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on 8 April 2010
I have made a dozen feature-length motion picture documentaries and I also do Astro-Photography using time lapse HDSLRS... this book is NOT technical in the least - it concentrates on the MANAGEMENT issues of making pop videos with budgets of AT LEAST $15,000. In terms of understanding the 'machinery' which major record companies use and how they spend minor fortunes on pop videos, this book is quite interesting - but just 1 or 2 pages deal with how to HIRE a 'camera package' and how to HIRE a 'sound package' - apart from that - there is scant information about the TECHNOLOGY which is used. The editorial was written before the recent revolution in HDSLR camer technology - such as the Canon 5d MkII and Nikon D3S - there is no mention in this book about the RED camera system which gives you a 'film look' for the fraction of the price of old fashioned super 16mm and 35mm cine cameras... POP VIDEOS are a great singular artform which can present a bad, mediocre song in the best way... or transform a great song into a memorable piece of Visual Art - something which triggers conversations... I teach people how to make films using the new generation of HD cameras such as the Canon HV20 and HV30 - and I have made many pop videos in HD which look BETTER than conventional 35mm shoots - if you want to learn the 'GUERILLA' side to pop video production and also incorporate 3d animation, then this book is not for you - google me for info on my filmmaking courses - Ms Schwartz certainly is a very competent administrator - but has utterly overlooked that the TECHNICAL aspect of filmmaking is the most important - directors and camera operators, animators and editors are not cogs in the mahine - they are the CREATIVE FUEL - and understanding the new breed of technology will save money and create, hopefully, really stunning POP VIDEOS for us all to enjoy in the future - if you fancy yourself as a 'producer' - someone with a clipboard and a porsche - then this book will tell you how to play your role... It will also let you know why so many record labels are in financial difficulty, as they are overspending on pop video productions! This summer I will take 15 people and turn them into 'dangerous' filmmakers using the new small HD and HDSLR cameras - a revolution is happening - and books like this - written 3 years ago - are way out of date - the book is good from an administrative standpoint but severely lacks a comprehensive chapter on the essential COST EFFECTIVE TECHNOLOGY WHICH MYSELF AND MY STUDENTS are using TODAY.
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on 31 May 2011
This book gives you very general overview of the clipmaking process. If you are not familiar with it, it's perfect. You will have an idea who is who, who is responsible for what, how it should works. It's not a technical book for students of cinematography schools, it's for people from outside.
I really like this book, because I'm marketing person and not a clipmaker, and it explains me a lot of things in a simple way.

Equipment part is outdated, but you should expect it, book was published in 2007, since than RedCam released plenty models (Alexa, Phantom etc). And we have 5D and 7D from Canon.

You should read this book if you are interested to become a video commissioner or producer.
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on 4 June 2013
Too American in both content and language for my taste, but educational, and fast and easy to read. Also a bit out-dated in some areas it would seem.
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on 3 March 2016
very useful book loads of info advice and tips
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