In the dynamic and competitive world of music, visual representation plays a crucial role in capturing the audience's attention and solidifying an artist's brand identity. Today we explore the successful collaboration between an upcoming artist from Leeds "Topiia" and ourselves at Drai Media, who together are responsible for four music videos and counting... The scope of work included storyboarding, location scouting, filming, editing, and much more, all with the aim of showcasing Topiia's versatility within the rap genre while maintaining a cohesive brand image.
The primary objective of this collaboration was to enhance Topiia's brand identity through visually captivating music videos. With each song representing a different musical style, while staying true to the rap genre, we aimed to create videos that reflected Topiia's artistry and appealed to a diverse range of audiences. It was essential we produced high-quality content shot in 4K resolution, establishing Topiia as a quality and visually distinctive artist. As both the projects and the client’s trust developed, our team were given more creative control, enabling us to experiment and explore innovative concepts that pushed the boundaries of Topiia's visual representation.
The successful execution of each music video required a well-structured and collaborative approach. The following methodology was employed:
Initial Discussions
Thorough pre-production planning was crucial to understanding Topiia's artistic vision, desired musical styles for each video, and expectations. We engaged in extensive discussions with Topiia to align with their creative direction and ensure a seamless production process.
Storyboarding & Location Scouting
When it comes to telling a story, Topiia lets the lyrics do the work, but even without a desire for visual narrative creating a storyboard was key. For each video we created a shot list, often inspired by the range of locations discussed or discovered as the project continued.
Collaborative Filming & Directing
With a wealth of equipment at their disposal Topiia was keen to lead the direction of the film team early on, but as each new project began a collaborative approach developed which saw some great results.
Editing in Partnership
Experienced editors meticulously pieced together the footage, paying close attention to seamless transitions & effects, synchronisation with the music, and overall visual appeal.
Topiia often took part in what became collaborative editing sessions, giving the team further insight into the desired outcome. As with other aspects of each video, this partnership approach in the editing phase encouraged experimentation and exceeded Topiia's expectations.
As previously mentioned, quality was a high priority. Though downscaled for social media, we utilised our cutting-edge equipment and production techniques to capture Topiia's performances. This included our specialism in aerial drone footage which added a visually striking element to the videos, enhancing their overall appeal.
“I’m absolutely blown away by this music video! The visuals are stunning and captivating. It's hard to believe how quickly you managed to create such high-quality content. I'm impressed by the level of detail and the overall aesthetic.
The decision to shoot in 4K and incorporate aerial drone footage was a game-changer. It added a whole new level of visual appeal to my videos, instantly captivating my audience. The professionalism and expertise of Drai Media were evident throughout the entire production process.
This music video deserves all the praise it can get. Keep up the fantastic job, and I can't wait to see what you create next!”
Through their collaboration with Drai Media, Topiia successfully elevated their brand through visually captivating music videos. The incorporation of high-quality production techniques, aerial drone footage, and the exploration of experimental ideas resulted in a collection of videos that showcased Topiia's versatility within the rap genre. This case study underscores the importance of a strong client-agency relationship built on trust, collaboration, and a shared vision for delivering exceptional content.