David Zennie
Date of Interview: December 1, 2010
This is an interview that I conducted with David Zennie, a writer/producer/director, whom I admire. This interview is with David, specifically in his capacity as a music video director. I want to thank David for taking time out of his busy schedule to give us the inside scoop on music video production.
What exactly is the director’s job during the production of a music video?
The director’s job on a music video is to develop a visual concept for the song and assemble a creative production crew to produce the content. During physical production of the video – the filming – the director manages all activity to capture the concept on film. This includes working with various creative professionals to ensure everyone is on the same page and persisting in the same vision creatively.
What crew is used to produce a music video?
Music video crews vary depending on budget. On a project for an independent artist – where budgets are small and no funds are being advanced by a record label – you’re working with the bare essentials: the performing artist, whatever actors the concept calls for, a producer, a director, a cinematographer and hopefully a few extra hands to help wrangle gear, food and location needs. If you’re lucky, a still photographer is available to document the process for print marketing, website and festival purposes.
What equipment is used to produce a music video?
The basic equipment you need for an indie music video is a reliable camera package, a basic lighting package, digital storage drives and a computer with editing software. The equipment is usually cost-prohibitive, unless you’re working with talent who can supply the resources – cinematographers who own a camera, editors who own an editing system, actors with interesting clothes in their closets, etc. Shoot digital HD if you can – you won’t have to purchase tape stock.
How long does the average music video take to produce?
On average, a quality music video takes two days to shoot – one day for filming the conceptual or story material and one day for filming the artist performing the song. Development prior to shooting and editing after shooting can be a moving target depending on everyone’s schedule, but generally can last anywhere from two to six weeks each. On average, let’s say six weeks from concept to final, edited piece.
How do you prepare to direct a music video?
A director has numerous responsibilities in order to prep a music video. First, you need a great concept the recording artist likes. Next, you need to assemble a crew with all the right equipment and schedule shooting dates that work for everyone at locations that are appropriate to the concept. In prep for shooting, the director maps out the story beats to be filmed along with directions and adjustments for the actors. Because you’re not dealing in dialog performance, casting for the right look and energy becomes essential. If you’ve prepared properly, everyone understands what they need to do, and you’re able to give productive direction when challenges emerge.
How does the music of the song itself affect the production of a music video?
The song itself affects production less than you might think. By all means, you want the song playing during performance. But sometimes silence – or a different kind of music entirely – works to evoke the emotion you’re looking for from your actors. If properly constructed, the spirit of the shoot is drawn from the concept, which in turn has been inspired by the song. So, aside from physical performance, the song itself functions best as subtext.
Can you describe the editing process?
The editing process is where everything comes together. First step is to digitize your footage into an editing system like FCP or Avid. Then you play through everything, sub-clipping and labeling the material for easy access. It’s painstaking. It’s maddening. But you’re building a puzzle, and you need to know where all your pieces are.
What does it take to get your final seal of approval on a music video you directed?
Final approval on a music video comes in three stages. First, the director needs to establish what’s called a “fine” cut. The fine cut is what you send to the recording artist for notes and feedback.
Addressing those notes is then step two. Once your recording artist is satisfied – and this may take some work – you have a finished piece. Personally, I like to let a finished piece sit for a week before releasing it to the world. Editing can be a lot like writing – you get blind to your own material after a while and need to stick it in a drawer for a period of time before coming back with fresh eyes for one last look. “Last looks” is then step three. Make your final adjustments, and you’re ready to release your work to the world.
Are there any secrets that you learned in directing music videos?
There are some secrets to directing a music video… but they’re secret. I will say this much: you can’t phone it in. If you’re not sufficiently inspired by the song, then you won’t see inspiration on the screen. If you’re thinking about directing a music video, make sure to begin with a song that inspires a concept. If you do this, you’re on the right path.