Videos Share Similarities with Corporate Videos
At first glance, music video production
would seem to offer more license to create than other genres. Some music video
production companies use techniques like out-of-focus footage and cutaways,
which can enhance the product, whereas they are frowned upon in a corporate
video. But although artistic impression is paramount in a music video, the
route to making that impact is not a lot different than the one used in making
a corporate video.
Just as a corporate video must be true to
the company message and branding, so too a video must accurately represent an
artist and song. It is important to carefully script both kinds of videos. With
a music video, that involves outlining the series of images that will be used
to support the song and, like a corporate video, it cannot be done "off the
In both corporate and music videos, the
setting is a backdrop – it cannot be allowed to compete with the message. Good
lighting is essential. What constitutes "good” may differ with a music video
but in both kinds of video bad lighting will simply make the product look
There is obviously going to be more pressure
on a musician to give a memorable performance, but even here there are
similarities. No one expects a bank president to bring a tear to the eye as one
might expect from singer of a ballad. However, the corporate performer must
also deliver a message convincingly.
The flipside of the potential of both music
and corporate videos
– their ability to deliver a message effectively and with maximum impact – is
that they can also flop miserably. It's not a scenario that is comfortable to
contemplate but the fact is, there is a lot of bad production happening.
Money can be the reason. Corporations must
watch the bottom line and the lowest bidder for a corporate video will always
look the most attractive. But the low-baller may not be the best choice.
There should be only one criterion: track
record. The producer of a video – whether it is corporate or music – is going
to have to offer up a résumé and the proof of expertise is thus very tangible.
Take the time to watch a video producer's product in its entirety and ensure it
fits with your vision.
Frank Caruso has been making films for over
twenty five years. His Toronto-based company Caruso Visual Productions Inc
– often referred to as Caruso Films – has been in active production since
August, 1990. Its first feature-length movie, No Angel
, was released in 1992. A dozen films have followed, along
with music videos, commercials and, increasingly, high-quality corporate
Caruso Films is also a music video
production company that is respected both for its work and its work ethic. Bringing productions in on
time and on budget – and delivering a product that meets customer expectations
– is the only way a company can stay afloat in an extremely competitive
business. A quarter-century track record speaks for itself.
The skills evident in the
differing products complement each other. A music video may not look like a
corporate video – but the professionalism that lies beneath it is identical.