P3

1. Task 1 - Purposes
Question1- Outline the 3 core purposes of music
video with a short explanation for each:
The first core purpose of this music video is to promote the
rock bandand the song to rock song lovers. By doing this
and promoting theirband this will mean they could get more
fans and recognition worldwide which could lead to tours
and concerts in other cities and countries, which will help
raise themselves a nationwideplatform. Which also means
they will endorse products to make them more popularand
increase the sales.
Secondly, another core purpose of the music video is the
branding and the identityof the rock band. Bands create a
style or brand so they stand out to fans and are catchy and
easily recognisable for their consumers of their products. The
brand is of an artist or group is what you use to define them
and their work. The videos in which bandsmake are
extensions of the style and brand which has been created
and is unique as it is a combinationof each members styles
and personalities.
Lastly, another core purpose for music videos are sales which
is massive as this helpsbring money and revenue in from

2. sales of the brand. The brandingis sold by using cd’s in shops
, the music on major mobile and gadget apps also help as
nowadayseveryone listen to music on their phones and any
other electrical device which they own. As well as that, the
more likesand shares which are given on the video if it is
uploadedon YouTube couldbe a huge hit as fans of the
genre could be willingto like and subscribe to the channel
and also sharing the video which will gain more attention
and views from a different variety of people who maybe
weren’t as interested before but because of the qualitysales
pitches, brandingand advertising it has made people see the
work put in and how good the product could be. Also, maybe
before listening they never actuallyhad an interest in this
genre but once they checked the brand and listened to the
music they changed their minds completely.
Question2- what are some of the broader purposes
of music videos? Try and outline a minimum of 3:
There are a number of broader purposes in a music video.
The colourswhich are used in the shots and videos is one
example. This is so that the colours connect with the music
and genre, for example if there is a music video which is
being made for the promotion of a song on a horror movie
then it will be dark, dulland creepy to connect and give the
horror movie feel.

3. Another example of a broader purpose is the locationof
where the music video is being set to link with the main
concept of the video. The location can also vary as well as if
you want to make a very good music video like other top tier
music video selections they have shots in different areas of a
place in each part of the video where it suits the beat choice ,
instrumental and also the lyrics are joint with the location
settings. As well as that, the lighting at each stage will be
different and will gain your attention as they will be bright
and powerful in stages and also toned down and dark at
other stages to connect with the story background and grip
the viewer’s attention.
Also, the clothes singers/dancers wear are very significant as
they could be wearing brandedfashion clothes to promote
and help the business of the bandto get them more
attraction for the clothes company and also themselves. As
well as that, the types of clothes they wear would suggest
what type of music they are trying to portray to the
audience.Generally, in music videosthe dancers/singers will
be seen to wear current fashion trends in an attempt to
promote the current fashion of that specific day and age. As
well as that, the types of clothes you wear should stand out
to other artists as you want to have a different identity and
stand out, be your own self rather than following the fashion
trend and looking the same as everyone else. Some
celebrities may wear their own clothes and want to look nice
but unintendedlysometimes they actuallystart a trend as
viewers and supporters of the celebrity will see this and want

4. to wear the same clothes or have the same style which kicks
a trend off throughout the supporters.
Another pointwhich is important in a music video is the
choreography involved,this will help as there will be a lot of
dancing and movement which is needed if you are making a
video for the music. As well as that, choreography is the art
of creating a dance routine by grouping together and
organizing different dance moves into sequences and
patterns that can be done to a specific song , beat or melody.
For example faster, paced moves will be used in upbeat,
happy movies and slow, paced moves will be used for dark
and sad movies. Some music videoscombine different styles
with music, such as animationandlive-action.Many music
videosinterpret images and scenes from the song’s lyrics,
while others take a more thematic approach. Sometimes ,
music videos also may not have any concept to it and is only
a filmed version of the song’s live concert performance.
Question3 – Branding; select an artist you like and
lookat how they present themselves in their music
videos.Explain what their ‘brand’ is, who it appeals to
and why they might have done this?
An artist that I like and has a massive brand worldwide is
Stormzy, the brand name is called #Merky and this brand has

