically, or digital transfer using Google services sharing via email link for a limited time only.

If you need a video and like what you’ve read, then contact me Benjamin Harding. Via email at ben@2bee.co.uk, or by phone on 07833 456766.



Content Strategy For Video – 2 Bee Videos

It’s All About Planning
Content strategy is the planning of what will be presented within the video. A job conducted by the producer. This relies on information about the subject and the target audience. Knowing the target audience is key to producing a good video. A producer must think, “what is it that the viewer wants to see in order for the video to make an impact?” From this a production is devised, with the producer at the helm making sure all marks are hit.

Some videos fail to achieve their desired effect based on this fact. No thought has been given to what the audience actually needs to see and hear. Audiences react emotionally. When they see themselves within the context of what they are watching, you have their undivided attention. This is also important when a producer takes into account the tone of the video, it’s length and pacing. If a client does not know what they want their video to achieve, then it’s useless for them to approach a video producer.

A Producer’s First Meeting With A Client
The content strategy starts with the first meeting between a client and a producer. “I just want it to make my website look pretty”, is at the top of the list of what a video producer does not want to hear. The video has a purpose and is their for a reason. That reason is dictated by a goal. That goal is what the producer needs to know. A video producer will get to know their client and their product. That product has a target audience, and therefore the video for that product is designed to engage that target audience.

If you are someone who just wants some video that looks pretty on your website, you want a videographer, not a video producer. A video producer is there to craft an emotionally engaging video that speaks to it’s audience in order to make them react and hit that call to action.

Knowing The Product And It’s Target Audience
Once a producer knows the clients product and it’s target audience, they will set in motion the pre-production materials based around this information. The script, an important video production blueprint that must be constructed correctly. And when I say script, I’m not just talking about pages of stage directions and lines. I’m talking about all the points a video needs to hit in order to make an impact on it’s audience. This is where most videos fall short. “Let’s just shoot” is something I hear sometimes, and can be damaging to a video production. Hollywood director Ridley Scott said “Once you crack the script, everything else follows”.

A script always follows the same structure, one that always works. It’s the details that are different in every script. It’s not just Hollywood films, it’s all kinds of videos out on the web that have been carefully constructed to engage it’s audience. This is because story is everything. Tell the story in the right way, and people will engage with it. If the client’s video has a call to action, the story in the video needs to emulate the needs of that of the audience. Put those needs in a theatrical production and audiences will engage on an emotional level that will make them react. The same is said for how the audience also engage with the tone, length and pacing of the video. A great way to keep your audience engaged is the 3-2-1 technique. Start by showing your audience what will be shown keeping your best till last.

The Call To Action
Once the video has effectively pulled on the emotions of the viewer, their next thought should be the where and how of getting their hands on or engaging with what they are watching. What do you want your audience to do next? This call to action will go at the end of the video.

So to summarise, a content strategy for video should:

  • Know the product and it’s audience.
  • Hit goals to present.
  • Have a good script that emotionally engages it’s audience.
  • Have a call to action.