CENTRES

CENTRES (Creative Entrepreneurship in Schools) project has been funded with support from the European Commission.

This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

www.centres-eu.org

“ENTRUM Night Music Video Action” method guideline

1. Approach “ENTRUM Night Music Video Action” is totally new methotodology for boosting youngsters immediate

readinees to act, as well improve their knowledge related to logic of creative industries functioning

(production, post-production, marketing). Shortly “Music video production action” could be named as

limited time and resources approach that could be implemented in creative industries logics teaching

practice.

2. Rationale for the approach It was important that learning creative industries youngsters will get creative industries production

experience, where the final result will reach a much broader audience than just their own school and

family. It must be something that will reach a national TV channel audience and public. So that young

people can feel the connection between the initiation, production and delivery process of the product

that would be consumed by more then 30 000 people. So this will give them the feeling that they do

something real, something that other people really need, not just doing things as part of a study process.

3. Method description on the example of ENTRUM Night Music Video Action on 8th

-

9th

December 2013 in Pärnu, Estonia Altogether 300 participants were selected to participate in the Night Music Video Action. The ages of

participants were 13-19 year old. There was no any previous experience or special knowledge required to

admit for participation.

The synopsis of the music video was created and conducted by youngsters themselves under supervision

of a professional production team High Roller Films. The aim was to develop the youngsters’ creativity

and raise their awareness and practical skills in the field of the production process in creative industries,

including event management, music production, video production and marketing. The main feature of

the “Music video production” methodology is stressful conditions: constraints of time and limited

resources: one location and specific technical equipment (camera Phantom FLEX), as well as a special

condition – all 300 participants must be involved in the production process of the music video.

CENTRES

2

CENTRES (Creative Entrepreneurship in Schools) project has been funded with support from the European

Commission. This publication reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

www.centres-eu.org

Before the action the youngsters organised a public poll with the purpose of choosing most popular pop

song to produce a video for. The poll took place on Facebook. As results of the public survey the Teele

Viira, Tuuli Rand and ULA – song “Ring the Alarm” was chosen to make the music video.

The music video produced by the youngsters was broadcast on the national TV channel ETV2 and stayed

in the music charts for 3 weeks. The video has been viewed more than 30 000 times on YouTube and

shared 200 times on Facebook.

TV interview http://etv2.err.ee/videod/eestitop7/35505947-fcc8-4593-81ac-79abd64a6780 starting

27:01

4. Methodology impact

1. Youngsters respond well to actions, where they can create value in a very short time and on a

large scale – visible results in a very short time and having a real impact not only in their own

network, but on a national level;

2. Youngsters, in the opposite way to perceptions in Estonian society, are ready to take initiative

and responsibility for projects they really care about. This means that study activities must be

meaningful for them, not just for the aim of fitting a curriculum;

3. Creative industry production process must be learned via practical activities and followed by

seminar, where youngsters can analyse what they have done and how they have done it;

4. Youngsters created CI products are a valuable contribution to market diversity and the different

client age groups needs satisfaction (Justin Bieber efect).

7. Results assessment According to the feedback of participants “Night Music Video action” approach is perfect to inspire and

empower youngsters to get started, discover creative industries inside life and with people around, take

responsibility for the project success.

“When you learn how a music video is made and at the same time are contributing into this process

yourself, it gives way more than listening to yet another boring lecture and taking a test. This definitely

motivated me to put more effort into my own business project.” Magnus Liir, Night Music Video Action

participant.

8. Contact If you would like to get more information about »ENTRUM Night Music Video Action« method please contact Ms Darja Saar, Entrum Foundation, darja.saar@entrum.ee or +372 55656392.