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
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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:
Entertain the audience and encourage re-plays of the video.
As you’ve seen in many cases, music's videos can dramatically increase the
plays on the song. This is down to people enjoying the video and replaying
the video not only to listen to the song but to rewatch or show someone the
video and when they show someone the video the cycle continues. Also a
music video has the possibility to go viral which the would increase the
watches heavily with there being a high demand to watch.
Create visual images that convey the meaning and story of the song.
A music video can be used as a short film and many story teller artists use
this strategy because it matches with the lyrics and gives the audience a
visual side to the story, for example Ed Sheeran- castle on the hill and NF-
when I grow up. They both use the short film strategy to engage there
audience and give the story there trying to tell an image.
Promote an image of an artist or band that is exciting and gives the
audience an insight into how there are as a individual.
A music video allows the artist to promote them selves in any way they want
to there audience thins may be because they want to portray a certain
imagine such as gothic or mysterious yet it also gives them an opportunity
to show there personality more which allows the audience to have an
insight into how they are in real life.
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?)
• If an artist is on a major label this gives them more opportunity for the music
video to be better. This is because the label will be successful and have more
money to spend on the music video increasing its props. unlike artists that are
on a independent label were they depend on funds outside the major label
company's. This means they wouldn’t be able to spend as much on a music
video so it might not turn out the best it could be and overall come out simple
and not that interesting. If you are unsigned this means you have to come up
with your own money to produce your video, you will also have to buy your on
equipment and props. This is very expensive for one person to do and the video
will lack professionality.
• Another purpose of a music video is to reinforce a political or social view. This is
to show people the artists opinions on certain reasons and to try influence
people of their opinion. This is a good way to get across a positive message to
the audience as music videos are viewed by millions of people.
• In Troye sivan music video “wild’, he demonstrates how he felt being young and
gay. In the music video it shows him with his best friends who also a boy having
fun in love but nothing ever happened because they didnt think it could, in the
lyrics he says ’we’re alike you and I. two blue hearts locked in our wrong minds’
as if to say what they felt was wrong. In the video it shows them at the end
finally together kissing. This shows he views how being brought up to feel like it
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.
• the script is a band that includes lead vocalist Danny
O’Donoghueand he is featured the most in the videos. In the
video ’hall of fame’ there in a big dark room and Danny speaks
into the camera a lot, when he speaks into the camera he points
with lots of emotion in his face while singing the lyrics this is to
encourage you to do your best and makes the video more
personal because till make the audience feel like he’s talking
directly to you. This shows that the brand he wants to show is
that he wants to help people and spread a message of never
giving up and hard work leads to success while he's singing this
in the videos its clips of people going through struggle to then
succeed due to hard work.
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.
• In one directions music video for “what makes you beautiful” the aim of the
video is about them because video is representable, they show themselves
throughout the video this is because they are trying to sell themselves to
the public because fans want to buy them and are more likely to watch the
video if they are in it. Also in the video they include girls this is to show the
audience people find them attractive because other people do. Mainly
there made purely to entertain their fans.
• Animal collective have a completely different style and reason for their
music videos. Their videos are non representational as they do not show
there faces, they are made with CGI and animations. They video have no
relation to the lyrics and are very random. In the music video “new girls”
there video is made up to silhouettes with carton lips. The instruments are
real pictures of them placed over a colored background. This shows the
band care more about there music instead of the music video and want the
audience to listen rather than be more interested in the video.
•
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
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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
Close up camera work is used in music videos this is because they are focusing on
the artist as that is what they are trying to sell to the audience. By having a close up
on there face they are showing the audience exactly what they want instead of
showing something that not related to the song at all this will make the audience
more entertained and intrigued. Singer Loyel Carner used close camera work in the
music video wrecking ball to show the emotion in her face so the audience can
understand her more and feel more close to him.
Another technique is using dynamic camera work when filming the music video.
This is when the camera keeps moving or changing aim within the shot. This is
usually used for bands. This makes the video more exacting and entertaining
because there are lots happening, its always moving and it keeps you on your toes
rather than a fixed shot were the camera does not more or change its aim till the
next shot. This can make the music video quite boring and this is usually used on
single artist. The catfish and the bottlemen used dynamic camera work in the music
video “twice”. In the first 30 seconds of the video the camera is moving around the
stage and shows each member of the band this already and shown us each
individual playing rather than a still camera focusing on the whole band we get to
see each band member up close making it more personal.
