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
• Q1 - Outline the 3 core purposes of music video with a short
explanation for each:
• -Money
• -Entertainment
• -Publicity
6. TASK 1 - PURPOSES
• Q2 – What are some of the broader purposes of music videos?
Think about some of the strategies employed by artists in their
videos and how they represent themselves, you could consider
where the artist is on a major label, independent label of
unsigned, is there a difference between them?
• Create a story in the music video
• Use certain factors/usage in the music video to target your
target audience for brand exposure.
7. TASK 1 - PURPOSES
• Q3 – Describe what is ‘synergy’ is and how it has been used in
music videos [min. 3 examples of synergy and convergence]
• The use of two or more people/organizations to make a greater
effect overall.
• Music video for a film- Advertises both the artist and the film
• See you again by Wiz Khalifa in Fast and Furious 7 in tribute to
Paul Walker
• Sunflower by Post Malone feat. Swae Lee in Spiderman
• Skyfall by Adele in James Bond
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.
• Ransom by Lil Tecca filmed Cole Bennett
• Very chilled out at Dominican Republic in the music video
• Emotionless
• Close ups with lots going on in the background
• Targeted towards teenagers with Cartoons and use of sports.
9. TASK 1 - PURPOSES
• Q5 – Compare One Direction and Animal Collective music
videos [find them on YouTube!], what can you discern about
each act from their videos? What is the main aim? Explain why.
• “My Girls” by Animal Collective – Cartoon only which attracts
younger audience. Also very artistically derived by the constant
change of colour.
• “What Makes you Beautiful” by One direction – Exotic setting at
the beach, gives out a very happy vibe. Usage of going to the
bitch with girls help with the song as it is about relationships.
• Targets teenagers with it being about relationships.
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
• Close ups to show importance
and explaining a serious message
Far out showing the scenery, this can be used
to express the story of the song.
12. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q2 - Describe and explain the use of editing in music videos,
i.e. the types of shot used with examples to illustrate this
• In the Ransom music video Cole Bennett uses lots of cartoon
edits to implement the cool “cool vibe” Lil Tecca is trying to put
across. Cole uses lots of cartoon edits across all of his videos to
try put his own style in them.
• Also in the Ransom video, the frame is almost never still and is
constantly moving around. This is to show that the song and
Tecca is activate
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 Ransom, Tecca is in many different locations. Such as at the
gym, on a field, balcony of a hotel room and a runway.
• In the gym, he is sat still singing the song- This is expressing
the music in the fullest.
• On the field he is dancing and driving a golf boogie showing
he’s activate and happy which is what he wants his audience to
be.
14. 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
• On the balcony he is doing some weird dance moves. This is
expressing the fact he doesn't’t care what people think which is
what the song is about as well as bragging about his flashing
life style.
• On the runway he is again doing weird dances, implementing
again, he doesn't’t care what people think.
15. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q4 – Genre conventions; often music videos adhere to genre
conventions within their visual style and production techniques.
Select a recognisable genre and use illustrations to explain
what their genre conventions are… AMERICAN RAP
• Sexual activities. Links in with the lyrics as most American Rap
songs are on about relationships/sex
• Spending money. They use this to brag and trump everyone
else and suggest they’re the elite/best
• In an area which can be described as “The Hood”. Links with
the gang violence shadowing the American Rap scene.
16. 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?
18. TASK 3 – CASE STUDY
• For your individual case study you must study an artist or genre
of music, focusing on a minimum of 3 videos [ideally 5+ videos]
• This should provide discussion on the usage of the following:
– Style[s] & Techniques employed
– Intertextuality
– Camerawork/editing
– Genre conventions
– Critical approaches [you should be applying some of the critical
approaches from your lessons and some of your own, to your
selected videos]
19. TASK 3 – CASE STUDY
• LUCID DREAMS – Juice WRLD
• Dark scenery at the starts then starts getting lighter. Many
different transitions. Camera constantly changes from still to
movement.
• Constant use of Cartoons edits in the video. Many close ups to
Juice’s face.
• The dark scenery in the video will give off a bad vibe for their
audience. Especially with the target audience being young to
late teenagers
https://www.youtube.com/watch?v=mzB1VGEGcSU
20. TASK 3 – CASE STUDY
• Nowadays – Lil Skies feat. Landon Cube
• Filmed in a school as there target audience is teenagers so is
relevant. They use most if not all parts of the school.
• Switches from dark/shadowed scenes to light. Including night
scenes, lots of quick transitions with close ups.
• The usage of Aliens/UFOs (inhuman) cartoons are used very
frequently in Bennett’s music videos and this video is no
exception with lots of them.
• Goes from day time, to night then make to day time. With them
wearing the same clothes.
https://www.youtube.com/watch?v=DlFmfxACvig
21. TASK 3 – CASE STUDY
• Ransom – Lil Tecca
• Sunny holiday, with friends just having a nice chilled good time
• Lots of close ups countered out with lots of background shots,
with many zoomed in shots
• The usage of cartoons are used again in this video
• They publically said they had a low budget. They could have
tried of getting more
•
https://www.youtube.com/watch?v=1XzY2ij_vL4
22. TASK 3 – CASE STUDY
• Noticed – Lil Mosey
• Sunny vibe in a holiday apartment, chilling with friend drinking
lean with no worries
• Lots of slow motions, movements and again plenty of close ups
• Used sunny area again, very similar to Ransom by Tecca. Also
the usage of Lean is used in many Bennett videos or just drugs
in general.
• Not many different scenes, use the same shot (repeated)
https://www.youtube.com/watch?v=nceqQyqIa5o
23. TASK 3 – CASE STUDY
• i – Lil Skies
• Sat down at home, relaxing smoking weed.
• Plenty of camera movement with close ups no background
shots
• Usage of drugs again with plenty of cartoons and chill vibe as
well.
• Literally all shot in one room
https://www.youtube.com/watch?v=csviQHKDBuk
