mv assignment for creative media level 3

1. MUSIC VIDEO PRODUCTION
CASE STUDY
L E AH B R ACKPO OL

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
• You are expected to submit each section on a weekly basis during your remote
learning weeks.
• If you get stuck, talk to/email your tutor for guidance.

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.

4. TASK 1 -
PURPOSES
Y O U S H O U L D O P E N T H E M U S I C L E C T U R E
P O W E R P O I N T A N D L O O K AT S E C T I O N 1
B E F O R E D O I N G T H I S TA S K

5. TASK 1 - PURPOSES
• Q1 - Outline the 3 core purposes of music video with a short
explanation for each:
• The three core purposes of music video:
– A way of advertising their music, creating a audience.
– A way to promote an artist/band and create an image, not just
through music.
– A way to increase sales to an artists/bands music.

6. TASK 1 - PURPOSES
• Q2 – What are some of the broader purposes of music videos?Try and
outline a minimum of 3. (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?)
• Some broader purposes of music videos:
– Creating an image that makes the artist look relatable to the audience. For
instance, not letting the fame get to their head and still being a civil, nice
person.
– Broadcasting political views or social views, shedding light on more important
issues that aren’t just a trend and will be a thing throughout the years.
– Endorsing products so that said products would get more sales because it was
mentioned and shown in the music video.

7. TASK 1 - PURPOSES
• Q3 – 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.
• Chosen Artist: Melanie Martinez
– Melanie Martinez portrays herself as her side-character, Cry baby, in
her music videos. It’s based on past family trauma and current affairs.
She shows herself as an emotional being, and in some cases, relatable.
She is open about her trauma, and her potential issues in friend
groups. Her character shows personal issues like attachment issues,
possessiveness and overall jealousy, some negative traits. She shines
light on world issues, like inappropriate relationships, bullying, being
used, and women being objectified. Her brand is somewhat childlike.

8. TASK 1 - PURPOSES
• Q4 – 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.
• Animal Collective Music Video
• One Direction Music Video

9. TASK 1 - PURPOSES
Animal Collective:
With Animal Collective, their art style is more retro and bright, adding overlays and contrast
with the dark figures of the band members. The mouths of the figures also stand out as they’re
mouthing the lyrics to the song. The song itself uses a 90’s style of tone, and the voices are all
high and echoey to make it feel somewhat nostalgic. Throughout the video, the colours
change in the background and the effects on the members change too, using zooming particle
overlays as a way to break them apart from the background. The video leaves more to the
imagination if you don’t know what the members look like.
One Direction
With One Direction, their art style is based upon the nature aesthetics and warm beach scenes,
adding a light filter to create a dreamy romantic aesthetic within the video. The song itself is
more upbeat, romantic, happy and all round dreamy. The video leaves less to the imagination
of the bands looks but more about what it would feel like being in the music video with them.
The song makes you think of yourself also.

10. TASK 2 – STYLES,
TECHNIQUES AND
CONVENTIONS
Y O U S H O U L D O P E N T H E M U S I C L E C T U R E
P O W E R P O I N T A N D L O O K A T S E C T I O N 2
B E F O R E D O I N G T H I S T A S K

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 and how
this creates meaning.
• The use of camerawork in music videos is very important. A close-
up shot is used to create intimacy with the viewer, emphisizing
emotion which varies across each plot behind music videos. A
close-up shot creates meaning because they show the actors
emotion through facial expressions or general glances. Another
shot of camerawork is following someone's movements (the
camera following someone walk or run) or circling around a group
of people. Camerawork can be used to define feelings and show
everyday occurrences, or relationships.

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 and
what the effect of this is/meanings that are created/etc
• The use of editing in music videos is important. Editing can
increase an atmosphere in music videos, or can increase a vibe.
Editing can enhance aesthetic values in the video, which can
increase enjoyment when viewing. In videos, editing is helpful as
it can create split screen effects or add text over videos, or
adding a glitch as a transition.

13. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q3 – 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…
• With the pop genre, the genre conventions would be bright
colours, loads of makeup and accessories to create a trendy pop
look. The use of filters would look particularly well because its
aim would be to boost the colours in the music video, making it
enjoyable for the viewer to view. Close up shots of partying
scenes and people having fun can set a vibe of what the pop
genre has to hold, as most pop song are upbeat and happy.

14. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q4 - 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 a minimum of 3
examples of it in music videos?
• Intertexuality is where one type of media references others. So
like artists and bands showing and referencing other creators
media vibes in their content.

