"A great video is something different, something that you haven't seen before. It stops you in your tracks." - Randy Skinner, Virgin Records

What makes a great commissioner?

• Thinks outside the box
• Constantly searches for new talent
• Doesn't just rely on the same old standards
• Pushes the medium forward
• Recognises talent
• Knows when the director is right for a particular artist or piece of music
• Is realistic in his/her goals and expectations, and matches those with the right team
• Sticks to the idea
• Trusts the director and the team
• Keeps calm during trying circumstances
• Makes informed suggestions
• Stays faithful to the director's ability
• Maintains loyalty to the artist's image
• Has a balanced awareness of the creative, financial, and technical processes as they relate to music videos
• Understands the production process from the beginning to the end
• Does the best job possible in helping producers with the overall process rather than washing his/her hands of responsibility in difficult situations
• Willingly watches reels, returns phone calls, and takes creative risks on new talent and new ideas

• Recycling ideas
• Beginning with the lyrics
• Finding a solution to Questions
• Finding the hook
• Finding the feel of the music
• Identifying the Artist
• Single bids and pre-existing relationships
• Artist collaboration
• Using movies as inspiration
• Using books and comic books as inspiration
• Developing creative routines
• Being spontaneous

"A terrific video for me is something that conveys a response, whether you're laughing, or you're astonished by if for some reason, or you're sad, or whatever. [It's] kind of the same reason why people go to movies. They need to be entertained and want to be told a story. I think once you get that reaction out of people, that's a great video." - Joe Hahn, Director

A great video treatment:

• Has a strong point of view and leaves the reader with a strong idea of how the director plans to execute their idea
• Describes something memorable, such as a strong hook, cool visual gags, or a compelling narrative
• Has the ability to shape an artist's identity or even change it
• Is concise and direct; the reader can sum it up in one or two sentences
• Includes the band or artist's creativity
• Includes the record label's concern about sales
• Present a great idea in an understandable format
• Ensure the vision carries the song
• Falls within budget
• Is original and unexpected
• Connects with the song and affects the reader
• Delivers the feeling of the song instead of solely translating the song's lyrics
• Contains visual references that help the reader see exactly what the director wants to portray