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MUSIC VIDEO PRODUCTION
CASE STUDY
YO U R N A M E H E RE
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.
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.
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
TASK 1 - PURPOSES
• Q1 - Outline the 3 core purposes of music video with a short
explanation for each:
Branding, giving the music and artist a brand or style that fits
inside the genera and becoming recognizable.
Entertainment, music videos usually have a story or theme to
engage and entertain the viewer
Sales, a music video produces hype and sales and can be a way to
add sponsors and product placement or to sell merchandise
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?)
• Advertising, videos can be used to advertise the song its self.
• To reach a wider audience, music videos are a separate form of
media being visual instead of audio and this allows it to be
prevent on video sharing sites, tv, and other medians
• Some videos are made to push an agenda either political or
social, some could contain messages for anarchy and
destabilizing the government.
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.
• In Zillakami’s music videos he presents himself as a gangster
but also is relatable as he is just like you or me fighting battles
with his own health, he dresses in a metal or grunge athstetic,
he falls into a skater/punk stereotype with dyed green hair,
tattoos and smoking a cigarette in most his songs that fall into
the more relaxed grunge-punk genera, he is often seen with an
energy drink mainly monster energy to fit into the stereotype
that comes with the song.
• However, in his more hardcore metal videos he is seen in scrap
yards with things burning, fight scenes and moshing, he’s
shown almost as an arsonist as he sets things on fire and shows
a lot of firefighters in his videos. In these hardcore videos he's
shown as a menace to society and major criminal, he gives off
anarchist and demonic vibes with his branding/collective being
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.
• 1D are very neutral and popular and thus have to show clear
goals and motives in their videos it has to appeal to a large
audience.
• AC have a smaller fanbase and thus have larger creative
freedom and can gave unconventional visuals, incorporate
mystery and use more divers colour pallets
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
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
• Camera work is important in music videos because it can give of
a whole new feel, for example in city morgues work low camera
angles are used to make the “gangsters” look bigger and more
intimidating, looking up to them, contrastingly wide above
shots are used to show how big and powerful the group is.
• In some of the subdued songs the videos have a slow walk to
them sluggishly moving into focus on the main object/person.
• In a fair amount of fast paced or car videos the camera mimics
the action, with one videos showing the camera attached to a
skateboard as its going around.
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
• During hardcore songs fire is often edited in to videos to make
them appear more “metal” than they are., editing allows
gunshots and cutaways to let the viewer interpret what has
happened. Another popular edit is the outline in neon chalk
effect and glowing eye effects, these add slight flares to the
video and performance. GCI and other effects like glitching are
used as well to add the effect that something is in the video eg
knifes flying around, with out putting the artist in danger.
EVIDENCE
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…
• In metal genera there is a lot of fire, death, Satan, scrap metal,
things that have been destroyed
• In rap there are a lot of guns, drugs and anti police sentiment
• In rock there is a lot of guitars dyed hair and punk/skater styling
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 intertexuality is and find a minimum of 3
examples of it in music videos?
• In the music video “Arson” by Zillakami Godzilla is mentioned
and shown throughout.
• In the “chains” music video zillakmai is seen playing a fighting
game of some kind
• In “DailyDuppy” by Digga D there are countless GTA IV and V
references, in the same video scooby doo is referenced aswell.
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
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]
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
LIL PEEP
• Lil peep was the poster boy for the underground rap scene and a
massive part of the popularisation of emo rap along side
GothBoiClique. Lil peep did not have a fixed style he just did him, if
one were to categorise him though it would be through the
Emo/goth/alternative scene. Peep’s visual style was very outgoing he
wanted people to stare at him and his various face tattoos this was
fitting in with the new era of “mumble rap” with hip hops biggest
artists having brightly coloured hair and various tattoos. His main
brand was an outsider, a loner, some one who did not fit in, this was
lifted from emo rock and other pop punk influences. In all of Peeps
media he is seen as a nice gentle and loving person afflicted with
everyday mental illnesses, heart brakes and addictions, however he
also liked to flex his riches and new found fortune as any normal
human would. This captures the same crossover of R&B Emo rock pop
punk and hip hop to create a massive mashup encapsulating all
audiences. Some of the genera conventions popular in rap are, cars
women flexing guns drugs and money, peep does so in a number of
videos, a large part of rock is stage performances alcohol and guitars,
CAMERA WORK
• In the music video for “awful things” a wide shot is used to show a car
pulling up and close ups show the passengers, a shot centred on the
floor is used to show various pill bottles rattle around as the car stops.
• Long shots are used when Peep is going up the stairs or in hallways with
close ups sprinkled when it focuses on a characters face.
• During the “Brightside” video the camera flows lil peep walking down a
street and the cuts into a close up of him leaning on a wall. A short
flash of a wide shot shows a massive gathering of fans for the upcoming
show followed by another close up. A few low shots at his feet are used
to add emphasis on his journey to the stage and how big this moment
is. Soon after it cuts to a close up of peep in a moving bus staring out
the window as rain is falling, a returned wide shot is used to reinforce
the mass of the crowd. Shots of him moving around in the bus going
show to show while touring make up the filler with an out of focus shot
coming at the end of a short stint of the montage to show that every
thing else is just a blur. There are multiple shots of focusing on peep
doing normal things such as waiting for his bag to come on the
spinning terminal at the airport, or throwing up into a bucket due to
anxiety.
