The two music videos share some similarities but also differ in important ways: 1) Both focus on romance/desire and convey overcoming depression, but One Direction's video has a sad atmosphere while Animal Collective's is more upbeat. 2) They both keep the artists visible, but Animal Collective uses animated figures while One Direction shows real people. 3) Animal Collective uses varied colors that convey emotions, while One Direction relies on dreary colors despite a positive mood, aiming to show how people can enjoy themselves no matter how dull life seems. 4) One Direction's video is edited to look like a single continuous shot while Animal Collective's features animated figures and changing backgrounds.

1. +
Music Video Production
Case Study
Robbie Hickman

2. +
Task 1 - Purposes
The purposes of music videos

3. +
Task 1 – Core Purposes
 There are three core motivations of music videos. They are:
 Entertainment; music videos are created to entertain a wide range of
audiences with use of different elements e.g. for the genre of rock, the
video might have an intense atmosphere or feature guitars, drums etc.
 Branding/Identity; another purpose may be to provide a distinctive,
easily recognizable brand which falls within the conventions of a genre
e.g. pop.
 Sales; music videos will also be made with the intention of making
money and being sold from entertainment stores, thus becoming
successful.

4. +
Task 1 – Broader Purposes
 There are a variety of additional purposes of music videos which are broader than the three core
motivations of music videos (entertain, create a brand, make money). These could include allowance of
availability and audience advantage, endorsement of certain products and reinforcement of messages, the
latter of which seems to be common aspect of music videos today. For example, the band Linkin Park
include strong messages within their music videos, particularly in the track ‘Castle of Glass’ which conveys
the importance of family and how losing a relative can devastate someone. This approach is very effective
because it is something we can all relate to.
 Along with the use of this strategy employed, the band members represent themselves as grieving
individuals, which is strongly evident due to the fact that the band are shown playing in a storm with
shattered pieces of broken glass circling them. Other artists utilize different strategies in their music videos
which tend to approach different matters e.g. the desire to win the affections of someone. This strategy is
unique and creates a distinctive brand which enables audiences to differentiate one music video from the
other; in the eyes of the customer, Linkin Park’s music video for ‘Castle of Glass’ is unique due to the fact
that it features elements which are quite rare in music videos of the same genre e.g. comparing real-life
events to video games.
 There are three different levels of music video producer: major label, independent music label and artist.
Linkin Park is on an independent music label due to the fact that they are not charts high and do not follow
a popular music genre. For example, pop and rhythm and blues are predominantly mainstream genres.
Artists such as Michael Jackson, Taylor Swift and Katy Perry follow the music genre of pop, which is why
they are on a major label. Based on these examples, there is a difference between major and independent
labels. Major labels consist of mainstream artists (well-known), whereas independent labels consist of
artists who are quite experimental, especially with narrative and technique. Linkin Park fit into an
independent label because they seem to credit their music videos as forms of art. Unsigned artists are
limited in terms of budgets and desire to sign in with a label.

5. +
Task 1 - Synergy
 The word ‘Synergy’ is defined as elements being shared between different media sectors via the
content of products. As a result, the media sectors mirror each other. Synergy has been used in
various music videos, usually with the aim of promoting films/video games. It is easy to see how
different media sectors work together as a whole, mostly due to the fact that they share similar
colours, style of text and characters etc. A music video could increase popularity for a film while
remaining successful in its own right. Synergy is beneficial in multiple ways. For the audience,
there could be additional products to interact with. The universe of the product could be
expanded; an advantage for the industry.
 Examples:
 Skyfall’ by Adele is the theme song for the 2012 James Bond film of the same name. The music
video for this track is a good example of synergy because it promotes the film and shares similar
elements with it. The video itself combines shots from the film (particularly from the trailer) with
lyrics for the song. Throughout this video, awareness is raised and popularity is increased for the
film. The music video fits with the mood and style of not only Skyfall, but other Bond films. The
lyrics are dark like the atmosphere of the music itself, and also descriptive of the film’s plot. The
track can be found on iTunes; this makes it easy for audiences to access it, thus iTunes acts as a
platform to promote the track. Other aspects of the internet e.g. Facebook, YouTube and online
editions of newspapers (which are convergent) can enable people to find the song more easily.

6. +
Task 1 – Synergy (Continued)
 ‘New Divide’ by Linkin Park was recorded specifically for Michael Bay’s film ‘Transformers:
Revenge of the Fallen’. The music video for this song features scenes taken from the movie, along
with shots from the band performing from inside a location featured within the film (the Tomb of the
Primes). This video is a good example of synergy, mainly because it was shot on location at
Paramount Studios (the studio that distributed the film), therefore making it easy for the producers
to combine shots from the film and the band respectively (thus sharing elements).The music video
fits with the movie’s genre of Sci-Fi. It is spacious and futuristic like the film itself and the intense
manner of the video throughout somewhat reflects the intensity of the film. The track can be
consumed from different types of media on a single platform. A good example of convergence for
this track is digital projection due to the fact that it can be supplied in a digital format onto Blu-Ray,
DVD, and internet trailers via the film itself. Convergent aspects of the internet can also be used by
people to access the song e.g. YouTube or Facebook.
 ‘See You Again’ by Wiz Khalifa feat. Charlie Puth was commissioned as the soundtrack of the
2015 action film ‘Furious 7’ as a tribute to Paul Walker, who died in a single-vehicle collision on
November 30, 2013. The music video and the film work together to create an effective whole. This
is evident due to the fact that certain elements are shared between them, therefore this is another
good example of synergy. The song was featured as the end credits soundtrack for the film. The
lyrics describe the subject of family, which is an important characteristic of Paul Walker’s character
Brian O’Connor. The manner of Wiz Khalifa reflects the style of the characters within the film. Shots
from the film are included in the video. Puth addresses the grief experienced by losing someone;
the lyrics are addressed towards Walker because the song was made as a tribute to him. The
recognizable aspects of the film e.g. fast cars and urban areas are featured in the music video, so it
is easy to compare the two. The track can be accessed via mobile phones/tablets, particularly on
Google, Facebook, iTunes etc. These forms of media are convergent. Audiences could benefit due
to increased ways to consume the song.

7. +
Task 1 – Branding (Linkin Park)
 The band ‘Linkin Park’ tend to present themselves as desperate, strong, and determined individuals who possess a
sense of superiority in a world prone to change. This is highly evident within their music videos (particularly the
ones shown below) which depict the band members as people who simply do as they please and are inspired by
change. A recurring theme within their videos seems to be the topic of apocalypse, as shown by the presence of
destruction, loss of hope and apparent lack of any other human life. The band members present themselves as
possessing a great deal of bravery, seemingly unaffected by the events going on around them in their videos. Linkin
Park have created a brand which could appeal to male adults and teenagers, mainly due to the intense elements
within the videos employed by the band to offer a unique, recognizable style. Stereotypically speaking, male
audiences tend to prefer intense, action-themed elements rather than females.
 Linkin Park have a name, symbol and design which identifies them as unique in the eyes of the consumer and
differentiates them from other bands/products. Their symbol, for example, allows audience members to identify
them amongst a variety of other bands who usually have a distinct symbol or name to differentiate them, too. The
design of their music videos also enables audiences to identify and differentiate Linkin Park from other videos; this
is possibly the main reason why the band might have done this. The band have clearly employed an easily
recognizable style, as shown within ‘Burn it Down’ which depicts the band being engulfed in flames in a still,
tracking shot. This style is quite unique because it might not be found in other music videos. It also shows that the
style of Linkin Park is reflected within their videos. In the process of coming up with a unique name, creating a
unique symbol, and employing a specific design and style, Linkin Park have created a distinctive brand that falls
within the conventions of the genre of rock. The shots of band members shouting into microphones, playing drums
and guitars etc. clearly identify Linkin Park as a rock band.
Symbol
New Divide (2009) Final Masquerade (2014) Burn It Down (2012)

