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1. Assignment Brief
Qualification: Level 3 BTEC National Extended Diploma in Creative Media Production (TV & Film)
Unit: Brief Unit 29: Music Video Production M/600/6650
Assignment: Music Video
Start date: Monday 3rd
January 2017
Deadline date: Tuesday 17th
January 2017
Assessing tutor: Rich Barton
Applied Learning Scenario:
Scenario
You work for a video production company and have been approached to research and produce a music video for an up and
coming artist/band. You will have to undertake research into the different styles, conventions and editing techniques of music
videos and consider the requirements of your client and fulfil the promotional purpose of the product. You will also need to
consider who your target audience is and how you are going to entertain and engage them in your music video.
Unit Content:
1 Understand the purpose of music videos
Purposes: promotional; extension of income; extension of outlets (music channel, direct DVD and CD sales, website, download);
synergy (films, TV programmes); producers’ strategies (major label, independent, artist self-produced)
2 Understand the styles, conventions, and techniques of music videos
Styles: popular music genres; in-concert and ‘as live’ footage; animation (stop motion, digital); interpretative; narrative;
impressionist; surrealist; pastiche; parody; referencing; homage; influence of commercials
Conventions: lyric interpretation; extending or consolidating song’s meaning; allusion; links to other artists
Techniques: cutting to beat; effects; miming and lip sync; playback and lip sync; multi-mage; camera movements; camera angles;
chroma key
3 Be able to originate and plan a music video production for a specific music track
Originate ideas: choosing music track; analysing music track (meaning, content, imagery, narrative, duration, pace, style,
semiotics); performer’s style; performer’s image; video’s style; creative concept
Research: sources for locations; found footage (video archives, libraries, websites, copyright, waivers)
Plan: script; storyboard; shooting script (camera movements, takes, angles, continuity); selection of
technical and performance crew; team roles and responsibilities; production organisation and schedule; location recces; risk
assessments; permissions to film; clearances
4 Be able to work to complete production of a music video
Work: eg individually, as director, as production manager, as camera operator, as editor
Production: eg direct action, manage production, shoot footage, create animation, light, create SFX, edit; production log
Learning outcomes:
On completion of this unit a learner should:
1 Understand the purpose of music videos
2 Understand the styles, conventions, and techniques of music videos
3 Be able to originate and plan a music video production for a specific music track
4 Be able to work to complete production of a music video.
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2. Assignment: Music Video
What you have to do
Task 1 Assessment Evidence Assessment Focus
Comprehensively explain the purposes of music videos with elucidated examples and
consistently using subject terminology correctly by researching into the following:
• one major label artist
• one independent label artist
• an artist that has self-produced their own record.
1a. In 4’s create a Group Timeline of the History of Music Videos from 1960-2010’s with
discussion on Purpose (promotion, extension of income, producers strategies)
1b. Create a series of reports under the following categories with detailed examples
i. History of Promotional Music Videos, Budget Breakdown
ii. The Purposes of Music Videos – Creating an Image/promotional
iii. The Purposes of Music Videos – Extension of Income (Youtube views, Product
Placement, Budget Breakdown Categories)
iv. The Purposes of Music Videos – extension of outlets (youtube, veoh, MTV,
specialist channels, downloads & streaming, Spotify, itunes,
v. Strategies used by indie labels videos to Promote their artists,
vi. Strategies used by major labels use videos to Promote their artists,
vii. Strategies used by self-produced artists use videos to promote themselves
viii. Creating synergy with other media products (films, games etc)
1c. In your 4’s give a class present on the Purposes of Music Videos and how they are used by
the Music Industry
Purposes of music videos and how they are used by the
music industry.
