March 2020
Video Playbook → Optimize your video strategy during the lockdown period
This playbook belongs to Believe. It is strictly confidential and intended exclusively to Believe and Believe's customers, for non commercial use only. Disclosure to a third party without the prior written approval of Believe is forbidden. All rights reserved.
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Agenda → Introduction → Equipment Check → Content Creation → Creative Ideas → Content Creation Solution
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INTRODUCTION Working from home and not going out will increase the available entertainment time for workers by 15%*. We are already seeing traffic across all digital channels increase significantly: social networks, video platforms and streaming platforms. In the meantime, to make up for the cancellation of shows and concerts, more and more artists are turning to livestreaming. This is as an opportunity for artists to create video content and engage even more with fans.
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In this context,
What should be your video strategy in the coming weeks? This playbook will help you with best practices and to get creative.
*Source: Midia Reasearch - COVID-19 | Entertainment and Leisure Industry Impact Assessment – March 2020
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Equipment check
Content creation equipment check
The essential 3
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Stabilize
Lighting
Audio
Content creation equipment check
Stabilize Due to advances in modern tech, most people have a 4K camera right in their pocket. Behold, the smartphone! Most will never use the camera without taking it out of their hands, but by using a Gorilla pod or Tri-Pod it can change your perspective of what’s possible.
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Going hands-free enables you to play your instruments and act out more in front of the camera allowing more expression for you to record vlog type videos, covers, updates and more.
Content creation equipment check
Lighting Lighting makes all the difference in videos, indoor lights can be yellow, inconsistent and fatiguing on the eyes. With a clip-on light and a nice lamp lit backdrop you can create a compelling setting easy on the eyes helping to get people engaging and listening. If you want a more DIY approach, look at channels such as SOFAR sounds that recreate a bedroom / living room type lighting.
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They tend to use DSLR cameras which allows more light in; however you can recreate this with a few well-placed lamps at home.
Content creation equipment check
Audio If content is timely, like behind the scenes and Instagram stories, audio quality matters less. On the flip side, if audio is good the video quality matters less. A few simple steps can help to increase audio quality. Using a Zoom recorder will take your video to the next level. Perfect for doing covers, Q&A’s and live streams. Believe@ exclusive ownership. Strictly condidential
ZOOM RECORDER
For good audio on the go using the smartphone ecosystem, a RODE iPhone mic will boost the sound quality and allow you to make compelling content anywhere that will cut through the noise. For podcasting, a Blue USB mic will increase the quality.
RODE iPHONE MIC
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Content creation → Content Publishing → Livestreams → Official Music Videos → Lyrics Video → Behind the Scenes
Content creation
Content Publishing
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& Best Practices
videos max per week
When you are not promoting new content, there are ways to keep your channel active: § Respond to fan comments on your videos § Add pinned comments on your videos with links to your last single § Use community tab to engage your audience, sharing fan videos and post photos, GIF, polls § Use your other social networks to communicate about your YouTube channel and drive more subscribers § Create new playlists for your fans with your content but also don't hesitate to share content from other artists § Use YouTube Stories and share daily moments with your fans
Content creation
Live Streams Live is an easy way to reach your fans in real time and engage with them. Don’t hesitate to use all the live features from the platforms:
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• YouTube Live Stream (tutorial) • Instagram Live (tutorial) • Facebook Live (tutorial)
Content creation
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Live Streams
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Create a live strategy and schedule
Schedule your live stream in advance of your stream date. Consistently tease and promote your event with custom posts for social media After your stream, consider creating a highlight video to drive core audiences to the full archived live stream
Communicate to your audience
Let your community know about your live schedule, the type of content they will see and possible things to prepare before going live (e.g. Q&A)
Engage with your fans during the live stream.
Your live content should be a way to connect with your community, interact with them and even create content with them
Content creation
YouTube Features YouTube Premiere (tutorial)
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If you're more comfortable pre-recording your event, you can use YouTube Premieres instead. This way, your fans will be able to use the chat and interact before the Music Video release and set a reminder to get notified. It is important to actively participate in the launch by responding to comments and messages in the chat.
Don’t forget to tease and share your Premiere link before the launch across social media
Content creation
YouTube Features Community Tab (tutorial)
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Examples: ยง Send a message to your fans or let them know of new music or YouTube video content you have posted ยง Use the poll option to ask your community about the type of content they would like to see
Content creation
Official Music Video Sometimes, simplicity is best. Don’t overthink about the creation of your official music videos. This lockdown period might be the opportunity to reuse old content such as childhood photos, behind the scenes footage, live performance videos etc. that could illustrate your songs via video. An alternative can be easy content you can create from home with a simple camera, webcam or your smartphone.
