One of the most important lessons that I have learned from my experience filming concerts is to align on the objective for your deliverable as early as possible.
I learned this lesson when I was filming for one of my favorite artists - FRENSHIP. The artist management company had an amazing roster and I wanted to impress them by showing off my creative abilities.
What I was going to happen
I picked one of their most famous songs, 1000 nights, and spent an afternoon filming broll to create a story that went with the lyrics. I even grabbed timelapses to match the vibes of the song. After the show, I stitched the recap video with creative transitions and I was proud of my work.
What actually happened
Unfortunately, the management team said that they could not use my work. They had a different purpose for the video. Instead, they wanted the video to capture the raw emotions of the show and promote their new song - GOODMORNING goodbye.
What I learned
In the end, it all worked out. I changed the song, re-edited the video and they were happy with the end result. However, if i had aligned on the business objective before the show, then I could have saved myself a lot of time, effort, and energy.
Here was the video that was produced:
Conclusion
Before you step foot in the venue, you should always seek to understand what the artist manager wants you to accomplish. A 5-minute phone call can save you hours in the editing process. This piece of advice might sound easy, but it can be easily forgotten.
Now, I always ask these questions before any show:
What are the current priorities for the artist?
How will this video help them to accomplish their goals?
Where will this video be published and what are your key requirements.
Even if the manager replies with something generic like “feel free to do whatever you want”, you should push back. Always be sure to clarify what they want. You will never hit the target if you don’t know where to aim.