1. A group timeline of the History of Music Video
2. A series of individual reports via blog post or
Prezi/Emaze/Glogster with embedded examples,
gifs and screen grabs from existing examples
You must HIGHLIGHT in colour the key terms you have
used
You must put in italics where you have explained style,
convention and techniques in discussing the examples
Grading Criteria:
P1/M1/D1
P1 describe the purposes of
music videos with some
appropriate use of subject
terminology
M1 explain the purposes of
music videos with reference
to detailed illustrative
examples and with generally
correct use of subject
terminology
D1 comprehensively explain
the purposes of music
videos with elucidated
examples and consistently
using subject terminology
correctly
Key Terms that you should be using in your work:
Purposes: promotional; extension of income; extension of outlets (music channel, direct DVD and CD sales, website, download); synergy (films, TV programmes); producers’ strategies (major
label, independent, artist self-produced)
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3. Assignment: Music Video
What you have to do
Task 2 Assessment Evidence Assessment Focus
Create content for a website comprehensively explaining and demonstrating the styles,
conventions and techniques of music videos with elucidated examples and consistently using
subject terminology correctly
2a Explain and assess the conventions of 3 different Music Genres considering mise-en-scene –
costume, props, locations, styling the artist, performances/narrative, interpretation of the song:
i) Pop or Dance
ii) Indie
iii) Hip Hop
2b Explain and assess the different styles of music videos with examples of each of the
following:
i) Andrew Goodwin: (relationship between music or lyrics and visuals, dominance of
close ups, notions of looking or watching,
ii) Narrative, Performance, Conceptual (Impressionist or Surrealist),
iii) Post-modernism: Parody, Referencing, Pastiche, Homage, Intertextuality,
Animation
Tutorial ‘How to make a Music Video’
3. A series of reports, Emaze, Thinglink or Prezi via
blog post for with embedded examples, gifs and
screen grabs from existing examples
You must HIGHLIGHT in colour the key terms you have
used
You must put in italics where you have explained style,
convention and techniques in discussing the examples
Grading Criteria:
P2/M2/D2
P2 describe the styles,
conventions and techniques
of music videos with some
appropriate use of subject
terminology
M2 explain the styles,
conventions and techniques
of music videos with
reference to detailed
illustrative examples and
with generally correct use of
subject terminology
D2 comprehensively explain
the styles, conventions and
techniques of music videos
with elucidated examples
and consistently using
subject terminology correctly
Key Terms that you should be using in your work:
Styles: popular music genres; in-concert and ‘as live’ footage; animation (stop motion, digital); Ideas of Andrew Goodwin; interpretative; narrative; impressionist; surrealist; pastiche; parody;
referencing; homage; influence of commercials
Conventions: lyric interpretation; extending or consolidating song’s meaning; allusion; links to other artists
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4. Assignment: Music Video
What you have to do
Task 3 Assessment Evidence Assessment Focus
Practically demonstrate and comprehensively explain the techniques of Music Video production
with your own examples from you Practical Music Video Portfolio and compare with existing
examples using subject terminology:
3a) A practical portfolio of techniques of music video editing (“Turn Down for What?” and your
Test Footage from your idea)
i) cutting to beat;
ii) miming and lip sync;
iii) camera movements;
iv) camera angles;
v) Green screen
vi) Effects
3c) An instructional ‘How to’ tutorial report on your practical portfolio explaining the purposes
and how to do these above techniques
Website Tutorial “How to make a Music Video”
4. A practical portfolio of your own development in
using these techniques consisting of:
a) Music Video Beat edit
b) Angles and Movement*
c) Effects & Green Screen
5. A Instructional Blog report, Emaze, Thinglink or
Prezi via blog post with embedded examples, gifs
and screen grab from existing examples
You must HIGHLIGHT in colour the key terms you have
used
You must put in italics where you have explained style,
convention and techniques in discussing the examples
Grading Criteria:
P2/M2/D2
P2 describe the styles,
conventions and techniques
of music videos with some
appropriate use of subject
terminology
M2 explain the styles,
conventions and techniques
of music videos with
reference to detailed
illustrative examples and
with generally correct use of
subject terminology
D2 comprehensively explain
the styles, conventions and
techniques of music videos
with elucidated examples
and consistently using
subject terminology correctly
Key Terms that you should be using in your work:
Techniques: cutting to beat; effects; miming and lip sync; playback and lip sync; multi-mage; camera movements; camera angles; chroma-key
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5. Assignment: Music Video
What you have to do
Task 4a Assessment Evidence Assessment Focus
Originate a music video production for a specific music track to a technical quality that
reflects near-professional standards,
showing creativity and flair and working independently to professional expectations
Task 4a: Choosing the track/gaining permission
i. In groups of 4, learners identify a client - this must be a real unsigned artist
that you can contact via social media to develop a brief (Unit 5)
ii. Contact the artist and gain permission to use the track – upload proof of this in
the form of a screen grab of an email/twitter conversation etc onto your blog
iii. Post a copy of the lyrics on your blog. Include in this post details duration of the
song, its sections and what kind of pace it has (fast/slow/upbeat etc).
