music production case study

1. MUSIC VIDEO PRODUCTION
CASE STUDY
JESSIE B OU R K E

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

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

5. TASK 1 - PURPOSES
• Q1 - Outline the 3 core purposes of music video with a short
explanation for each:
• The theme – the theme of the video can draw attention to different
groups of people who also may have a variety taste to music.
• The shot – when filming the different length and angles of the shot
can show different meaning to the lyrics closer or further away
shots can give a deeper or lighter length to the music.
• The emotional content - the emotional use of facial expressions or
lighting can show different emotional content, e.g. a close up to a
face with a tear falling down can give a sad feel or when the
lighting is a different colour it can give an emotion to the scene.

6. TASK 1 - PURPOSES
• Q2 – What are some of the broader purposes of music videos?
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?
• Other purposes to a music video are the people included
because the populations have different or similar taste to each
other but if u have a certain person that most people liked that
video would get watched in it more. The effects that are used to
transact each shot is linked to the music’s beat.
• For example the song airplanes by B.o.B ft. Hayley Williams,
this song links to society on a low level to the point only if you
where analyzing this song you would know about the link.

7. TASK 1 - PURPOSES
• Q3 – Describe what is ‘synergy’ is and how it has been used in
music videos [min. 3 examples of synergy and convergence]
• Synergy is the cooperation of two or more organizations to
produce a combined effect greater than the sum of their
separate effects.
• Men in black – Will Smith
• Ghostbusters – Ray Parker
• Ninja rap (TMNT) – Vanilla Ice

8. TASK 1 - PURPOSES
• Q4 – 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.
• artist(s): B.o.B ft. Hayley Williams of paramour
• Their song AIRPLANES shows how society has given a toll on
generations for a long time and the current generation still listen
to this song.
• B.o.B and Hayley both present themselves to want to “go back
to the days before this was a job before I got paid” attitude so
that people understand how much stress and anxiety.
• The video itself brings realization to how society affects us in all
generations and how people will regret from everyone. The
song uses the airplanes to represent a wishing object. The
music mentions politics as well how they are only rapping to
stay relevant.

9. TASK 1 - PURPOSES
• Q5 – 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
Song: the story of my life
This song has mostly close up shots as well as different angled shots
which has the main aim to show that there are more important people
in their life than their work and in their music in general you see them
a lot and shots of scenes like they are constantly having fun
• Animal collective
Song: my girls
The video doesn't’t show them it just shows the silhouettes of the
three people and that their video have more colours than scenes it
more like the colours are the scenes throughout the main aim in this
video is unclear but I can only interpret it as a way to attract people
who just like to watch colour and shapes move about.

10. TASK 2 – STYLES,
TECHNIQUES AND
CONVENTIONS

11. 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
A. Low/high angle shots – the depth and persona of the shot
B. Left/right angle shots – shows the full range of the scene so
we get a view of all the events, and shows the empowerment
from the body movements in that angle as well.
C. Zoomed In/out – shows the emotional aspects on which part
of the face is more zoomed in on or which part of the scene is
more focused on.

12. 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
• Editing is the gates to connecting shot after shot with music and
effects that will draw attention to certain scenes or ideas which
have been incorporated into the video.

13. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q3 - Describe and explain some of the technical
developments in music videos, i.e. the types of shot used with
examples to illustrate this.
• Retakes – this is when
• Transactions – this is where you can add movement between
videos to attract more attention
• Links – the links between the music an the video need to make
it seem logical and accurate as well as the link to the meaning

14. TASK 2 – STYLES, TECHNIQUES AND CONVENTIONS
• Q4 – 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…
• Mise-en-scene:
Is the arrangement of certain scenes/props
It can be shown is the ways of:
• Scene order
• Props used
• The body language movement through each emotion

15. TASK 2 – STYLES, TECHNIQUES AND CONVENTIONS
• Q5 - John Stuart’s description of the music video “incorporating,
raiding and reconstructing” is essentially the essence of
intersexuality [something asserted by Andrew Goodwin]. Can
you explain what intersexuality is and find some examples of it
in music videos?
• Intersexuality is where there a different people shown in the
video but they are born with different aspects about themselves.
Gentlemen Prefer Blondes (1953) Madonna Material Girl (1985)

16. TASK 3 – CASE
STUDY

17. TASK 3 – CASE STUDY
• For your individual case study you must study an artist or genre
of music, 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]

18. TASK 3 – CASE STUDY
• You should include a video link for the video
• You can include as many illustrative stills as you like
• 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

19. AIRPLANES – B.O.B FT. HAYLEY
WILLIAMS
• using airplanes as a metaphorical wish
• “Somebody take me back to the days before this was a job before I got
paid”
• “I was rapping for the hell of it… we rapping to stay relevant”
• “Before the politics we call the rap games”
• “Can I get a wish to end the politics and get back to the, music that
started this sh*t”
• Uses two different people (man and woman different colour to show
equality)
• There are a lot of different camera angles that can bring effect t how
important the lyrics are.
• The genre is more related to society and politics
https://www.youtube.com/watch?v=kn6-c223DUU

20. PRICE TAG – JESSIE J
• is using money to show that society cares
more about that
• Up beat
• Money can’t buy us happiness
• They use the thought of how we can dance
to the music instead about caring for the
money
• Show in a more modern way
• The use of close ups and distant shots from
the camera gives us a feel for energy and
makes us want to dance
• It makes it feel like the world doesn’t matter
unless
https://www.youtube.com/watch?v=qMxX-QOV9tI

21. TITANIUM – DAVID GUETTA FT.
SIA
• It is shown as a story and a struggle for a child with special abilities.
• The lyrics are basically saying you could be mean to me but I will always
rise and never fall to your words.
• The video shows a representation that society are trying to knock people
down when they rove to be special.
• The close up and slow zooming out at the beginning is a good use of
effect as it shows the down point of someone who’s about to rise.
• The different focus’ during the video gives a different meaning all
together to each lyric.
https://www.youtube.com/watch?v=JRfuAukYTKg

22. POMPEII - BASTILLE
• The song is about society falling and
everyone falling with it.
• The video mainly contains scenes
with buildings and how people look
like they have fallen with their eyes
gone a pure obsidian colour
• Its like he’s trying to run from it all.
• The different lengths in distant for
each shot gives dynamic on the
lyrics to what they have to focus on.
https://www.youtube.com/watch?v=F90Cw4l-
8NY&list=RDEMdCxIUmlyvHKO9eMyVdUEgA

23. THE PRINCIPLE
- MELANIE MARTINEZ
SHOW & TELL
• Both songs involve the use of society where it feels like everyone
else controls and rules.
• They specifically direct it to woman and LGBTQ+ people with the intro
of the transgender teacher
• The shots are specific to the lyrics so that each one are represented
o show that the society of things even at school cant break them as a
unity
• All the editing to make this look like a supernatural girl where very
effective s well.
https://www.youtube.com/watch?v=2HtaIvb61U
k
The principle : time - 20:45
Show & tell : time – 24:25