15. TASK 3 – CASE
STUDY
Y O U S H O U L D O P E N T H E M U S I C L E C T U R E
P O W E R P O I N T A N D L O O K AT S E C T I O N 3
B E F O R E D O I N G T H I S TA S K

16. CHASE ATLANTIC
• The 5 music videos I will provide a case study on are:
1. Swim by Chase Atlantic
2. Out The Roof by Chase Atlantic
3. Angels by Chase Atlantic
4. LOVE IS (NOT) EASY by Chase Atlantic
5. Cassie by Chase Atlantic

17. SWIM BY CHASE ATLANTIC
CASE STUDY
At the beginning of this music video, there is a valid trigger warning for
people who are photosensitive or epileptic, as the flashing lights in the editing
could possibly trigger.
Throughout the video, the style is quite edgy and almost electric in a way. The
use of the wavy overlays bring a chilled atmosphere, and the beat of the song
is incredibly relaxing and easy to vibe to, which matches the music video
perfectly. The camera work displayed throughout the video is quite good, its
simple yet enjoyable to view. The editing on the other hand is quite chaotic in
some parts, exposing the band in their natural light almost perfectly.
In the music video, I can spot some foreign characters displayed as lyrics,
giving off an aesthetic vibe, which has become quite popular in their music
videos.
This music video has no generic conventions as such, as its shot almost
randomly.

18. OUT THE ROOF BY CHASE ATLANTIC
CASE STUDY
Again at the start of this music video, there is a valid trigger warning as the
use of fast paced changes or editing that resembles flashing lights can be
triggering for viewers.
Throughout this music video, the use of Arabic language is expressed, and the
location to this music video is set somewhere definitely hot and dry. Some of
the clips within the music video is not all filmed by the creator, as some of
them are freeuse or payable videos that can be found upon the internet.
The use of overlays are present throughout all Chase Atlantics music videos,
this one mostly. In this video, the lyrics that cannot be understood are placed
at the bottom of the screen whilst they’re sung. The camera work in this
definitely improves and shows high quality, almost like a movie, with the
editing work to match.

19. ANGELS BY CHASE ALTANTIC
CASE STUDY
The setting of this music video is set around their Phases world tour
that happened in 2019, showing the crowd and their live
performances throughout the video. This shows that they are
connected with their fans and also shows what it is like behind the
scenes of a tour, also whilt creating a meaningful video to share with
fans and viewers. The editing in this music video is fast paced, and is
less flashy than the other mentioned. The camera work in this music
video is much high quality considering the large portion of the music
video is from on tour. With some of the behind the scenes clips, there
is a textured filter and date and times and important things that
happened in that moment, making the video more memorable of the
things that the band had achieved that year.

20. LOVE IS (NOT) EASY BY CHASE
ATLANTIC
CASE STUDY
Unlike the others, this music video has a plot and actual generic
convetions. The camera work in this music video is meant to look
like a movie as the plot is taking place throughout. Its notifying an
almost meaningful message throughout. The editing in this video
ensures that romantic value of a loved one moving away, or in this
case, the loved one going into space, which is the theme of the
album that the song is featured on. The overlays are less present
but the filter which is upon the video creates a homely effect.
Paired with some shots, this creates an aesthetic vibe that fits
perfectly with their new image.

21. CASSIE BY CHASE ATLANTIC
CASE STUDY
In this music video, a scene is set at a party, creating some sort of
plot to begin with which would tie in with the lyrics of the song.
The camera work is high quality and create a dreamy haze, paired
with the editing. The video has a colourful hue, creating a visually
pleasing experience whilst watching it. The video definitely
matches the track it is made for perfectly, as the video is soft,
aswell as the vocals.
The dip mid way through with the distortion of the voices shows a
realistic view of what its like to be high and at a party, probably in
the bathroom, creating expectations from the viewers.

22. CHASE ATLANTIC
This band compared to others, are quite different. Their music
taste changes throughout as they grow and change into what
their fans like from them.
Chase Atlantic compared to artists like Taylor Swift, and Tom
Walker, are vastly different. From the way they produce music and
videos, they all have their differences.

23. TASK 3 – CASE STUDY
• For your individual case study you must study an artist of
choice, 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]

24. TASK 3 – CASE STUDY
• You should include a video link for the videos used
• You should include illustrative stills from the videos chosen
• Be creative in your approach, it is suggested you use the
heading on the previous slide a guide on how to structure your
response to get you started
• Remember, make a point, use a specific part of the chosen
video as an example, explain yourself and then link to another
video where possible
• Compare and contrast your artist/genre to other artists/genres
• Remember to consider differing contexts