iv. In a pair analyse the lyrics and annotate them – post this on the blog
Look for:
• meaning (what is the song about)
• narrative (is there a story)
• content (verse, chorus etc)
• imagery (key images/hidden meaning/layers of subtext)
Each learner is required to individually originate ideas, select one idea and plan a music
video.
i. Having considered the tracks meaning imagery, synaesthesia, decide on the
interpretation (performance/narrative) and visual style – (Mise-en-scene,
camerawork etc).
ii. Prepare pitch and present pitch to the rest of the group; your pitch must justify its
visual effectiveness, its ability to enhance or market the music track and why it
employs a particular style and what your influences are.
“How to develop ideas for a Music Video” Portfolio
1. Analysis of Artist & Track - Screen Grab and Blog
Post explaining why you chosen this artist, their
image, audience & the track
2. 4 x Synaesthesia mood boards –
concept/themes/narrative, Visual Style, Genre
3. Lyric and Track Structural Breakdown Analysis -
with timings, meaning, content, imagery,
narrative, duration, pace, style, semiotics
4. 500 Treatment for the full idea (1 section per
group member)
5. Individual Video Pitch Video to your client for
your individual idea
Grading Criteria:
P3/M3/D3
P3 originate and plan a
music video production
for a specific music track
working within appropriate
conventions with some
assistance
M3 originate and plan a
music video production for a
specific music track
effectively showing some
imagination and with only
occasional assistance
D3 originate and plan a
music video production for a
specific music track to a
technical quality that
reflects near-professional
standards,
showing creativity and flair
and working independently
to professional expectations
Key Terms that you should be using in your work:
Originate ideas: choosing music track; analysing music track (meaning, content, imagery, narrative, duration, pace, style, semiotics); performer’s style; performer’s image; video’s style;
creative concept
Resources: www.unsigned.com
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6. Assignment: Music Video
What you have to do
Task 4b Assessment Evidence Assessment Focus
Plan a music video production for a specific music track to a technical quality that
reflects near-professional standards,
showing creativity and flair and working independently to professional expectations
Task 4b - Pre- Production Planning
In order to successfully film and edit you music video you must first complete all of the
required pre-production documentation.
i. Storyboard/animatic
ii. Shooting script
iii. selection of technical and performance crew
iv. team roles and responsibilities
v. production schedule (GANT chart)
vi. location recce
vii. risk assessments
viii. permissions to film
Pre-production Portfolio
Group of 4 preproduction portfolio with allocated roles:
• Director
• Production Manager
• Director of Photography
• Editor/Ass Director
Grading Criteria:
P3/M3/D3
P3 originate and plan a
music video production
for a specific music track
working within appropriate
conventions with some
assistance
M3 originate and plan a
music video production for a
specific music track
effectively showing some
imagination and with only
occasional assistance
D3 originate and plan a
music video production for a
specific music track to a
technical quality that
reflects near-professional
standards,
showing creativity and flair
and working independently
to professional expectations
Research: sources for locations; found footage (video archives, libraries, websites, copyright, waivers)
Plan: script; storyboard; shooting script (camera movements, takes, angles, continuity); selection of technical and performance crew; team roles and responsibilities; production organisation
and schedule; location recces; risk assessments; permissions to film; clearances
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7. Assignment: Music Video
What you have to do
Task 5 Assessment Evidence Assessment Focus
You must now produce your music video and then embed it on to your blog and work to
a technical quality that reflects near professional standards, showing creativity and flair
and working independently.