• In Lil Jeep, the camera uses a upward shots to simulate a cell phone
video from the crowd and has many panning shots, circling the artist
and displaying the crowd. A few close up shots are used and focused
on peep when he is singing into the microphone
• In the video for “Belgium” the camera is focused very close up on peep
making it seem like you are sitting next to him the camera then cuts to
a wide shot of him preforming then back to an overhead shot of him
on a plane, the rest of the video has wide shots of peep preforming
• In hellboy a close up focused on peep is shown for the start of the
video then is cut to a long wide shot of traveling over the ocean. A mid
shot is used to frame both peep and the doves in the attic they are in
• In the benz truck music video the opening shot is the camera seemingly
stuck to the front of a car going down a motor way, the next few shots
are very centred on peep and keep him the focus. And keeping the
aforementioned benz truck behind him or having another large
building behind him to give the video a frame, there is also a close up
of his boots that have the benz logo on the toes. There is also a shot
with the camera man standing up from peep sitting on the ground
resting his back on a grave stone the shot moves up putting the large
• The following shot focuses more so on the truck with peep hanging
out the skylight, shots continue to focus on peep when hes alone and
more so on the truck when its shown, with one head on shot panning
from the bottom of the truck to the top where peep is. The camera
focuses on getting different angles of the truck with side on, head on
and diagonally. The camera pans to a sheep for no reason whatso ever,
but it still fits in peeps style of random and funny. The camera then
goes back to filming peep next to the truck and getting him in front of
the truck with one scene showing off the headlights in a tunnel facing
down the camera. During the chorus the camera has a few shots
where its moving with peep, turning side ways as peep does. Following
the actions and movements of the truck becomes more common in
the later half of the video. The last shots are cinematic of peep in the
church that’s been looming for most the video but also its contrasted
with silly shots of peep messing around with sheep. There is also a
shot with peep posing next to a road sign that says “all alone” this
fitting with his brand. The ending shots focus on the beauty of Russia
and moving shots as if looking out a car window on a journey, and
also focusing on the benz logos peep is wearing. Almost all of the
ending close up shots centre on the clothes peep has as well.
• In the back seat music video there is a heavy focus on very close up shots, with
a shot zoomed in on some ones eye being notable, the camera work is shown
as very close quarters almost with the only longer shots being in tight
contained spaces such as a narrow hallway or up the stairs or in a black room
with a lot of people that are barely visible. All the shots are intently dark and
moody including a focus on the mouth/lower face area. In a nice contrast to
the cramped and claustrophobic shots there is a shot at the beginning where
in a drone is flying over a city at night, then is immediately contrasted with the
eye close up.
• in the spotlight music video the very first scene is a wide shot of this diner, and
then zooms into a close up of a pancake with the producers logo on it. There is
a flush of close ups and is one of the only videos that does not include Lil peep
himself, there is a few panning shots that span the lengths of the counter at
the diner, there is a static long shot of a few of the antagonists for the storyline
walking into the establishment, with a longer shot of the seat they are walking
to and a peak behind the counter. There is a lot of close ups of peoples faces
in the video trying to focus on the emotions of the characters. One mid range
shot focuses on the back of the protagonists head who is staring at the
antagonists. There is a really clean shot that stands up with the main character
and focuses on the door, leading into a shot that focuses on the hoodie that is
being worn, this is almost like a Chekov's gun incident due to its relevance to
the overall story, this leads into a long wide shot of a road that pans along
• Focused on the bike, the next shot is a side on close up shot, and then straight
into a head on shot where the bike slowly gets closer to the camera and then a
2nd side on shot is used. After the biking scene a slow panning-moving shot is
used to go around the bedroom and focus onto the desk/wall area with a
bunch of picture frames, here a close up of all the pictures is shown to link the
two characters together. A shot using the mirrors reflection is used too show
the main person sitting down on the bed with only her in focus to simulate a
short of tunnel vision effect, with the oval mirror focusing/framing her in the
shot much more. A quick clos up of her in a picture frame is shown then a
close up of her in the present is shown of her mimicking the picture in s
powerful feeling of longing. A close up of a longsword is then shown as a
symbolic gesture of violence and foreshadowing of the end of the video, a wide
shot slightly obscured behind a pillow is then shown of her looking out the
window. The next scene is shot through the muffled glass of a shower screen
and then a close up of the shower head is used, during this showering process
a thought/memory sequence is shown, close ups of the girls face is used and
close ups of the guys face is used to further intertwine the two, the next shot is
a mid length focusing on the girls gaze with a cut to a shelf in the shower that
has a green bayonet and some roses continuing the semantic field and theme
of romance/love going wrong or into a dangerous direction as seen by the rose
