Wedding and Event Video Business
-by-
Doug Graham
April 13, 2005
There is a huge potential market for wedding videos. Just look in your local paper any summer week and see how many weddings there were. Keep in mind, though, that there is also plenty of competition, from both professional videographers and “friends of the family”. A successful event videographer usually has a wide range of interests and skills. Like any business owner, she must be self-motivated, and have an interest in business matters like planning, budgeting, marketing, and record keeping. In addition, she must have an artistic, creative streak. Finally, she must be fond of modern technology…or at least, not be afraid to learn the intricacies of cameras and computers.
There's more to videotaping a wedding than just setting up a camera and turning it on. You must be able to find the best spots for camera placement, and know how to capture good audio. In addition, you have to be prepared to handle people problems, like last minute spats between the bride and groom or conflicts between family members. You may run into issues with still photographers, wedding planners, or church officials.
You should meet with the bride and groom well before the wedding date to find out exactly what they want, including any special shots or any unusual parts to the ceremony, how many people will be involved, and other issues. Either here or in your initial sales presentation, go over the terms of your contract and explain things like your payment schedule. Many videographers require a 50% retainer to book the date, with the remainder due either shortly before the wedding, or on the wedding day. A few accept final payment on delivery of the edited project. Also go over any limitations and conditions with them; most videographers explicitly retain creative control of shooting and editing, and also let the client know that they can’t guarantee a particular shot, due to factors like church policies on camera placement, etc.
Additional Moneymaking Tip:
Be sure to discuss any added features the clients may want, such as a “love story” interview segment, with the bride and her fiancé discussing how they met and fell in love, or a “growing up” photo montage showing images of the couple from babyhood until the present day.
Attend the rehearsal, so you can plan your camera angles, discuss any limitations the church may have, check lighting levels and the church audio system (make sure, if you use a wireless microphone for audio, that you aren’t on the same frequency as the church’s system!) and (if possible) meet the photographer and coordinate your activities.
Additional Moneymaking Tip:
You can also offer to videotape the rehearsal dinner, or present the love story interview or photomontage on a projection system at the dinner or the reception.
Here's an idea of the field equipment a well-stocked wedding videographer should have or have access to:
At least two shooting packages. Each package should contain a camcorder, spare batteries, a wireless microphone, an on-camera light, a head-cleaning tape, and a tripod.
The camcorders should be professional or semi-professional models with 3 CCD imaging chips. At the time of this writing, the Sony VX-2100 and PD-170 are popular choices. Other models popular for wedding video include the Canon GL2, XL1s, and XL2, the Panasonic AG DVX-100 and DVC-60, and the JVC GY-DV5000U or 5100U.
Audio can be captured with a good wireless microphone. Look for desirable features like operation in the UHF band, multiple channels, and true diversity receivers. A budget alternative to the wireless mic is a minidisk recorder (look for a model with a microphone input) or a solid-state recorder with a mic input, like the models sold by iRiver.
You probably won’t use lights at the ceremony; most churches won’t allow it. However, you’ll need a small light to get good images at the reception. A 10 to 20 watt unit should be enough with today’s sensitive DV camcorders. You don’t want to blast the guests with too much light.
The head-cleaning tape is essential for DV camcorders. The small tape size can lead to “head clogs” that cost you vital footage. Have a cleaning tape handy in case a head clog comes along at a critical moment.
Your tripod should have a fluid head for smooth pans and tilts, and it should be stiff enough to prevent camera shake. Bogen makes a good line of reasonably priced units. Other excellent brands include Sachtler, Miller, and Vinten. Tripods without floor spreaders are quicker to set up when straddling the back of a church pew. Black tripods are more appropriate in a wedding setting than shiny aluminum.
In addition to your shooting packages, you’ll want various audio and video cables and adapters. If you have a second camera operator, you’ll need a set of walkie-talkies to communicate. The FRS types are satisfactory, or EarTec makes units especially for this type of application. Don’t use your cell phone, though; it can cause interference with a nearby camcorder.
A monopod can come in handy to steady “run and gun” shots at the reception, or even at the ceremony. You can also use the monopod to raise the camera up above the crowd for a better point of view.
