Short Films for Pay:
Getting Into the Music Video Production Business
by
Jamal "Jag" Johnson
My name is Jamal Johnson, but I'm known in the music video production industry as Jag of Johuri Films. I started in music video production over 12 years ago by first doing music videos for independent artists in the Hampton Roads area of Virginia, but after my 4th ” indie” music video I had my first major music video for U-God of the Wu-Tang Clan which aired on B.E.T's Rap City.
I got into music video production because I would see music videos on TV made with high budgets that turned out crappy. I would always say “I could do way better with a lower budget”. I put my money where my mouth was, bought a camera and an editing computer and, 17 music videos later, the rest is history. Getting into music video production is very easy. Think about it. No matter where you live, there are music artists looking to pay someone to shoot and edit their music video, so you already have a starving market. However, when most directors get their first music video whether it be indie or celeb they get 2 important things wrong. Let me explain.
First, if you want to get into music video production, you must know the following motto: Keep It Simple Stupid. Again, when I started I only had a camera (Canon XL1) and an editing computer. I didn't have all the bells and whistles that most people in my field had. When I got my first music video, I kept the concept simple. The song had 3 verses, so I shot 3 different performance scenes (the scenes where the artist is seen performing the song) for each verse and went to a lot of different locations and shot b-roll footage (scenes that you see in music videos where no one is performing IE car driving in slow motion or sexy girl slow grinding on someone in the club). It only took 2 days. By the time it was all said and done, I submitted it to B.E.T and it aired on Uncut and Rap City. You understood that right. My first music video aired on national TV! I am a firm believer in “making it work with what you got” and you, as a filmmaker, should always keep that in mind. Bigger budget does not always mean better final product. When you don't have unlimited resources, you’re forced to think and make do with what you've got, and some of the hottest music videos are born from that seed.
Next you must know that to make a good music video you need good locations, extras, and props. Most importantly you need to know that you don't have to pay for any of these; at least I never have.
Let’s talk about my first music video and one of its major locations, crazy props, and extras. I needed a church scene where a funeral was taking place and the choir was singing in the background. That meant I needed floral arrangements, a casket, an extra to play the guy laying in the casket, a church, a Reverend, and about 20 people to fill the in the pews. All I did to get these items was simply ask. To get the casket I went to a funeral home and told them I needed a casket for someone to lay in for a music video shoot. Keep in mind when setting up a scene you have to think in real world time. Make your scene look the way it would in real life. That’s when it hit me that I needed flowers to go around the casket, so I asked the funeral home where I could get flowers to decorate the scene. They pointed me to a flower shop they worked with and they gave me a slew of floral arrangements made just for funerals.
My next feat was getting a church. This was a little more difficult being that it was a rap video and most churches don't agree with that type of music. After being turned down by 3 different churches, I found a church that said “yes.” I had access to the choir and their reverend. I had everything I needed for my scene all without paying a cent out of my budget.
To achieve this, simply say, “I need to use____________(name of item) for a music video shoot but we have exhausted our budget. If it's OK we would like to use__________(name of item) for our shoot and we can give you credit at the end of the music video.” I have never been told no (except for the 3 churches). Using this statement, I have used strangers’ vehicles, schools, resorts, hotels and many other props, locations and extras that most directors pay for when they don't have to. All it takes is just asking.
Just knowing these two things will make your entry into the music video production field as easy as mine was and if you are already in the music video industry, use this info to keep more of the budget in your pocket.
If you need more information, I have put together the Music Video Development Training System where you will learn step-by-step how to shoot music videos from start to finish as well as gaining industry clients and even how to submit your music video to B.E.T. Visit our Music Video Training Center for more info on my training system.
Jamal "Jag" Johnson isn an independent filmmaker and music video producer based out of Virginia. He founded Johuri Films 12 years ago and has made 17 music videos for Indie and Music Industry artists which have aired on MTV, MTV2, BET, and many others.