and blades. A new scene is used to call back to the diner and there is a few
panning shots and close ups of objects in the diner, with a worker putting their
hands up in a defensive or measuring way, more foreshadowing, and another
scene focuses on a close up of a child eating and smearing a pie on his face
and hands, this is symbolic of “blood on your hands” and guilt, yet again
• Going about there day with focus close ups of the antagonist’s face to show the
build of tension. A few close ups of the producers logo are also shown in a short
burst od scenes. A second round of close ups are used to show the 2 main
characters together with the knife earlier shown, and then a shot of the main girl
staring at the knife, then the scene of the guys face, then back to her face all in
close up gives a clear indication of what's going to happen. The main girl glances to
her left and the camera cuts to a focused shot of a lamp and the window, and then
a close up of the bike stand being flipped up and an out of focus departure is
shown, with a raised back view of the girl on the bike going down the road back to
the diner, a close up of the back wheel is used to show a passage of time and then
a wide shot of the diner and the girl pulling up, the shot zooms out slowly framing
the girl as she walks up into the door. A second long shot down the length of the
diner is shown, mirroring the exit of the building in the intro, then a close up of the
trashed place is shown, a long shot zooming out is shown emulating the girls
shock, and then a long shot zooming into the owner with his hands up is shown, a
close up of the register is shown being empty, more close ups focusing on the
destruction play out confirming the foreboding from earlier a wonky camera shot is
shown as the girl walks past and another wonky facing diagonally upwards shot is
shown to continue the affect of damage. A zooming out focused close up shot of a
dog tag that belonged to the guy shown earlier is shown with a flash of the picture
with it on shown in the idle of the shot. Another shot of the girls face in focus while
the camera slowly zooms out is shown, and then the focus is shifted to her
backpack with the hoodie that was worn in the beginning the focus on the shirt is
amplified when the visual is clearly a spotlight. The next shot is a long wide shot of
the floor and then 2 close ups one of a staff member peaking over the counter and
the last shot is of the tv being static.
EDITING
• During the awful things music video the main love interest has her
eyes flash red and demonic as a form of foreshadowing for later on.
In the last few scenes people are on fire and the building is also
burning through the magic of editing.
• During the “Brightside” video a lot of short fast cuts are used to build
up tension on peeps presence on stage with cuts between his steps
and actual appearance on stage, further cuts are used to show how
anxious the artist is and how his mind is jumping around. In the video
every time the bright side is mentioned the camera would focus on
the lights or other bright objects and the brightness for that shot
would be increased. There is also a speed up section of traveling to
show the passage of time.
• In lil jeep there is a theme where lil peeps outline is shown in neon
chalk and its animated and copies his actions for a few seconds.
There is a different part where a colour inversion is used to give a
ghostly effect to a shot. There is a window green screen that shows a
• In part of the shot the original concert audio is used to give the illusion
of the viewers presence.
• In the video for “Belgium” a conversation to set the mood is played
before the song starts then cuts into a few scenes fairly quickly, then a
slideshow photo display happens of peep smoking a cigarette. Mixed
into the video is a few still images of peep, giving it a janky and jarring
feel. Throughout the video photos are shown of peep doing random
things. Fast cuts are used on the down note of every line
• In hellboy during the start of the song itself 2 lights are blurred and put
in post production framing peep and keeping him the main focus, edited
in are the sounds of the doves flapping their wings and nestling around
and an orangish filter is placed subtlety in the shot
• During the Benz truck music video: the opening shot is speed up a lot to
emulate speed, then it cuts to the benz logo spinning with peeps
reflection in the shine of it, the logo gets closer and its used to hide a
cut, blurring then coming out to the full image of peep it was reflecting.
When the song itself proper starts there is a grey sky with edited
lightening behind the truck and on the front. There is a heavy focus on
the quick and short cuts in this video, during the build up to the chorus
some Russian lyrics appear on the screen in bold and 3D. A lot of shots
of peep turning and cutting to a different location. And a continued
theme of lightning are shown in the chorus. Near the ending there is
another spinning logo and multiple electric effects.
• In the back seat music video there is a strange red filter prevalent in most
shots, with slower cuts than usual, everything in the opening seems to be
slowed and much more subdued than most the other videos where fast
whiplash lick cuts are strong. To add a juxtaposition in a wide over head
city shot a blink cut to an eye is used rather well with the dimming of
lights used to hide cuts too. Flashing/glitching of lights are used to hide
other more outgoing cuts. There is a nice mirrored/doubled effect going
on to introduce the 1st verse
• in the spotlight music video a lot of cuts to progress the story are used.
And during the main biking scene in the open night sky a bunch of peeps
most famous tattoos/brandings appear drawn as star constellations in the
sky, this is a reference to star shopping one of peeps most famous songs.
