>> Let's talk about video.
Video is such a huge part of
music now in a way that it wasn't in the past.
How do you coach and artist or work with an artist to
get their identity integrated
into the video that they use.
>> Videos as we used to know them,
were almost always just focused on a particular song.
Then the videographer would come up with
a vision of what the song was about.
You'd get to watch the whole video to get the point
or follow the story and narrative all the way to the end.
Very different now.
Viewership rates go off a cliff probably
thirty-seconds in. Watching
a traditional music video to the end
it's probably something most people don't do.
It's just changed a lot.
When I work with artists and talk
about video production or working with a videographer.
It's very similar to matching with the photographer.
You might want to find a videographer that does work
that aesthetically feels on-brand for you.
There's a matchmaker quality to this.
Then I will sometimes have artists
do what we call a brand bite,
which is really making
your mission statement or
your resonant frequency come to life visually.
They're short form videos.
They can be a minute long, two minutes long,
but they allow you to cut them down into
small little digestible bites,
which can be used across multiple platforms.
They can be used across all types of social media usages.
It's a really effective tool to
communicate who you are through video form.
It can be like a teaser video.
A publicist can use it when they're pitching.
You can pitch it to a venue,
you can pitch it to a label, to managers,
you can pitch it to anybody where they
watch it and within 15,
30 seconds, they understand your world.
>> They get it.
>> It's branded video for your project.
But it's driven from the identity work.
>> Got you.
>> I think that that's a valuable tool.
You're starting to see more of these pop up.
Even iconic artists will do
these almost establishment videos.
Billie Eilish has a great one.
I mean, within a year of her really blowing up,
they put out one,
I think it's titled "Her Story As Told By Her."
This is like origin story meets mission statement,
ethos, resonant frequency, all in one.
It's really powerful and it's
a different way of looking at a video.
You're watching a bit of a story about who the person is.
It's going to have the music element
of their music in it.
But it's not about following a song and following
a story in how we always
traditionally watched music videos.
This is how it's showing up more these days.
When I coach an artist about doing video work,
I try to make the video purposeful rather than,
let's make a music video because that's what artists do.
Rather than a box to check,
it becomes a purposeful tool that you create that you
or anybody on your team
can use for whatever purpose they need it.
>> I think that video is
another challenge on top of photograph.
Like it's a whole another beast.
It's not just a moment, It's like a string of moments.
And the artists that we spoke to for the course,
they all found this to be one of
the most challenging parts of translating their identity.
>> Video is starting to get there,
but photography became easier to execute over the years.
Like with people with their iPhones
can get pretty good shots.
Photographers became more versatile.
They became less expensive.
Executing photoshoots was just
quicker just because of the how nimble it became.
I think video is starting to get there.
You see when artists make
videos on their iPhones and like they can be
pretty competitive if they're edited and done right,
and shot with some skill.
But it's always been this bigger production.
>> Yeah, more expensive.
>> More expensive and
a bigger production and just people know
less videographers than they know photographers.
>> Yeah.
>> It's like "Where do I even begin?"
That's why in my work with artists,
I start with why are we making a music video?
[LAUGHTER] We always start with why.
Why are we doing it? Is it just
because that you feel you're supposed to.
Let's figure out what its purpose is going to serve.
Then figure out how to execute it.
That's an approach that the people
take in this course as they're starting
to build their brand and build their brand identity.
Then start to make it come to life,
and they get to the video section before it's like,
"Who do I know is a videographer?
How am I going to do this or afford this?"
It's, "Why am I doing it?
What's the purpose of the video?
How am I going to use it?
How are other people going to use it?
So I make this almost like Swiss Army knife tool."
Or you can go the traditional route,
but this is just another way to
look at it through the lens of
brand identity to create
something that's a little bit more useful.