The document provides instructions for completing a case study assignment on music video production. It is divided into three tasks. Task 1 addresses the purposes of music videos and strategies used by labels and artists. Task 2 covers styles, techniques and conventions in music video production. Task 3 involves analyzing a minimum of three music videos by an artist or genre and discussing them in relation to Tasks 1 and 2. The case study should examine the videos' styles, techniques, intertextuality, camerawork, genre conventions, and be analyzed through a critical lens.

1. MUSIC VIDEO PRODUCTION
CASE STUDY
GEOR GIN A W H ITELEY

2. MUSIC VIDEO PRODUCTION
• We will look at Music Videos from a number of perspectives, this
template is for you to write up your notes and to complete your
case study.
• The document is split into 3 different tasks, each with separate
questions to answer.
• Task 1 is concerned with the purposes of music videos and the
strategies employed by labels and artists
• Task 2 is concerned with the styles, techniques and conventions of
music video production
• Task 3 is your own case study into a minimum of three music
videos where you can unpack and discuss the videos considering
everything you have looked at in Task 1 and 2

3. NOTES ON COMPLETING THE
CASE STUDY
• It is often easier to show something you are discussing than to
take time describing it. With this in mind, feel free to add lots of
illustrative images from your chosen video examples. Links to
YouTube/Vevo/etc are also encouraged.
• Remember, when you make a point or define something, you
should follow this with an example, an explanation of this and
then link to further texts/videos where possible.
• If you don’t think there is enough room to add your full response
to a question, don’t just reset the font size to really small, add an
extra slide wherever necessary.

4. TASK 1 -
PURPOSES

5. TASK 1 - PURPOSES
• Q1 - Outline the 3 core purposes of music video with a short
explanation for each:
Entertainment – To entertain the target audience and keep them
interested in the music video
Branding – To preset the band/singer’s key aspects and icons,
branding them in a certain style.
Sales – To boost sales by providing an audio-visual streaming
method

6. TASK 1 - PURPOSES
• Q2 – What are some of the broader purposes of music videos?
Think about some of the strategies employed by artists in their
videos and how they represent themselves, you could consider
where the artist is on a major label, independent label of unsigned,
is there a difference between them?
• Narrative – To show what’s happening, provide a story and
structure for the song
• Emphasise on the meaning of the song, such as political views or
important messages
• To provide an interesting audio-visual experience by including
things such as choreography, fashion, cgi etc

7. TASK 1 - PURPOSES
• Q3 – Describe what is ‘synergy’ is and how it has been used in
music videos [min. 3 examples of synergy and convergance]
Definition: Two processes forming a relationship to produce
something wit a deeper meaning. It’s used when two people come
together to make one music video.
Examples: See You Again, Dancing Queen, Ashes

8. TASK 1 - PURPOSES
• Q4 – Branding; select an artist you like and look at how they
present themselves in their music videos. Explain what their ‘brand’
is, who is appeals to and why they might have done this.
• Dean Lewis
He tells a story through actors while occasionally cutting to him
singing with his guitar in both ‘Waves’ and ‘Be Alright’. This seems to
be a signature style of his as he does it in most music videos. This
appeals to both teenagers and adults as it provides a sense of story
as well as some calming visuals which fit the song. This would have
been done purposefully as Dean Lewis’ songs seem to portray are
narrative and are quite gentle and calming.

9. TASK 1 - PURPOSES
• Q5 – Compare One Direction and Animal Collective music
videos [find them on YouTube!], what can you discern about
each act from their videos? What is the main aim? Explain why.
One direction focuses a lot on themselves with close up shots.
They also seem quite playful and bright in colour as the songs
themselves are bright and upbeat. Their videos have a high
budget. Animal Collective do not focus on themselves and seem
quite strange in comparison, with a clear low budget. They are
not the focus, making people listen to their actual song more than
focus on the video.

