The company's better known work is the 'Searching for Sugarman'.
Passion Pictures is an independent, multi-award winning company.
He talked about how the director takes the idea and communicates those ideas from the brief to the product. The music business acts as a visual voice and use their creative point of view to present to an audience. The use their creativity to sell the story of the artist to their specific target audience. The music businesses purpose has changed to be more complex when creating a music video, to keep the attention of the audience and to engage them.
The artist wants hits and views online now and to make their videos and work to be memorable. Controversy is used in videos to engage the audience more and to make an impact on them, so it gets more attention and therefore more publicity.
The role of the artist and directors working together is to combine ideas to fit the brief and treatment of ideas frame by frame to keep the attention and engagement of the audience.
The different aspects they need to consider when creating an image for the artist through their video is how they're dressed, if the video features the members of the band/the artist or they want to focus on the effects, and just overall to set a look that they want to use to target an audience.
Story boarding
The shoot - should be when all the information has been strictly organised and there are no questions left to answer about logistics or ideas. Before the actual shoot, all aspects of the ideas should be explored in depth and then problems can be identified and resolved.
Edit - lip syncing sections need to be thought through carefully when filming and to make sure all the music is synced up with he write sections in the song. Preparation needs to be done before going into editing, and don't just think that things can be fixed in post-production so getting it right in the shoot is crucial.
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