5. a massive range collaborationwith adidas.This involves
tracksuits tops and also other merchandise such as bags and
phone cases. As well as #Merky, there is also a brand which
he has and is fairly new called H.I.T.H(Heavy is the head)
which containsclothes such as bomber jackets, short and
long sleeved T-shirts, hoodies , beanies, posters and also
bandanas.Also, as an artist Stormzy presents himself as
humble and as you can see by his music is also majorly
successful. He comes across as humble and respectful as in
his early music days, he alwayshad his family like his mum
and brothers and close friends in his music videoswhich
people normallydon’t do when they become famous artists.
Furthermore, the brand is most likelyto be attracted to
young teens who wear tracksuits and it is fashion for them in
these days, also as its Stormzy they will definitely buy it as he
has a lot of young teen followers who support his music
worldwide. The brandingalso helpedStormzy in his early
days as no one really heard of him but that particularbrand
which is his was completely uniqueand different to every
other music artist which helped him stand out as when the
audiencewere asked about #Merky everyone straight away
knew it was Stormzy. Also, havinga strong brand helps
create the artists persona and stand out from the countless
other artists trying to get their music heard. Having a strong
brand is key for buildinga loyal fanbase and making
consistent income from music.

6. Question4 - Compare One Directionand Animal
Collective musicvideos
(find them on YouTube!), what can you discern about
each act from their videos? What is the main aim?
Explain why.
One direction are a boybandwho all sing and are more
modern in their music videosand also like to be a little
uniquecompared to other artists also. The main aim for One
direction is to endure fans with their music and also make
the group known worldwide with their videosand also they
have a more modern twist as they are I different locations
such as the beach chillingout having fun as you do in your
teens. As well as that, One directionhave a theme occurring
throughout their music wand it is a lot about love life and
relationshipswhich makes them more popularwith the
female audiencewho endure music like this on a regular.
Their main aim is to promote their music to fans and record
labelswho will sign them to become more bigger and better
artists. As well as that, the way they dress is very modern and
fashionableas they wear bright shirts and the ripped jeans
which were massive fashion back then, this will connect
them with their fans as then they will differentiate
themselves for the fans to other boybandgroups. Also, you
can tell by the video that there is more money which has
been put into the music and time and also the qualityof the
shots are also great. Another pointis that the music is more
for the fans and mainstream which will help them get more
fans and be more recognised around the world.

7. Animal collectivehowever is completely different as by their
videosyou can tell their isn’t as much money being
distributed into the music as there isn’t a lot of separate
music videos for their music as it is either just lyrics or live
performances on stage. The videoslook very dark and not as
vibrant and colourful as one directionswhich show the lack
of resources and money being put into videosand the time
and effort isn’t there like one direction’svideos.
As well as that, due to the lack of maybe funds there isn’t a
lot of creativity and it looks dull and pretty boring to watch,
the colours are dark and ancient which makes the videosold
and boring which the generation in this day and age do not
like this type of music and videos. The main aim for Animal
collective is to put out music for their fans whenever they
feel like it as they are with an indie labelwhich doesn’t apply
pressure to do things which they don’t want to do. Whereas
One direction are manufactured as they will need to do
things for the media and activities on tv which they have to
do as they are signed to a record labeland they have no
choice in this to say yes or no. This is why the majority of
their work and music is live performances which are put on
YouTubeas it is their choice to do music videos as there is no
pressure for them to do it which can be hard and frustrating
for One direction compared tp Animal Collectiveas One
Direction need to do music videosand tours etc so there
music has to be perfect all the time whereas Animal
collective can take their time and it doesn’t need to be as
high quality as one direction’s.