10. TASK 2 – STYLES,
TECHNIQUES AND
CONVENTIONS

11. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q1 – Describe and explain the use of camerawork in music
videos, i.e. the types of shot used with examples to illustrate this
Close up shots – used to show off the musician themselves
Low view shots – Shows the focus as powerful
Pan – artistic, follows subject, shows movement

12. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q2 - Describe and explain the use of editing in music videos,
i.e. the types of shot used with examples to illustrate this
• Match to beat – Quick, makes it look cohesive, nice to look at
• Slow Mo – for slower songs, dramatic
• Green screen/ cgi – adds extra to the music video, makes it
interesting

13. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q3 - Describe and explain some of the technical
developments in music videos, i.e. the types of shot used with
examples to illustrate this
Main focus, centre
frame, shows the
artist off,
foreground
Greenscreen – still
centre
but surrounded by
audience edited in
Point of view shot –
showing artist but from
another person’s
perspective as if the
view was there

14. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q4 – Genre conventions; often music videos adhere to genre
conventions within their visual style and production techniques.
Select a recognisable genre and use illustrations to explain
what their genre conventions are…
HipHop – Cars, girls, parties, gang signs

15. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q5 - John Stuart’s description of the music video “incorporating,
raiding and reconstructing” is essentially the essence of
intertextuality [something asserted by Andrew Goodwin]. Can
you explain what intertexuality is and find some examples of it in
music videos?
• When a music video is referenced to another form of media, for
example, Katy Perry’s ‘Last Friday Night’ and Ariana Grande’s
‘Thank U, Next (Mean girls, Legally Blonde)

16. TASK 3 – CASE
STUDY

17. TASK 3 – CASE STUDY
• For your individual case study you must study an artist or genre
of music, focusing on a minimum of 3 videos [ideally 5+ videos]
• This should provide discussion on the usage of the following:
– Style[s] & Techniques employed – Quick transitions, setting change, dancing, bright colours, cgi
– Intertextuality – No intertextuality is used in their videos
– Camerawork/editing – Close ups, centre frame, group + solo shots, transitions through zooms and
slides, wide angles to set scenes
– Genre conventions – Bright colours, choreoraphy, quick movements, upbeat, fast
– Critical approaches [you should be applying some of the critical approaches from your lessons and
some of your own, to your selected videos] – Cgi and bright colours can be overwhelming, colour
schemes sometimes don’t fit the song, no intertextuality is used, could be used in the future

18. TASK 3 – CASE STUDY
• You should include a video link for the video
• You can include as many illustrative stills as you like
• Be creative in your approach, it is suggested you use the
heading on the previous slide a guide on how to structure your
response to get you started
• Remember, make a point, use a specific part of the chosen
video as an example, explain yourself and then link to another
video where possible
• Compare and contrast your artist/genre to other artists/genres
• Remember to consider differing contexts

19. TASK 3 – CASE STUDY - BTS
DNA-
https://www.youtube.com/watch?v=MBdVXkSdhwU
Boy With Luv -
https://www.youtube.com/watch?v=XsX3ATc3FbA
IDOL –
https://www.youtube.com/watch?v=pBuZEGYXA6E
One Thing –
https://www.youtube.com/watch?v=Y1xs_xPb46M
Video
Links
Plan/Notes