A lot of cuts are used in the biking scene with a fast cut showing
switching the set to a room. Many fast cuts are then used to rapidly show
history between the charterers, and a mirror scene is introduced with the
camera edited out by 2 different shots being overlayed. A fade transition
is used to move to a shower scene, with multiple cuts being in use to
flash back/.travel back to the diner. A montage is used to show the diner
working, And a few faster edits are used to bring everything back
together. A lot of quick cuts are used to convey urgency in the
penultimate arc. A fade is used to transition a departure to the actual
driving on the road, and again form the road to the diner. A very fast flash
edit is used to show a picture imposed with the real life equivalent. A lot
INTERTEXTUALITY
• In awful things there is a Simpsons reference not only because
of the neck tattoo on Lil Peep but also the introduction of the
Simpsons with Bart writing lines on a blackboard being mirrored
as well. Later on in the video a video games reference is shown
on a lighter stating “ash is our purest form” which is a quote
from the dark souls games.
• During the “Brightside” video lil peep is shown next to the
yellow MnM character,
• In the video for Hell boy, the opening scene is a riff on a famous
movie scene.
• Sadly due to peeps passing on November 15th 2017 there aren’t
many videos that involve Intertextuality with most of the
footage coming from peep having fun, doing live performances
and other small clips. Some songs have dedicated music videos
but they lack Intertextuality.
• In his music he samples many other artists and has
Intertextuality in that sense but not some much visually his main
• https://www.youtube.com/watch?v=3rkJ3L5Ce80 Benz ruck
• https://www.youtube.com/watch?v=xAMgQQMZ9Lk the Brightside
• https://www.youtube.com/watch?v=zOujzvtwZ6M awful things
• https://www.youtube.com/watch?v=7R1N-8SoqcM spotlight
• https://www.youtube.com/watch?v=l2liKZDH-0c backseat
• https://www.youtube.com/watch?v=yArjtdk_QuA Belgium
• https://www.youtube.com/watch?v=zUPPrimH7Ow Lil jeep
• https://www.youtube.com/watch?v=s9t1ZfMZfH4 Hellboy
TASK 4 – LINKS
TO YOUR OWN
WORK
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
• In the videos I watched I liked the videos that had something to do
with the song involved, such as the benz truck video having the main
focus a benz truck. I liked the dark and moody aspects with the night
as a backdrop, the use of a narrative was also interesting and gave the
songs more meaning. Songs that had more of a gothic/metal style
really appealed to me. The use of transitions also stood out to me I
liked the soft fades and colour blends, I was inspired by some of the
extra close shots and wide cityscape shots. The use of lights such as in
hell boy and spotlight also interested me. The incorporation of nature
and the natural beauty was a nice touch and with the contrast of some
of the buildings and more robust locations such as the
graveyard/church it really added up. The slowed down intro in
backseat and the outline effect in Brightside were also really nice little
edits. The subtle edits on the eyes of people also added a nice layer to
the video. The mirror scene was also really cool for progressing the
story. Camera shots that follow the main artist also made for a neat
look making you feel more involved in some cases. I liked the genera
of rap/grunge and a lot of City morgues style with Zillakamis style and
clothing and his confidence in music videos. The style and concept of
fire and ash also interests me, the theme of blood also is cool. Vivid
• In my video there will be a focus on the dark, nature, blood, death, vivid imagery
the unknown and occult.
• Key shots will be close ups focusing on the eyes, long wide shots of the night and
stars, drone shots zooming out and up, panning shots and turning cuts and
movement shots, I want to include shots with mirrors, hopefully broken like in the
Draino music video by ZillaKami, and shots in a wide expansive darkness with a
lingering mist. The theme of train tracks and a derelict society will also be present.
• I want to be embracing the grunge style with dark colours as a primary and the
only contrasts being blood red and a dull dredge green, I’m looking to emulate
ZillaKami’s style in from his new album DogBoy. I want to call back to “ash is our
purest form” like in the Awful things video from Lil Peep or something similar. The
way I will be incorporating the colours will be through the clothes I am going to
be wearing and I’m planning on dying my hair green before the shoots. The use
of red will give a solid undertone of death, harm, violence and intensity, the green
will provide a tone of toxicity or poison, the black symbolises the void, the lack of
colour, the pure darkness that has consumed all hope and glee from the character,
I might add a slight blue filter in some scenes to add deeper connotations of
sadness and the results of prolonged depression, much like in “The balloons” by
ZillaKami.
• The scene involving the broken mirror will add the thoughts of bad luck and a
shattered reality, such is the subject of the song and the subjects effect on family,
the act of the character looking into a broken/shattered mirror reflects the broken
state they are in themselves and the split will show the different mindsets and
emotions that are being portrayed.
• The shots involving the eyes are mainly for 2 reasons, it’s a cool shot,
and it can show the greater meaning of the gateway to the soul and
barer of true emotion. This is seen in the Backseat video from Peep.
• The mist/fog is to symbolise death and the ever creeping entity that is
mortality, it also frames the video and character in a way that looks
cool.
• The theme of the night sky and stars are to symbolise the final
location, heaven paradise etc etc, the stars are representative of peace
and the end of pain, a new life and a fresh start, living a better life. The
focus on the night keeps in with the eerie and dark theme with the
wide expanse being ever prevalent in the night. The idea came to me
rom the Spotlight music video from Peep and Marshmallow, Peeps
song Star shopping, and the song “In The Stars” by Zimm.
