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WOW!!! What a response from last month's article, thanks for the many views and comments. It goes to show, that SOGOPELNEWS.COM has the traffic. I wish I had time to reply to all of the comments, but time and space is limited. However, there is one comment that I will make, when asked to write this article I was honored, and yes I do make my living producing videos. Here's a little food for thought. You wouldn't ask a brick mason to write articles about how a nuclear plant is run. One other quickie while I'm at it, nearly 80% of the videos that I produce are for Corporate America, not Southern Gospel Music…the business world saw and accepted the marketing power of video several years ago (time to catch up). Enough now…time to look at the topic at hand “pre-production”.

I'll look at this from the basic steps that should be provided by your producer/production company. When you build a building, you start with a blueprint. A good production “blueprint” is in the form of scripts, schedules and budgets.  Whatever your level of production may be, a producer should walk you through the planning phase of your project step by step.  They should help you decide on the format you need, the length of the program, cost alternatives, the time involved for production, clothing, and right down to the smallest of details.

You should always follow these basics:

Why?

Why do you want to produce a video in the first place?  Be objective here and take off that artist hat for a moment. My goal is that you want to do it to broaden your overall appeal to fans, to radio, to television and to retail. Too many times (in Southern Gospel) videos are produced because so-and-so just did one and you like it. Now it's your turn. Let's all keep in mind that videos are much more than another piece of merchandise on the record table. It's more than just another way to recoup on your overall album expense. If used right and yes, there are more than a few stations on which to have them played, and yes we don't have an MTV or CMT, but we do have legions of fans that watch various channels. Oops…I better stop or I'll get into next month's article.

What?

What do you want the video to accomplish?  Is your goal to gain new fans, educate your customers on a new single, album, product or service you are providing?  If you have ever taken a public speaking class, the emphasis is on structure.  Basically, you could have three points of interest and include a poem and you have a speech.  In the world of video production it's not quite that simple, but there is a basic formula that allows you to clearly communicate your message whether it is through song or the spoken word.

Who?

Who is your target audience?  Who would you like to view the video and respond to your message?  Now this can be one of the most important steps in the overall pre-production process.  Once you decide on the target demographics that you want to communicate with, then it's time to start the creative portion of your production.  Here you want to create that certain something that will make fans/customers identify with you or your product. As a gospel artist that product is your recordings.

Where?

Where?  Will there be specific scenes or images you want as part of the overall production?  This will dictate as to where the production will take place.

When?

When is your deadline? Will it precede the single to radio? Will it be used to help motivate retail outlets, i.e. buyers, store managers? As with many other creative processes video production requires time if it is to be done right, so plan accordingly.  That's why pre-production is the most important part of the equation.  Your producer should be able to give you an estimated time of delivery.  

This was only the basics. I still need to explain that during the creative process, clothing, lighting, storyboarding, camera angles, special effects and more, should be covered during the “who” area of pre-production. Although these areas are usually done as a totally separate phase in the production process, they could easily be incorporated in the Who portion of our pre-production planning.

Until next month, don't forget, I'll leave the lights on and the camera rolling!

Dale Duhl

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