2. +
Unit 29 - 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. +
Unit 29 – Music Video Production
Learning outcomes, this case study is concerned with the first
two learning outcomes of the unit:
1. Understand the purpose of music videos
2. Understand the styles, conventions, and techniques of music
videos
3. Be able to originate and plan a music video production for a
specific music track
4. Be able to work to complete production of a music video.
4. +
Unit 29 – Music Video Production
Assessment Criteria
The assessment criteria addressed by this case study, further
details are in your project brief:
5. +
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.
7. + Task 1 - PurposesQ1 - Outline the 3 core purposes of music video with a short explanation for each:
• Entertainment
One purpose of a music video is to entertain the audience so they are interested in the song by
the video and will watch it all the way through. If a music video is plain and boring it is likely for
the person to click off and not listen to the song anymore losing your audience. One way of
entertaining the audience with a music video is by telling a story through the video. An example of
this is Jessie J with the song “Who’s laughing now”. In the video is shows stages of her growing
up and being bullied and how she overcame it and now she is very successful, this is a nice video
to watch as its shows how strong she is and not to give up and shows the audience part of her
life through the video. This will hook the audience and make them watch to watch and listen to
the song.
• Sales
A second purpose of a music video is for the money. By making a music video you can include
products so you can endorse them to make them more popular and known, this will increase
sales. An artist can earn money by including certain products in there music videos. For
example Bruno mars rides in the Mini Cooper with Travie while they sing, this is to promote the
brand mini.
Brand image
The last reason for creating a music video is it can help with your brand image. A music video can
show who the musician is to the audience by their style and ideas. This gives them choice on
how they want to be perceived by their fans by what they include in the video. An example of this
is Adele. Adele is one of the best singers in the UK and she comes across very confident and
down to earth as she embraces where she comes from and doesn't’t try to be anyone else. She's
known for her weight as she likes to show it off because she is proud. Her style is very elegant
and shows her audience she cares about her appearance. You can see this in her music video
“When we were young” . In this music video it is just her with her band singing. There is no
effects or dancing she shows the audience that she doesn't’t need any of that and just wants
them to focus on her singing, this shows that she cares more her audience seeing her as she is.
8. + 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?
If a 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
performance and quality as they can use better equipment and
props. Unlike artists that are on a independent label were they
depend on funds outside the major label company's. This mean they
wouldn’t be able to spend as much on a music video so it might not
turn out the best it could and overall come out simple and not that
interesting. If you are unsigned this mean you have to come up with
your own money to produce your video, you will also have to buy
your own equipment and props. This is very expensive for one
person to do and the video will lack professionality.
9. +
Task 1 - Purposes
Another purpose of a music video is to reinforce a political or social view.
This is to show people the artist’s opinions on certain reasons and to try
influence people of their opinion. This is a good way to get across a 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 its shows him with his best friend who
also a boy having fun in love but nothing ever happened because they
didn’t 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 end finally together kissing. This shows he
views and how being brought to feel like it was wrong and its not. This can
help people become more confident of there sexuality and not to be
scared.
10. + Task 1 - Purposes
Q3 – Describe what is ‘synergy’ is and how it has been used in music
videos [min.An examples of synergy and convergance]
Synergy is two subjects that link together, when you think of it you think or
the other. This has been used in music videos as artist promote a movie by
singing there main song and including parts of the movie in the music
video. This promotes the movie but also the artist because when people
see the film and try look for the song the band or artist will be recognized
and will have more publicity, same for the movie. An example of this
Beauty and beast. In the new updated song for the new Beauty and beast
film released in 2017. John legend and Ariana Grande sing the song but
also promote the film by using clips of the film in there music video this will
let there audience know about the film making it more popular and also the
song in shown in the movie so everyone who watches the movie will hear
there song giving them a bigger audience. It also gives Celine Dion lots of
promotion as she sang the song for the original and is known famously
from the beauty and the beast song as it has had over 22 millions view.
In Miley Cyrus music video “We can’t stop” She promotes beats pill and
eos lip balm. When the audience watches the music video and see that a
famous person is using these brands this will encourage them to also buy
them because they seem popular and cool. This will help the company's as
it will bring in new customers as millions of people watch Miley music
videos.
11. +
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.
The Script is a band that includes lead vocalist and keyboardist Danny
O'Donoghue, lead guitarist Mark Sheehan, and drummer. In their music
videos Danny O’Donoghue is featured the most, the rest of the band is
shown but much less than him. In the music video “hall of fame” they present
the sleeves in a big dark room and Danny speaks to the camera a lot. When
he speaks to 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 as it looks like he is speaking to you directly. This
shows the band what to help people through there music video and get a
message across. There are scenes of people not giving up and succeeding,
this will appeal to their audience because it shows if you do not give up you
can win/succeed.
12. + 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.
In one directions music video “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 and will
likely make the fan think they are also 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 their 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 of silhouettes with carton lips. The
instrument's are real pictures of them placed over a colour 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.
14. +
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
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 Miley Cyrus
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
her.
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.
15. + Task 2 – Styles, Techniques and Conventions
Q2 - Describe and explain the use of editing in music videos, i.e. the way in
which shots are sequenced, considering the rhythm of the edit and combinations
of shots and post-production techniques.
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.
16. + Task 2 – Styles, Techniques and Conventions
Q2 - Describe and explain the use of editing in music videos, i.e. the way in
which shots are sequenced, considering the rhythm of the edit and
combinations of shots and post-production techniques.