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Don’t forget that adding lyrics can be valuable for your fans and viewers.
Artic Monkeys Official Music Video with lipsync face camera
Clairo Official Music Video did on webcam with lyrics
Content creation
Official Music Video Using a green screen can also be an option. A simple green screen setup can be ordered via Amazon for instance. If you don’t have behind the scenes or live performance videos handy, an idea could be to use stock footage videos and add your lyrics on to them.
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Another idea could be to create animated videos which reflect the song’s universe.
George Ezra Green screen video
Ciaran Lavery Official Music Video with stock footage videos
Artic Monkeys Animated Video as Official Music Video
Content creation
Lyric Video Lyric Videos can be an interesting compromise if you want to create video content for a new release without having an Official Music Video. You can also take the time to create lyric videos for your songs that don’t have any video content at all yet. It can be quite easy to create lyrics videos: there is software like iMovie or Windows Movie Maker with tutorials available on YouTube to help you add lyrics to your album cover for example.
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You can also think of more creative way to display your lyrics. For instance James Blake used an iPhone screen recorder and the Notes app to display the lyrics of his song "Don't Miss It". You can also add to a lip sync video if you want to add a more dynamic visual.
Lomepal Lyrics with fixed album visual
0171 Lyrics with a close-up on the lips
James Blake Lyric Video done with Notes app on iPhone
Content creation
Behind the scenes If you have behind the scenes video you have never used, this could be the opportunity to share this content to your fans.
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Another idea would be to create content from home explaining a song, showing your recording equipment, showing what recording process looks like, how you write and compose a song etc.
Mighty Oaks 3 behind the scenes episodes during making of the EP
Rilès Step by step composition explanation of one song
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Creative ideas → Engage with your fans → Create content with your fans → Collaborate with artists, musicians and producers → Challenge yourself & your community
Creative Ideas
It's time to engage with your fans...
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There are different ways of engaging your fans, such as: ยง Live sessions on IGTV, YouTube Live stream, FB Live ยง Live with special guests ยง Recorded jam sessions ยง Covers
Creative ideas
…and create content with them! à à
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à
Create an Official Music Video with fans § Therapie Taxi had planned to produce a music video for their last single, instead they will create a one with videos from fans that they will do at home. Create a song with fans § Blanks launched two song creation initiatives within 24h via Instagram Stories. Fans were able to pick the instruments, mood and lyrics of the song. Create a fan video § Petit Biscuit created a video with fans doing cover of his hit “Sunset Lover” across YouTube
Creative ideas
Collaborate with artists, musicians & producers
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à The Serbian Orchestra performed Bella Ciao on a Video Call to support Italy for Coronavirus crisis à Le Motif recorded a track from home and then worked with a producer & an arranger on the phone à Andrew Huang developed a concept involving 4 to 5 different producers to create content from the same sample à Cub Sport did a cover of “Untouched” by the Veronicas on IGTV with artists and musicians such as Vance Joy, Montaigne, G Flip or Ruel.
Creative Ideas
Challenge yourself & your community What is the best way to keep being creative? Challenge yourself and stay out of your comfort zone.
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Here are a few challenge ideas: à “One hour challenge” by Blanks: doing a cover in his own way in one hour, with only the lyrics and chords à “Auto-cover” by Angèle: doing a live auto-cover of her song with simple instruments to encourage fans to do their own covers of this song that she will share on social media à Les Récréations Sonores and Oxmo Puccino: create an original song with the fans. This is an original idea from a French TV media that ask artists & bands to share stems or a demo of a new track they are working on and gather fans’ ideas to finish the song with them. à “Band in a box challenge” with Us the Duo: creating a song with instrument restrictions à “11 days challenge” with PV Nova: 11 days to create 11 songs with daily constraints (style, bpm, color, thematic, words to use etc.) à "A song from nothing" with Jordan Rakei: contest/collaboration with fans to create a brand-new song during a weekly live stream
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Content creation solutions
Content creation solutions
Content Creation Support
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In case you need support, companies like Rotor can help you create quality video content
Use this link to benefit from a 15% discount on Music Videos with Rotor: https://rotorvideos.com/believe
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If you have any questions, please reach your contact at Believe Stay safe and Free The Music!