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streaming video in their hand at all times. Visuals are king! The only
movies that make money any more are special effect driven
extravaganzas that are light on plot but way over the top on
computer generated graphics. The last Transformer movie
employed over 500 people who created the effects that comprised
90 minutes of the 150-minute film.
Social media is fast becoming an entirely visual realm. Instagram
and Pinterest are growing faster than text-based channels. In 2013,
Facebook reported that users were uploading 350 million photos a
day!
So what makes for a great visual story? Like the marriage
sequence in UP, a great visual evokes an emotion. Capturing
emotion in a photo, a drawing, a painting, even a movie can be very
difficult. For one thing, the subject of the visual has to be emoting. It
has to be real or at least seem real in the case of good actors.
Weve all laughed when a bad actor tries to be emotional in movie
or TV show. William Shatner, whom I love, is a classic case of an
actor over emoting. But he has done it for so long and so
consistently, I love him for it.
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Jack Vettriano takes a lot of crap from art critics but there is no
denying his paintings tell stories so well we want to know whats
happening.
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has to know there is more to the story than meets the eye. The
visual actually creates a kind of knowledge gap. The visual is a
moment in time but the viewer understands there was something
happening just before or just after the visual was created.
On August 1. 1981, MTV launched and changed pop music forever.
Suddenly we were no longer happy just listening to music, we
wanted to watch music. The music video had been around for a
while but the volume of videos needed to fill 24 hours a day created
a new kind of visual storyteller, the music video director. Early
videos were mostly performance pieces, but as the network grew,
talented directors started visualizing the concept of the song and
shooting what amounted to mini movies.
I asked my friend and one of the top music video directors, Wes
Edwards, to describe his process for creating a music video. Wes
has shot hundreds of videos for some of the biggest recording stars
in the world. Country superstars Dierks Bentley and Jason Aldean
turn to Wes to bring their music to life. In fact, Wes won the CMA
Music Video of the Year in 2014 with Dierks Bentley and Drunk On
A Plane.
My process when I begin to visualize a music video is very free
form. The music will evoke feelings and memories that often at
first seem to have no rational attachment to the song.
From there I hone in on a particular visual symbol or metaphor
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his own end-zone. The visual captures the story of an athlete at the
end of his long career.
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