Some music stands the test of time and finds an audience of new listeners in every generation. Online video carries the same power.
Recently, Shutterstock and Sony teamed up to re-imagine a video for the Sly and the Family Stone classic, "Everyday People." Exclusively using stock footage from the Shutterstock collection and some animated vintage photos to shape the narrative of the video, producers rediscovered not only how relevant the song remains today, but also how meaningful its message remains. (Read more about the making of the video, and watch the final product below.)
The combination of an iconic tune and compelling imagery makes it so sensational. "Using clips of everyday people doing what they do, being who they are, and living life across cultures really drives home the essence of Sly's lyrics," said Adam Farber, Project Director for Legacy Recordings.
For companies searching for new ways to incorporate video into their overall marketing strategy, yet might not be in line to partner with a music company to attain rights to reproduce a song, there are other more far-reaching lessons to take away. Once you come up with the right approach to put your brand on the map, here are some suggestions of how to proceed:
1. Hire the right producers. Find people who have both the experience and passion to make your vision come alive. That passion will be reflected in both the first cut and the final cut.
2. Storyboard everything. It can be time-consuming and expensive to make a video. You can eliminate unnecessary hurdles by outlining the approach and process ahead of time. This will make for swifter turnaround times, too.
3. Get experimental. Just because you have a process in place doesn't mean you should entirely dismiss improvisation. Some of the best ideas come to you while making edits or putting the finishing touches on. Check out some of the more exotic clips in the "Everyday People" video, below.
Guest post by Danny Groner. Danny Groner is the manager of blogger partnerships and outreach for Shutterstock.