8. +
Task 1 – Comparison of music
videos (1D)
 The music video for ‘You and I’ by One Direction has an emotional atmosphere. Those watching are
made to understand what the band members are going through and how they are trying to cope. It is
made to look like a ‘one shot’ music video; this is evident due to the fact that the video consists of
action and is continuous in time and space, seemingly all from the perspective of a single camera.
However, different shots were clearly edited together, and the manner of which this was done does
well to show off the sophistication of the producers of the video. The band members are shown
walking forwards slowly on a pier, appearing to morph into each other (e.g. at 3:29). The main aim of
this video is clearly to offer inspiration and hope towards people who are going through depression.
This statement is influenced by the vocals of the song, which suggest depression, loss of hope, and
how a person should never give up and continue to stay strong.
 The band members make eye contact with the audience, proving that another intended aim is to
communicate with those watching the video. The band members possibly do this to stoop to the level
of the audience and allow them to share the pain they are clearly going through. It is also effective
because One Direction tend to base their videos on romance and parties and this is something much
different in comparison, mainly because the other videos seemed happy. Audiences always like to
see something different and the band have proven that they are capable of doing other things besides
showing the positive aspects of parties or relationships. It is possible to discern that the band are
singing about the process of going through depression, especially through the unique act of each
band member appearing individually at first; this makes them look lonely and lost. As the video comes
to an end, they are all shown together (2:49). An impression of people pulling together to cope with
loss is created. The video ends in a positive manner. Based on all of this, it is easy to assume that the
band are attempting to show how everyone, know matter who they are, will always make it through
depression and that when they do, life will be far better. In addition to this, the lyrics show that the
song is a declaration of defiance.

9. +
Task 1 – Comparison of music
videos (AC)
 The music video for ‘My Girls’ by Animal Collective is significantly different from ‘You and I’ by One Direction, mostly due to
the manner of the vocals, the way the ‘individuals’ act, the fact that it is almost purely animated etc. The video has a
somewhat emotional atmosphere and the audience is compelled to keep watching. The visuals are somewhat outstanding.
A variety of different colours, patterns, and body movement are used throughout the video. These are quite effective
because they entertain the audience. They also suggest the main aim of the video; the producers clearly intended to
provide something enjoyable for the audience and these aspects would fulfil that goal. This video does not engage with the
audience because it is an animation. Although the outlines of the artists are shown, they are not fully visible to the audience.
The audience is not addressed whatsoever; this action suggests another aim of the video: to allow the viewers to focus on
the emotions of the band members. Because the band members appear as silhouettes, people might find it difficult to
connect with them on an emotional level, however the band members clearly possess the same attitudes as other people.
The video is quite obscure because the band aren’t clearly expressed or understood easily. The video is made to appear
mysterious and the band members concealed. Their thoughts and feelings are indeterminate. However, it is possible to
discern that the band members might be full of sadness and regret. Only their outlines and mouths are shown, but the
audience can easily notice how they are not making eye contact with them. This implies intense feelings of grief among the
three members, possibly due to loss or the desire to win the affections of someone. The vocals of the song support this. The
band members who are performing act differently as the video progresses; until 01:40, they perform as if they are
exhausted or strained. Until 03:00, the song starts to speed up and the performers seem to find new energy and play with
more confidence. After 03:00, the band are highly confident and any forms of worry have been replaced with elation. After
each aforementioned time code, the background colour changes and more patterns and moving images appear. After
03:00, the band members are singing lines of their own across each other and their movements are visibly quicker. From
each of these acts, it is obvious that the members of the band are slowly recovering from emotion. In other words, they
seemed to be lacking in confidence until they were shown putting a lot of effort into their performance as the video ended.
 The main aim of this video is clearly to convince other people that they can get through emotion easily, just as long as they
attempt to come over it and enjoy all the other aspects of life. If they build they confidence up, they could have a better
chance of success. The reason for this statement is because of the way the band is shown performing. The video is
somewhat dreamy and has a reassuring atmosphere; it could be trying to convey that all kinds of things go on in other
people’s heads and everyone has their own unique way of dealing with depression. The tone of the video is quite positive
and not intense in any way, and this could suggest that, along with the fact that the video follows an uninterrupted flow of
action, getting through intense feelings of depression is a gradual process.

10. + Task 1: Comparison of Music Videos
 The music videos for ‘You and I’ by One Direction and ‘My Girls’ by Animal Collective share similar elements to each other,
however they do contrast in a number of ways. First of all, both music videos focus on the concept of romance and desire, as
shown by the mood of the videos and the manner of the vocals. The atmosphere is emotional in the One Direction music video,
whereas the atmosphere in the Animal Collective music video is somewhat emotional. Both videos seem to convey the
progress of depression; they begin at a slow pace (with the song in AC and the appearance of only one band member of 1D
each) and end with an added impulse to the pace of the song and the presence of additional elements. For example, in the 1D
music video, all five band members are shown walking alongside each other, singing together. In the AC music video, complete
black bodies in coloured scenarios are shown to represent the band members, eventually turning green. Green is a positive
colour.
 Another similarity both videos share is the fact that the artists are always visible, even though in ‘My Girls’ the artists are
animated figures. In ‘You and I’, all band members are shown in real life, so it is debatable whether or not this video is more
effective than the AC music video. However, a variety of different colours are employed in the AC music video, all of which give
the video a happy atmosphere and provide colour connotation e.g. red could connote love or passion and green could connote
nature and well-being. It is possible to discern that the producers of the AC video were trying to create an overall cheerful and
positive experience for the audience through utilization of multiple elements (not just colours, but patterns and moving images
etc.) The 1D music video far from colourful compared to the AC music video; it is set on a pier and features members of the
band dressed in grey, white and black shirts and blue jeans, which are drearily dull colours that fail to evoke any positive
atmosphere. The presence of these colours possibly indicates the intentions of the producers; to convey how lost people might
feel or how bleak life has turned out to be. The same coloured clothing persists throughout the video, even as the mood
changes to positive. This implies the main aim of the artists; to convey that no matter how dull life is, you can always enjoy
yourself.
 The two music videos also contrast in a number of ways. The 1D music video is made to look like a ‘one shot’ music video,
which is a video where continuous action is shown from the perspective of a single camera. In reality, multiple shots were
pieced together with little to no evidence whatsoever of a cut. The AC music video is composed of multiple shots e.g. long shot,
close-up, and two-shot. All shots of this video would have been pieced together to form a continuous whole. Another difference
is the manner and pace of both videos; the 1D video is slow and the vocals seem calm, whereas the AC video is quite fast
after a short length of time into the video. The vocals seem melancholy and the mood of the video supports this. In the One
Direction video, the artists are fully visible throughout the video. The viewer is engaged easily and the video has a glossy feel.
Personality is easily conveyed to the viewer and the whole video is generally romantic. The Animal Collective video is quite
obscure; in other words it is not clearly expressed or otherwise easily understood. The video is quite challenging and the budget
is clearly cheaper than the other video by 1D. 1D are also charts high and very popular compared to AC.

