Music video brief

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

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Assignment 3: Music video production

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Assignment 1: Music Video Theory
What will you learn about during this assignment?
During this assignment you’ll learn about the purpose of music videos, how and why they’re made and the
different techniques and conventions that music video directors use to create engaging, exciting and pacey
music videos.
What will I need to do during this assignment?
During this assignment you will need to;
 take part in a series of in class discussions,
 research the work of video directors, analyzing their videos,
 fill in the worksheets in this project brief
What will I have to hand in?
A written report with pictures and video embeds which highlight the points you’re making. This will
needed to be handed in on Moodle under the assignment “Music Video Theory”.
When will I have to hand it in?
The final hand in date for this report is 13th February 2015. You will be able to work on this in lessons from
MusicVideo1:
Theory

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the 2nd of February 2015. Submissions after this date will not be allowed, and you will fail the unit.

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What does the word “promote”mean?
What are the different things that
bands & labels might want to promote?
“
”

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How does a music video help to promote each of these?

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The purpose of Music Videos: Worksheet
How are music videos used as a promotional video? What different things do they promote?
How are music videos used to make people & businesses money? What different people & businesses make money from music videos? What
examples can you give?
Where can we watch music videos these days? On what different devices or services are they available?
How are music videos used to promote feature films? How are feature films used to promote music singles?
Do small, up and coming bands make different types of music videos compared to big, famous and popular bands.

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Styles, techniques & conventions GRID
e
Content What is it? (definition) Why do directors choose to use it?
Give an example from a music video?
How effectively did the director use
it? Compare it to a second example
STYLES
Performance (band,
singing, dancing,
“live”)
animation (stop
motion, digital)
interpretative
narrative
impressionist
surrealist

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pastiche
parody
TECHNIQUES
cutting to beat (think
about rhythm &
pace)
special effects
green screen
miming and lip sync
camera movements
& angles

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lighting (low key vs
high key)
CONVENTIONS
do different music
genres have
different conventions
for their videos?
lyric interpretation
(does the video
translate the
meaning literally, or
build upon them?
Does it do something
completely different
from the lyrics?)
Does the video allude
to anything else
(does it reference
something else)?
Does the video link to
any other artists?

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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 may work on this in class from 02.02.15
You need to hand this assignment in to moodle by 13.02.15

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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 standardsThis 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

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Assignment 2: Music Video Planning
What will you learn about during this assignment?
During this assignment you’ll apply pre-production techniques to plan an idea for a music video track,
given to you by your producer.
What will I need to do during this assignment?
During this assignment you will need to;
 take part in a series of in class discussions,
 understand the different uses of different music video pre-production documents.
 Script, storyboard and plan an idea for a music track.
What will I have to hand in?
A pre-production portfolio (including storyboards, location recces, equipment list, crew list etc…) for your
music video idea, to a professional standard.
When will I have to hand it in?
The final hand in date for this report is 13th February 2015. You will be able to work on this in lessons from
the 12th of January 2015. Submissions after this date will not be allowed, and you will fail the unit.
MusicVideo2:
Planning

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Brainstorm / initial ideas
Band/artist
name:
brand / image
genre of music
style
concept
potential locations
pace & rhythm
effects

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Production Milestones
List the key events that need to happen in each stage of your project for your project to move forward successfully.
Pre-production
Production
Post Production

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Pre-production paperwork
Use these templates to plan out how you would film your music video track.

PreProduction ChecklistFile
Tick off all the tasks you have completed as you go through your project
 Production MilestonesFile
To help you plan out the key events you need to complete in the right order
 Production ScheduleFile
Your plan for the project, week by week
 ProposalFile
An outline of your project
 A3 storyboardFile
An A3 sized storyboard
 Risk AssessmentFile
To evaluate the dangers of any filming location
 Shot listFile
A record of all the shots needed for a scenes production,including notes from the production on how good each take was

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 Consent formFile
legal permission to use someones image and audio, to be signed by all crew, contributors and on screen talent
 A4 storyboardFile
A storyboard for standard sized paper
 BudgetFile
A blank copy of the budget to be filled in. Your hypothetical budget is £10,000.00
 Kit HireFile
The kit hire list for Central Vision for 2013. Use this to budget how much it would cost to hire equipment.
 Location scout / recceeFile
Use this when looking for locations to film

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Assignment 2: Music video planning
Task
You have been given a track by your executive producer and told to produce a pre-production portfolio for the track. Working
independently you will need to originate and develop an idea for the music video for your client. You will need to show creativity
and flair in your pre-production work, creating brainstorms, a proposal, moodboards & storyboards, budgets, production
schedules and location scouts.
Pre-production paperwork
- detailed brainstorms
- a music video proposal
- a list of your production milestones
- a moodboard / research
- storyboards for the entire video
- location recess for potential places you could film
- an equipment list
- a crew list
- a budget, not exceeding £10,000.00
- a production schedule outlining how you will plan your time
Make sure that the work is well presented in an ordered file, with clear annotations where needed.
You may work on this in class from 12.01.15
You need to hand this assignment in to moodle by 13.02.15
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.

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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 3rd grading
criteria of the unit Music Video Production
(unit 29):
P3 M3 D3 - Be able to originate and plan a
music video production for a specific
music track

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Assignment 3: Music Video Production
What will you learn about during this assignment?
During this assignment you’ll work in a small group / pair, applying pre-production techniques to plan an
idea for a band or artist, and then produce & edit the video.
What will I need to do during this assignment?
During this assignment you will need to;
 take part in a weekly group meetings
 take on specific responsibilities during the planning stages of your project (eg/ storyboarding,
location scouting, writing proposals, booking equipment)
 film on location and in the studio
 edit your video in FCP7
What will I have to hand in?
A pre-production portfolio (including storyboards, location recces, equipment list, crew list etc…) for your
music video idea, and a link to your music video on YouTube
When will I have to hand it in?
MusicVideo3:
Production

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The final hand in date for this report is 23rd of February 2015. You will be able to work on this in lessons
from the 18th of May 2015. Submissions after this date will not be allowed, and you will fail the unit.
Assignment 3: Music video production
Task
You have been asked by your executive producer to produce a music video for a local band. You will need to find a band or
recording artist, persuade them that they need a music video and then plan, produce and edit it. You will be working in small
groups of no more than 2 people, working to a technical quality that reflects professional standards to complete production of your
music video, showing creativity and flair during all the stages of production and working independently to high standards.
You executive producer will always be watching, so make sure that you’re always working!
Pre-production paperwork
- detailed brainstorms
- a music video proposal
- a list of your production milestones
- a moodboard / research
- storyboards for the entire video
- location recess for potential places you could film
- an equipment list
- a crew list
- a hypothetical budget, not exceeding £10,000.00
- a production schedule outlining how you will plan your time
Production paperwork
- filming
Production paperwork
- editing

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Make sure that the work is well presented in an ordered file, with clear annotations where needed.
You may work on this in class from 23.03.15
You need to hand this assignment in to moodle by 18.05.15
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 4TH grading
criteria of the unit Music Video Production
(unit 29):
P4 M4 D4 - Be able to work to complete