A musician asked us why we don't produce music videos. The response was simple: "it's too much of a risk." After qualifying that statement by explaining the various logistical intricacies and recounting the horror stories of recent photo shoots and financial damages, the musician responded:
"But you trust us to turn up to gigs, don't you?"
To which the response was:
"Yes, because it's not my money on the table."

The bride booked a band of musicians to perform at her wedding and as far as she's concerned, she's getting a 6-piece lineup consisting of female lead vocals, male backing vocals doubling saxophone and flute, piano, bass, kit and congas. That's what was stipulated in the contract. That's what we've delivered. The bride doesn't know the musicians personally and she's not concerned about who is in the lineup. So, the "risk factor" decreases. What if it's a question of producing excellent promotional video material for an agent/promoter who wants to see the exact lineup as advertised in the publicity? What if it's a financial investment that's significantly closer to the creative vision of the investor? The "risk factor" increases. It's the dynamic between that closeness, that "trueness to form" aspect, vs. the value of the investment, which determines the "risk factor".

The term "risk factor" essentially equates to the amount of financial risk shouldered by a hirer/engager (whether it be an agent, promoter, manager, label or any other role that involves the hire/engagement of human personnel): in terms of how an arrangement/agreement is challenged by outside circumstances. It's a term we've adopted from promoters who book artists to perform at venues, a term used to gauge and quantify to which the artist makes back the venue hire/HR costs on attendance and ticket sales. In this context, it means musicians and technicians attending an event at an agreed time/place and delivering a service that they agreed to deliver. In this particular case, it means producing high-quality, sustainable promotional video material that justifies the venue hire/HR costs invested by the label.

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