Music Video Research

2. • Pre-Production: The research and planning
stages – storyboard.
• Production: The filming process of the
music video.
• Post-Production: Editing the video,
marketing and advertising the video,
album/single covers.

3. • Homage – Acknowledgement of a past event.
• Animation – Uses drawings to illustrate lyrics and
meaning.
• Narrative – Tells a story.
• As live – Shows the artist performing live.
• Referencing – Uses other media texts as influence.
• Parody – Created to mock.
• Commercial Influence – Uses advertisement strategies to
carry the narrative.
• Lyrical Interpretation – Matching visuals to lyrics.

4. • Spike Jonze: Known for creating videos such as Bjork’s
‘Oh So Quiet’, Fatboy Slim’s ‘Praise You’, ‘Weapon Of
Choice’ and Beastie Boys’ ‘Sabotage’. His videos are
very popular due to his humorous approach, however, he
went against his usual style more recently in creating
Arcade Fire’s ‘The Suburbs’ video in which a group of
teens must cope with living in a military state.

5. • Mark Romanek: Known for videos such as ’99 Problems’
by Jay Z, ‘Can’t Stop’ by Red Hot Chili Peppers, and,
more recently, Taylor Swift’s ‘Shake It Off’.

6. • The total cost to produce a professional music video can
range from $20,000 to $500,000 and up. There are a
handful of music videos each year in the seven-figure
budget range, but those are exceptions.
• Factors to consider within a budget are:
• Location, Wardrobe and Props
• Production Equipment
• Cast and Crew
• Shoot Schedule
• Food
• Post-Production and Editing

7. • Michael Jackson and Janet Jackson - “Scream,” $10.7
million (originally $7 million) The video for “Scream,” is
one for the record books, and one of the few videos that
everybody remembers seeing for the first time. Taking
place in space, the mostly black and white video shows
Michael and sister Janet. An estimated 64 million people
watched, and later that year it would go on to win a
Grammy for Best Short Form Music Video.
• A Flock of Seagulls – “I Ran”, shot for nearly nothing,
director Tony Van Den Ende took mirrors, foil and girls in
alien makeup and created one of the most popular videos
of all time, which gave A Flock Of Seagulls a top ten hit
and crowned singer Mike Score as king of the new wave
haircut.