This document provides guidance for a case study assignment on music video production. It outlines four learning outcomes for the unit, including understanding the purpose and techniques of music videos. The document then splits the case study into three tasks. Task 1 addresses the purposes of music videos and branding strategies. Task 2 focuses on styles, techniques and conventions for camerawork, editing, and technical developments. Task 3 involves analyzing at least three music videos considering Tasks 1 and 2. Tips are provided for completing the case study assignment.

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Music Video Production
Case Study
Aaron Acaster

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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

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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.

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Unit 29 – Music Video Production
Assessment Criteria
 The assessment criteria addressed by this case study, further
details are in your project brief:

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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.

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Task 1 - Purposes

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Task 1 - Purposes
 Q1 - Outline the 3 core purposes of music video with a short explanation for each:
Entertainment
Music videos provide a visual aid that accompanies the music. It gives the customer something to
watch whilst listening to the song.
Branding
Artists wish to brand them self's with in their chosen genre of music. For example hip hop artists will
often flaunt their wealth and material positions in order to fit into the culture. Therefore branding
themselves as part of the lifestyle.
Sales
Ultimately it is everyone's goal to make money. Everyone involved within the creative process
wishes to make money. Therefore every camera angle, subject style and movement in the music
video is done on purpose. Weather this be a more main stream “by the book” boy band or an
underground rapper. Every decision made is made for the porpoises of financial gain.

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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?
 As previously stated the main purpose of any music video is to be
viewed by the consumer and to make money for the record label
and artists involved. Typically the more money put into the
production the less artistically challenged the creators have to be.
This is because a lot of money is on the line so major record labels
tend to take less chances and stick to the same formula. Where as
when less money is involved the artists have nothing to lose and
are typically more creative with their message.

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Task 1 - Purposes
 Q3 – Describe what is ‘synergy’ is and how it has been used in
music videos [min. 3 examples of synergy and convergence]
Synergy is when two brands merge together in order to make
money.
An example of this would be “Beats By Dre” appearing in another
artists music video.
An other example would be rapper “Busta Rhymes” had a song
named “Pass The Courvoisier”. This song generated a lot of money
for the company
My last example of synergy is when nike and Kanye West came
together to create the Yeezy

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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.
 I have selected grime artist JME. JME as a brand likes to present him self as the best artist
in the grime scene. He frequently backs this up by delivering some of the best lyrics on any
song he features on. His style when it comes to music videos are pretty typical of any
grime artist. However there are some videos where he is more creative and does
something a little different. For example, the thing that separates JME from pretty much
any one else in the grime scene or rap in general is the fact that he knows what he is and
doesn’t feel the need to brag about money and girls in every song. The best example of
this would be the song “The Very Best” this song is about his love of Pokémon and how he
enjoyed playing the card game growing up. The music video for this song is an extension
of this as he has made himself into a cartoon and animated himself in the style of the
traditional an anime art style that Pokémon is known for. In comparison the music video for
“Man Don’t Care” JME presents him self as better than everyone as the message to this
whole song is the fact that he doesn’t care. This message is prevalent right as the video
begins with him pulling a balaclava off his face conveying the message that he wants
people to know what he looks like and that he isn't trying to hide. In conclusion I’d say that
JME as an artist appeals to a wide range of people. Grime as a genera now a days has a
wider reach than ever.

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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 Directions music video “what makes you beautiful” consists of short
clips of the band having fun on the beach. The music video doesn’t follow
a linear narrative and is mainly there to serve as a visual aid for the music
and as a way to sell the band to the the mainstream audience. This is
done to sell the brand to the target audience in this case young teen age
girls. The video appeals to what they like, for example close up shots of
the band and shots of them dancing.
 Alternatively Animal Collective music videos have meeting and serve as a
visual representation of the song. The videos may require a deeper
understanding of the band or song in question.

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Task 2 – Styles, Techniques
and Conventions

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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
Many rap/ hip hop/ rap rock music videos feature low camera angles. This is done mainly
as an easy way to say that they are better than you. The camera is placed lower so they
are literally above you. Another reason for the low camera angle would be because as a
whole rap/ hip hop is a very masculine genera therefore the artist is made to look as
manly and as masculine as possible. An example of this would be in the music video
“American Badass” by Kid Rock. This video in its self is full of hip hop conventions with
the low hanging camera angle only being one of them.
On the flip side of this is pop music. This music is typically more main stream therefore
the purpose of the music video is completely different. Pop music videos typically feature
a lot of close to mid range shots of the band. Weather this be of the whole band or of the
band members individually. A good example of this would be One Directions music video
for the song “What Makes You Beautiful” a lot like the previous example the video
appeals to the music genres core demographic. Witch in this case would be young
teenage girls. Therefore close up shots of the group members works well as this is what
the audience is looking for.

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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
Music videos are edited in different ways depending on the genera of music. For
example pop music is usually very up beat and happy, so the music videos are
edited in a way so that the music fits well. Pop music videos are edited usually
using a fast cut montage featuring clips of the band/group doing various activity's.
A good example of this would be the song “Solo” by Iyaz this music video features
a lot of cuts and fast paced editing there are many shots of the beach and the
ocean.
Rock and metal music videos are typically very gritty and based in the real world.
This is because for the most part metal bands songs are about feelings and real
world problems. If the music video isn't set in a completely realistic world then it
may be set in a hyper realistic world with surreal effects. These effects were
popularized by artist Salvador Dali and his famous depiction of surrealism

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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
A lot of bands now a days have come up with interesting cool ways
in which to film their music video. A good example of this would be a
band called Okgo used a drone to help with the filming if one of their
music videos. In contrast a lot of music videos from the past don’t
feature any drone shots just because the technology wasn’t available
at the time. With the boom of the internet with in the last 15 years or
so viewing music videos is easier than ever. As for for the most part
people are connected to the internet in one form or another all day.
Where as in the past people would have to tune into a music channel
on TV and hope their favorite song would paly.

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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…
Hip Hop in my eyes is a very renowned genera that follows a very specific style in terms
of how the artists are presented. The performers are often portrayed to be very wealthy
and physically powerful, This is done by showing off expensive items, big cars
weapons and girls. Typically there a lot of close up shots of these items and the
message is thrown in the viewers face to the point of it being impossible to miss. As
previously stated women within hip hop videos are over sexualized often to the point of
almost parody, They are treated as an item along with the artists jewelry and cars.
Other conventions within hip hop include drugs, gang culture, rebellion against authority
and other general crime. The best example of this would be the song “Panda” By
Desiigner. In this video we see the artist rob a car, witch in turn sees him dealing with a
lot of gangs. Throughout the video he is wearing expensive looking jewelry around his
neck. As the audience we can already see that he has had to steel a car, therefore we
can only assume he has stolen the jewelry too.

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Task 2 – Styles, Techniques and
Conventions
Artist Shown Steeling A Car
Artist Getting stopped by the police
Artist shown with a girl. Also
showing off his style and wealth

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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 when there is a visual reference within a music video.
These references can be from cinema, previous music videos and
even fashion. Artists create inte rtextuality by using props, costumes
and editing to represent the source. This is done to allow to the viewer
to link the reference to it’s source and create nostalgia for the viewer.
However, it is different to synergy because it is not two forms of media
working together to promote the other, it is a reference to a pop culture,
film, actor or music video.

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Task 3 – Case Study

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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

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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