8. Task 2 -Styles, Techniques and Conventions
Question1 – Describe and explain the use of a
cameraworkin music videos,i.e. the types of shot
used with examples to illustrate this and how this
creates meaning.
The first important point to make is the angles of the shot
and how close up or far away the shot is taken from. Thisis
very important as zooming in and out at specific areas, such
as when the lead singer is singing the chorus the camera lens
will be zoomed in to that person as it is emphasizing place
and locationwhilst revealing detailsof the subject and
highlightingthe persons emotion.
An example for this is when one direction like I mentioned
before like to have fun in their videoswhich make the
cameraman always focused on capturing every moment as
the videosare bright colourfuland packed with fun upbeat
moments. An example for this is the song by One direction
called What makes you beautifulwhich containslots of joyful
moments with each other and they are all having a fantastic
time in the hot weather on the beach.
One example of camerawork is called1st
person camera view
pr POV (point of view). Thisis shown in the song by Ed

9. Sheeran called Galway Girl and the song is through the artist
in this occasion Ed Sheeran’s eyes and it is like Ed Sheeran is
the camera just attracted to the girl which the camera is
focused on through the eyes of Ed Sheeran through the
whole song. As well as that, the song makes the viewer feel
like they are in the video and there experiencing every
moment he has which is making the viewers endorced into
the music and the video.
Another example of a shot is a Dutch angle shot, this is a
camera shot in which the camera has been rotated relative to
the horizon or vertical lines in the shot. The primary use of
such angles is to cause a sense of unease or disorientationfor
the viewer. An example of this shot is when it is used in the
movie Mission Impossible and it involves setting the camera
at an angle on its roll axis so that the shot is composed with
vertical lines at an angle to the side of the frame. This shot
would most likelybe in horror films as the angles cause a
sense of unease or disorientationwhich makes the scenes
more scary and horror like with the movement of the camera
on scenes where there are shocks and frights to give a more
unexpected and surprised scenes for the viewers.
Question2 – Describe and explain the use of editing
in music videos,i.e. the types of shots used with
examples to illustrate this and what the effectof this
is/meanings that are created/etc.

10. One use of editing in music videos is fast cut montage, this is
a film editing techniquewhich refers to several consecutive
shots of brief duration. It can be used to quickly convey much
informationor to imply either energy or chaos.
An example of this type of editing is the shower scene in
Alfred Hitchcock’s film Psycho.(1960). This shower scene
gives a horror, bloodyfeeling for the viewers watching the
movie to grab their attention.
Another use of editing is Montage, this is an editing
techniquethat signifies the passage of time or helps to give
an overallcontext to the story with quick cuts.
You will often see athletes training or preparing for a big
match in montages
(Rocky IV has eight), but it can really be used for almost any
transformation by any characters and is normally
underscored by music.
If you’ve got a loudscene that immediately goes to a quiet
scene or vice versa, this is where you’d use the smash cut.
The best time to use it is when you’re transitioningbetween
two completely different scenes, emotions or narratives and
you need to make an abrupt transition. Thisis used in the
movie Vanilla Sky(2001) it is used normally for dramatic
effect, it is usually used in horror films to suddenly cut away
from a horrific moment to a calm one, therefore creating a
jarring effect from one extreme to another.

11. As well as that, another use of editing is Time cut , this
transition has appearedin scenes that take place within the
same location, often , but not always, with the same
characters present in that locationbut at different times. For
example, if a man is stranded on an islandand sitting on a
beach as he looks for passing ships, you could use time cut to
communicate different moments withinthe same location
and time period of the castaway pacing back and fourth,
sleeping, waking up suddenly and being drenched in water by
the rising tide.
Question3 – Genre conventions;often music videos
adhere to genre conventions within their visual style
and production technique. Selecta recognisable genre
and use illustrations to explain what their genre
conventions are…
One example of a genre convention in drill music is the
settings of where the music video is taken , so normally most
drill music videos are very similar in having a group of people
with the lead rapper/rappers on a estate block rapping and
also normally they are masked up with no identity being
shown as they are trying to not be known by the police.

