Music Video Production

Our Production Philosophy

Music videos are one of the most demanding forms of short-form filmmaking. In three to five minutes, a production must establish a visual world, reinforce an artist's identity, and leave a lasting impression on the viewer. At 171 Entertainment, we've produced music videos since the early 2000s — a period that spans the VHS tape era through to streaming-first distribution.

That history matters. We've seen formats change, platforms emerge and disappear, and budgets compress as the industry shifted. What hasn't changed is the fundamental craft: story, light, performance, and rhythm. Every production we undertake, regardless of scale, starts from those four pillars.

Our archive includes work across country, pop, contemporary, and crossover genres — shot on location across New South Wales, Queensland, and Victoria, as well as international locations. See our portfolio for featured project case studies.

The Production Process

A music video production moves through three distinct phases. Understanding each phase helps artists and managers plan realistically and get the most from their production budget.

Pre-Production

Pre-production is where the creative foundation is laid. This phase typically takes two to four weeks for a standard production and includes:

• Treatment development — translating the song's themes and sonic character into a visual concept
• Director and crew engagement — assembling the right team for the specific production requirements
• Location scouting — finding and securing locations that serve the visual concept
• Casting — where the concept calls for actors or background performers beyond the artist
• Production design — wardrobe, props, set elements, and art direction
• Shot list and storyboard — planning every camera setup before shoot day
• Budget and schedule locking — confirming all costs and the shoot day timeline

Thorough pre-production is the single largest determinant of whether a shoot day runs efficiently. Shortcuts here are paid for in overtime costs and missed shots on the day.

Production

Shoot days in music video production are typically compressed — one to three days for most productions, with larger concept videos running to five or more days. The artist's performance is captured alongside any narrative or visual elements.

Our productions have used a wide range of formats and camera systems across the years, adapting to available technology and project requirements. Key production considerations include:

• Camera system and lens selection based on the aesthetic target
• Lighting design — natural, artificial, or hybrid depending on location and concept
• Audio playback management on set to ensure accurate lip-sync performance
• Safety planning, particularly for locations with special access requirements
• Continuity management across multiple takes and setup changes

Artist comfort and confidence on set directly affects performance quality. Our crew works to create an environment where artists can focus on the performance rather than the logistics around them.

Post-Production

Post-production transforms raw footage into a finished video. For a standard production this phase takes two to four weeks and includes:

• Editing — selecting the best takes, building the cut to picture lock
• Colour grading — establishing the final look and mood of the video
• Visual effects — compositing, motion graphics, and any digital manipulation
• Audio mix — the final master track laid to the finished edit
• Delivery formatting — export specifications for broadcast, streaming platforms, and social media

Our post-production work is handled in-house for most projects. See our visual effects archive for examples of post-production work.

Types of Music Video Productions

Australian Music Video Production Context

Australia's music video industry has operated under different structural conditions than the UK or US markets. Smaller overall budgets, greater geographic distances, and a broadcasting landscape shaped by Channel [V] and later streaming platforms created a distinctive production culture.

171 Entertainment built its production practice within this context. Many of the artists we've worked with — including Adam Brand, The McClymonts, and Paulini — are artists who developed their careers substantially through music video content. Our work with country music artists in particular reflects the strong visual tradition of Australian country music.

Regional Australia offers exceptional location possibilities — landscapes, towns, and visual character that are genuinely distinct from anything available in a major city. We've consistently used location as a creative tool rather than a logistical compromise.

Archive Collections

Our music video production archive is organised by artist and genre. Key collections include:

• Country Clips — our largest single category, spanning multiple ARIA-charting artists
• Pop Clips — contemporary pop and crossover productions
• Music Videos Index — full chronological archive listing
• International Productions — projects undertaken outside Australia

Commission a Music Video

Planning a music video production? We work with artists across Australia on productions at every budget level.

Or learn more about our current services