2. MUSIC VIDEO PRODUCTION
• We will look at Music Videos from a number of perspectives, this
template is for you to write up your notes and to complete your
case study.
• The document is split into 3 different tasks, each with separate
questions to answer.
• Task 1 is concerned with the purposes of music videos and the
strategies employed by labels and artists
• Task 2 is concerned with the styles, techniques and conventions of
music video production
• Task 3 is your own case study into a minimum of three music
videos where you can unpack and discuss the videos considering
everything you have looked at in Task 1 and 2
3. NOTES ON COMPLETING THE
CASE STUDY
• It is often easier to show something you are discussing than to
take time describing it. With this in mind, feel free to add lots of
illustrative images from your chosen video examples. Links to
YouTube/Vevo/etc are also encouraged.
• Remember, when you make a point or define something, you
should follow this with an example, an explanation of this and
then link to further texts/videos where possible.
• If you don’t think there is enough room to add your full response
to a question, don’t just reset the font size to really small, add an
extra slide wherever necessary.
5. TASK 1 - PURPOSES
> 3 Core Purposes Of Music Videos.
> Entertainment- Entertainment is the main purpose of a music video.
This is because if the audience didn’t find it interesting or entertaining
then they would watch it. The artist and producer will have to make
sure that they include imagery that will link to what interests the target
audience so that it is successfully entertaining to them.
> Branding/Identity- Another reason for music videos is so that they
can advertise products and so that they can advertise themselves
and albums. Branding can also be used to create an image for the
artists that their audience can link to them.
> Sales- Finally by having music videos it gets more people listening
to their music and wanting to buy their products. This will allow them
to get more money and so they can have a larger budget for future
videos.
6. TASK 1 - PURPOSES
Some of the broader purposes of music videos is so that it
allows the band availability of not not having to play live. This
can be done by making it look like the music video has been
recorded live at a concert. The other way that it gives them the
choice not to play live is because the audience can see them
whenever they want on YouTube which can be played on any
device anywhere. The artists can also use music videos to
advertise that they are going tour or about a new album by
using imagery. Music videos can also be used to feature other
artists from there label as a means of promotion. This can be
used from a low labeled artist to feature with a high labeled
artist to advertise themselves and to be able to reach out to
more audiences.
7. TASK 1 - PURPOSES
>Synergy is where two or more forms of media combine to make
a promotional video. Many songs are featured in certain films but
a lot of music videos contain scenes from a film because it was
featured in the original film.
>For example, a company may acquire a similar firm, allowing it to
expand its product offering and, as a result, increase its sales and
revenues.
> The artists and producers of a group join together with a music
label to try bring more money
8. TASK 1 - PURPOSES
• Q4 – Branding; select an artist you like and look at how they
present themselves in their music videos. Explain what their
‘brand’ is, who is appeals to and why they might have done this.
• With the artist enimen he talks about family a lot in his songs.
He is branded to writing fast rap songs and up beat pop songs.
In his videos he wears more trendy clothing and baggier items
instead of suits, this make him appeal to his audience more who
are younger people who would wear that kind of dress sense.
9. TASK 1 - PURPOSES
ONE
DIRECTION
• Representational
• Predominant CU shots
• Repeated formula
• Clearly understandable
characteristics
• Mainstream
• Easy to follow – audience
can be more passive
• High budgets
• Closed meaning [unless
you have an oppositional
viewpoint]
• Larger audience
• Built to make money
• Non-representational
• No CU of artists
• Obscure/artistic intentions
• Niche
• Not easy to follow –
audience needs to be more
active in engaging with it
• Low budget
• Open meaning
• Smaller audience
• Artistically derived
• More challenging to watch
• Built to be creative
ANIMAL
COLLECTIVE
11. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q1 – Describe and explain the use of camerawork in music
videos, i.e. the types of shot used with examples to illustrate this
• Camera movement may accompany movement of performers,
but it may also be used to create a more dynamic feel to stage
performance, by for instance constantly circling the band as
they perform on stage.
• The close up does predominate, as in most TV, partly because
of the size of the screen and partly because of the desire to
create a sense of intimacy for the viewer. It also emphasises
half of the commodity on sale (not just the song, but the artist,
and particularly the voice)
12. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Though the most common form of editing associated with the
music promo is fast cut montage, rendering many of the images
impossible to grasp on first viewing thus ensuring multiple
viewing, there are videos which use slow pace and gentler
transitions to establish mood.
• This is particularly apparent for the work of many female solo
artists with a broad audience appeal, such as Dido.