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 in music videos is to create an exciting piece od production to promote the
song and theres many ways of effective editing techniques here's one example
,Fast cut montage are used a lot in music videos. This is when random scenes that
don’t link together are put is a montage when the cuts are sharp and fast. This is
good to use if you want to get across lots of information. This is used a lot in hip
hop music videos because they are fast tempo fast cuts need to be introduced so
they match the rhythm of the beat. An example of this is the black eyed peas in
there music video “Pump it”. In the video it shows alp.de.ap and Taboo sat in the
car for 2 seconds then cuts to Fergie and will.i.am in the car and straight away cuts
to the car drifting. This is a fast way to shows us the band without taking to much
time of the video and it is a good way to show ups lots of information in a small
period of time. It also flows with the beat of the song because the song is very fast
and up tempo the cuts represent that.
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…
• Grime is a genre of music that emerged in London in the early
2000s. Rapping is a element of the style, and lyrics often revolve
around gritty depictions of urban life. The visual styles shown in
most Grime music videos are the videos are often filmed in
monochrome or filmed in the dark. In these video the artist is
normal filmed in big groups of friends rapping/singing this is to
show his popularity to the audience and make him look tough as
he has lots of back up. Also a production technique used a lot in
grime video are low angle shots are the artist or cast, this is to
make them look powerful in front of the camera and also show they
are in control. Grime artist usually rap about themselves or bad
situations this is shown through there videos as they are
representation. The artist usually wears lots of bling and designer
clothes this is show off their wealth to the audience, to show how
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 the relationship between texts, especially literary
ones. Referencing something in another thing. Taking things from
different places and reconstructing them for a different audience.
An example of this is Example- 'Stay Awake’. His lyrics and visuals
he references Alice in wonderland. Alice's Adventures in
Wonderland is an 1865 novel written by English mathematician
Charles Lutwidge Dodgson under the pseudonym Lewis Carroll. In
the music video example has sung about Alice in wonderland and
included this in the Video but in a different way. There is a women
in a blue dress just like Alice in the book where's a blue dress but
this dress is much shorter and she wear it with a t-shirt. Instead of
showing her face she has a rabbit mask on this represents the
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
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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
17. ED SHEERAN - GALWAY GIRL
• The first music video I will be looking at is Galway Girl by Ed Sheeran.
• Purpose/styles- The purpose of the music video is to represent the lyrics. The
video is telling a story on how he met this girl, this is what he sings about in the
lyrics. The video is basically non representational as he is only in the video for 2
seconds when they are taking a selfie. The artist has done this so the audience
can focus on the story and the lyrics instead of him because his song is more
important to show to the audience instead of pointless videos that has nothing
to do with the song, most of Ed Sheeran music video relates to the lyrics. The
style of the video is narrative as it tells a story this makes the video more
relatable to the audience.
• Techniques- There are not many techniques used in this music video as it is
telling a story it need to come across realistic. In the music video they use close
up shots, this is to show the girl emotions as she has fun, this will make the
audience happier seeing her happier too. The whole song is about this Galway
girl so having close ups on her gives her all the attention what she should be
given as the song is about her. This helps the audience see her as he did.
Another technique is dynamic camera work. This is when the camera keeps
moving or changing aim within the shot. This makes the video more visually
interesting than having it on one shot. This is used a lot in Galway girl as the
camera is always moving whenever she does as it is in a first person perspective
where he walks the camera does. This is a good technique for telling a story
because you can shows lots of information is one shot like this video did as it
shows the whole bar/club and lots of people and activities they do together.
•
18. • Intertextuality- Half way through the music video there a dance
group in the street doing the classic Irish dance. This relates to
the Irish cultures and the video was also filmed in Ireland. This
shows the audience part of the Irish culture and traditions
relating Ireland to this video. Also in the video some fans come
up to Ed and ask for his autograph on a magazine. The
magazine was called rolling stones, a very famous magazine.
The magazine includes articles and headline on the front
making their news apart of his video.
