Africa

African Dream: Nigerian video director Kemi Adetiba's media tips

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Media captionKemi Adetiba started out in radio whilst studying law

Kemi Adetiba is an award-winning director, producer and cinematographer in the Nigerian city of Lagos and her production company - K-Alpha Innovations - specialises in making music videos.

As part of the latest series of BBC African Dream, the law graduate, who got her first taste of the media from her father, who was a radio DJ, gives advice on the key to a successful business in the entertainment industry.

First she wanted to dispel some myths: "It's often said that in the entertainment industry what actually matters is who you know.

"That is not true," she told the BBC. "Like all other business industries, it totally depends on your effort and perseverance."

Here are her top tips for success:

  • Write a business plan that describes your primary video production mission, the experience you have as a producer and a marketing plan. Include a list of equipment you already own and are familiar with using and a budget for items you need to be self-sufficient in video production, such as editing systems, duplicators and lighting equipment.
  • Set up the business entity. Get the taxation papers in place.
  • Purchase your equipment. Video producers often have two to three cameras, wireless microphones, a basic lighting set, computer editing bay with Final Cut or Adobe Premier and various lenses for the cameras. Depending on the calibre of equipment, a video production business should expect to spend at least $15,000 (£9,600) for a full setup with costs going into the hundreds of thousands for high-end equipment.
Image caption Kemi Adetiba says setting out a pricing structure for clients is important
  • Design a logo, business card and website to establish your video business brand.
  • Edit a reel together of past work. A reel is a compilation of what you have done that is approximately three to five minutes long. Use the best camera shots and most creative angles to demonstrate your exceptional eye for capturing special moments. If you have no previous work experience to use, use the equipment to go out and shoot stuff, and develop a production library.
  • Create a price list of services. This is often broken down into either an hourly rate or a "per production" cost. Offer complete packages as well as services for editing family videos or duplicating other video productions.
  • Place the reel on your website and make DVD copies to give to prospective clients with a business card. Networking with your target clients is one of the key things. Identify photographers, school drama departments and corporate human resources divisions and hand out DVDs to those interested in your services.

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