• The theme of trains and train tracks are a call back to your train of
thought and your mindset, it also refers to life being a journey. The
derelict society embodies the abandonment that some feel, being left
to ruin and decay, these are some thoughts that mirror the lyrics of the
song I am choosing to work with. The derelict building is a genera
convention of punk metal and a lot of underground work.

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Mv assignment 01 2021 pro forma

  • 1. MUSIC VIDEO PRODUCTION CASE STUDY YO U R N A M E H E RE
  • 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 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: Branding, giving the music and artist a brand or style that fits inside the genera and becoming recognizable. Entertainment, music videos usually have a story or theme to engage and entertain the viewer Sales, a music video produces hype and sales and can be a way to add sponsors and product placement or to sell merchandise
  • 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?) • Advertising, videos can be used to advertise the song its self. • To reach a wider audience, music videos are a separate form of media being visual instead of audio and this allows it to be prevent on video sharing sites, tv, and other medians • Some videos are made to push an agenda either political or social, some could contain messages for anarchy and destabilizing the government.
  • 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. • In Zillakami’s music videos he presents himself as a gangster but also is relatable as he is just like you or me fighting battles with his own health, he dresses in a metal or grunge athstetic, he falls into a skater/punk stereotype with dyed green hair, tattoos and smoking a cigarette in most his songs that fall into the more relaxed grunge-punk genera, he is often seen with an energy drink mainly monster energy to fit into the stereotype that comes with the song. • However, in his more hardcore metal videos he is seen in scrap yards with things burning, fight scenes and moshing, he’s shown almost as an arsonist as he sets things on fire and shows a lot of firefighters in his videos. In these hardcore videos he's shown as a menace to society and major criminal, he gives off anarchist and demonic vibes with his branding/collective being
  • 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. • 1D are very neutral and popular and thus have to show clear goals and motives in their videos it has to appeal to a large audience. • AC have a smaller fanbase and thus have larger creative freedom and can gave unconventional visuals, incorporate mystery and use more divers colour pallets
  • 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 • Camera work is important in music videos because it can give of a whole new feel, for example in city morgues work low camera angles are used to make the “gangsters” look bigger and more intimidating, looking up to them, contrastingly wide above shots are used to show how big and powerful the group is. • In some of the subdued songs the videos have a slow walk to them sluggishly moving into focus on the main object/person. • In a fair amount of fast paced or car videos the camera mimics the action, with one videos showing the camera attached to a skateboard as its going around.
  • 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 • During hardcore songs fire is often edited in to videos to make them appear more “metal” than they are., editing allows gunshots and cutaways to let the viewer interpret what has happened. Another popular edit is the outline in neon chalk effect and glowing eye effects, these add slight flares to the video and performance. GCI and other effects like glitching are used as well to add the effect that something is in the video eg knifes flying around, with out putting the artist in danger.
  • 13. 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… • In metal genera there is a lot of fire, death, Satan, scrap metal, things that have been destroyed • In rap there are a lot of guns, drugs and anti police sentiment • In rock there is a lot of guitars dyed hair and punk/skater styling
  • 14. 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 intertexuality is and find a minimum of 3 examples of it in music videos? • In the music video “Arson” by Zillakami Godzilla is mentioned and shown throughout. • In the “chains” music video zillakmai is seen playing a fighting game of some kind • In “DailyDuppy” by Digga D there are countless GTA IV and V references, in the same video scooby doo is referenced aswell.
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  • 16. 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
  • 17. 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]
  • 18. 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
  • 19. LIL PEEP • Lil peep was the poster boy for the underground rap scene and a massive part of the popularisation of emo rap along side GothBoiClique. Lil peep did not have a fixed style he just did him, if one were to categorise him though it would be through the Emo/goth/alternative scene. Peep’s visual style was very outgoing he wanted people to stare at him and his various face tattoos this was fitting in with the new era of “mumble rap” with hip hops biggest artists having brightly coloured hair and various tattoos. His main brand was an outsider, a loner, some one who did not fit in, this was lifted from emo rock and other pop punk influences. In all of Peeps media he is seen as a nice gentle and loving person afflicted with everyday mental illnesses, heart brakes and addictions, however he also liked to flex his riches and new found fortune as any normal human would. This captures the same crossover of R&B Emo rock pop punk and hip hop to create a massive mashup encapsulating all audiences. Some of the genera conventions popular in rap are, cars women flexing guns drugs and money, peep does so in a number of videos, a large part of rock is stage performances alcohol and guitars,
  • 20. CAMERA WORK • In the music video for “awful things” a wide shot is used to show a car pulling up and close ups show the passengers, a shot centred on the floor is used to show various pill bottles rattle around as the car stops. • Long shots are used when Peep is going up the stairs or in hallways with close ups sprinkled when it focuses on a characters face. • During the “Brightside” video the camera flows lil peep walking down a street and the cuts into a close up of him leaning on a wall. A short flash of a wide shot shows a massive gathering of fans for the upcoming show followed by another close up. A few low shots at his feet are used to add emphasis on his journey to the stage and how big this moment is. Soon after it cuts to a close up of peep in a moving bus staring out the window as rain is falling, a returned wide shot is used to reinforce the mass of the crowd. Shots of him moving around in the bus going show to show while touring make up the filler with an out of focus shot coming at the end of a short stint of the montage to show that every thing else is just a blur. There are multiple shots of focusing on peep doing normal things such as waiting for his bag to come on the spinning terminal at the airport, or throwing up into a bucket due to anxiety.