A technique used in lots of music videos is CGI. CGI stands for Computer-
generated imagery and it’s the effects in the music video. This can be done
by using a green screen and editing a background in the video that wasn’t
there. This is done as you can not also get the locations you want and same
times and money. An example of this is in Rihanna music video –
Sledgehammer. In the video she is on a different planet, the planet has
aliens on and the sky is filled with bright pinks and purples, galaxy's and
other planets that are not real. This is all done by CGI as you cannot go film
on another planet and everything is the video is impossible and made up.
They have done this as the song is made for the "Star Trek Beyond” movie
and they did a space theme in the music video so it relates to star trek
because star trek is set in space. This is an example of Synergy also as
Rihanna is promoting the film in the music video so people will listen to the
song and want to watch the film and the opposite way round.
17. + Task 2 – Styles, Techniques and Conventions
Q3 - Describe and explain some of the technical developments in music videos, i.e. in terms of how the
music videos are filmed, edited/produced and viewed
Filmed-
Music videos can be filmed with lots of different equipment but a big piece of equipment that is used a lot
more now is a drone. This is used to get high shots and tricky shots you can not get holding a camera on
your own. This is used in OK GO music video “I wont let you go”. The whole video is done by a drone and
they have used a drone to get shot of them on floor from above and also to follow them really quickly and
smoothly around. In the video the drone get 3 different shots. A shot of them riding around slightly above to a
high shot of them dancing and at the end a very high shot filled with lots of people so you can see the words
being done with the umbrellas. A drone is a great way to b able to get this high quality shots from above.
Another way of filming a music video to a good quality is a steadicam. This can be used to take one long shot
for the whole video. OK GO used this in the music video “The one moment”. They shot the whole video with a
steadicam in 4.2 seconds then slowed it down to just under 4 minutes to fit the song. They used a steadicam
to they could film all the explosions and experiments really fast and smoothly so there were able to slow it
down to fit the song. They also timed if perfectly so when the slowed it down the pages being flicked through
the faces made it look like he was singing the lyric's.
18. +
Filmed-
In todays generation being able to film a music video is more accessible due to fast technology and better
equipment at a cheaper price and smaller sizes you can take more places. People now can take video on
there phone at a good quality rather than buying a a tap recording. People with no record label or popular
company can make a decent music video on there own, this is giving more opportunity's for people who
aren't as successful to create a good music video.
Editing-
An editing technique used a lot when filming the music video is it is filmed slowly and the actors have to lip
sync very slowly so when 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. This is used in OK GO music
video “I wont let you go”. The lip sync is perfect but in the video when they are moving on the wheels you
can see the movements are quite sharp because they have been speed up. This happens in a lot in music
videos or videos.
Another editing technique is split screens. This is were there are
different things happening but all on the same screen. This is a good
way of showing lots of information on one screen. For example
Beyoncé did this in her video for “Countdown”. This is a way of
showing her self in different ways such as showing off her skills for
dancing and all her different styles within the video.
19. +Produced-
There are two different type of music video being produced. Representational and non
representation. Representational is where the artist is in their own music video. Artists who are in
their video normally lip sync or dance, have a main part in it this is so their audience can see them
as they are the thing they are selling to the fans. Also created a brad image as you can represent
yourself the way you want your fans to see you. An example of this is Beyoncé in “If I Were A
Boy”. In the video she is the main character in her song and she portrays and cop and describes
what it would like to be a boy. The video tells a story and she wants her fans to see her in this.
None representational is were the artist is not in their own music video they use actors to play the parts. This
is because the artist wants their audience to focus on the song more than themselves. The videos usually
have a strong meaning they want to puts across and don’t fell the need to start in there own video as this will
draw away attention from the real point of the song/video. An example of this is Sia. In all of her videos she
never stars in them ever. She uses a child actor who wear the same hair as her in her video to replace her.
This is because her songs are quite deep and sad and the actor who in them dances to the song in a
emotional and unique way and creates the vibe for the song something she couldn't do.
20. +
Then way video are viewed/produced-
The rise of technology and the internet allows us to see music videos easy
from websites such as YouTube, music channels on TV, music websites,
online radio. There are millions of music videos on YouTube and its hard to
make yours stand out. Some producers will produce there video for YouTube
as it is a very popular site, because of this producers will try make there video
stand out so its different and exciting drawing people to watch it. The
"Gangnam Style" music video has been the most viewed video on YouTube
since November 2012, with over 2.82 billion views as of April 2017. The video
is very kitsch and addictive with lots of dancing that has become a famous
dance move that lots of people know. The video makes you want to dance
along. This video is different from most music videos that were on YouTube at
that time because is sung in English and Korean which means the audience
is much bigger.
21. + 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.
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 dominant they
are.
22. + Task 2 – Styles, Techniques and Conventions
Q5 - 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 some 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 rabbit in the book.
24. +
Task 3 – Case Study
For your individual case study you are required to prepare
material on a minimum of three music videos.
This should provide discussion on the usage of the following:
Purpose of the video [consider the strategy of the artist and the
intention behind the video, remember the core purposes and break
this down into the other purposes we discussed]
Style[s] used
Techniques employed
Intertextuality
Camerawork/editing
Genre conventions
25. +
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
26. +
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.
27. +
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 that the clips are cut to.