12. As well as that, a productiontechnique for the genre
conventionsthere will be a lot of hand signs to show their
gang and, also show disrespect to rival gangs also. As well as
that, there will be a lot of words or number signs which are
held up to show their own gang and who they are affiliated
and part of. Also, the wear of tracksuit’s and people
matching with the same tracksuits shows the type of clothing
they wear on a regular basis and as they are gang they are all
wearing the same brands or colours which shows the unity
and strong connectionwhich people have for each other
being in a gang.
Also, currently drill music has evolved more and isn’t just out
on the blocks or street corners anymore, whereas it is a bit
more commercial so there are better visualsand it is shot in
better surroundings. One example for this is the music video
for Country Dons – Ramsey this is in a dessert type area with
amazing lightingand also, it is in front of big mansion type
houses and they also have better visuals with the close up of
the expensive brandsand watches. Also, the clear conviction
of the shot helpswith anythingwhich is going on iun the
background such a s the smoke canisters letting out the
coloured smoke is recognisable and is shot with amazing
qualitybut the main rappers are made to be the more vical
point in the video and stand out more because of the big
designer brands and jewellery which they have on which will
catch the viewers eye.
As well as that, the smoke from canisters which sometimes is
used in the videosgive a feel of excitement and colourto the
video which make the video more jumpy and it has more

13. vibes which the person will reflect on and also feel that
excitement and buzz. It also gives a sense of unknown and
enigma as the smoke reflects on the music so if its smoky
settings at the beginningof the video you might expect it to
be very violent but however it could be happyand exciting
which the colouredsmoke represents both haunted and
drilly but also happy and upliftingbecause of the bright neon
colours which are used.
Question4 – John Stuart’s descriptionof the music
video “incorporating,raiding and reconstructing” is
essentially the essence of intertextuality (something
assertedby Andrew Goodwin). Can you explain what
intertextuality is and find a minimum of 3 examples of
it in music videos?
Intertextuality is the shaping of a text’s meaning by another
text. Intertextual figures include: allusion,quotation,calque,
plagiarism, translation,pastiche and parody. In media terms,
intertextualityis essentiallypicking an idea you may like in a
music video you may have seen, then implementing that idea
into your own music video. An example of this is like in a
song which I have heard is the song Krept and Konan-I spy
where there is a lot of shot density where the camera makes
the video cut down. Thismakes each shot get smaller every
time the beat change’s so the video connects with each beat
drop. Thisis what I am trying to implement as well in my
music video as it is an idea, I want to use to get the beat drop

14. on each cut of the song like the song I spy by Krept and
Konan for example.
The second example which I would like to share for
intertextualityis, where I shot a video of an expensive car
with myself stood in front and I gave it an electric feel to it
where the lightswhere continuouslyflickering and I also had
and electric kind of light buzzing on the edge of me. An
example of this is when this happenson a song called OFB-
Let man know where on the actual rappers there is a red line
hovering around them and then a neon blue light hovering
around their jewelry and their iced out expensive watches to
show the importance of the expensive brandsand lifestyle in
which they live.
Another example of intertextualityis a song calledReekz MB
and LD(67)- No Face. This is because throughout the whole
song there are movie snipets and references as it links to the
lyrics on each verse. Another part of the song has special
graphics on it where there is big words and pictures which
pop out on the screen for the viewers to see on each section
For example, LD says “I don’t know aboutpeace, which then
throws up a peace sign on the screen for the visualsand he
then goes on to say “I’m a real chef I pepper my beef”. This
has a doublemeaning where the food beef which he seasons
and it is why he says he’s “a chef” but it also means he
peepers his “beef” as in he sorts his “beef” referring to beef
as in his street dispute with other rival gangs.