  • 21. • In Lil Jeep, the camera uses a upward shots to simulate a cell phone video from the crowd and has many panning shots, circling the artist and displaying the crowd. A few close up shots are used and focused on peep when he is singing into the microphone • In the video for “Belgium” the camera is focused very close up on peep making it seem like you are sitting next to him the camera then cuts to a wide shot of him preforming then back to an overhead shot of him on a plane, the rest of the video has wide shots of peep preforming • In hellboy a close up focused on peep is shown for the start of the video then is cut to a long wide shot of traveling over the ocean. A mid shot is used to frame both peep and the doves in the attic they are in • In the benz truck music video the opening shot is the camera seemingly stuck to the front of a car going down a motor way, the next few shots are very centred on peep and keep him the focus. And keeping the aforementioned benz truck behind him or having another large building behind him to give the video a frame, there is also a close up of his boots that have the benz logo on the toes. There is also a shot with the camera man standing up from peep sitting on the ground resting his back on a grave stone the shot moves up putting the large
  • 22. • The following shot focuses more so on the truck with peep hanging out the skylight, shots continue to focus on peep when hes alone and more so on the truck when its shown, with one head on shot panning from the bottom of the truck to the top where peep is. The camera focuses on getting different angles of the truck with side on, head on and diagonally. The camera pans to a sheep for no reason whatso ever, but it still fits in peeps style of random and funny. The camera then goes back to filming peep next to the truck and getting him in front of the truck with one scene showing off the headlights in a tunnel facing down the camera. During the chorus the camera has a few shots where its moving with peep, turning side ways as peep does. Following the actions and movements of the truck becomes more common in the later half of the video. The last shots are cinematic of peep in the church that’s been looming for most the video but also its contrasted with silly shots of peep messing around with sheep. There is also a shot with peep posing next to a road sign that says “all alone” this fitting with his brand. The ending shots focus on the beauty of Russia and moving shots as if looking out a car window on a journey, and also focusing on the benz logos peep is wearing. Almost all of the ending close up shots centre on the clothes peep has as well.
  • 23. • In the back seat music video there is a heavy focus on very close up shots, with a shot zoomed in on some ones eye being notable, the camera work is shown as very close quarters almost with the only longer shots being in tight contained spaces such as a narrow hallway or up the stairs or in a black room with a lot of people that are barely visible. All the shots are intently dark and moody including a focus on the mouth/lower face area. In a nice contrast to the cramped and claustrophobic shots there is a shot at the beginning where in a drone is flying over a city at night, then is immediately contrasted with the eye close up. • in the spotlight music video the very first scene is a wide shot of this diner, and then zooms into a close up of a pancake with the producers logo on it. There is a flush of close ups and is one of the only videos that does not include Lil peep himself, there is a few panning shots that span the lengths of the counter at the diner, there is a static long shot of a few of the antagonists for the storyline walking into the establishment, with a longer shot of the seat they are walking to and a peak behind the counter. There is a lot of close ups of peoples faces in the video trying to focus on the emotions of the characters. One mid range shot focuses on the back of the protagonists head who is staring at the antagonists. There is a really clean shot that stands up with the main character and focuses on the door, leading into a shot that focuses on the hoodie that is being worn, this is almost like a Chekov's gun incident due to its relevance to the overall story, this leads into a long wide shot of a road that pans along
  • 24. • Focused on the bike, the next shot is a side on close up shot, and then straight into a head on shot where the bike slowly gets closer to the camera and then a 2nd side on shot is used. After the biking scene a slow panning-moving shot is used to go around the bedroom and focus onto the desk/wall area with a bunch of picture frames, here a close up of all the pictures is shown to link the two characters together. A shot using the mirrors reflection is used too show the main person sitting down on the bed with only her in focus to simulate a short of tunnel vision effect, with the oval mirror focusing/framing her in the shot much more. A quick clos up of her in a picture frame is shown then a close up of her in the present is shown of her mimicking the picture in s powerful feeling of longing. A close up of a longsword is then shown as a symbolic gesture of violence and foreshadowing of the end of the video, a wide shot slightly obscured behind a pillow is then shown of her looking out the window. The next scene is shot through the muffled glass of a shower screen and then a close up of the shower head is used, during this showering process a thought/memory sequence is shown, close ups of the girls face is used and close ups of the guys face is used to further intertwine the two, the next shot is a mid length focusing on the girls gaze with a cut to a shelf in the shower that has a green bayonet and some roses continuing the semantic field and theme of romance/love going wrong or into a dangerous direction as seen by the rose and blades. A new scene is used to call back to the diner and there is a few panning shots and close ups of objects in the diner, with a worker putting their hands up in a defensive or measuring way, more foreshadowing, and another scene focuses on a close up of a child eating and smearing a pie on his face and hands, this is symbolic of “blood on your hands” and guilt, yet again
