brand development articles

Music video production 101

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Creating a music video

Creating a music video can cost next to nothing, or it can be tens or even hundreds of thousands of dollars. The cheapest option is for musicians to do it themselves or have a friend or relative do it for free. However, they will get what they pay for. A professional video production company has a lot to offer and costs can vary widely. Costs depend on the video concept, how many crew member are needed, gear requirements, location(s), editing and post-production work.


The concept of a music video can be a huge component of the overall cost. The cheapest option is a simple performance video in a single location such as a club or practice space. Concept videos involving effects, locations, costume changes, props and complicated camerawork, among other things, can cost a lot more.


Making a professional music video requires several key crew members, including a director, camera operators, lighting experts, makeup artists and sometimes even cast members. All of these crew members cost money. Many music video production companies offer a package deal that includes all cast, crew, equipment, planning, editing and post-production for one price. Crew members typically work on a half-day or all-day basis. In many cases, the cost of feeding crew members is part of the overall price.


Video equipment is expensive, and most video production companies account for the cost of acquiring and maintaining cameras, lights and other gear in their pricing structure. If a company has higher quality gear, production costs tend to be more expensive. Many production companies will have the necessary gear on hand, but depending on the needs of the production, they might need to rent it at a daily or weekly rate. The longer the rental, the lower the daily rate will be.


Locations for video shoots outside of a musician’s own house or studio need to be reserved for at least a day. The cost of location rental fees varies depending on the specifics of the location. Some public locations require paid permits. Shooting in multiple locations adds to the cost quickly because the crew needs to pack up, travel and set up again, which takes quite a bit of time.

Editing and post-production

Once all of the footage is shot, an editor must turn it all into a finished video. Editors typically work on an hourly basis. Post-production includes color correction, audio mastering and other fine-tuning to create the finished piece. These tasks are usually billed by the hour as well.

Cost-saving strategies

A video of you or your band playing live at a venue can save serious money on locations and lighting. Go with a simple concept that can be easily and inexpensively achieved. Have a student shoot your video as a class project. Shoot the video on your own property to save on location costs.

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7 things branding strategies for my small business / startup?

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Take Care of Your Customers

“The least expensive way to get the word out about your brand is by focusing on your customer’s experience. It seems simple, but you’d be surprised at how many companies don’t put customers first. When customers feel well-taken care of, they tell others about your company. Customer testimonials and referrals that are genuine get way more attention than anything else.”

Use Facebook Remarketing and Interest Targeting

“Facebook ads allows small businesses to reach new interest-based audiences at more manageable prices than Google AdWords. Well-executed Facebook ad campaigns can have CPCs that are significantly lower with higher conversion rates. If the KPI is branding, then Facebook can expose your business to a large number of people, and when you combine with remarketing, you can gain instant visibility.”

Get a Mantra

“A mantra is an extension of your brand; it’s what you stand for. It communicates to both your customers and employees what your company is about. At Men’s Style Lab our mantra is to create effortless style. This is in both our tagline and our core values. If the things we do don’t make style effortless, than we’ve lost focus on our customer experience (brand), and we’re wasting our time and energy.”

Be Consistent With Your Branding

“If you’re going to brand a certain way, whether it’s fonts, colors or typography, stay consistent throughout all branding efforts — and stick with it.  “

Craft an Elevator Pitch

“When you’re first starting to promote your startup, the best way to do so is through word of mouth — your mouth. When you attend networking events and expos, make sure you have a consistent elevator pitch for the various clients or consumers you hope to attract to your business.”

Be Yourself

“When our company first started off, my business partner and I hid our biggest asset, which was a crazy, fan-girly passion for music.  We didn’t want to seem overzealous or unprofessional. However, we one day realized that this was what made us special and started being to be ourselves in our pitch meetings. This is when our business started to exponentially accelerate!”

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Designing your company logo

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Step 1: Design Brief

Things to know before you start:

  • What does the company do?
  • Who are the company’s typical customers?
  • Who are the company’s business competitors?
  • How is the company positioned in the market compared to its competitors?
  • Does the company have existing design style guides (company colors, typefaces, etc.)?


Tips for Creating a Logo Design Brief

  • Formalize the briefing process with your client — if you take it seriously, so will they.
  • Make this step easy for your client by providing a design brief questionnaire or template so they know what information you are looking for, and also to give this process more structure.
  • Create a web page on your site or a document that discusses the basics, and the importance of, design briefs. You can use your guide to design briefs as an educational resource for your clients.
  • At the minimum, strive to cover these fundamental items in your design brief:
    • Target market
    • Message objectives
    • Existing design style guides and parameters (e.g., company colors, typeface, etc.)
    • Budget
    • Schedule, milestones, and deadlines

Step 2: Research

Following an industry design trend could potentially improve the association of a business to that industry. The downside of following design trends, however, is that it often means that the logo design becomes stale when the trend fades out of popularity, which is bad for logo designs that are ideally supposed to be timeless and unique.

Tips for Logo Design Research

  • Use your client’s resources to learn more about their business. Perhaps you can conduct interviews with some of their company’s staff members or request a meeting with their in-house designers.
  • Ask your client for a list of their main competitors during the design brief, and perform online research on these competitors.
  • Use logo design galleries for visual research and inspiration.

Step 3: Build the Design Concepts

This is your time to develop an often elusive good blend of great graphics that also convey the right message for your client. In this step, you are trying to encapsulate the diverse and complex nature of a business into a small and simple design, suitable for use in a multitude of different circumstances (business cards, marketing material, website design, and more).

For each logo design concept you create, you can ask yourself these questions:

  • Will this logo design work for my client?
  • Will this logo resonate with the client’s customers?
  • How does this logo fare against the competition?

Tips for Building Logo Design Concepts

  • Get all of your initial ideas down on paper and sketch out rough drafts, no matter how far out they seem.
  • Spend some time on brainstorming and idea-generation sessions. Read some tips on more productive brainstorming sessions.
  • Make sure your logo design concepts match the parameters of the design brief.
  • Refine the best logo design concepts into something you can show to others.

Eventually you will have something great and you can finalize your design yourself or get our designers to help you

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