11. +
Task 2 – Styles, Techniques
and Conventions
The Styles, Techniques and Conventions of Music Videos

12. +
Task 2 – Camerawork
 The use of camerawork seems to be very prominent in music videos. It appears extremely influential as
other producers tend to utilize different types of images and shots in their videos, having seen certain
techniques employed by others. The bands ‘Imagine Dragons’ and ‘Kaiser Chiefs’ create meaning in
their videos through different types of camerawork.
 ‘Demons’ by Imagine Dragons
 Throughout this music video, all kinds of shots, movement etc. are present. Most of them do well to
provide emphasis on certain emotions, whilst others create meaning. There is use of a low-angle shot
(02:30) in which the camera is positioned low on a vertical axis, looking up at a soldier carrying a
wounded comrade. This shot creates meaning and is effective because it makes the subject look strong
and powerful, which is evident due to the fact that he is a soldier. There are a few close-ups in which the
subject is shown within a tightly framed image. This shot is effective because it provides emphasis on
the emotions the subjects are going through e.g. sadness. At 1:24, an unknown individual is shown in a
close-up shot which creates meaning because it shows how he feels. His expression is shown in detail
to the audience and it is clear that he is going through depression. A crane shot is used at 0:56 with the
clear intention of viewing multiple subjects from above. A boom device e.g. jib may have been used. This
type of shot is quite effective because it shows an entire audience from a distance. It also provides
emphasis on the nature of the location and the massive crowd of people. The crane shot predominates
because of the number of times it appears in the video, as well as how it exerts itself as a leading type of
shot. It appears more effective than the other shots and camera movements throughout the video
because it shows a large group of people and encompasses a wide area.

13. +
Task 2 – Camerawork (Continued)
 ‘Modern Way’ by Kaiser Chiefs
 There is use of multiple types of shots throughout the music video for ‘Modern Way’ by Kaiser Chiefs. They all do well to create
meaning and emphasis for the characters in the video and the events taking place. The music video tells the story of a juggler whose
unique skill for balancing tennis balls on his face has an impact on the public nationwide. Most of the shots/camera movements focus
on the juggler as well as other people trying to follow his skills. At the very start of the video (00:01), the ‘zoom’ technique is employed
to provide focus on a tennis ball. The speed of the zoom is effective because the filmed object appears to increase in size. The
technique also gives a cinematographic degree of freedom, and emphasis is provided on the ball to identify its importance during the
video. There is use of high/low angle shots which create meaning. At 2:06, the camera looks down on a child attempting to balance a
ball on her face. The subject is made to seem powerless, which fits with the futile nature of her attempt to follow this skill. At 00:02, a
child (who is implied to grow up to be the juggler) is shown from a low-angle and the effect is that (along with the implication of
success), the child looks strong and powerful. During the street performance of the juggler in the video, a point-of-view shot is
employed to provide emphasis on who the juggler is looking at. It creates meaning as it gives an impression of the juggler’s aspirations
(clearly to impress) and is effective because it is almost as if the viewer is seeing through the juggler’s eyes.
 Tracking shots are used quite often, with the camera following a subject/object (the ball) within multiple frames. For example, at 00:32,
the camera pans down smoothly to follow the movement of the juggler. This shot predominates during the video because it is quite
repetitive; out of all the different shots e.g. close-ups and medium shots, this camera movement is the technique which appears the
most. It creates meaning because it implies that the juggler needs to be seen and that people in the video feel the same way. It also
does well to provide emphasis on the skills of the juggler. There is use of close-up shots that tightly frame members of the band shown
performing, as well as the juggler. This type of shot is effective because it provides emphasis on the emotions of characters. A good
example of this is at 01:46. Here the lead singer is framed in a close-up, and his determined facial expression is clearly shown to the
viewer. A crane shot is used once (at 02:21) to view children in a playground from above; the most obvious type of equipment used is
a jib (boom device with a camera on the end). This shot creates emphasis because it shows the children in the playground trying to
copy the balancing skills pioneered by the juggler. It also creates meaning because it highlights the impact of the juggler on the public;
it is inspiring a lot of people.

14. +
Task 2 – Editing 30 Seconds to Mars: A Beautiful Life
 The use of editing is highly obvious in this music video, which clearly tries to enforce a message about global warming. The
video was filmed 200 miles north of the Arctic Circle and features shots (extreme long shot, high angle, tracking shots) of the icy
landscape along with shots of the band members of 30 Seconds to Mars performing alone. The video was clearly edited in post
production; first of all, the shots and sequences would have been selected and pieced together to form a continuous whole. This
technique is effective because it results in an uninterrupted flow of action that benefits the audience. Most music videos today
follow the technique of montage. The use of slow motion is very frequent throughout this video; it predominates as the primary
editing technique in this video and creates the impression of time slowing down. The first shot in the video is a slow motion shot
and it depicts a person striking a match. This creates suspense and other music videos might start in this manner in an effort to
ease the viewer into it. At 03:43, a band member is shown leaning backwards in his seat, about to play the drum set in front of
him. This is shown in slow motion to provide a dramatic effect which creates adrenaline for the audience. Although this
technique is employed in many music videos, this video seems to rely on slow motion to convey its message. Straight
transitions are used throughout the video, but at (0:28) a fade transition is used as the shot turns to white and the name of the
song appears on screen. This shot is effective because it conveys a mysterious atmosphere and mood that excites the
audience.
 Enhancement has been utilized during post-production. This technique is effective because it improves the quality of an image
through alteration of colour hue and brightness. An example of this technique is at 02:16. The lead singer looks noticeably
bright. This technique was possibly employed to show how the light of the setting sun is shining on him. This technique would
also do well to offer different levels of pleasure for the audience. Diegetic/non-diegetic sound is used equally. Music video
producers tend to place the song over the action. The song is clearly from outside the story space and somewhat matches the
visuals of the music video. Some videos, however, include sounds from the story space e.g. laughing or falling objects. This
would add to the level of enjoyment of music videos as the viewers can relate the video to real life. In the music video for ‘A
Beautiful Lie’, an old man is shown talking at the start about the effects of global warming; this sound is his own voice and not
from outside the story space. Most of the video has the song placed over the action; however the eerie sound of wind blowing
can be heard at 05:39. This evokes emotion for the audience and creates tension because the band members are no longer in
view; all is silent. This sound of wind blowing across the Arctic is clearly from the story space; it is diegetic sound.

