What are three critical pieces of advice on educating potential clients on creating videos for them?
From when you first are in contact with the artist and are in the beginning stages of working in the pre-production process, be very open and honest about what goes into the conception, planning, production and costs of the vision the artist has in their mind. Pre-production is the stage where you develop your relationship with your client and get a sense of what they expect of the end product.
A good practice when brainstorming with your client is to ask them to send you examples of the style of the music video they want. The difference between what they send you and the way they describe their vision can be surprisingly substantial.
2. Under-promise and Over-deliver
I once saw a quote by Mark Wilcken, an independent producer in Little Rock, Arkansas, that describes this well:
“I usually give them more than what they paid for. In the end, it's my name and reputation attached to the final product. I'll scale back and compromise, but I won't deliver something I can't stand by.” Mark Wilcken.