We watch and listen to music for hours every day, and music videos are everywhere. As content creators, some of us also film/direct/edit music videos, may it be for fun or for a living. I caught up with director Cole Walliser, who has directed videos for P!nk, Katy Perry, Laura Marano, and a bunch more. We discussed one aspect of a music video we don’t always think of: art direction. Photo courtesy of Cole Walliser A Quick Tour of the Music Industry Today it’s hard to really stand out as an artist in the music industry. New songs and new trends come and go, but music is now a consumer good. You listen to an artist’s album and just move on to another artist on a daily basis. Also, it’s difficult to draw attention without a video to go with a song. With YouTube being the second most popular search engine after Google and one of the biggest music streaming platforms in the world, new music videos pop up every minute. Of course, it’s amazing because you can now easily discover new artists and new music. With these new content marketing needs, an entirely new era of young directors came out. At the same time, a new “trend” also came in with all the cuts in budgets allocated to music videos. Thankfully, technical costs, i.e. film equipment for making a music video that looks “cinematic” also dropped drastically. It started when Canon introduced the DSLR revolution in 2008, thanks to the...
Published By: CineD - Tuesday, 16 October, 2018