15. +
Task 2 - Editing
 Dizzee Rascal: Bonkers
 This music video is a good example of how editing is utilized effectively in videos today. As shown by the content of this music
video, which has a large amount of elements to convey the feelings of the artist Dizzee Rascal whose music generally consists of
grime, bassline, British hip-hop etc. the video depicts Dizzee in a frantic and over excited state. The fast paced nature of the
video does well to convey this. The appearance of a global pan-o-rama (e.g. at 01:42) could be an example of montage because
it looks like a strong blend of different images e.g. locations. The locations vary each time the pan-o-rama is shown and high and
low key lighting are employed to convey day and night e.g. at 00:47 and 02:39 respectively. The presence of a panoramic world
suggests a great deal of sophistication among the producers of the video and creates a unique element for the viewer to interact
with. Different sections of London city street have been taken, edited and pieced together as a single section of moving image.
The shot of a panoramic world is made more effective due to the implementation of day and night themes which do well to
indicate the amount of time passing.
 There is a sequence starting at 00:50 and ending at 01:05 which shows Dizzee, along with other unidentified people dancing in
an unintelligible number of high-angle shots, appearing in multiple shots which have been incorporated so as to make it seem as
though it is a single sequence with a significant amount of static. In actuality, there are effective transitions between each of
these shots to make it seem as if they are all occurring as one. The transitions take the form of static, similar to that of TV static
noise. Transitions have been used in many music videos, indicating that the producers hope to offer certain levels of pleasure for
the audience. The presence of static noise provides a modern feel, meaning those who watch it could be easily able to relate to
it. Straight transitions from one scene to another occur; these are effective because they ensure that not a single break in the
flow of action is evident. Accelerated motion is very prominent throughout the video to create meaning; the artist is in a frantic
state and this editing technique focuses on how he might be perceiving things going on around him. Accelerated motion makes
time seem to speed up and the technique itself might have been utilized to indicate the passing of time. For example, Dizzee is
shown dancing with a group of people at 01:21 and the pace of the scene is noticeably fast. This form of editing could indicate a
convention of pop music videos; they are usually fast-paced to provide an adrenaline evoking experience. Decelerated motion
(slow pace) is also present in this video. At 01:17, just before the fast-paced sequence featuring Dizzee Rascal, the same group
of people are shown dancing to music (possibly in a club) and the pace is noticeably slower.

16. +
Task 2 – Editing (Dizzee Rascal
Continued)
 The fact that decelerated motion appears only moments before a scene featuring accelerated motion is quite effective
because it indicates the arrival of the most important person in the video; in other words it might have slowed down to
create tension, and then sped up as Dizzee proceeded to join in. Slow pace is effective because it indicates time slowing
down and allows for the viewer to focus on the action more. Video enhancement has clearly been employed; this makes
the scenes look far more detailed and adds to the level of enjoyment experienced by those watching. A good example of
the editing technique is at 01:32 in which Dizzee is shown dancing on a panoramic world. The image looks very bright
and Dizzee is shown to stand out against his surroundings. Non-diegetic sound was clearly used as the music was
added to the video; there is no apparent presence of sound coming from within the story space e.g. laughing or cheering.
The implementation of music over the action is an effective technique that appears in most music videos today.
 The primary reason for this is because it adds to the effectiveness of the music video and its important aspects and
is accomplished in a sophisticated manner. All shots and sequences are edited so as to make it seem as though
they are occurring in perfect time with the beat. Editing and piecing shots together in this manner is a highly
important aspect of post-production because it might determine the overall quality of the music video, and therefore,
how the audience might react to it. Accelerated motion might have been employed to match with the fast pace of
the track. In addition to the aforementioned aspects of accelerated motion, this editing technique appears
throughout the majority of the video. It also adds to the humour of the video. Another good example of the use of
the technique is at 02:22, where Dizzee is shown dancing at a very fast pace in time with the beat as it changes
dramatically seconds before the final chorus. Overall, accelerated motion appears to be the leading form of editing
within this video because it is incorporated throughout among the other editing techniques. It gives the video an
over-the-top feel which does well to reflect the song ‘Bonkers’ and makes the viewers want to keep watching due to
the amount of pleasure exerted by the music video. Also, accelerated motion clearly evokes a different level of
pleasure than static transitions as shown by its presumed effect on the audience. The former might evoke
amusement for the audience because it ties to the comedy genre (in other words it is zany, fast paced and unusual)
whereas the latter might trick the audience into thinking multiple shots are one single shot.

17. +
Task 2 – Technical Developments
 Hot Chip: I Feel Better
 Technical developments have had a significant impact on the creation of music videos and how they turn out. Videos appear very realistic and even
unrealistic aspects are made to look extremely vivid and make audiences think they are actually happening. Certain elements which are impossible
in reality are incorporated successfully into the obvious elements e.g. dancing and facial expression in music videos nowadays with little difference
between the two. The invention of chroma-key compositing technologies e.g. green screen have benefited tonnes of music videos today. This
special effects/post production technique is known for the manner in which it composites video streams, images etc. together based on colour hue.
The music video for ‘I Feel Better’ by Hot Chip is a good example on how technical developments have affected music videos in recent times. The
song and video were released in the year 2010, in a decade where innovation has led to the accomplishment of things that were previously thought
impossible. Music videos released in the past have clearly never featured video stream compositing due to lack of technical innovation. Even the
quality of music videos from the past seem poor compared to ‘I Feel Better’.
 A good example of lack of innovation in past times is in the music video for ‘Thriller’ by Michael Jackson. The video consists of two characters
getting cornered by zombies threateningly, with Jackson becoming a zombie himself. According to votes, Thriller was the most influential music
video of the time due to how it merged filmmaking and music. It was released in 1983. After over two decades of innovation, music videos use
special effects that make them look extremely eye-catching in terms of quality. I Feel Better is an example of this statement. It could be somewhat
similar to Thriller due to the presence of menace and threat e.g. the appearance of a disembodied, floating head which attacks the performance at
03:07. This is an example of how technical developments have led to use of special effects in not just music videos, but films and video games as
well. Chroma-key technology has clearly been used in this video e.g. at 01:49, two subjects are shown standing in front of a large neon sign
reading ‘Hot Chip’ in a medium shot but during production is was obviously a green screen and the image seen in the video was composited over
the green screen during pre-production. The appearance of this sign is very frequent throughout the video until it is destroyed by the large head
with lasers. This action is a good example of CGI (Computer Generated Imagery) effects which are most commonly utilized in films. CGI is also
apparent at 01:52, 02:04, 02:15, and 02:28; in all four of these time codes, all four band members are shown being struck by laser beams from the
mouth of the bald, mysterious man (in medium shots) who appears at 00:54 in a brilliantly glowing light. These time codes demonstrate the
effective use of CGI which evokes adrenaline within the audience and keeps them excited. What makes the use of CGI more effective is the fact
that it is actually used in a music video in a manner similar to that of CGI in blockbuster films. Therefore, audiences are provided with a similar level
of enjoyment to that they might experience whilst watching films. CGI and chroma-key are the clearly the culmination of technical innovation
through time. High key lighting is used at 00:51 to convey the positive mood generated by the appearance of the messiah-like figure. This effect is
another example of technical development.

