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:
• Sales: The artist can make a music video to make a financial
gain, this could be through YouTubeTelevision
• Entertainment: The artist could make a music video for the
purpose to entertain their fans
• Branding: The artist could make a music video to promote
themselves to a wider audience range. Making their music eye
catching and more available
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?
• An artist could make a music video to deepen the music even
more, to create more of an effect with the music. Furthermore,
an artist can create a music video to pair the music with a visual
story
• This could also be a reason to promote a certain brand that the
artist is partnered with.
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 convergance]
• Synergy is how the music can be involved in other media areas
for example, movies and television.
• A good example of music and synergy is the actor will smith, his
music was involved in television and movies.
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.
• Quadeca: This artist singles himself out from everyone, the
artist uses lots of jump cuts to create disruption which fits in with
the music style, uses lots of central shots of himself. This
appeals to teens as the music and the video is fast paced
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.
• One Direction: Predominant close up shots, mainstream, light,
High budget, easy to follow, soul purpose to make money.
• Animal Collective: Niche, creative, low budget, smaller
audience, rare close up shots of an artist
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 shots are used to impact the story and also tell the
story through the different camera shots, for example if the
director chooses to have a low angle camera shot of the
character it creates an effect of power and strength but in
contrast, if the director uses a high angle camera shot is creates
the effect that the character is weak or sad.
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
• Editing can vary between genres of music, usually music videos
are played to the beat or the tempo of the song so genres like
rap/hip hop will have a fast paced music video with lots of jump
cuts between the beat. However, in music with a slower tempo
the music video will be a slow paced video with little jump cuts
or angle changes.
• Some artists may go against the basic music video style for their
genre, they may use a slow paced video for a fast paced beat to
try and symbolize what they are talking about in the video.
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
• If the director chooses to have a low angle camera shot of the
character it creates an effect of power and strength but in contrast,
if the director uses a high angle camera shot is creates the effect
that the character is weak or sad.
• In this shot we see the artist as being enclosed by the environment
which reflects the lyrics and the mood of the beat/song. The wide
angle shot shows the whole environment which makes the artist
look small and can reflect the artist mood, the lighting is also a
factor in the shot, there is little light which is also a reflection of his
mood
14. 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 recognizable genre and use illustrations to explain
what their genre conventions are…
• Hip hop/rap, this genre includes lost of fast paced scenes and
jump cuts, includes lots of disruption. Can include dark and light
colours. the genre can change with different artists a lot. Hip
hop/ rap can be dark and joyful but it varies from artist to artist.
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?
• Music videos demonstrate genre characteristics, dance routines
etc.
• There is a relationship between lyrics and visuals
• There is a relationship between music and visuals
• The demands of the records label will include the need for lots if
close up of the artist may develop motifs which recur across
their work
• There is frequently reference to notion of looking and
particularly voyeuristic treatment of the female body
17. 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]
18. TASK 3 – CASE STUDY
• You should include a video link for the video
• You can include as many illustrative stills as you like
• 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
19. CASE STUDY - QUADECA
https://www.youtube.com/watch?v=ov8-uuC4GgI - Quadeca, ‘Man on my left shoulder’
- Editing: This music video uses a fast editing style to match the pace of the beat, in the
middle of the song the beat changes to a devil type beat which fits the ‘Man on my left
shoulder’ title and the video turns to a red tint to match the beat again
- Genre conventions: The video displays the basic rap/hip hop editing style as it is
upbeat and fast paced. There are disruptive edits which is another feature of the
genre.
- Camerawork: The cameraman singles the artist out throughout the whole song, this
can symbolize the artists feelings in the song. There are certain shots where the artists
is small within the environment which also shows the artists feelings
- My Viewpoint: The contrast between the high and low angle shots create a confusing
effect which could be a reflection on the artists feelings and emotions throughout the
song. This is the deeper effect I think this music video gives off. The constant change
of different contrasting shots is something I like.
20. CASE STUDY - QUADECA
https://www.youtube.com/watch?v=JmcfCNnDhgY Quadeca, ‘I don’t care’
- Editing: This music video is very slow paced which matches the mood of the song.
There are little jump cuts in contrast to the previous song.
- Camerawork: There is the same theme with the music video to the last one, many
individual shots of the artists in the middle of the screen. This song tackles a heavy
topic of depression and the music video singles the artist and the other character out
which pairs with the theme of the music video. Again there are lots of shots where
the character is enclosed by the environment reflecting on their feelings and mood
- Genre conventions: This music video goes against the norm of the rap genre with a
slow paced video that is suited to the music. Little jump cuts helps you focus on what
is happening in each shot and follow the storyline.
- The contrast between this music video and the previous music video is the meaning
of the song. With the previous song there is not a storyline to the music video causing
the editor to create many jump cuts and fast switches. But with this song there is a
storyline within the song and is portrayed in the music video
21. CASE STUDY - QUADECA
https://www.youtube.com/watch?v=aCT4Lddunxg Quadeca, ‘Uh Huh!’
- Editing: This music video goes back to the norm of the rap genre, with fast paced editing
and quick jump cuts. The video creates lots of disruption through the quick transitions
between shots. The video is on beat with the cuts.
- Camerawork: The camera shots fit the music style a lot with the amount of disruption. The
environment is a car park, railroad and a traffic jam. These are all very messy places which
cause even more disruption for the music video. The camera is always moving as well,
making the shots interesting.
- Genre conventions: The music video fits the basic conventions of the rap genre with the fast
and upbeat movements matching the music. This is a big contrast to the artists previous
songs as they were a different style of the music
- My viewpoint: The main thing I can take from this music video is the constant movement
from the camera and surroundings, I like this technique as it always keeps the music video
interesting with constant changes and movement. The shot of the traffic jam is one of my
favorites, it’s a very unique shot. The fast paced editing style pairs with the constant
movement brilliantly.
22. CASE STUDY - QUADECA
https://www.youtube.com/watch?v=ewkGVT8T6Bs Quadeca, ‘War!’
- Editing: This music video is the basic fast paced music video we’ve seen before in the rap
genre, quick transitions and fast camera movement to pair with the tempo of the beat and song
work well together to make a good music video
- Camerawork: The camera work is similar to ‘Uh Huh’ with the constant movement.
However, there are many of low angle shots of the artist next to building to create the effect
of the artist being strong and powerful, even when there is no low angle shot the artist is on
top of a building with the background being the city behind them. This creates the same
effect as the low angle building shots. The only other shot that is different is the alleyway
shot where the artist is enclosed by their surrounding. I’m unsure what effect this shot is
trying to create.
- Genre conventions: The music video displays the basic conventions of the rap genre with
the fast editing and switch ups of shots. The genre is ego heavy and making the artists look
big and strong plays into this viewpoint, even with the alleyway shot they are showing off a
expensive car.