  • 25. • Going about there day with focus close ups of the antagonist’s face to show the build of tension. A few close ups of the producers logo are also shown in a short burst od scenes. A second round of close ups are used to show the 2 main characters together with the knife earlier shown, and then a shot of the main girl staring at the knife, then the scene of the guys face, then back to her face all in close up gives a clear indication of what's going to happen. The main girl glances to her left and the camera cuts to a focused shot of a lamp and the window, and then a close up of the bike stand being flipped up and an out of focus departure is shown, with a raised back view of the girl on the bike going down the road back to the diner, a close up of the back wheel is used to show a passage of time and then a wide shot of the diner and the girl pulling up, the shot zooms out slowly framing the girl as she walks up into the door. A second long shot down the length of the diner is shown, mirroring the exit of the building in the intro, then a close up of the trashed place is shown, a long shot zooming out is shown emulating the girls shock, and then a long shot zooming into the owner with his hands up is shown, a close up of the register is shown being empty, more close ups focusing on the destruction play out confirming the foreboding from earlier a wonky camera shot is shown as the girl walks past and another wonky facing diagonally upwards shot is shown to continue the affect of damage. A zooming out focused close up shot of a dog tag that belonged to the guy shown earlier is shown with a flash of the picture with it on shown in the idle of the shot. Another shot of the girls face in focus while the camera slowly zooms out is shown, and then the focus is shifted to her backpack with the hoodie that was worn in the beginning the focus on the shirt is amplified when the visual is clearly a spotlight. The next shot is a long wide shot of the floor and then 2 close ups one of a staff member peaking over the counter and the last shot is of the tv being static.
  • 26. EDITING • During the awful things music video the main love interest has her eyes flash red and demonic as a form of foreshadowing for later on. In the last few scenes people are on fire and the building is also burning through the magic of editing. • During the “Brightside” video a lot of short fast cuts are used to build up tension on peeps presence on stage with cuts between his steps and actual appearance on stage, further cuts are used to show how anxious the artist is and how his mind is jumping around. In the video every time the bright side is mentioned the camera would focus on the lights or other bright objects and the brightness for that shot would be increased. There is also a speed up section of traveling to show the passage of time. • In lil jeep there is a theme where lil peeps outline is shown in neon chalk and its animated and copies his actions for a few seconds. There is a different part where a colour inversion is used to give a ghostly effect to a shot. There is a window green screen that shows a
  • 27. • In part of the shot the original concert audio is used to give the illusion of the viewers presence. • In the video for “Belgium” a conversation to set the mood is played before the song starts then cuts into a few scenes fairly quickly, then a slideshow photo display happens of peep smoking a cigarette. Mixed into the video is a few still images of peep, giving it a janky and jarring feel. Throughout the video photos are shown of peep doing random things. Fast cuts are used on the down note of every line • In hellboy during the start of the song itself 2 lights are blurred and put in post production framing peep and keeping him the main focus, edited in are the sounds of the doves flapping their wings and nestling around and an orangish filter is placed subtlety in the shot • During the Benz truck music video: the opening shot is speed up a lot to emulate speed, then it cuts to the benz logo spinning with peeps reflection in the shine of it, the logo gets closer and its used to hide a cut, blurring then coming out to the full image of peep it was reflecting. When the song itself proper starts there is a grey sky with edited lightening behind the truck and on the front. There is a heavy focus on the quick and short cuts in this video, during the build up to the chorus some Russian lyrics appear on the screen in bold and 3D. A lot of shots of peep turning and cutting to a different location. And a continued theme of lightning are shown in the chorus. Near the ending there is another spinning logo and multiple electric effects.
  • 28. • In the back seat music video there is a strange red filter prevalent in most shots, with slower cuts than usual, everything in the opening seems to be slowed and much more subdued than most the other videos where fast whiplash lick cuts are strong. To add a juxtaposition in a wide over head city shot a blink cut to an eye is used rather well with the dimming of lights used to hide cuts too. Flashing/glitching of lights are used to hide other more outgoing cuts. There is a nice mirrored/doubled effect going on to introduce the 1st verse • in the spotlight music video a lot of cuts to progress the story are used. And during the main biking scene in the open night sky a bunch of peeps most famous tattoos/brandings appear drawn as star constellations in the sky, this is a reference to star shopping one of peeps most famous songs. A lot of cuts are used in the biking scene with a fast cut showing switching the set to a room. Many fast cuts are then used to rapidly show history between the charterers, and a mirror scene is introduced with the camera edited out by 2 different shots being overlayed. A fade transition is used to move to a shower scene, with multiple cuts being in use to flash back/.travel back to the diner. A montage is used to show the diner working, And a few faster edits are used to bring everything back together. A lot of quick cuts are used to convey urgency in the penultimate arc. A fade is used to transition a departure to the actual driving on the road, and again form the road to the diner. A very fast flash edit is used to show a picture imposed with the real life equivalent. A lot
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  • 30. INTERTEXTUALITY • In awful things there is a Simpsons reference not only because of the neck tattoo on Lil Peep but also the introduction of the Simpsons with Bart writing lines on a blackboard being mirrored as well. Later on in the video a video games reference is shown on a lighter stating “ash is our purest form” which is a quote from the dark souls games. • During the “Brightside” video lil peep is shown next to the yellow MnM character, • In the video for Hell boy, the opening scene is a riff on a famous movie scene. • Sadly due to peeps passing on November 15th 2017 there aren’t many videos that involve Intertextuality with most of the footage coming from peep having fun, doing live performances and other small clips. Some songs have dedicated music videos but they lack Intertextuality. • In his music he samples many other artists and has Intertextuality in that sense but not some much visually his main
  • 31.
