Music video production: what to know

What the job involves, what changes the price, and what to ask a pro.

What music video production is

A music video production team shoots and edits a video for a song, planning the concept, locations, performance and visuals to match the music. People hire one when they want the song to have a visual release that suits the artist and the sound.

Signs you need it

  • You have a song ready for release and want a video that shows its mood and story.
  • You are an artist who wants a performance video that shows you and your band at their best.
  • You have a concept for a video but no crew, locations or plan to shoot it.
  • You need a video that works for a streaming release, a social campaign and a live show.
  • You want the visuals timed to the song's structure, not just a loose edit.
  • You need a video produced within a tight release window.

What the pro does

  • Listens to the song and talks through the artist's goals, the concept and the mood you want.
  • Writes a treatment with the concept, the look and the shot plan, for the artist to approve.
  • Scouts and books the locations, the crew and the cast, and plans the performance and the schedule.
  • Shoots the performance and the story footage, with lighting and camera work planned for the song's sections.
  • Edits the footage to the music, with color, titles and effects, and delivers the video in the formats each platform needs.

What changes the price

Every job is different, so we do not publish prices. These are the things that move the quote up or down.

  • Length of the song and the number of versions needed, such as a full video and a short cut.
  • Number of shooting days and locations.
  • Crew size, cast and any extras or performers.
  • Concept complexity, such as special effects, set building or costumes.
  • Equipment needed, such as cranes, drones or special lighting.
  • Edit and color time, and the number of review rounds.
  • Music rights and any licenses for the song, which are arranged separately and must be confirmed before filming.

What a written quote should spell out

  • The song, the number of versions and the length of each.
  • The shooting days, locations, crew and cast included.
  • The number of review rounds and the approval points.
  • Who arranges and pays for music rights, licenses and clearances, stated in writing before filming.
  • Who owns the video and the project files, and how the video may be used.

Questions to ask before you hire

  • Who holds the rights to the song, and are the clearances in place before we shoot?
  • Can I see a music video you made for an artist at a similar stage?
  • How do you plan the video to match the song's structure?
  • Who approves the treatment, and how many review rounds are included?
  • What locations and cast are included, and who arranges permissions?
  • Will you deliver the video in the formats each platform needs?

Red flags

  • Promises the video will go viral or get playlist placement.
  • Will not confirm who arranges the music rights before filming.
  • Starts shooting without an approved treatment or a schedule.
  • Will not show samples or explain how the video will match the song.
  • Asks for full payment before the scope and rights are written down.

What you can do yourself

You can record a simple performance video on a phone, against a plain background with good light, to test a concept before you spend on a full production. Hire a music video team when the video will be used for a release, when it needs several locations or a cast, or when the edit must match the song's structure closely.

Licenses and permits

Music video production is not commonly licensed, so a license is usually not required for this work. Check with your state or local licensing agency about business rules that apply to you, and confirm the music rights for the song with its owner before filming, since clearances are a separate matter from the production work.

Music video production questions

Who needs to approve the music rights?

The owners of the song must agree to its use in the video, and any licenses must be in place before the video is released. Ask the production team to confirm the rights in writing before shooting begins.

Do we need a treatment?

Yes, in most cases. A treatment describes the concept, the look and the shot plan, and lets the artist approve the direction before the crew is booked.

How long does a music video take?

It depends on the concept, the number of locations and the edit. Ask for a schedule from the first call to delivery, and agree the release date and the approval points in writing.

About this guide

This national guide is written and checked by infinibell. Rules and conditions differ by place, so local pros are credited on guides for the cities they serve, not on national ones.

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