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II. Producing Your Video
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II. Producing Your Video
by Robert Safir
Make Your Music Video and Put It Online
Copyright
Dedication
Acknowledgments
About the Author
Introduction
The Third Wave and the Age of the Prosumer
Music Marketing and Promotion in the Twenty-First Century
The Old-School Approach
New School, New Rules
Who Should Read This Book
Who Shouldn’t Read This Book
What to Expect by Reading This Book
I. Creating Your Music
1. The Process
Recording a New Track
Using a DAW
Using a Multitrack Recorder
Using a Professional Studio
Recording Live versus Overdubbing
Finding a Studio
2. Mixing Considerations
Getting the Quality You Want
What Common Sayings Really Mean
Turning Up the Music with Compression
Mixing for Stereo and Mono
Understanding Sample Rates and Bit Depth
Coming to Terms with Codecs and File Formats
Understanding Codecs
Understanding Audio Formats
Understanding Video Formats
Compression Methods: The Bottom Line
II. Producing Your Video
3. Music Video Cookbook: The Ingredients
Songs and Tracks that Make Good Videos
Story, Emotion, and Imagination
The Value of Story
The Value of Emotion
The Value of Imagination
Learning from Others
Music Videos on Television
Music Videos on the Internet
Music Videos of the Homegrown Variety
4. Choosing Your Production Methods
Method 1—Do It Yourself (DIY)
Dollars and Sense
A Production Toolbox Is Now Available
Control Geeks
DIY Can Expand Your Creative and Technical Abilities
Bragging Rights and Building a Reel
Method 2—The Student Filmmaker
Two Steps Ahead of You
Gimme Some Gear
Sounding Board
Gather the Crew
Built-In Networking
Method 3—Professional Video Director
Getting Pro Results
Faster Turn-Around Time
Suggestions, Please
One or More Team Members
Crossing the Technical Divide
Choices, Choices
5. Tools for Do-It-Yourselfers
Choosing the Right Video Format
Choosing High Definition or Standard Definition
Choosing the Right Camcorder Setup
Choosing the Best Computer Setup
Mac or PC?
Horse…er…Computing Power
Big Hunks of Data for RAM and Storage
Monitors, Interfaces, Cables, and More
Monitors
Interfaces
Cables
Choosing the Best Software
Audio Software
Sequencers or Digital Audio Workstation Software
DAW Software
Plug-Ins
Video Software
6. Choosing a Video Style
The Medium Is the Message
Finding Your Style in a World of Overchoice
Matching Aesthetics of Music and Visuals
7. Shooting Options
Performing Live
Shooting a “Mini-Movie”—The Story-Driven Music Video
Combining Live Performance with Story-Driven Videos
Where to Begin
Understanding the Difference Between Film Scores and Music Videos
8. The Video Process: Pre-Production and the Shoot
Preparing for the Shoot
Creating the Script
Types of Scripts
Beyond the Shoot
Creating a Storyboard
Creating Animatics
Taking the Ad Hoc Approach
Shooting the Video
The Basics of Shooting Video
A Brief History of Syncing Audio and Picture
To Sync or Not to Sync
That’s Wild
Recording the Audio in a Live Event
Audio Quality
Sub-Mix to Eight Discrete Tracks
The Live, Multi-Camera Shoot
Example Verbal Direction in a Multi-Camera Shoot
Multiple Takes on Tape
Multiple Locations
Camera Moves and Camera Angles
Camera Moves
Camera Angles
Costume Changes
Shooting B-Roll
Do’s and Don’ts (Especially the Don’ts)
Logging and Staying Organized
During the Shoot
The Log Sheet
Labeling Tapes
After the Shoot
Special Considerations for Shooting a Music Video
9. Post-Production
Editing Considerations
Art and Science
DIY or Not?
Editing for a Music Video
The Beat Goes On
Artistic License
Before You Cut
Editing Basics
Importing Your Footage
Using the Timeline
Inserting, Trimming, Rippling, and Overwriting
Using Transitions and Effects
Considering Your Software Options
Choosing Your Weapons
Editing Software
Editing on the Mac
More About the Timeline
Throwing in the Kitchen Sync
Wrapping Up
Color Correction
Titles
Copyrights
Final Review
III. Posting Your Masterpiece on the Internet
10. Making Your Video Internet-Ready
Revisiting Compression
Uploading Your Video
Uploading to YouTube
Other Flavors—Such as FLV
Sorenson Compression
Downloading and Streaming Your Video
Tags, Keywords, and Searching
11. Evaluating Popular Online Sites
Why Not Post on Your Own Site?
Categories of Sites
Multipurpose Sites
YouTube
Increasing Your Views on YouTube
Embed This
Video-Specific Sites
Social Networking Sites
MySpace and Facebook
Social Networking/Video Hybrids
A Different Type of Music Video Site
12. Working with iTunes Videos
Determining the Target
Converting Your Files
Converting with QuickTime Pro
Converting Directly from iMovie
Converting Directly from Final Cut
Using Third-Party Options
Managing Music Videos on iTunes
Transferring Videos to the iPod
13. Marketing Your Music Video
If You Post It, Will They Come?
I Have Some Good News and Some Bad News
Understanding the Marketing Mix
Traditional Marketing
The Mission Statement
Positioning
Market Segmentation
Branding
Value Proposition
The Three Ps—Public Relations, Publicity, and Promotion
Advertising
Social Marketing (aka Social Media Marketing)
The Act of Blogging
The Dawn of MySpace
The Rise of Facebook
Using Twitter and Tweets
Visit Us, Follow Us, Join Us
About LinkedIn
Using Other Marketing Methods
And the Winner Is…
Finding a Formula for Fool-Proof Marketing
Enjoy the Ultimate in Creativity
A. Resources
Short List of Relevant Course PTR Books
Books on Traditional Marketing
Books on Social Change
Music—Educational and Informational
Websites that Host Video
Social Networking Websites
Manufacturers Websites
Film and Television Business Websites
Websites About Websites
Website of the Greatest Music Instrument Catalog on Earth
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2. Mixing Considerations
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3. Music Video Cookbook: The Ingredients
Part II. Producing Your Video
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