  • 32. • https://www.youtube.com/watch?v=3rkJ3L5Ce80 Benz ruck • https://www.youtube.com/watch?v=xAMgQQMZ9Lk the Brightside • https://www.youtube.com/watch?v=zOujzvtwZ6M awful things • https://www.youtube.com/watch?v=7R1N-8SoqcM spotlight • https://www.youtube.com/watch?v=l2liKZDH-0c backseat • https://www.youtube.com/watch?v=yArjtdk_QuA Belgium • https://www.youtube.com/watch?v=zUPPrimH7Ow Lil jeep • https://www.youtube.com/watch?v=s9t1ZfMZfH4 Hellboy
  • 33. TASK 4 – LINKS TO YOUR OWN WORK
  • 34. 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
  • 35. • In the videos I watched I liked the videos that had something to do with the song involved, such as the benz truck video having the main focus a benz truck. I liked the dark and moody aspects with the night as a backdrop, the use of a narrative was also interesting and gave the songs more meaning. Songs that had more of a gothic/metal style really appealed to me. The use of transitions also stood out to me I liked the soft fades and colour blends, I was inspired by some of the extra close shots and wide cityscape shots. The use of lights such as in hell boy and spotlight also interested me. The incorporation of nature and the natural beauty was a nice touch and with the contrast of some of the buildings and more robust locations such as the graveyard/church it really added up. The slowed down intro in backseat and the outline effect in Brightside were also really nice little edits. The subtle edits on the eyes of people also added a nice layer to the video. The mirror scene was also really cool for progressing the story. Camera shots that follow the main artist also made for a neat look making you feel more involved in some cases. I liked the genera of rap/grunge and a lot of City morgues style with Zillakamis style and clothing and his confidence in music videos. The style and concept of fire and ash also interests me, the theme of blood also is cool. Vivid
  • 36. • In my video there will be a focus on the dark, nature, blood, death, vivid imagery the unknown and occult. • Key shots will be close ups focusing on the eyes, long wide shots of the night and stars, drone shots zooming out and up, panning shots and turning cuts and movement shots, I want to include shots with mirrors, hopefully broken like in the Draino music video by ZillaKami, and shots in a wide expansive darkness with a lingering mist. The theme of train tracks and a derelict society will also be present. • I want to be embracing the grunge style with dark colours as a primary and the only contrasts being blood red and a dull dredge green, I’m looking to emulate ZillaKami’s style in from his new album DogBoy. I want to call back to “ash is our purest form” like in the Awful things video from Lil Peep or something similar. The way I will be incorporating the colours will be through the clothes I am going to be wearing and I’m planning on dying my hair green before the shoots. The use of red will give a solid undertone of death, harm, violence and intensity, the green will provide a tone of toxicity or poison, the black symbolises the void, the lack of colour, the pure darkness that has consumed all hope and glee from the character, I might add a slight blue filter in some scenes to add deeper connotations of sadness and the results of prolonged depression, much like in “The balloons” by ZillaKami. • The scene involving the broken mirror will add the thoughts of bad luck and a shattered reality, such is the subject of the song and the subjects effect on family, the act of the character looking into a broken/shattered mirror reflects the broken state they are in themselves and the split will show the different mindsets and emotions that are being portrayed.
  • 37. • The shots involving the eyes are mainly for 2 reasons, it’s a cool shot, and it can show the greater meaning of the gateway to the soul and barer of true emotion. This is seen in the Backseat video from Peep. • The mist/fog is to symbolise death and the ever creeping entity that is mortality, it also frames the video and character in a way that looks cool. • The theme of the night sky and stars are to symbolise the final location, heaven paradise etc etc, the stars are representative of peace and the end of pain, a new life and a fresh start, living a better life. The focus on the night keeps in with the eerie and dark theme with the wide expanse being ever prevalent in the night. The idea came to me rom the Spotlight music video from Peep and Marshmallow, Peeps song Star shopping, and the song “In The Stars” by Zimm. • The theme of trains and train tracks are a call back to your train of thought and your mindset, it also refers to life being a journey. The derelict society embodies the abandonment that some feel, being left to ruin and decay, these are some thoughts that mirror the lyrics of the song I am choosing to work with. The derelict building is a genera convention of punk metal and a lot of underground work.