As a group of 4, carry out an individual production role – Director, production Manager, Director
of Photography, Editor.
a) Shoot your music video using
i. Depth of field (Shallow Focus)
ii. Rule of Thirds and Composition
iii. Steady & smooth movement
iv. Shoot using a minimum of 9 set ups
v. Dominance of Close Ups and Expressive Angles
vi. Base Track (Lip Synching)
vii. Artificial Lighting (Stylistic/Expressive)
viii. Beat Editing/Rhythmic Montage
ix. On-location shooting (non-domestic and generic)
x. Advanced camera techniques (Go Pro, etc)
b) Keep a production diary including photos of yourself on site during the shoot
c) Produce a Rough Cut and collect feedback from your client – record the meeting and
write up your notes from their requirements
d) Carry out pick up shots or reshoot if necessary
e) Complete your Final Cut and deliver to client by deadline and to specification
Complete production of a music video
1. Final Music Video exported to Youtube and
embedded on Weebly portfolio
2. Individual Production Diary
3. Video meeting with client and notes
Grading Criteria:
P4/M4/D4
P4 work to complete
production of a music video
working within appropriate
conventions and with some
assistance. [TW, SM]
M4 work competently to
complete production of a
music video showing some
imagination and with only
occasional assistance.
D4 work to a technical
quality that reflects near-
professional standards to
complete production of a
music video, showing
creativity and flair and
working independently to
professional expectations
Key Terms that you should be using in your work:
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8. Work: eg individually, as director, as production manager, as camera operator, as editor
Production: eg direct action, manage production, shoot footage, create animation, light, create SFX, edit; production log
Sources of Information Useful Websites
Indicative reading for learners
Textbooks
Baylis P, Freedman A, Procter N et al – BTEC Level 3 National Creative Media Production, Student Book
(Pearson, 2010) ISBN 978-1846906725
Baylis P, Freedman A, Procter N et al – BTEC Level 3 National Creative Media Production, Teaching Resource
Pack (Pearson, 2010) ISBN 978-1846907371
Austerlitz S – Money for Nothing: A History of the Music Video from the ‘Beatles’ to the ‘White Stripes’: A History
of the Music Video from the ‘Beatles’ to the ‘White Stripes’ (Continuum, 2008) ISBN 978-0820418180
Ayeroff J, Reiss S, Feineman N, Stipe M – Thirty Frames Per Second: The Visionary Art of the Music Video (Harry
N. Abrahams INC 2000) ISBN 0810943573
Chater K – Research for Media Production, 2nd Edition (Focal Press, 2001) ISBN 978-0240516486
Cleve B – Film Production Management (Focal Press, 2000) ISBN 978-0240806952
Evans R – Practical DV Film Making (Focal Press, 2004) ISBN 978-0240516578
Flint M – A User’s Guide to Copyright (Tottel Publishing, 2006) ISBN 978-1845920685
Forests G – Produce and Promote Your Music Video (Hal Leonard Corporation, 2008) ISBN 978-1423427278
Hanson M – Reinventing Music Video: Next-generation Directors, their Inspiration and Work (Rotovision, 2007)
ISBN 978-0240808345
Hardy P – Filming on a Microbudget (Pocket Essentials, 2008) ISBN 978-1842433010
Kindem G and Musberger G – Introduction to Media Production: From Analog to Digital, 2nd Edition
(Focal Press, 2001) ISBN 978-0240804088
Laybourne K – The Animation Book: A Complete Guide to Animated Filmmaking (Three Rivers Press, 1998)
ISBN 978-0517886021
Lord P, Park N and Sibley B – Creating 3-D Animation: The Aardman Book of Filmmaking (HNA Books, 2004)
Millerson G and Owens J – Video Production Handbook (Focal Press, 2008) ISBN 978-0240520803
Musberger R – Single Video Camera Production (Focal Press, 2005) ISBN 978-0240807065
Roberts-Breslin J – Making Media: Foundations of Sound and Image Production (Focal Press, 2007)
ISBN 978-0240809076
Schwartz L – Making Music Videos: Everything You Need to Know from the Best in the Business (Watson Guptill,
2007) ISBN 978-0823083688
Small R – Production Safety for Film, Television and Video (Focal Press, 2000) ISBN 978-0240515311
Thompson R – Grammar of the Edit (Focal Press, 1993) ISBN 978-0240513409
Vineyard J – Setting up Your Shots (Michael Wiese Productions, 2008) ISBN 978-1932907421
Website
www.mtv.com
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9. Unit: UNIT 29: Music Video Production
Assessment and Grading Criteria
In order to pass this unit, the evidence that you present for assessment needs to demonstrate that you can meet all the learning outcomes for the unit.