18. +
Task 2 – Technical Developments
 Calvin Harris feat. HAIM: Pray to God
 This video is a good example of how technical developments over time had a big impact on how music videos look and feel today. The song and video
were released in the year 2015. In this time period, videos tend to employ special effects and editing techniques to create an adrenaline evoking
experience for the viewer. A more effective process is suggested among the producers because of how this video looks. There are a variety of
sequences which suggest original ideas e.g. at 01:12 three women dressed in black are shown stood together in a medium shot with the presence of a
natural setting (snow capped mountains) behind them. Various ideas come with innovation, mainly because the improvement of special effects opens
up lots of new opportunities.
 The utilization of special effects is highly obvious in this music video. Innovation through time has led to simulation of imagined events e.g. a virtual
world. Special effects have been employed in ‘Pray to God’, clearly with the sole purpose of bringing the ideas of the producers to life e.g. mechanical
effects. Another reason might have been to promote the song because if the video is able to shock an audience, they are more likely to remember the
video and the song (this is reminiscent of ‘shock’ factor) used in marketing and promotion. Technical developments are shown to have made it easy for
music video producers to communicate their message more effectively. In this music video, a variety of effects and editing techniques are shown and
they all add to the video’s overall effectiveness, helping it to convey how technical innovation has led to the way it looks. The video features HAIM (the
female music artist) performing with different natural settings behind her and two other women stood at either side of her. All three women are dressed
in all black and their skin tones were lightened, possibly to create a sinister feel. Witchcraft is suggested among the women and the presence of forest
and snowy locations along with a wolf treading through snow further adds to this. The colour grading technique is an example of a technical
development in music videos. It has been employed extensively and it makes the women look very pale. This is effective because it makes them look
different to normal people in comparison, thus suggesting that they are supernatural figures in the video. This technique is clearly shown at 00:28 with
all three women stood together in a medium shot. It can be proven that with innovation, producers/artists can create meaning due to increased ways to
edit the video.
 Editing in this video is highly evident. There are effective transitions from one scene to another e.g. at 00:50 one can notice a flash of white light
(possibly where two different shots meet). Most of the sequences appear to be ‘one-shot’ scenes in which the three women are shown from the
perspective of a single camera. There is little evidence of a break in the flow of action that is easily hidden from the viewer through use of effects. This
shows an advantage of technical innovation in music videos; the editors are able to remove evidence of breaks in time and this makes the whole video
look uninterrupted, thus adding to the level of enjoyment for the audience. There are multiple transitions throughout the music video like the
aforementioned one, proving that transitions are the predominant editing technique in this video. Fade transitions also occur from one shot to another,
perhaps to indicate the passing of time in the same place e.g. at 01:17.

19. +
Pray to God Analysis (Continued)
 Chroma-key was clearly employed in this video. As stated in the previous music video analysis (I Feel Better by Hot Chip),
the subjects are filmed in front of a green or blue screen and during post-production, an image or video is edited over the
green screen. In this case, different images were edited onto a green screen behind HAIM and the other two subjects. The
images include red and black storm clouds, snow-capped mountains and a forest, all of which provide either a peaceful or
menacing atmosphere. Animals e.g. bears, wolves and horses are filmed in medium shots in front of green screens, after
which the editors place an image over the green screen. The image behind each animal could convey their natural habitat
e.g. a wolf in snow, a bear in a forest, and a horse with a medieval setting behind it (03:26). Technical innovation, which led
to the invention of chroma-key technology, has evidently enabled the addition of extra things to create meaning and in this
video, those extra aspects are animals in their habitats. Green screens are also very common in mainstream films e.g.
those by 20th Century Fox. Video recording in music videos has also benefited from technical developments; this is shown
by the manner in which ‘Pray to God’ was filmed. The whole video is of a good quality and the actresses stand out against
their surroundings. Video recording techniques today are usually almost able to capture whatever the producer desires; this
is evident due to the impression that most of the shots in this music video seem well chosen and effective, as well as
combined in a clean manner. A good example of how video recording has improved through development is at 01:15 in
which the camera pans sideways as it tracks the length of a wolf standing still and panting on a set filled with snow and oak
trees, with an image of snow-capped mountains behind it. This shows that video cameras are more than capable of
capturing extraordinary things and this has an impact on how music videos are made today, and even how various media
sectors e.g. films, video games, and TV shows utilize them.
 Technical developments have also resulted in the invention and development of the internet throughout the years, and the
internet is an important platform to distribute music videos e.g. on YouTube or Amazon Cloud Music.

20. + Task 2 – Genre Conventions
 Thnks Fr Th Mmrs by Fall Out Boy
 Music videos often demonstrate the aspects of a certain genre through use of specific elements. These elements consist of visual styles and production techniques.
Andrew Goodwin, who applied theories to music videos, identified five key aspects of music videos that the audience should keep an eye out for. They are:
The structure of the song, the meaning created by the voice and mode of address - The manner in which narrative and performance go hand in hand - The importance of
the star image.- The relationship between visuals and the song - How technical aspects hold the video together.
 These key aspects supplied by Goodwin could be used to identify the genre conventions of a music video. For example, the music video for the pop song ‘Shine’ by Years
and Years amplifies i.e. certain meanings and effects are manipulated and repeatedly shown throughout the video. This is effective because these are drummed into our
vision. The video also fails to give a clear and consistent narrative. This is for the sole reason of audiences being able to interpret the song in a different way each time
they view the video and not lose interest over time. This could be a convention of the pop genre; to create an exciting and lively atmosphere for the viewer. Rock music
videos, on the other hand, also adhere to the conventions of their own genre through their content e.g. vocals and visuals relationship and mode of address. The music
video for ‘Thnks fr the mmrs’ by Fall Out Boy does well to demonstrate the genre of rock and it is visibly different to ‘Shine’ in many different ways. Thnks fr the mmrs
demonstrates rocks by using strobe lighting e.g. at 01:15 at which point lights switch on behind the band members as they are performing on a stage, possibly to give the
impression of a concert. The band play on a brightly lit stage and act as though there is an audience in front of them, when in actuality, there are appearances of
chimpanzees who appear to be ‘rating’ their performance. This is a humorous element of the music video because the chimps are made to seem as if they have human
thoughts and feelings. This could be a convention of the rock genre, not only due to the presence of unrealistic elements, but also due to the fact that the animals act in an
overexcited and crazed manner, much like rock artists at concerts or in their own music videos. The chimps also appear to lip-sync and move in time with the music several
times during the video. For example, during the final chorus a chimpanzee is shown shifting in its chair in time with the vocals (03:33) , and then with its mouth wide open
at 03:36 as the lead singer shouts into the microphone. The presence of instruments (most notably drum sets, guitars etc.) is another convention of rock, especially when
the artists play them in a fierce manner. The location featured in the video (a stage) adheres to the rock genre because many music videos of the same genre feature a
stage or a concert with people watching, and like some other rock videos, ‘Thnks fr th mmrs focuses away from this inside location at times to show what is happening
outside e.g. arguments among the band members at 01:50. There is a strong relationship between the visuals of the music video and the manner of the song.
 As stated by Andrew Goodwin, music videos can use a set of images or a sequence to illustrate the meaning of the lyrics and genre. The vocals of this song seem to focus
on the jealousy of someone who recently broke up with his girlfriend who is now seeing someone else. The manner of the performance within the video links to the vocals,
especially at the end when one of the members loses his cool and proceeds to smash his bass guitar, abruptly leaving the stage and halting the performance at 04:02. The
theme of anger adds to the intense manner of the music video, which in turn adds to the intensity of the track. This could be considered another convention of the genre of
rock. There is use of certain shots e.g. long shot which provide focus on various elements, thus giving the audience more aspects to interact with. The presence of editing
techniques during post production e.g. non-diegetic sound is effective because it makes the video sound more appealing. The sounds include screeching chimps,
slamming objects etc. They also do well to further add to the aggressive nature of the song. In rock videos, there is also frequent reference to the notion of looking. A good
example of this in ‘Thnks fr the mmrs’ is at 03:19 where two characters within the video share an intimate moment backstage and a chimp is shown looking through the
curtain. There is also intertextuality within the video, with references to other artists such as Panic! At the Disco and The Academy Is… and even their own music videos
from the past e.g. It Ain’t a scene, it’s an arms race. Kim Kardashian also makes an appearance, playing the love interest of one of the band members. The use of
intertextuality is effective because it allows the audience to interact with additional elements. This could be a convention of the rock genre because rock music videos tend
to rely on quality of performance and techniques.