20. Task 3 – Case Study - BTS
Style and Techniques + Intertextuality
BTS music videos tend to focus on a style and techniques of bright colours intertwined
with complex, fast moving choreography. CGI is also often used to add to the
environment and add more colour to the setting. The setting is often changed quite a
lot, matching the rapid pace of the music. This can be shown in ‘IDOL’, ‘DNA’ as well as
‘Boy With Luv’.
However, BTS have been known to do slower, subtler music videos to sadder songs
with deeper meaning. An example of this is the ‘Spring Day’ Music Video which
references to Snowpiercer. The band members are seen running through a train, similar
to the main character of Snowpiercer. This is due to the fact the song is memorial to the
Sewol ferry Incident, which could have been prevented by the Government.
Snowpiercer is a film about fighting the hierarchy and Government. This is an example
of intertextuality.Camerawork and Editing
BTS use a range of different camera shots and transitions in their videos.
They frequently use wide angle shots to show off the choreography while
also using close up shots for certain members of the group. Furthermore,
another common shot is focusing on one band member with the others in the
background. One Direction, another popular boy group, do the same thing in
their music video for ‘One Thing.’
Additionally, both groups include full group shots. However, BTS again use
bright colours and choreography during their group shots whilst One
Direction have a subtler colour scheme with little to no choreography.
Furthermore, BTS use lots of rapid transitions to keep pace with the music,
such as slides, zooms and twists. Another frequent transition is keeping the
band members in exactly the same position whilst changing the outfits and
setting, as this works well with dance.
BTS – ‘Boy With Luv’ One Direction – ‘One Thing’
BTS – ‘DNA’
BTS – ‘Spring Day’
‘Snowpiercer’
BTS – ‘IDOL’
BTS – ‘DOL’
Typically, bright colours with
intense and fast choreography
with multiple setting and outfit
changes. In some cases, the
music video can be a lot slower
placed, though there is still the
use of bright colours. In
comparison to other videos in
the genre of Kpop, BTS videos
are very well produced with
Genre Conventions
Critical Approach
The intense bright colours and
CGI can be sometimes
overwhelming. For some
people, it can hurt the eyes
which would deter people from
streaming the video, hence
going against the purpose of
the music video. There should
be a balance between bright
CGI and interesting
choreography so the video isn’t
BTS – ‘DNA’ One Direction – ‘One Thing’
BTS – ‘IDOL’
Video Links
DNA –
https://www.youtube.com/watch?v=MBdVXkSdh
wU
Boy With Luv –
https://www.youtube.com/watch?v=XsX3ATc3F
bA
IDOL –
https://www.youtube.com/watch?v=pBuZEGYXA6
E
One Thing –
https://www.youtube.com/watch?v=Y1xs_xPb46M
Spring Day –
https://www.youtube.com/watch?v=xEeFrLSkM
m8
Example of
overwhelming CGI

21. Task 3 – Case Study - BTS
Music Video In Depth Analysis – ‘Spring Day’
Overview + Camerawork and Editing
Spring Day is a memorial song for the victims of the Sewol ferry incident, a ferry
accident in which over 300 students died. These deaths could have been prevented
but the people in charge told the students to stay still; they weren’t rescued. The
video contains many symbolic tributes towards the victims and heavily references
the film ‘Snowpiercer’, which is mentioned also in the lyrics. The video contains
many close up shots with little group shots until the very end. There are wide angle
shots showing the setting. Most transitions are zooms between band members, there
are no quick transitions due to the slow song.Symbolic Tributes
The music video begins by introducing the dark theme. BTS member Taehyung is
shown layering his head onto some railway tracks into the snow, hinting at
possible suicide which links to survivors guilt. This links to the reality of suicide for
some survivors who couldn’t bare it when the students passed away.
Luggage is shown when BTS member RM walks through the train, luggage that
belonged to the students who never made it home.
BTS member Jungkook is pictured in front of a playground ride, referencing
childhood innocence. He stands centre while the others move quickly around him.
This signifies them growing old having survived the accident, whereas he is
portraying a victim, who never had the chance to grow old.
Finally, the end of the music video shows shoes hung up from a tree. In Asian
cultures, this symbolizes death, like a memorial. This shows the music
video/tribute ending with the fact the victims are finally at rest, though the political
issues in Korea are yet to be solved. The shoes that are hung up are shown to be
collected by the sea, again referencing the Ferry Incident in a more literal fashion.
Snowpiercer References
Spring Day contains many scenes with the band members on a train, which is the
main setting of Snowpiercer. Just like in the film, they are seen looking out the
windows longingly as well as running through the train, trying to get to the front.
Furthermore, like the film, at the end of the music videos the band members are
seen leaving the train towards a snowy landscape. This is a conclusive end and a
direct link to the film.
Snowpiercer was chosen as a film to reference due to its heavy political links and
view on society. The Sewol Ferry Incident could have had less casualties if the
higher ups had done their job properly and helped the students to safety, instead of
only saving the crew, aka the ‘higher ups’. The Government received a large