The assessment criteria for a PASS grade describe the level of achievement required to pass this unit.
To achieve a PASS grade your work must show
that you are able to:
To achieve a MERIT grade your work must show
that, in addition to the PASS criteria, you are able
to:
To achieve a DISTINCTION grade your work must
show that, in addition to the PASS and MERIT
criteria, you are able to:
P1 describe the purposes of music videos with some
appropriate use of subject terminology
M1 explain the purposes of music videos with
reference to detailed illustrative examples and with
generally correct use of subject terminology
D1 comprehensively explain the purposes of music
videos with elucidated examples and consistently using
subject terminology correctly
P2 describe the styles, conventions and techniques of
music videos with some appropriate use of subject
terminology
M2 explain the styles, conventions and techniques
of music videos with reference to detailed
illustrative examples and with generally correct use of
subject terminology
D2 comprehensively explain the styles, conventions
and techniques of music videos
with elucidated examples and consistently using
subject terminology correctly
P3 originate and plan a music video production
for a specific music track working within appropriate
conventions with some assistance
[CT]
M3 originate and plan a music video production for a
specific music track effectively showing some
imagination and with only occasional assistance
D3 originate and plan a music video production for a
specific music track to a technical quality that reflects
near-professional standards,
showing creativity and flair and working independently
to professional expectations
P4 work to complete production of a music video
working within appropriate conventions and with some
assistance. [TW, SM]
M4 work competently to complete production of a
music video showing some imagination and with only
occasional assistance.
D4 work to a technical quality that reflects near-
professional standards to complete production of a
music video, showing creativity and flair and working
independently to professional expectations.
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10. Student Record of Assessment
Qualification: Level 3 BTEC National Extended Diploma in Creative Media Production (TV & Film)
Unit: UNIT 29: Music Video Production
Assignment: Music Video
Student:
Grading Criteria Achieved?
P1 describe the purposes of music videos with some appropriate use of subject terminology
P2 describe the styles, conventions and techniques of music videos with some appropriate use of subject terminology
P3 originate and plan a music video production for a specific music track working within appropriate conventions with some
assistance[CT]
P4 work to complete production of a music video working within appropriate conventions and with some assistance. [TW, SM]
M1 explain the purposes of music videos with reference to detailed illustrative examples and with generally correct use of subject
terminology
M2 explain the styles, conventions and techniques of music videos with reference to detailed
illustrative examples and with generally correct use of subject terminology
M3 originate and plan a music video production for a specific music track effectively showing some imagination and with only
occasional assistance
M4 work competently to complete production of a music video showing some imagination and with only occasional assistance.
D1 comprehensively explain the purposes of music videos with elucidated examples and consistently using subject terminology
correctly
D2 comprehensively explain the styles, conventions and techniques of music videos with elucidated examples and consistently
using subject terminology correctly
D3 originate and plan a music video production for a specific music track to a technical quality that reflects near-professional
standards, showing creativity and flair and working independently to professional expectations
D4 work to a technical quality that reflects near-professional standards to complete production of a music video, showing
creativity and flair and working independently to professional expectations.
Overall Grade: Pass not yet achieved / Pass / Merit / Distinction
Student Comment:
Assessor Feedback:
Areas for improvement:
I hereby certify this work has been produced without external assistance beyond that which is acceptable under the scheme of assessment and
is recorded.
Assessor: Date:
Assessor Signature: Student Signature:
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