21. + Task 2 – Genre Conventions
 Turn it Up by Sonic Syndicate
 The music video for ‘Turn it Up’ by Sonic Syndicate strongly demonstrates the genre of rock. In rock music videos, artists often wear black or dark clothing and have long
hair/messy hairstyles etc. There is strong focus on tattoos and bodily piercings on artists . Rock artists sometimes wear makeup e.g. eyeliner and they are often shown
performing together on a stage or at a concert, furiously playing instruments (guitars, drums etc.) In ‘Turn it Up’, there are multiple shots of the artists e.g. at 00:53
wearing dark shirts and jeans. One of the two members in the shot has long black hair and the other is bald. The fact that the band members appear in this way adheres to
the rock genre, mainly because the colour black is a dark tone which tends to relate to menace and threat. The fact that one band member has long black hair and the
other is bald creates juxtaposition, an effective technique that provides contrasting effect. This is possibly influenced by one of Andrew Goodwin’s theories: narrative and
performance. Goodwin identified the intentions of music video producers: to not use too much narrative and leave room for audience interpretation. There are multiple
shots in the same room; as these shots change, different band members appear in them e.g. one member is shown in one shot, and two are shown in the next shot. The
band members are shown playing guitars and drums (at 00:54) and shouting into microphones in each shot, which uses the exact same room, high-angle shot and high-
key lighting/colour grading technique. This exact shot is very repetitive as it appears throughout the video. Its visual style is very effective and creates meaning because it
highlights the dark colours within the shot. The high-angle shot connotes power; this shot is common in music videos of this genre. The high-key lighting technique is
effective because it allows for light tones to predominate as the leading post-production technique in the video. This technique adheres to the genre of rock, mainly
because of the way it matches with the beat and rhythm and makes the video look more entertaining, and at the same time quite threatening. The use of camera angles,
editing techniques, costume and location is an example of mise-en-scene which often appears in music videos to provide a strong sense of settings being arranged
effectively. The use of mise en scene does well to add to the visual style of music videos because the design and setting looks appealing to the viewer. The use of
technical elements e.g. speed, sound, special effects and camera movement is obvious in this music video and they add to its intensity, as well as the highly aggressive
nature of the song and its vocals. There is a strong relationship between vocals and visuals in this video; certain elements are shown to the viewer constantly throughout
the length of the video e.g. shots of a club. This is effective because it ensures the audience does not forget the intended message of the video; to convey how loud clubs
are and the attitude of people inside. This is shown at 00:25; this shot depicts a fight between two men who are possibly drunk.
 The implication of violence is quite common in rock music videos, therefore this is obviously a convention of the rock genre. One of Andrew Goodwin’s theories is based
upon the relationship between vocals and visuals. Another one of his theories discusses the structure and voice of the song, as well as the mode of address. The lyrics
feature profanity in them e.g. hell (f**k in the uncensored version). The artist’s mode of address is quite unique; the audience is addressed directly, but by other individuals
who make eye contact with them e.g. at 00:46. The presence of additional individuals suggests the need to develop, because rock artists tend to rely mainly on the quality
of their videos to please the audience rather than their own style (another convention of rock). Often in rock music videos, there is frequent reference to the notion of
‘looking’. Turn it Up seems to utilize this aspect frequently in an inappropriate manner. Women are shown sitting with men (at 03:05) thus implying that sexual activity has
occurred. Some rock music videos reference sex in their vocals and in their videos. The artists seem to assume that this is a form of entertainment. This is clearly a
convention of the rock genre; in addition to the previous shot mentioned, there are multiple shots of women dancing on poles at 00:24, thus further adding to the notion of
‘looking’ in rock music videos. The presence of slow motion, possibly to provide focus on these aspects of the video, is an effective production technique that also
manages to adhere to the genre of rock. Slow motion has also appeared in other rock music videos as a predominant form of editing. There is no reference to TV shows or
films in this video.
 These two rock music videos are quite different in comparison with ‘Shine’ by Years and Years, bearing in mind that ‘Shine’ uses slow motion to provide an emotional feel
and focus on the facial expressions of the subject of the video. This music video is clearly about the desire to win the affections of someone and the slow pace of the music
video adheres to the conventions of the pop music genre. Examples of slow motion in the music video for ‘Shine’ by Years and Years include the shots at 00:02, 02:13,
02:51, and 03:23. The use of special effects e.g. light coming through windows is effective because it adds to the level of enjoyment that is experienced by the viewer.
This technique was likely employed during post-production and it could be a convention of pop due to the desire of the artists to evoke emotion and adrenaline, compared
to rock videos which tend to utilize intense or menacing themes to please the audience.

22. +
Task 2 – Intertextuality
 Iridescent by Linkin Park
 In media, intertextuality is the act of using different text ideas and incorporating them into ideas of one’s own. A good example of
this would be to take a scene or multiple scenes from a well-known film and re-make it to match the aspects of a specific music
video. Basically, a media text references another. John Stuart’s description of ‘incorporating, raiding and reconstructing’ is the
fundamental nature of intertextuality. Intertextuality is utilized with the primary purpose of generating a new way of thinking, as
well as creating a bigger audience for a certain media product. Linkin Park’s video ‘Iridescent’ is a strong example of
intertextuality. The rock band decide to incorporate multiple scenes from the 2011 film ‘Transformers: Dark of the Moon’ into
their music video. Those who are big fans of the Transformers series will instantly notice the appearance of various ‘Autobots’
and ‘Decepticons’ from the film, as well as the main setting of the music video: the moon. The moon was the place where the
disaster first began to emerge in the film.
 There was clearly a reason behind the band’s decision to reconstruct elements from Transformers 3; because they have done
the same thing with the previous installments in the Transformers series (1 and Revenge of the Fallen) in their music videos.
Likewise, the first three Transformers films used the songs ‘What I’ve Done’, ‘New Divide’ and ‘Iridescent’ as their soundtracks
and end credits songs, proving that the film and the music video worked together in this case. The music video for ‘Iridescent’ is
shot almost entirely in black and white, with colour only being shown to depict the look of the Transformers from the film e.g. at
01:18, a shot of Optimus Prime from the film is edited into the action of the music video with the clear intention of showing the
strong relationship between the song and the film. The music video is set entirely on the Moon, with frequent appearances of
elements from the film e.g. shots of Sentinel Prime, Megatron and Bumblebee. Also spotted are Decepticon ships that appear in
the film and an image of the slowly rotating Earth far away (00:55). A scene from the film is also shown at 03:33 of the
Decepticons rising from the Moon’s surface. These various shots are effective because they could raise awareness of the film
and they also make the video a more enjoyable experience for the viewer due to increased elements to interact with. The use of
the editing technique colour grading (into black and white) during post-production is effective due to the fact that it provides a
dark, grim feel to the video which is supplied with emotion by the nature of the track. In contrast to the Sci-Fi and
action/adventure elements appearing on screen, the track has a romantic and emotional tone. It clearly emphasises the concept
of love. However, in this video the song is made to connote a different meaning; one of the purposes of intertextuality is to
‘reconstruct’ as stated by John Stuart. In this video, the song is made to create an impression of loss of hope, or maybe even
acceptance of events. There is a shot of the Decepticon ‘Shockwave’ at the beginning of the video (00:24). The possible reason
for the incorporation of evil characters is to provide a challenging atmosphere, much like the atmosphere of Transformers 3.
The video also consists of Linkin Park and other individuals sat around a table with medieval settings e.g. clothing, snakes,
castle pillars. This contrasts greatly with the other elements featured in the video (including the mood of the song), thus
providing the audience with an overall adrenaline evoking experience with a variety of elements.

