The document outlines a music video production case study. It discusses the purposes of music videos, including entertainment, branding, and sales. It also covers styles, techniques, conventions, and critical approaches used in analyzing music videos. The document uses Anne-Marie as a case study, analyzing several of her music videos to showcase how she uses techniques like close-up shots, colorful visuals, and synchronization with lyrics to engage audiences and grow her brand. Overall, the document provides guidance on analyzing and discussing techniques used in music videos to achieve various artistic and commercial goals.

1. MUSIC VIDEO PRODUCTION
CASE STUDY
YO U R N A M E H E RE
Click to add text

2. 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

3. • Q1 - Outline the 3 core purposes of music video with a short
explanation for each:
• Entertainment, to make the music video more appealing and
engaging
• Branding, it enables them to select a praise audience type and
entice them into watching it because I matches what they like
• Sales, the video makes the song more appealing to buyers
because they get a video with the music

4. • 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?)
• The video enhances the music allowing for the artist to link it to the beat of the
song which makes the whole music video better.
• It allows the artist to express their feelings through a video and not just words
because sometimes its hard to express things just through words
• It allows them to increase their public opinion by showing that they are wealthy
• It allows larger artists to mold the song around them and grow themselves as a
brand
• Whereas with smaller artists it allows them to engage their audience better
allowing them to grow faster

5. • 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.
• Alan Walker
• His brand is his music because he hides his face in most of the
videos or uses actors. This makes it so that people listen to his
music because they like it and not just because they like him.
This appeals to people that just like music and aren’t bothered
about who or how the artist looks. This makes it all about his
music and his skills as apposed to how he looks
• https://www.youtube.com/watch?v=60ItHLz5WEA

6. • 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.
•
• One directions music videos are very focused on the artists and not
their music whereas animal collective is very focused on there music
• The reason one direction is very focused on the artists is because its
what sells the copies of the song because there the brand whereas
animal collective brand is their music this is seen in how they don’t
really show there faces unlike one direction which always has them in
camera people know one direction because of the artists whereas
people know animal collection because of the music
•

7. 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

8. Music videos usually use close up shots
because it is easier to see on smaller
devices such as a phone and when
most of the population on earth have
access to phones it makes sense to
make the video easier to watch as they
make up the majority of the people
watching it. They also play on the hight
of the shot like in a low angle like this
makes it seem that the artists are above
you and are important, or where it’s a
high angle shot which allows you to fit
more people on screen allowing you
create a magnitude
Whereas if you use a long
shot it makes it harder to
view on a small screen whilst
its fine for movies most song
videos are fast pace and
action filled to draw your
attention using a wide shot
brakes up that attention
draw and makes it harder to
view what's going on this
makes it less appealing to
people viewing on smaller
devices

9. • 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
• When editing a music video, it allows you to almost change the
rhythm of the song by making the video have a faster pace and
linking it to the beat of the song like actions and any added
effects
• This also allows you to draw the attention of the viewer by
including flashy colors and transitions or effects which enhances
the song and video

10. • Q3 – 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…
• Pop music is a very colorful and free music genre
it allows artists to express their feelings and
passions and experiences through there music.
Pop music is usually focusses on the artist and not
just on the music this allows the artist to base
their music around them growing there brand
faster

11. • 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 intertextuality is and find a minimum of 3
examples of it in music videos?
• Intertextuality is where you use references in your video to
maybe appeal to other audience
In this example Madonna dressed and did the
same actions as Marilyn this made it so that the
video appealed to a wider audience

12. 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

13. 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]
– https://www.youtube.com/watch?v=7IXJbCm6hEE
– https://www.youtube.com/watch?v=qjQjxpnwVZw&list=OLAK5uy_k9UQnnA6pO
ioI2ex8TJwNj_MBahGT_jJA&index=2
– https://www.youtube.com/watch?v=2Z8L4Qed8F8&list=OLAK5uy_k9UQnnA6pO
ioI2ex8TJwNj_MBahGT_jJA&index=5
– https://www.youtube.com/watch?v=jweXZ7tlfMU&list=OLAK5uy_k9UQnnA6pOi
oI2ex8TJwNj_MBahGT_jJA&index=6
– https://www.youtube.com/watch?v=Gnxk_9Buebg&list=OLAK5uy_k9UQnnA6pO

14. 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

15. ANNE MARIE
• She is a pop artist this allows her to express her feelings and past
expressions into the music making it more personal to her. Like in the
songs beautiful and perfect to me this widens the scope of people that
want to watch the video because it is more personalised and feels more
natural
• She uses very colourful and over exudated videos to draw people into
watching it this method of using bold titles this allows her to grow her
brand faster and increase here popularity. Like in the song to be young this
makes the video more visually appealing drawing more attention and
people to it
• In one of here music videos, she a fighter she used this Intertextuality to
branch into that extremely popular sport and pull people from it into
watching the music video. The video is called don’t play

16. • She uses a lot of close up shots to
strengthen the immersion of the video it
also allows the majority of her
demographic able to view it easier. She
also rarely uses high and low angle
shots because they give a sense of
magnitude and importance most of the
shots she takes are on eye level once
again drawing the attention of the
viewer widening the attention and
appeal of the viewer.
• As she is the focal point of her brand it
is very important that he is the focal
point of most scenes this is another
reason why she doesn’t do many high or
low shots because they change to focal
point of the video meaning that the
video is ever to focussed on her or not
enough

17. • Her music videos have a good rhythm, a catchy melody, and are easy to
remember and sing along to this makes it so people remember the
songs and it is almost like free branding when people are walking around
and singing / humming the song
• She has very good correlation between the lyrics and the video this
makes it so that the song is more enhanced by the video and that it
actually makes sense and draws people in
• In one of the music videos she wears clothing that appeals to a large
demographic meaning that more people are drawn into watching her
videos growing her brand in the process
Like in this
example she is
talking about
going on
holiday and is
filming it on an
aeroplane

18. TASK 4 – LINKS
TO YOUR OWN
WORK

19. 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
project much easier