pro forma

1. MUSIC VIDEO PRODUCTION
CASE STUDY
A L F IE
Click to add text

2. MUSIC VIDEO PRODUCTION

3. NOTES ON COMPLETING THE
CASE STUDY

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:
• advertise: to advertise the artist/band and bring in more views,
sales or listens to the song and artist discography.
• Entertainment: so that the music video is engaging and
gripping to the consumer and so they watch it more than once.
• Distribute: to distribute the artists brand and vision for more
money and plays etc, toward them.

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?)
• Art: some artists may use the opportunity to also display their
vision and art process to the consumer especially their fans and
if this is on a bigger budget it allows more creative freedom.
• Message: some may use a music video to show the greater
meaning of the song and maybe clearly show the message or
leave it less clear to give more interpretation for the viewer
which brings in more views as they may watch it multiple times.
• sales: to indorse their product more and gain more sales by
pushing it out with more promotion to grab a larger audience
and this can be helped by the label they are signed with as they
may make a collaborative product or song which grabs a larger

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 it appeals to and why they
might have done this.
• Artist: Playboi Carti
• All of Cartis videos are high energy and
fairly straight forward with typically no
hidden meanings or room for
interpretation, but this is balanced with
the visual effects and high energy that he
delivers which his ‘brand’ has become
known for.
• It defiantly appeals to the more
teen/young adult demographic with its
high energy and large amount of visual
effects such as VHS as a main example.
• In the music video ‘Lean4Real’ has shown
to deliver his high energy even within a
fairly mellow track along with the artist
Skepta which allowed a higher audience
to engage with the video, large amounts
of visual effects have been used to grab
the consumers eye with multiple clips
mashed together with the VHS aesthetic
he is known for along with many more to
give the video psychedelic aspects.

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 Animal collective
• Very bland and basic colour pallet
• Aimed for teenage girls mostly,
most songs are about love and
relationships.
• They are extremely easy to follow
and usually have very basic
camera work and are pointed
straight at the subject material
e.g. the singer.
• Higher budgets which allows for
better production and more views
will be accumulated for the wider
audience.
• Usually a closed meaning , less
likely to have anything up to
interpretation.
• A basic formula to bring in more
money and grab a large amount
of audience.
• They have a more obscure nature
to them as you can see their face
a lot and is mostly represented
within effects.
• A much larger range of colour
and more effects which can grab
the eye of the viewer.
• It has a less easy to follow
narrative but this allows for more
interpretation which causes the
consume to watch multiple times
for more plays.
• Its built for a more niche
audience which reduces the
target audience but allows for
more creative freedom as they
don’t have to follow an exact
blueprint.
• The lower budget usually means
they have to be more creative

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.
• Pov: Pov shots are used to show the perspective of
the artist's view and actions they do throughout the
section which contains it. It allows the viewer to
possibly feel more connected to the artist or the
music video itself.
• Close ups: these are used massively in all media and
in music videos it predominates the industry as it
creates a sense of intimacy and intensity between
the consumer and artist and emphasizes the half of
the commodity on sales.

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.
• Editing is a huge part of making the video
have structure and branding for the
artist/band. Some songs such as fast
songs require a faster more captivating
style of editing usually consisting of
mashups of clips put together to match
the pacing and style of the track. This also
ensures more viewings as the consumer is
more likely to watch multiple times to see
every frame and image and to understand
the message.
• Things that can be edited are:
• Color
• Brightness
• Effects e.g. transitions , vhs
• audio effects

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
recognizable genre and use
illustrations to explain what their
genre conventions are…
• Rap/hip-hop:
• The rap genre is usually seen using
convetions of adult themes , groups
of people , expensive
clothes/jewlery , over-sexualization
of women , close-ups and self-
importance.
• These conventions are portrayed
very commonly within the rap genre
especially as they are seen as a form
of power or to impress others.

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
intertextuality is and find a minimum of 3
examples of it in music videos?
• Intertextuality is when one piece of media
incorporates another pieces of media within
in so like a parody in a sense but less for
comedic value but as an homage in a sense
and for nostalgia which may cause the viewer
to feel more included within the production.