23. +
Task 2 – Intertextuality
 Teenage Dirtbag by Wheatus
 Another strong example of intertextuality is Wheatus, an American rock group who decided to allude their music video to the film Loser, which was released in the year
2000. Loser follows the story of a teenager who must cope with the pressures of college life. The music video follows the same actors from the film (Jason Biggs and Mena
Suvari) playing similar roles; Biggs as a nerdy character and Suvari as his love interest in an entirely different story possibly based upon the film. In the music video, Biggs is
unexpectedly invited to an Iron Maiden concert by Suvari during prom night, however this is revealed to have been a dream by the end of the video.
 The producers of this music video had a clear intention: to re-make and re-construct the aspects of the film Loser. Those who have seen the film, which generally appeals to
teenage audiences due to the setting (school), the presence of teenagers and life at high school in the US, can immediately notice that Jason Biggs is dressed in the same
jacket and hat and Suvari is wearing the same clothing as acted in Loser. Biggs’ character is shown clearly in a medium shot (at 00:33) and Suvari’s character is shown at
00:36. Another possible intention of the producers could have been to create a parody; because in the film Biggs’ character succeeds with starting a relationship with Suvari,
but in the music video, the relationship between the two of them is only brief because it is all revealed to be a dream (this scene happens at 03:59 as a dangling glitter ball
drops from the ceiling and strikes Biggs on the head in his dream), therefore this video does not highlight any form of success for Biggs’ character. Intertextuality clearly has
a strong effect on the target audience, mainly because they will be able to relate to the film more if they recognise a similar scene in a music video. It is obvious that if the
viewer has not seen ‘Loser’ or any similar films to it e.g. American Pie which features the same actors (Biggs and Suvari) in a similar story, the music video will not have a
significant effect on the way they see it.
 The use of intertextuality is effective when it comes to incorporating not just the concept and scenes from the film but also the exact same actors and location. ‘Teenage
Dirtbag’ is a romance song which seems to tell a story about a teenager who has feelings for a fellow teenage girl and wants to win over her affections, but he keeps on
telling himself that his poor social status will prevent her from ever even talking to him. The song conveys a similar mood and atmosphere to that of Loser and the music
video created for the song. Both appear to tell a similar story. This could highlight another reason why the producers decided to incorporate important aspects of Loser into
their music video. Clearly, they requested permission to use those aspects otherwise such an act would be considered copyright infringement. Overall, the music video, the
song and the movie appear to work together to form an effective whole.
 Both music videos (Iridescent and Teenage Dirtbag) clearly show how effective intertextuality is when it comes to ‘reshaping and reconstructing’ elements . The result of
intertextuality is a media text that strongly references another through use of the same concepts (romance in the case of Teenage Dirtbag and Sci-Fi /Action in the case of
Iridescent). Intertextuality has also been used in various other media sectors e.g. films and TV programmes which might reference music videos, artists, celebrities, or even
real life events e.g. for a parody. In music videos however, producers seem to always intend to please the audience and intertextuality enables them to include scenes from
films or similar concepts so that the audience can experience them all over again in a different way, thus adding to the enjoyment people experience whilst watching music
videos.

24. +
Task 3 – Case Study
Case Study for five music videos

25. +
Case Study – New Divide
 The music video for the song ‘New Divide’ by American rock band Linkin Park has a clear variety of purposes. The core purposes of this music video are clearly to
entertain the target audience (which is male adults and teenagers due to the fact that they tend to prefer intense, action-themed elements speaking from a stereotypical
viewpoint), provide a brand (to identify themselves as unique to the customer and differentiate themselves from various other music videos) and increase sales (this is
effective because it increases the popularity for the product in a number of ways e.g. it allows them to become increasingly successful and well-known to a large number
of people). The music video was shot on location at Paramount Studios (which distributed the Transformers films). It takes place in an Egyptian cave where the bodies
of Primes and the Matrix of Leadership were hidden in the film Transformers 2. Two broader purposes of the music video could be to endorse a certain product and
allow audience availability and advantage; this is highly evident due to the fact that the song was made for Transformers 2 and appeared in the film as a soundtrack and
the end credits song. The video is clearly trying to raise awareness of the film or interpret Transformers 2 in a different way so the audience can experience the various
aspects of the film in a more adrenaline-evoking manner. This purpose is highly effective in terms of showing how Linkin Park is, in essence, making a declaration of
approval for Paramount Studios to use their song within the film, and they are supporting and promoting the film in the process. This highlights the main intention of the
video. The use of infra-red effects as an editing technique results in the artists appearing as spectres who look white-hot. This sense of heat ties to intensity, which in
turn adheres to the film. The use of cutting-edge visual techniques does well to blur the line between the performance of Linkin Park and a digital/mechanical reality that
looks very similar to the elements of Transformers 2.
 The artists had a clear strategy in this video. They included strong messages within the video e.g. presence of good and evil. The use of infra-red editing and the colour
blue together in the video creates juxtaposition, which leaves two contrasting elements with different meanings. The colour red suggests darkness and danger whilst
blue suggests well-being. The use of these elements e.g. infra-red also ties to the genre of Sci-Fi and gives the video a highly intense atmosphere, quite similar to that
of Transformers 2. This proves that the strategy was to create a feel similar to that of the film. The fact that the video and the film share a similar mood and atmosphere
could be a good example of synergy (the interaction of two or more media texts) which gives the audience additional products to interact with and expands the universe
of the product. Other media sectors e.g. comic books, toys and posters could relate to the film which ties to the music video; they are all linked together effectively and
this is a strong example of synergy. The combined effect of New Divide (the song, the video and its use in the film) along with additional products is far greater in
comparison to the sum of all these effects separately. The visual style of the music video is very effective. The use of close-up shots to provide detail on facial
expression and emotion e.g. at 02:27 is quite effective, along with the use of medium shots to show the stance of the artists at 01:27. In addition to these, the use of a
tracking shot at various points in the video e.g. 01:42 provides the audience with increased insight into the action, as well as a different form of camerawork to interact
with. If the video didn’t consist of movement or lots of different shots, it might have appeared boring and not as effective. The style of the video is unique as it features
shots of the band playing, but at times these shots change to show the band in infra-red. This does well to blur the line between performance and a digital reality; this
could also provide juxtaposition for the audience and it also provides a unique style for the video. The techniques employed include use of chroma-key and green
screen (02:04), which are the result of technical innovation over time. It makes the unrealistic elements of the film look realistic. This is very effective due to the level of
pleasure it offers for the audience. The music video adheres to the conventions of the rock genre due to the presence of guitars, drum sets and a band performing on a
stage (01:29). In addition to this, the fact that the effects look as if they had a great deal of effort put into them suggests that the band were more interested in the quality
of their video rather than the manner of their voices or vocals. This is another convention of the rock genre. Rock artists also tend to wear the colour black, which is
evident in this video, to connote threat and menace. The presence of these elements also ties to the mood of the film and the evil forces that appear within it. The
techniques employed also consist of new forms of video recording which improves the overall quality of the music video and gives it a feel similar to existing films and
music videos today. The scene in the video which shows the band members performing with infra-red imagery all around them from 01:48 to 02:04 is a good example of
the techniques employed by the artist. The presence of unique elements within the video adds to its effectiveness as well as how the audience sees it as something
they might have never even come across before in a music video. Being original is clearly a strongly beneficial decision during the production of music videos and Linkin
Park have clearly followed this, not just in this music video which focuses on Transformers 2, but in two other music videos: What I’ve Done and Iridescent, both of
which highlight the quality and elements of Transformers 1 and 3. The fact that Linkin Park have created videos which reference well-known films and re-shape the
elements in their own unique way; this is a strong example of intertextuality.
https://www.youtube.com/watch?v=ysSxxIqKNN0

