What is the Creative Process Behind a Music Video?

One of my first office jobs was as an admin assistant in a booking agent’s office. The office of four cast the production side of ads, music videos, West End shows, TV shows and movies. I think that was the order that talent moved up the career ladder.

I on the other hand issued faxes full of typos and almost killed the MD when I bought her aspirin instead of paracetamol. I was there for about 3 months of my GAP year and helped cast the crew for a few (6?) music videos.

I mention this because I really had no idea what I was doing but every now and then I watch a music video on YouTube and wish I knew what sort of creative process the musicians, their agent, their manager, the director and the label went through to get to the final product.

It was much easier in the early to mid-noughties when the Eric Prydz “Call on Me” video came out and the trend was to focus music videos around attractive dancing ladies. But every now and then you get something like this by David Guetta, one of the world’s biggest names in house music:

Its a great song and wonderful use of one of my favourite club tracks (Alice Deejay’s “Better off alone”) but at what point did they think “let’s get some twerking* girls in here among the Mexican cowboys” or “what if we had some beauty pageant contestants licking ice creams? Oh, and we had better give one of them a uni-brow”

Apparently the video is a bit of an homage to a slew of high-art influences, which vaguely explains the crazy-toed boots, but I would love to know what goes through people’s heads the rest of the time. There’s no real story here, at least not in the Modjo “Lady” sense of a story. It’s like someone dropped acid and transcribed their thoughts to someone else who was on magic mushrooms.

Which is fine as well, I’d just like to know how they get there.

Update – here is a making of video with some more context and texture around who the dancers in the video are. Very interesting.

*Laura had to explain to me what the style of dance was called or there would be a far less politically correct term in there…

This is just a comment on the creative narrative and doesn’t take into account how offensive the Mexican community has found this video.

One Response to What is the Creative Process Behind a Music Video?

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