• Camerawork/editing- They used a large go pro that was
attached to his body to film the music video. This is so it was
filmed in his perspective, the audience could see what he would
see when he is walking, biking and running around. An editing
technique used was speeding up the footage. The first 30
second of the video are shots of him walking very fast as it has
been speed up. This is because they have filmed it on a steady
cam very slowly then speed it up in the editing to give it a visual
entertaining look. Also is a good way of fitting in lots of
information. Another technique used is fast cut montage.
Cutting the scene close together to the rhyme of the track. In
this case that track is not very fast but still has a up beat tempo
19. WEEKEND-STAR BOY
• Purpose/Styles- This music video does not tell a story its purpose is
to entertain his audience. The video is representational as he is in
the video the whole time, no one else is in it. This shows me that he
is not sky to show him self and also tells me he is proud of his
self/self important as he only want his audience to see him in the
music video, have all the attention. Techniques- A technique used
in the music video are close up of the artist face. This is to focus on
the artist as that is what they are trying to sell to the audience. By
having a close up on there face they are showing the audience
exactly what they want instead of showing something that not
related to the song this is shown also by only having him the video.
Another technique used is dynamic camera work when filming the
music video. This is when the camera keeps moving or changing
aim within the shot. In this music video the camera Is always
moving with him as he walk around the apartment, this means the
camera Is showing him constantly this makes it more interesting
then him just him sat down all the video, it also lets your explore
the house and follow him around like you are there with him.
20. • Intertextuality- At the end of the music video he is riding in a
Lamborghini Aventador SV this is a super car and this is his. Even if
its his car I would still class this as promotion for Lamborghini
company because people will see the car and desire it because he
has it making the car more popular and also more known. Apart
from that there is no other product or scene that relate text to text.
• Camerawork/editing- In the video they have not used fast cut
montage because the song is not fast enough to have fast clips
instead used a steadicam to follow him around in long timed shots
instead of short ones. This allowed him to fit more into each shot
and were able to get the lip sync right because the video is filmed
slowly and the actors have to lip sync very slowly so when it comes
to edit the video they speed everything in the video up to fit the
music and the lyrics match the mouths moving. They do this so it is
easier film the video. Genre convections – I would say that the
weekend fit into the indie/pop genre. This is because the videos are
quite experimental and have no real purpose to it and the style he
wears and present come across quite indie. His songs range from
indie to pop to hip hop as he offer a variety as all of his songs are
different.
21. THE VAMPS- WAKE UP
• Purpose/styles- There Is no main purpose to this video but there is
some narrative. The video shows people getting ready for them to
perform by setting up everything and also spreading there logo
around the city. Also the music video is very representable as they
are in the whole video the whole time this shows me they want the
audience to see them the whole time as they are the thing their
trying to sell.
• Techniques- A technique used a lot was close ups. In the video each
member of the band have closes up this is to show the audience
who they are/who they are listening to, also this is what the
audience wants to see. Another technique they used is CGI. They
used this to make a computer version of the band with a hack feel
to it as the narrative is they are promoting them selves by hacking
people phones with them on it. They have done this with computer
software by doing this it makes the video more interesting with lots
of different clips. This can be done with green screens also.
22. • Intertextuality/synergy – There is no intertextuality but they do use
synergy as they promote HP laptops while driving. They promote it
by showing the CGI clip on it and also turning it into a tablet to
show the full potential of the laptop as it can be used as a tablet
also. They helps promote HP laptop and get it more known by their
audience. They also use celebrity endorsement in there video by
having Brooklyn Beckham in the music video. This helps the video
grow as Brooklyn fans will come watch because he is in it bringing
more views/fans and also The vamps fan will go search Brooklyn
giving him more fans. You could say this is synergy because they
are promoting something.
• Camerawork/editing- The camerawork used was a drone. This was
used when they are preforming on a very high service in the sky.
The drone is really useful for getting high shots and capturing the
scenery around them. By having the drone in there video they are
able to capture them performing in a beautiful area making it visual
pleasing to watch. In the video they use fats cut montage to match
the video to the music. They do this by cutting the shots to make
the rhyme of the beat. This makes the video more nice to watch
because every time a big beat drops the video changes and it