Don't let this list scare you off. If you don't own all this, you don't have to rush out and empty your bank account. You can either rent what you need, or barter your services with someone who has the equipment. Then, pick up the stuff you need piece by piece. Also, keep your eyes open for good quality used equipment.
In the studio, you’ll need:
A computer that’s capable of handling video editing. Any recent model PC, with a CPU of 2 GHz or faster, or a Macintosh G4 or G5, should do the trick. The computer should have a second hard drive for storing video and audio data. This should be as large as you can afford, at least 100 GB, and should be a 7200 rpm UDMA 100 or SATA type drive. Your computer should have at least 512 MB of RAM, and 1 GB or more is better. Your computer should also have a DVD recording drive installed.
Video editing software. Sony Vegas is very popular on the PC, and Final Cut Pro for the Mac. Other programs include Adobe Premiere Pro, Avid Express DV, Pinnacle Liquid Edition, and Canopus Edius. If at all possible, get a demo of editing software before choosing your program; what’s just right for one person is often all wrong for another.
DVD authoring and burning software. Popular choices are Sony DVD Architect, Ulead DVD Workshop, and Adobe Encore. You’ll use this software to build DVD menus and record the finished project onto a DVD-R or DVD+R disc.
Paint software. Adobe Photoshop is the “industry standard”, but other choices include JASC Paint Shop Pro, Corel Photo-Paint, and Painter.
Audio editing software. You may find a program like Sony Sound Forge or Adobe Audition to be useful for cleaning up problem audio.
Music software or buyout music. You can create your own music backgrounds with programs like Sony Acid or SmartSound, or you can get CDs or download royalty free music from various providers like The Music Bakery or Music2Hues. Please don’t use copyrighted popular music without permission!
At least one VHS deck, to make tape copies for clients without DVD players.
There are many other gadgets and software programs that you may want to add, but these should get you well on your way.
Let’s get back to the church. Why would you need more than one camera? If you have two cameras set up, you: (1) can have different angles of the action, instead of a half-hour of a still camera; and (2) you're covered if one of the cameras messes up or lighting is bad.
Make sure your videos are special, different from the run-of-the-mill wedding videos. The best place for your primary camera is on the altar dais, on the groom’s side, shooting past the celebrant’s left shoulder. This gets a good close-up the bride and groom, and a good angle on the bride’s face. This will be your main shot during the vows, and will also provide close-up footage to edit in at slow points. Other places you may position a camera would be (with the couple in the 12 o'clock position): 10:00, 2:00, 5:00, or 7:00. Use the camera to get views of the crowd, the parents of the couple (edit a shot of them in during the vows - catch the emotion of the ceremony), and the entrance of the attendants.
Be sure to get “cutaway” shots – images of the church building, close-ups of decorations like flower arrangements or stained glass windows. These can be used as “fillers” if there are brief periods when neither of your cameras has a good shot, or as a way of preventing jump cuts (a cut from one shot to another with an almost identical camera angle).
You have two cameras for backup. You also need backups for your audio. Position your microphones where they'll do the most good. Get the groom to wear one, and get the minister or celebrant to wear one. This way, you'll have crisp, clear sound. You can also place a mic at the reader’s podium, and/or one for the choir or vocal soloist. Some videographers use five or more microphones!
If the ceremony is a specialized ethnic ceremony or unusual, you should look for points of interest to capture on tape which will show the special meanings and emotions of the ceremony. If the couple and family can watch your tape and feel the same emotions they had during the actual ceremony, your tape is a winner!
Technical skills are important, but they can be learned. The most crucial skills are smooth panning and zooming. Before you ever do your first PAID wedding, practice with another event -- for free. Practice makes for fluency.
The worst wedding video is one stationary camera, never moving. People look around when they're at a wedding, and so should the camera, within reason. Practice a slow, smooth pan that keeps the subject in the frame of the camera. Practice smooth zooms that aren't jerky, and aren't too close or too far from the subject.
The second worst wedding video is one that has nothing BUT panning and zooming. These should only be seen very occasionally in the finished, edited product. Most of the time, you pan and zoom to frame a shot, and then hold it there, for at least 20 seconds. You don’t want your camera work to get between the viewers and the characters.
