Producing a music documentary for indie band Embrace

In Insight, video production by danny

As a video production company, we’ll spend most of our time making promotion web vidoes, informercials, TV shows and commercials…so it isn’t often that a music documentary rears it’s head. The subject? Embrace – the Brighouse-born bunch of Indie rockers who you might remember being big in the 90’s and early 2000’s. Their first album, “The Good Will Out”, rocketed straight to number 1 in 1998, and in 2006 they were chosen to record the World Cup song, “World at your Feet”. They’ve just finished a winter tour, and they’re ramping up to a whole bunch of new and exciting stuff in 2015 – stuff that we hope to be heavily involved in.

This year, we did a 360 degree Go Pro music video shoot for the band – they loved it, and it also taught us how to use the stitching software that comes with using that technique. The end result is a little planets effect – very cool, and very much akin to that British Gas animated advert where each family belong to their own little planet. It wasn’t anything fancy or hugely expensive, just a rig with 6 Go Pros attached to the end of a stick (though the rig is a specialist piece of equipment – you can find us talking about it here). The video got a great response with Embrace’s loyal legion of die hard fans, and we started to see a lot more of the 360 videos pop up. There are a lot more of these types of videos rattling around the internet right now, but we like to think we got in there early at least.

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As most musicians will tell you about their music, they do it “for the love” – as cheesy as that sounds, that applies to documentary makers too. We’ve been looking to make a music documentary for a while. It’s something that most film/video makers want to embark upon – settling on a subject, researching the hell out of it, travelling around and filming absolutely everything you can, then sitting in the editing room for hours perfecting the end product. It’s probably a similar feeling to writing a novel – the amount of work that goes into something of this magnitude is entirely immersive. The best thing? You never quite know what you’re going to come out with. Every film has a script – a beginning, a middle and an end. But with a beast like this, you can only forward plan so much. You don’t know what people are going to say, what history you’re going to unearth. With something of this nature, people’s personal trials and victories, their opinions and their relationships all play a massive part in the direction of the piece – something you can’t entirely settle on until you’ve reached the end.

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With that said, we don’t want this documentary to just be a feature length biography of the band. We want to do something that their fans have never seen before. We’ll celebrate what makes the band and their music so great, whilst delving a little deeper into the real lives behind the fame.

We don’t have a solid end date as to when the documentary will be finished – that will become apparent further down the line. Upon it’s completion, it’ll be entered into film festivals and there may even be a cinema tour – but let’s keep that hush hush for now. This is the beginning of what will undoubtedly be a very exciting year for us here at Stada, and we couldn’t be more excited for it. Watch this space for updates throughout 2015.