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1. MUSIC VIDEO PRODUCTION
CASE STUDY
YO U R N A M E H E RE

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:
• Entertainment- provides additional amusement for the recipient, makes the
song more memorable.
• Branding/Identity- allows the potential recipient to understand the song on
a greater scale/ interpretate it in a way that's influenced by the video
playing in the background, might add additional meaning. Helps the artist
create their ow identity and what they associate themselves with.
• Sales- provides opportunity for the band to sell merch with shots/ fanarts
from the music video and thus make more money from their product.
Returning to the memorability factor, many viewers will re-watch, share the
music video for the video itself which gives the band more recognition and
makes the song more mainstream.

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?)
Music videos provides the artis/ band the opportunity to not play live, yet still become
recognizable and liked. In today’s time I’s easier for the artist to gain publicity through social
media, thus many smaller, independent artist, who don’t have the financial opportunity/ public
to organize a concert.
Music videos are also used as a medium to convey political agenda, social views and
messages. It relates to the idea of artist creating their identity by associating themselves wit
certain ideologies, but also helps to spread them on a wider scale and often in a simplified/
easy to consume version.
Another of purposes fulfilled by music videos is collaboration (which also fits under the
identity umbrella). An artist can feature in their music video another musician/ celebrity,
making the video intertextual. It not only makes them associate themselves with the feature
guest, their style and opinions, but also increases sale as it attracts their fanbase making the
product more popular.

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.
Oliver Tree is a music artist who, from the
very first moment of his career, made it clear
to people that he is 'not like the others'. From
wearing the same outfit in most of his music
videos, to the heavy usage of post-
production special effects, Oliver's modern,
quirky style went viral allover social media,
winning the hearts of mainly young people.
He targets ones that are familiar with pop
culture and modern trends, which he includes
in his music videos as well as promotion
campaigns.
Although some would argue that his brand is
more than repetitive, it's the quirkinesss that
made Oliver Tree so huge.

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.
• One direction: high budget, more mainstream, conventionally
attractive members of the band are its selling point, easy to follow
and read.
The main aim is to attract stereotypically teenage audience as
it makes a big majority of the market.
• Animal Collective: More crafty, alternative and artistic, visually
darker. Does not rely as much on showing the artist and their face,
instead focus on visually pleasing postproduction effects, a bit
more challenging to watch.The aim is to make the bandstand out,
its quirky brand is their main selling point that could potentially
attract less mainstream audience.

9. 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 AT S E C T I O N 2
B E F O R E D O I N G T H I S TA S K

10. 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 way camera is used to film music videos can heavily impact the
overall dynamic of the music video. Depending whether the camera
is static/ moves together with the artist, can change how easy it is
to follow what's happening on the screen.
• The use of close ups can create a sense of intimacy between
the viewer and the artist on the screen. Watching your idol in such
close up can make it easier for the audience to create a personal
connection.

11. 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
• There is a lot that can be done when editing a music video,
depending on the mood of the song the shots can be edited to
be in slowmotion, put together with fast cutting between them
or transitions. Most often the footage is being edited in the way
it matches the music laying in the background, as well as feature
many shots at the time which invites the audience to rewatch in
the future.

12. 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…
• Music Videos from the Rap category are often following similar
conventions, some of them being:
- mise en scene and themes: scenes located on the streets, rappers
dressed wearing chains, ocasional mention of drugs/ guns and
violence
-camerawork: rapper often performs towards the camera, MCU,
fisheye camera lense and low angle
-editing: fast paced shot cuts, long cuts if video contains a narrative

13. 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?
Intertextuality is a occurance when one media product/ artist is interacting/
appears in another media platform. Intertextuality can be beneficial for both
media products, as it combines attention from fans of both products resulting
in more populariy for bothproducts.
Examples of intertextuality in music videos could be:
- References to films in music videos
- Colaboration with other misic artists and their appearance in the video
- References to video games

14. 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

15. 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]

16. 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
• Add slides here as appropriate – DO NOT SHORT CUT THIS
SECTION, IT IS THE MOST IMPORTANT

17. DEUTSCHLAND-
RAMMSTEIN
Music video to the song ‘Deutschland’ from the newest album
from the band Rammstein is a brilliant example of media used
to create identity.
Directed by Specter Berlin, the music video caused controversy
even before it premiered, in their new hit Rammstein explain
their ambivalent feeling regarding their motherland
Germany.
The video is full of intertextuality, it features shots
representing history of band's home country, but it' not the
only one in Rammstein's videos that references their identity
as native germans. It's crucial to mention that all members of
Rammstein are almost always featured in their musi cvideos.
'Du Hast', 'Sonne', or 'Mein Herz Brennt'.
Most of their music videos feature them in narrative based,
fictional scenarios, video to 'Deutschland' is a compliation of
scenes from different time periods in Germany.
The camerawork of the piece is mainly made of medium close
ups and long shots featuring multiple people at the same
time. It allows you to cath a brief level of connection with the
character but also makes you focus on the bigger picture the
video is creating.

18. SONNE-
RAMMSTEIN
• Following on the mentioned conventions used by the
German metal band, in the music video to 'Sonne' all
members of the group are present, playing roles instead of
acting as themselves.
Just like other of their music videos, this one is aesthetically
dark, it follows a narrative of dwarfs and the Snow White. In
this fictional world, Till Lindeman together with other band
members is a dwarf mining gold for the Snow White they
live with. She is showed to be abusive towards them,
however they all seem to worship her like the titular 'Sun'.
The video is filled with dark themes, some would argue that
it also relates to relation Rammstein have with their home
country. They love it yet hate it. Just like Deutschland, it
paints a picture of a power dynamic between superior and
inferior, love and devotion mixed with hate.
• The video if filled with close ups of the band members,
especially in mine sequences, as well as fast
paced transitions.

19. DU HAST-
RAMMSTEIN
• Once again, all the band members are featured in
the music video for the hit song 'Du Hast'. Fire,
debris, blood, broken glass and explosions,
Rammstein keeps up the reputation of hard, metal
artists in another one of their music videos. We
also return to the theme of toxic relationship, this
time between a man and his lover who betrays him
and leaves him to die.
The band this time is fulfilling the role of hitmans.
They definitely build their image as dangerous, and
identity suitable for a metal music starts.
The video features shots of members of the group
leaning above the camera facing it and lip-syncing
the song. I makes the viewer feel threatened, as
well as invited to be the part of the music video.
It goes far enough the call it breaking the fourth
wall, when one of the men hits the camera like it
was their victim.

20. TASK 4 – LINKS
TO YOUR OWN
WORK

21. LINKING FORWARD…
• Now it’s important to think about how you can use some of what
you’ve learned in your investigations for your own work.
• Summarise in this section the key techniques, styles, conventions
and genre you prefer and what you think you could use in your
project.
• Think of this as a place to put all those loose ideas for your music
video and how you intend to apply the things you’ve enjoyed
looking at.
• Remember, music video is a medium that has a lot freedom in
terms of form and style. It is also the medium that steals,
incorporates and re-integrates all the things you have seen and
experienced.
• Add slides as necessary, it will make the next section of the
project much easier

22. LINK9NG FORWARD
• After watching and studying various music videos from different
music genres and different artists, I have gained a brief idea of
what conventions and techniques I wish to use in my final
project.
- the use of slow-motion
- easy to follow narrative
- dancing
- Extreme close ups/ close ups
- fast pace editing that's strictly connected to the music