Unless the only camera that will pan and zoom is the one you're operating, and the others are stationary, you'll need a helper. Be sure your helper is well trained, with skills up to par with yourself. Ideas: a friend who also has a camcorder (here's a way to save on equipment costs); a college or high-school kid with video experience (they're becoming more common, as more and more schools add video classes to their curriculum); or a freelancer (possibly a crew member from the public access channel at your cable station).
At the reception, it's important to get the "traditional" events: the bridal party’s entrance, the garter/ bouquet toss, cutting the cake, toasts, etc. Use the same guidelines as before: keep in mind what's important to have in the frame, and try to shoot it smoothly. You may want to interview the relatives and guests and see if some of them would want to say a few words about the couple on tape (try to do this early in the reception, before a lot of drinks have been served!). However, guest interviews are becoming less popular than in the past. If you can get a few minutes alone with the bride and groom, you can interview them about their feelings during the ceremony. This makes a great voiceover for a recap or “highlights” segment.
Pricing.
If your videos are special and well produced, you should charge accordingly. Premium wedding videographers in metropolitan areas should be able to get $2,000 to $3,000 for a wedding, or even more once you develop a reputation. Call other videographers in your area to get an idea of what the range is.
Marketing ideas.
Scan your newspaper for engagement announcements. Then, use your computer's word processor to print out personalized letters detailing your services. Use your library's city directory to find the addresses you need. Send the letters and a brochure to the lucky couples.
Set up a referral network with florists, formalwear shops, printers, and other wedding-related retailers in your area. Some videographers offer referral fees, but it’s not a general practice.
Find a wedding photographer in your area who doesn't currently offer video. Set up a deal where your photo and video services could be offered as a package. Or, offer both video and digital photography yourself. This takes more equipment, and you definitely need one or more helpers, but photography is potentially more profitable than video.
Participate in local bridal shows. People who will be marrying soon, qualified prospects for your services, attend these. Have plenty of your brochures and marketing materials handy, so you don't run out. A good idea is to have one of your best videos, or a specially produced demo tape, playing on a large monitor or a projector at your booth. You can also give out copies of your sample wedding or demo, on DVD, to qualified prospects.
Advertise in your newspaper's wedding supplement. Most newspapers publish this at least one a year.
Build and maintain a website for your business. Include stills and video clips as examples of your work.
Write a press release about your new business and submit it to your local papers.
Word of mouth from satisfied clients is still your best marketing tool…so be sure your clients are happy!
Delivery.
Make sure you give the couple a realistic date when they can expect the tape. Don't give them a time that will leave you rushed. Many videographers take from 40 to 80 hours or more to edit a typical two-camera video. Quoted delivery times may range from 4 to 8 weeks or more, depending on your backlog and how fast you tend to work.
DVDs are the new delivery medium, and the quality is much better than tape. But not all DVD players will play the DVD-R or DVD+R discs you create. Have a backup policy in case the disc won’t play in the client’s machine. You could supply a copy on VHS tape. Or, some videographers include a “free” DVD player as part of their package. Compatible players can be bought for about $50 these days, so it’s not a major expense.
Other Information.
There are books, organizations, and websites to provide further information on this rapidly changing field. Some sources you may find useful are:
Hal Landen’s Video University, http://www.videouniversity.com
Steve Yankee’s Video Business Advisor, http://www.myvideobusinessadvisor.com
Creative Communities of the World (the COW), http://www.creativecow.net
Mike Martin’s Fast Forward Club, http://fastforwardclub.com
B&H (equipment supplier), http://www.bhphotovideo.com
The Electronic Mailbox (editing equipment), http://www.videoguys.com
Macintosh stuff, http://www.2-pop.com
EventDV magazine, http://www.eventdv.net
The Future.
Both video and computer technology is changing rapidly. High definition video is just on the horizon for wedding videographers, and the first camera models have already hit the dealers’ shelves. The smart videographer will keep her ear to the ground for all the latest developments…but keep one hand on her wallet, to keep from giving all her profits to the equipment makers!