26. +
Case Study – Paper Thin
 ‘Paper Thin’ is a song performed by Dangerkids, released in 2013. In 2014, a music video was created for the song and it features the band members playing
instruments e.g. guitars and drum sets whilst lip-syncing to the track which was clearly incorporated over the music video as non-diegetic sound. This is a common
strategy among music artists today, because if the vocals and the visuals match up, an even stronger relationship between the two will be created and this is effective. A
good example of how vocals and visuals match up in this music video is at 00:27 when a female is shown playing the drums in time with the beat, followed by 00:28 at
which point she increases this action with intensity as the first chorus begins.
 A unique strategy by the artist is employed in the music video. It starts off in black and white, proving that the colour grading technique was utilized, and it ends at 00:45
as the colour blue starts to appear. The presence of black and white creates meaning because it suggests hopelessness and regret. The mood of the song supports this,
thus again proving the strong relationship between vocals and visuals. The music video changes colour as it progresses e.g. when it changes to blue it connotes
consciousness and intellect; these connotations adhere to the manner of the lyrics e.g. ‘you don’t know what you’re made of’. The colour red is also provided in a similar
manner at 02:12. Red is associated with strength and determination. Again, these colour connotations somewhat refer to the manner of the song, especially the part
where the lyrics state: ‘to tell you I’m sorry I gave up’. The main aim of the music video appears to be to convince people not to give up. Not only does the emotional
manner of both lyrics and vocals communicate this; the video changes from black and white to full colour e.g. at 01:43. A sense of juxtaposition is provided because the
two aspects represent different things e.g. dullness and regularity. The artists could be trying to convey the struggles of depression or grief over losing someone, as
stated by the lyrics: ‘the fact you’re not around’.
 The core purposes of this music video is to entertain, provide a brand and increase chances of success through sales. Entertaining the audience through use of specific
elements is quite obviously the first priority of the artists because, as rock artists they may feel the need to develop on quality to please the audience. This is a
convention of rock artists. Another purpose of the video could be audience advantage; as shown by the manner in which the audience is addressed almost directly by
the messages in the video e.g. not to give up hope or accept loss. The reinforcement of messages could also be considered a broader purpose of music videos ,
especially in this one. The mood is emotional to say the least and it could evoke certain feelings within the audience. It is clearly a rock music video; due to the presence
of drum sets , guitars , focus on tattoos and black clothing to create meaning e.g. at 00:51 there is a shot of one of the band members walking through a dimly lit
location. This creates a tense and uneasy mood which is effective in terms of linking to the genre of rock. The music video follows an easily recognizable style e.g. with
band members playing instruments and presence of certain colours and lighting effects (most notably at 02:59). This benefits the audience because it allows for them to
experience the elements of a music video they saw previously e.g. a rock video all over again in a different manner. The creation of a brand is effective for the audience
who are able to differentiate the video from other rock videos due to the fact that the artists have employed a style that is unique in the eyes of the customer.
 The shots used in this video are effective in terms of providing focus on important aspects e.g. the artists. A close-up shot is used at 02:29 to focus primarily on the
facial expression of the subject; the audience are able to interpret his emotions through this shot. The artists clearly intended to convey this because it does well to tie to
the genre of rock, as well as the mood of the video and the song. There are multiple editing techniques used e.g. transitions from one scene to the other. These are
effective because they improve the overall quality and feel of the video. Compared to other shots e.g. long-shot, medium shot, and extreme close-up and other forms of
editing e.g. enhancement at 01:39 transitions seem to predominate as the leading form of editing in this video.
https://www.youtube.com/watch?v=-86VbIDOlLo

27. +
Case Study – Burn it Down
 Linkin Park have a clear and consistent strategy in this video. This can be proven by their mode of address; they are clearly
addressing the audience due to the amount of eye contact they make (e.g. at). The primary intention of the music video could
be to evoke adrenaline within the audience; this is evident due to the high amount of tension the video creates as it progresses
towards the end, at which point flames begin to leap up in the room the band are shown performing in (00:48). The core
purposes of this music video are entertainment, branding and sales. The is obvious due to the fact that the video is adrenaline
evoking and excites the audience, a strong example of audience advantage. The video has an easily recognizable style which
enables the audience to differentiate this video from others easily. This is evident due to the fact that this video creates tension
and suspense until flames start to leap up. This is the unique style of the music video.
 The music video does not appear to endorse certain products and there isn’t any strong reference to additional products e.g.
well-known films. This proves the intentions of the artists didn’t have anything to do with intertextuality. They clearly didn’t want
to reference different media texts. The technique of special effects is obvious in this video e.g. at (01:10) when strobe-lighting
occurs. Slow-motion is also present in this video; this is an effective technique because it gives the impression of time slowing
down. It also adds to the level of pleasure the video exerts. The video adheres to the conventions of rock, like other videos by
Linkin Park, due to presence of guitars and drum sets being played in a somewhat aggressive manner so as to suggest anger.
The mood of the song is implied here. The use of certain shots e.g. medium shot, tracking shot and wide angle shot create
meaning because they provide focus on certain aspects (most notably the artists). The wide angle shot seems to predominate
due to the fact that it appears more than the other aforementioned shots and seems to create a stronger meaning. This specific
shot focuses on the band performing as a group; this is effective because it suggests friendship and the will to stick together no
matter what. Another convention of rock music videos is suggested here: artists tend to rely on the level of quality to their video.
 The colour grading and high-key lighting technique are forms of editing which seem to predominate as leading types in this
video. These techniques are effective for conveying the mood of the song, as well as showing the flames at (02:58) in detail.
The pace of the video slows down to the point where all motion comes to an end; this is effective because it allows the audience
to focus on the features in the frame e.g. artists catching fire. This seems to create somewhat disturbing imagery that is, at the
same time, adrenaline evoking. It looks highly realistic due to the way editing techniques were employed during post production,
and thanks to technical developments over time, effects such as the ones shown in the video appear to have reached their
maximum. This is also obvious in other videos by Linkin Park e.g. Lost in the Echo and Final Masquerade as shown at the
bottom-right. All three videos appear very similar to each other in terms of quality.