• Often enhancing the editing are digital effects which play with
the original images to offer different kinds of pleasure for the
audience. This might take the form of split screens, colourisation
and of course blockbuster film style CGI.
13. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q3 - Describe and explain some of the technical
developments in music videos, i.e. the types of shot used with
examples to illustrate this
• In videos technical developments in music video look a lot at
types of shots that are used and more. For example in a pop
band when they sing together they will use a wide shot but if
they are singing individually then they might use a close up to
be able to focus on the most important member at that time
14. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Musically each genre is definable by their sound, structures and techniques
• Music videos follow this, generally, and reinforce the brand values of the artists and
to place them within their genre
• When you look at something from a genre, you should be able to quickly tell if it’s
typical of that genre
• For example in Hip Hop Music Videos they have the following imagery:
• Low angled camera shots
• Crowd/group shots – men often part of a group
• Sports clothing/depictions of physical prowess
• Mise-en-scene signifies status – expensive clothes/items/etc
• Partying/hedonistic/extravagant behaviour dominates
• Close ups of artists – often gesturing/gesticulating
• Voyeurist depiction of women – both in male and female led tracks
• ‘Adult’ themes or behaviour – ‘issues’ with law enforcement agencies
• Objectification of women – men in power often, women interchangeable/faceless –
misogyny
•
15. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q5 - John Stuart’s description of the music video “incorporating,
raiding and reconstructing” is essentially the essence of
intertextuality [something asserted by Andrew Goodwin]. Can
you explain what intertexuality is and find some examples of it in
music videos?
• Intertexuality is the difference between two different things and
seeing what is similar and what isn’t similar. For example in a
2cellos song they mix two songs together. This crosses a old
classical song with a new pop song. This also shows how
different they are and they different techniques used in the
video.
17. TASK 3 – CASE STUDY
• The Artist ‘2Cellos’ preformed a cover of ACDC’s Thunderstruck on cellos.
This is a classical rock genre. In this video their main form of editing was
with camera work. They used the camera to get a close up of each player
individually when they are playing the main part. They also use the
camera to do wide shots of both players and to get some shots of the
‘Audience watching’. They have set this video to look like a liver
performance which could tell the audience about a tour that they might be
going on. They have also used editing to cut the videos to a beat so that it
has a pattern and doesn’t look off. The artists have set the video in
Beethoven times and this help link to their message. The ‘audience
watching thinks that they are going to play classical music but the
message to the viewer and to their real audience is that cellos aren't just
classical instruments. They have used an instrument normally associated
with classical music and they have used it to play a rock song which
sends a message that their playing style is different to what people might
think. To the end of the video they use an effect on one of the cellos to
make it sound more electrified. They did this to only one of the
instrument's as this lines up to when that one instrument takes the lead
and becomes the center of attention. By changing the effect on his cello
shows that he is the key part in this section. They also use the camera
work to have a closer shot on him.
2CELLOS - Thunderstruck
18. TASK 3 – CASE STUDY
• The artist Lindsey Stirling preferred a song called roundtable
rival. This is a classical rock genre of music. The creator of the
video had used camera work to close up on the ‘team’ or ‘gang’
that is the main focus in that timing. For example when the
outlaws are wining, they are zoomed in on to show that they are
the key instruments at that point. They use there instruments to
show the story of the violins versus the guitars. This is used with
the music so when the guitars take the main role the music
focuses on them and videos closes up on them. The creator of
this has used instruments normally linked with classical music
and used this to make it more pop and metal. This will help
change the audiences perspective on what people think of the
images. In this music video they use a lot of effects, such as
being able to see the sound waves as a use of a weapon against
each other. Finally compared with other classical pop video they
are more up beat and use more effects compared to 2Cellos.
Roundtable Rival - Lindsey Stirling
19. TASK 3 – CASE STUDY
• The artist 2cellos also made another video for a cover for the
song wake me up by Avicii. This is a classical rock and pop
genre of music. They swap from being classical to pop and this
pattern is used multiple times in the video. They use the
technique of a flash back and flash foreword to show their lives
and how they got into the life of playing music. This fits in with
when the music changed mood and tempo eg moving from
present day to the future, it goes from pop to classical to show
there age increasing. The ‘audience watching thinks that they
are going to play classical music but the message to the viewer
and to their real audience is that cellos aren't just classical
instruments. They have used an instrument normally associated
with classical music and they have used it to play a rock song
which sends a message that their playing style is different to
what people might think. In this video they also use lots of close
ups to show who is the lead part in that section and they use
wide shots when playing equally together.
2CELLOS - Wake Me Up - Avicii
