Music video assignment 1 and 2

1. 1
Music Video
Production
Student name:
Tutor: Iain Bruce
Assignment 1: Theory report
Assignment 2: Music video planning
Assignment 3: Music video production

2. 2
Assignment 1: Music video theory
Task
You have applied for a job as an assistant producer at a creative agency, and as part of the application you have been asked to
submit an essay where you explain the theory behind music video production. You must comprehensively explain the purposes,
styles, techniques and conventions of music videos, covering every one of the following points (at a minimum) in your report:
Part 1: The Purpose of music videos
- How & why they are used as a promotional & advertising tool
- How & why they’re used to extend different peoples income
- Where, how & why people can access can get them
- How they are used to create synergy between film & music eg/ singles from feature films
- Video producers strategies for making music videos, based on the bands status (major label, independent, artist self
produced)
Part 2: The styles, techniques and conventions used in music video production
- Music video styles: Performance (band, singing, dancing, “live”), animation (stop motion, digital), interpretative, narrative,
impressionist, surrealist, pastiche, parody
- Conventions: extending or consolidating song’s meaning, interpreting song lyrics visually, alluding to other issues, linking to
other artists.
- Techniques: cutting to beat (pace & rhythm), special effects (eg/ 3D effects, motion graphics, green screen), miming and lip
sync, using different camera movements & angles, lighting (low key vs high key), split-screen
Make sure you use examples to explain the points you’re making. You should include screenshots and YouTube embeds in your
work.
You need to hand this assignment in to moodle by 15.11.17

3. 3
Important: do not copy & paste other peoples work or any text from websites. All your work must be your own, otherwise you will not be able to
pass this assignment.
How you’re marked for this assignment
Pass level learners describe (identifying what it is)
They use some technical or theoretical language, but this will be infrequent and perhaps mis-used.
They use equipment but need assistance, lacking confidence or higher skills
Merit level learners explain (giving reasons for what it is, why its like that and how it works) with examples that clearly prove their
theories.
They use technical & theoretical language correctly for most of the time, with the occasional mistake or mis-use.
They use equipment competently only needing occasional assistance,
Distinction level learners explain & evaluate everything, (giving reasons for what it is, why it’s like that, how it works, comparing and
contrasting) with examples that clearly and concisely prove their theories.
They use technical & theoretical language correctly & confidently all the time.
They use equipment to a near professional technical standard, working independently to near professional standards
This assignment covers the 1st 2 grading
criterias of the unit Music Video
Production (unit 29):
P1 M1 D1 - Understand the purpose of
music videos
P2 M2 D2 - Understand the styles,
conventions, and techniques of music
videos