Example of a $90,000 MUSIC VIDEO PRODUCTION not even 10 years ago. (2006)
Example of a $6,000 VIDEO I directed, filmed and edited last year.
(2014)
An $80K-$100K music video budget was pretty standard issue for most debut acts just signing with labels a decade ago, and I could show you more examples of this. Please understand, I am not saying budgets spent on music videos you see on MTV aren't well beyond $90K, often times reaching $500,000 to $2,000,000. My point though is that even with a budget under $10K we can go pretty darn far. The bigger the budget we have to work with, then great! With a budget of $25K or $30K we can do some pretty glorious things! That means more days we can storyboard and film, more options for sets and set design, outfits, props, makeup, more editing time, VFX, etc. But even with a budget between $5K-$10K, we can make something together that will no doubt look full fledged professional, and become the staple piece you want someone to see for gaining them as a fan, or getting further label support.
If you are already in a signed act, then I completely understand you already know what I am about to share, but for those of you still building your band's foundation, think of this... being a performing act for a profession is a business. Bands hope to make millions of dollars off the art they create. To create a business, no matter what type, you have to invest in it. Any business model out there involves an investment of funds for an expected Return On that Investment (ROI or in other words PROFIT). Try to think of any other business model in the world that requires such a minimal amount of initial cash investment compared to the ratio of anticipated ROI (Return On Investment/Profit) being in a successful band opens the door to. Seriously, think about it. With todays affordable rates you can get away with recording an EP and get a full production music video to release your first single for around $10K at a quality level that rivals huge budget acts just 10 years ago spending $100,000 - $200,000! It is insane! You're investing around $10K, split between on average 3-5 band members, and hoping it will spiral into millions of dollars. Is a couple of grand each really that crazy to come up with for your ultimate passion to have it's chance of becoming your work reality?
If you are already passing up other work opportunities left and right because this is what you know you want to pursue, than for goodness sakes, back up the decision with investing in it. Individuals, not a group of people like a band is who can split cost, usually spend more on starting a hot dog stand than that. Not to say you can't make some decent money selling hotdogs!
I am sure any recording studio you want to go to, along with myself, will be willing to take your hotdog money, and only think of your group as being all the more cool for having funded your project this way.
Labels know this as well, and there is a reason you don't see A&R's floating around like they used to, they don't need to. They have the Internet and round 1 nowadays starts there...and it's a big round where they determine a lot before investigating further! The larger the VIRAL FOOTPRINT you have created for them to follow across the web, the better. Through this they learn your sound, see how you perform, and gauge your popularity. If you don't have content accessible through this medium for them to discover, then they simply pass on to the next of millions of other aspiring bands for the picking, that at least have something available to investigate. While there are millions of unsigned acts that have recordings of their songs on some level, there might only be hundreds of thousands of unsigned acts that have actual real recordings of their music, and then there might only be tens of thousands of unsigned groups that have both great recordings and high quality music videos, and then there might only be a handful of bands around your neck of the woods that have these things in place, which immediately gives your band enormous local credibility. No matter where you live and what the population is, there is always something to be said for being the biggest most well known act in your area.
Having a great original sound, obvious charisma, self funded recordings, videos, and merch with a large fan base, all generated independently proves that you guys have your s___ together, and that there is a demand for your band. Labels want to invest in business models they already see working, and that is what all of the above represents. If you are a group that wants to remain independent, but doesn't have these things, then what are you waiting for? Keep all the creative license your hearts desire and start making tangible products of your material. Options for artists to produce professional material has never before been so affordable, realistic to achieve, and sustainable on a completely independent level.
Of course I know coming up with the money to get all these things going isn't an effortless process. Neither was learning your art to begin with. How many hours, days, weeks, months years have you put into that? If you're just doing it for the pure enjoyment of playing, than more power to you! Seriously!!! You are probably ahead of all of us in a Zen mind state, and I am not being sarcastic! But, if you are doing this because you love it, and you want it to be your profession to make money with, then you have to invest in it. I say this from knowing personally so many bands that put in all the time for practicing and playing shows, but never have anything up on the web that would show people why they should come see them, or have any products at their shows to sell. Even after years of practice, performing, investing money in that crazy vintage amp, insane guitar, jewel of the Nile symbol, etc. but still never investing in recordings, and most certainly not approaching making a video. At the very least, archive something for the memory and testament to what you spent years doing and perusing. I say this regardless of you booking my services....go record a song for real, I guarantee regardless of what financial strife you encounter after, you will NEVER regret having recorded it.
-Ash von Chamier ( Owner of RoughCUT Productions | www.RoughCutProductions.com )
