Case Study 1 - Jamie Thraves

Director : Jamie Thraves

Thraves started by creating short films in university, which he won awards for allowing him to enter the industry. He then began making music videos on a very low budget of around £5000 each. The process Jamie went through to become the director of his most known videos followed:

1. A Commissioner from a record label, sends a produced song they own that requires a video to    5-10 directors. 
2. The directors chosen each submit a treatment for the song, which is not paid for by the record label.
3. The director who has submitted the 'best' treatment, chosen by the record label and artists, is then commissioned to make the video and only then is the director paid for their work.

The livelihood of many directors is dependent on the commission earned from their produced music videos and due to the process of, being chosen for a music video, highlights the risk directors endure due to the fact they are not paid until they complete the music video and the heavy competition means that the unpaid work they create may have no purpose.

Jamie's most known videos are Radiohead's Just which had a budget of £100,000 and Coldplay's The Scientist that had a budget of £200,000. Both were shot in three days. (which can be considered fairly a long time in the industry as music videos are typically shot in 1-2 days)

Radiohead - Just (£100,000)

Coldplay - The Scientist (£200,000)

Some of Jamie's most recent music videos include Japanese Popstars - Song for Lisa. Currently videos cost around £20,000 and are shot in 2 days.

Using his experience, name and connections developed within the music industry, has allowed Jamie to get into the film industry, where he has shot three features;

• The Low Down
• The Cry of the Owl
• Treacle Jr 

Jamie states that a good music videos; use the lyrics of the song, but not too literally, and most importantly, go with the emotion of the lyrics.