Up and Coming Music Artists Focus on Music Videos for Label Attraction

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Experts from McElroy Films weigh in on music video production to complement performances and vocals for the artists of the future.

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Anyone can produce a music video but the professional videos will be tolerable to watch, with creative approaches, and the talent of the artist on display and will be the videos that get seen on television or go viral

Now that the Mayan calendar’s prediction of the end of the world has been shown to be false, the world seems to have gone back to business as usual and the new year inevitable. That means that current trends will likely continue, including the trends regarding new music and who gets played and signed to recording contracts. This trend is not necessarily a new one: If one is expected to make it in the music industry, there needs to be a visual component of equal or greater value than a person's audible talent. All the proof is in the top 40 artists week to week. Every artist is sexy, can dance, has a funny or interesting quirk about them, and not every artist can actually sing. Today’s world where Psy can put out a top hit on Youtube, or Katy Perry can put out a performance movie in theaters is a visual world. That means, if an artist wants to make it as a singer or musician today, they will have to be able to prove themselves through video.

However, there’s a catch. A camcorder operated by your mom won’t likely get you anywhere. If you want to be seen and heard, you need a professional production company to provide the music video with not only the technical aspects of cinematography and sound, but also the artistic aspects.

“Anyone can produce a music video,” said Ben McElroy, owner and executive producer of McElroy Films. “But the professional videos will be tolerable to watch, with creative approaches, and the talent of the artist on display and will be the videos that get seen on television or go viral.”

Ben and his team have been producing music videos and paying attention to trends for some time and have seen what works and what doesn’t in today’s market.

“The videos that work today fit into 2 categories,” Ben explains. “Either they’re silly and poke fun at themselves like Psy or LMFAO or they have intense artistic gimmicks and visuals such as any video by Usher or the Black-Eyed Peas.”

McElroy Films has been working with several artists, young and old, in 2012 to produce videos in every budget range.

“This year we have produced videos featuring a very talented young man, Mark Stel, in downtown Salem to an artist named Brian Evans at Fenway Park with William Shatner,” Ben described. “We are committed to getting your ideas into a video from which you can build success.”

In fact, Mark Stel’s video, Bad Girl, accrued several thousand hits very shortly after its release. The video at Fenway Park will be released on opening day in April, but the trailer for the video has already drawn rave reviews.

“There’s nothing like Fenway Park,” Ben mused. “Then to add William Shatner to the video is priceless. The video won’t disappoint when it’s released.”

When an artist approaches the production company, they are asked about style, the song, and general ideas. Then a director works on creating a proposal and script based on those ideas and the artist’s budget. Artists will often use fundraisers, using such sites as Kickstarter.com, to raise funds to get that extra prop, extra location, or actors and actresses.

“It’s important to remember that a music video is an investment toward furthering an artist’s careers,” said Ben. “The extra money an artist raises can be the difference. An extra light rental or a cool car can make a video unforgettable. We will let you know, item by item, what things cost so there are no surprises.”

Once the artist approves the script, the production of the video begins. McElroy Films uses industry professionals to light every set and high definition cameras with equipment such as cranes, dollies, and glide-cams to give every video a cinematic look.

When the video is shot, it’s sent to the editors who will review drafts with the artist to make sure the video is to their liking. Then, when the video is approved, the editors can provide the video in any format needed from television to Internet files.

“Nearly all the tools, whether for production or editing, we use for smaller videos we use for the large ones as well,” Ben explained. “We treat every project with respect and a commitment to quality.”


If you are interested in contacting McElroy Films, please call 781-229-5900 or visit our site http://www.mcelroyfilms.com.


McElroy Films LLC is an award-winning producer of high definition video for corporate, educational, non-profit, wedding, music video, and independent film use. Serving the Massachusetts and New England area, McElroy Films’ mission is to keep high definition video affordable without sacrificing quality. McElroy Films has assisted organizations throughout the Boston area increase their revenues and awareness by drawing in new clients and educating existing ones with concise, effective videos for the web and broadcast.

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Benjamin J. McElroy
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