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. CASE STUDY:
TITLE FIGHT
• (4318) Title Fight - "Head In The Ceiling Fan" –
YouTube
• In head in the ceiling fan there is a focus on the vhs
style and aesthetic with the use of a hi8 Sony
camcorder. This gives the video a grainy old visual
style with scan lines reoccurring throughout to give it
that homemade style. They also use multiple styles of
shots including: closeups , low angled shots , long
distance shots and even some POV shots to add to
that homemade feel.
• They have also used sped up shots and even reversed
some of them and with them being and alternative
grunge/indie band I believe these fall int their
conventions along with the old vhs homemade style.
Most of the shots consist of the guitarist Jamie
Rhoden as the main singer within the video mostly
portrayed alone but with people in the background
but mixed in with clips of the band paying sports and
just enjoying themselves.
• The whole track has a unique ambience and feel to it
as it gives of a sense of nostalgia especially along with
the video which heightens and emphasises this feeling,
the only band I believe is similar is kings of Leon with

18. CASE STUDY:
TITLE FIGHT
• (4318) Title Fight - "Rose Of Sharon" – YouTube
• In rose of Sharon title fight have used a more clean yet
psychedelic and visually capturing style with hints of their
classic vhs old style. It seems to have a cowboy style and
tropes within it as the boy at the start is dressed like a
cowboy and is watching an old western cowboy movie on
an old vhs tv which then cuts to the more clean style of the
group performing within the Tv.
• They have also used closeups to focus on each of the band
members singularly then cut to a wider angle of the full
band together performing. The effects of the morphing and
moving shapes has been overlayed onto them with a
possible projector along with eyes which blink giving it a
eerie but gripping look. It also seems to cut back to the boy
once he has grown up towards the end but it is not clear
allowing the viewer to make their own interpretation up.
• It may also seem to fall outside of the box within their
come to known style for the more clean look but also the
genre conventions whilst also keeping elements of it to
give the viewer something to relate back to their older work
and other videos.

19. CASE STUDY:
TITLE FIGHT
• (4318) Title Fight - "Shed" – YouTube
• Shed also contains that vhs, old
camera style from title fight which
seems to be there staple. It lens more
towards their harder more grunge style
of production and visual effects with a
more vibrant tone and colours. They
have included some closeups again but
more focused on the mouth area of
the performer but also includes what
seems to be a handheld technique to
make it seem more homemade once
again which can tie into the nostalgia
feel which comes from their music
videos making the viewer gain that
connection to the song, including that
they have used more clips from
elsewhere and added them with them
playing sports or just enjoying their
time together.
• With the wide angle shots you can see
a tent and the whole band performing
gives the interpretation that they’ve
been camping out together which is
enforced with the extra clips they have
added throughout but can still give the
viewer room to interpret. It feels like
‘Shed’ falls fairly evenly into the
category of the grunge/indie genre
especially with the music video which
gives it a mix of both as the song
contrasts the more vibrant and
colourful setting with its more partially
dark and meaningful lyrics.

20. CASE STUDY:
TITLE FIGHT
• (79) Title Fight - Symmetry – YouTube
• Symmetry is the most out of the box music video for
title fight as its based at one of their shows unlike the
usual of it just being the band within the shots. This
creates a more union feel and energy to the video
gripping the viewers attention, It still contains that very
homemade feel with the handheld camera and old vhs
style but more subtle. They have chosen to change
effects and the colour settings during the music video
without hesitation with it going from a green tint back
to its traditional normal colour or to a black and white
with a strong vignette.
• With the multiple types of shots such as the high wide
angle , over the shoulder and closeups add a feeling of
intimacy and oneness with the band which resonates
with viewers and fans alike. With a slightly more
grunge/melodic hardcore style it feels at home within
the setting and atmosphere of the music video.

21. TASK 4 – LINKS
TO YOUR OWN
WORK

22. 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
much easier

23. MUSIC VIDEO IDEAS.
• Mix of multiple angles e.g. closeups , low-angle , over the shoulder ,
POV.
• Use multiple angles to add that homemade feel.
• Use filters to add to that vhs, homemade style.
• Rap/grunge e.g. yung bruh or title fight.
• Add a range of camera movement.
• In the music video I feel a vhs/homemade feel would be suited for
the song due to other videos from the band title fight which almost
all have this look and nostalgia feel. A mix of closeups , longshots a
pov shots will add to the ambience and feel of the song, mostly
containing me and my friends going out and skating with some
shots of nature and my local bridge which loos over the motorway. I
think the use of night vision filters could add an extra layer to the
music video and switch it up from the normal filter. It will have
more slow melodic pace to it showing long zoom in shots to