Live Event Video Production Strategy
When it comes to live event video production, having a streamlined content creation system can be the difference between delivering engaging, timely content or missing key opportunities. My experience overseeing content teams for high-profile basketball events like the NBA Summer League, The Basketball Tournament, and Adidas grassroots basketball tournaments has led me to develop and refine systems that not only ensure fast turnaround but also provide value long after the event is over. These strategies can easily apply to other live events beyond basketball.
The Power of Planning: Short, Mid, and Long-Term Content
The first and most important step is planning. For live events, it's crucial to have a detailed content strategy for different timeframes:
1. Same-Day Turnaround – Social media posts, in-venue videos, and quick-hitting highlights are critical for keeping fans and attendees engaged in real-time. These are the “quick wins” that deliver immediate impact.
2. Mid-Event Promos – For multi-day events, more comprehensive content pieces can help maintain momentum. Examples include promo videos for the event's final days, top moments of the first half, and interviews that build excitement.
3. Long-Term Content – Finally, it’s important to plan for future use. Event recaps, sponsor pitch videos, and promotional material for future events ensure the content lives beyond the immediate experience.
Bonus: Hosting a conference or trade-show and want to get the most out of the speaker and breakout sessions? Why not shoot and record the sessions to offer as an upsell to attendees AND to generate revenue from those who could not make it in person!
Building the Right Team
Executing this strategy requires a well-coordinated team. Each role needs to be clearly defined to ensure smooth collaboration and high-quality output. Typically, the team includes:
Cinematographers – Capture the visuals, from live action to B-roll.
Editors – Turn around content quickly and efficiently.
Media Manager – Organizes and manages all media files, ensuring smooth workflows.
When every team member knows their role and responsibilities, it creates a high-functioning machine that can deliver across all content needs.
Managing Workflow: The NAS Solution
Efficient content storage and workflow systems are crucial, especially for events that generate high volumes of footage. From 2019 to 2023, I relied on the QNAP TVS-882ST3 8-bay 2.5-inch Thunderbolt™ 3 NAS with 10GbE connectivity for live events. Installing 6TB of SSD storage, connected to a network switch, allows up to 12 editors (or as many ports as your switch has) to access footage simultaneously, bypassing the time-consuming process of transferring external hard drives. Plus, as an added layer of reliability for the footage captured, the NAS can be synced to the cloud, ensuring security in the event that anything happens to the physical drive.
Before every event, the team is briefed on the file organization structure. This system ensures that footage moves seamlessly from memory cards to the NAS, where editors can access it instantly, making the editing process smoother and faster. This system is essential for handling multiple outputs, including social media content, in-arena screens, and video for surrounding events like camps, clinics, or seminars.
Conclusion: A System That Works Across Events
Although my experience is rooted in the basketball world, these production strategies can be applied to various live events. The key lies in having a well-planned content strategy, building a competent team with clearly defined roles, and employing the right technical systems for media management and workflow.
By setting these foundations in place, live event video production can move from being reactive to proactive, ensuring all content needs are met efficiently and effectively—both in real-time and in the long-term.
