It's no exaggeration to say that the music industry is undergoing a revolution. With 37 million songs now available in digital formats, pulling in US$15bn globally, making a music video has never been more important. Sites like YouTube, which has 87 million subscribers to its Music channel alone, are fantastic for promotion. Where once this was only about advertising, it has now become a serious revenue stream.
Producing an event video can be a daunting task and also a great opportunity to create something unique. The biggest challenge is that nothing is predictable but in that unpredictability lies the greatest potential for effective creative videos.