There’s a whole bunch of things that need to be done for your video to be deemed essential.
You need to ensure the video has audio, music and subtitles.
It has to be professionally produced.
It needs to be shot and edited.
You also need to get the right crew and set up for it.
And of course, it’s the right time to make sure you’re making a commercial.
But the key is that you don’t make any mistakes, says Matthew Taylor, who runs the podcast Metal Works.
“We know there’s plenty of people who have made a mistake in their videos, but if you do make a mistake, it is something that can be remedied,” he says.
“The best way to do that is to be prepared for the possibility that someone is going to catch on and it’s going to make them feel uncomfortable.”
Metal Works hosts Mr Taylor and his wife, who are both airplay experts.
He explains that in order to be considered an essential work of art, the video needs to have a “sound, rhythm and lightness” that’s in line with the artistic intent of the person making the video.
The most important elements in a video’s sound, he says, are the composition, the editing and the music.
The video needs a strong visual presence and, crucially, a strong sound track.
“For a sound to be an essential piece of work, it needs to work,” Mr Taylor says.
“[The video needs] to have sound that’s clearly identifiable in terms of who’s doing what, what’s happening and why.
And it needs the right rhythm, the right timbre and the right timing to create the mood.”
What is an essential video?
Video must have music and/or audio essential, in order for it to be certified as essential.
If you don: The video has sound but doesn’t have music, it may be essential Worked as part of a series, but does not need to contain music and has music or audio Essential work must be: A visual representation of the artistic intention of the creator Essential work should: be in line by the viewer Essential work needs to: have the right music and audio Essential works need to have music for the video and have audio for the main event The work is essential, or it’s a non-essential piece of the artist’s work.
Essential work doesn’t just apply to music and sound.
It can include text, a logo or any other piece of artwork.
How does it work?
The first step is to make an enquiry.
If the video is non-analogue or has sound and no music, the next step is asking your audience what they think of the video in a text or video.
If it’s in sync with the original, you’ll need to consider whether it’s an essential one.
“If it’s not, then you need to assess whether it meets the criteria for essential,” Mr Taylors advice says.
The next step involves contacting the company who makes the video to make arrangements to meet the criteria.
“You can also contact your music licensing agency and say ‘I’d like to use this music and this music alone’,” Mr Taylor explains.
“And then we’ll work through it.”
“You need to make a video that meets the requirements of the law and the audience.”
What are the best ways to get your work certified?
To be considered essential, the piece of music needs to sound.
You should also include a logo, and if you’re going to use a commercial, it should be clearly visible on screen and be at least 60 centimetres high.
The artwork needs to make it clear to the viewer what’s being shown.
“It needs to match the visual and the sound,” Mr Turner says.
For more advice on the essentiality of video work, check out our video work guide.