The document provides guidance for completing a case study assignment on music video production. It is divided into three tasks. Task 1 addresses the purposes of music videos, such as entertainment, branding, sales, and conveying artistic messages. Task 2 covers styles, techniques and conventions used in music videos, such as camerawork, editing, technical developments, and genre conventions. Task 3 instructs students to analyze a minimum of three music videos by the same artist or genre and discuss the usage of styles, techniques, intertextuality, camerawork, editing, genre conventions, and apply critical approaches.

1. MUSIC VIDEO PRODUCTION
CASE STUDY
YOU R N A ME H ER E

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

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

4. TASK 1 -
PURPOSES

5. TASK 1 - PURPOSES
1. Entertainment – this allows the artist to provide extra
entertainment for their fans and can help the artist convey the
message of the song or even show a hidden message behind
the lyrics.
2. Branding – when an artist releases a single towards a new
album, typically they release a music video alongside it. This
allows the artist to brand themselves for their new album.
3. Sales – artist create music videos for their songs t rake in some
extra money. Sponsored products can be seen in music videos of
popular artists as it will bring money to both the artist and
company which is advertising.

6. TASK 1 - PURPOSES
• Music videos can allow an artist to convey the message from
their song through an illustrated music video. However, the artist
could create a music video which conveys a separate message
or a hidden message in the song. The video could also focus on
the music rather then the lyrics. Artists such as Animal
Collective create music videos which makes the audience focus
on the music rather then the message.

7. TASK 1 - PURPOSES
• Synergy is when an artists works with a franchise to sell both
the film/game/television series and the artist themselves. An
example of this would be Will Smith in ‘Men in Black’, he acted
in it, wrote a song for it and created a music video for the song.
This gave the film more publicity which ultimately brings more
money in.
• A synergy music video would include references to the
film/game and could also link to the song itself. The references
could be as little as an iconic outfit which is related and known
to be part of a certain franchise, or could be as big as recreating
scenes or actually filmed on the set of the film/ in the style of of
a game.

8. TASK 1 - PURPOSES
Towards the start of 5 Seconds of Summers music journey, their
music videos had a story line but included them performing their song
on their instruments. However, as their music style developed and
matured, their music videos began to include more of a storyline and
less of them performing as a band.
This is a common theme for bands to include them performing
together. The 1975 follows this in their music video ‘Girls’, The
Wombats mock perform in almost all of their music videos and The
Stone Roses follow this theme in their videos as well. It is very
common for a band to include them performing their songs in there
music videos, which allows the fans to see how the band would
look/sound like when performing live.

9. TASK 1 - PURPOSES
• One Directions music video are high budget and representative of
the song. They are created for a larger audience and are created
to bring in even more money to the band. They typically have a
closed meaning and show the story in an easy manner so that their
younger audience would be able to follow it. One Direction can get
up to hundreds of millions of views on their videos whereas Animal
Collective can get about a couple million.
• Animal Collective’s music video make the audience focus on the
music rather then the visual aspects. It takes more concentration to
understand what is happen within the video as it doesn’t show a
simple story line. Animal Collective are a niche band and have a
smaller audience unlike One Direction which are known world
wide.

10. TASK 2 – STYLES,
TECHNIQUES AND
CONVENTIONS

11. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q1 – Describe and explain the use of camerawork in music
videos, i.e. the types of shot used with examples to illustrate this
• Most music videos use close up shots of the particular artist to
show emotion and so viewers on a smaller screen can see them
clearly. This also allows an intimate feel to be given as they are
closer to the camera meaning they are ‘closer’ to their fans.
• Some music videos can also be filmed in one shot and cut on
beat to emphasis the music and so the music video flows.

12. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q2 - Describe and explain the use of editing in music videos,
i.e. the types of shot used with examples to illustrate this
• Music videos can be edited on beat, meaning that the cuts are
made to the same beat of the song which gives the video a
structure which is in sync with the song.
• Close up shots create an intimate feeling between the artist and
audience. Harry Styles’ ‘Sign of the Times’ video uses a range
of shots, varying from close to long in the space of one cut.

13. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q3 - Describe and explain some of the technical developments in
music videos, i.e. the types of shot used with examples to illustrate
this
• Lorde’s ‘Tennis Court’ and Jessie Reyez’s ‘Figures’ music videos
are filmed all in one shot and uses increasing and decreasing of
lighting to emphasis the artist themselves which, makes the
audience focus both on the artist and their voice.
• The 1975’s ‘Change of Heart’ video uses longer shots as Matty
Healy is dancing along with a partner, meaning the shot would
need to be wider in order to capture the full body while dancing.
There are some shorter shots used which capture the dancers
emotion which adds an element of emotions for the audience.

14. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q4 – Genre conventions; often music videos adhere to genre
conventions within their visual style and production techniques.
Select a recognisable genre and use illustrations to explain
what their genre conventions are…
• Typically in an bands music video, it will include them having a
mock performance of their song which helps the audience have
a visual of what the band would look like while performing. This
is in most indie/pop/rock bands music videos and is a common
theme in bands.

15. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q5 - John Stuart’s description of the music video “incorporating,
raiding and reconstructing” is essentially the essence of
intertextuality [something asserted by Andrew Goodwin]. Can
you explain what intertexuality is and find some examples of it in
music videos?
• Intertextuality is when two forms of media are joined in one. For
example, Katy Perry’s ‘T.G.I.F’ video, had credits both at the
start and end of the video, similar to a film. This is intertexuality
of a music video and a film. This type of intertextuality gives
credit to the directors/producers/stylists and people who held
create the song itself.

16. TASK 3 – CASE
STUDY

17. TASK 3 – CASE STUDY
• For your individual case study you must study an artist or genre
of music, focusing on a minimum of 3 videos [ideally 5+ videos]
• This should provide discussion on the usage of the following:
– Style[s] & Techniques employed
– 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]

18. TASK 3 – CASE STUDY
Girls –
The 1975
Band doing a
mock
performance
of their song.
Close up shots on the
instruments being played.
Close up shot of the singer, creating a
connection between the singer and the
viewer. This also brings attention to his
singing and the lyrics.
The focus cut (on beat) to
other band members while
performing, instead of staying
on only one member – usually
the singer.

19. TASK 3 – CASE STUDY
Its Not Living (If it’s
Not With You)
Intertextual aspects –
gives the music video
a film like structure.
The video has a story line to it,
rather then the band only
performing. There are short
scenes where there is acting
involved (very short).
A mock performance by the band to
give a visual of them performing
live.
There is an 80s vibe to the video, as the editing
and lighting use is done in a way which makes it
look as if it was filmed in the idea for the 80s.
Even the font of the text and the structure of the
text looks similar to the end of films that were
made In the 80s.
This contrasts with their video for ‘Girls’ as the
camera work and editing gives it more of a

20. TASK 3 – CASE STUDY
A-Punk – Vampire
Weekend
Filmed all in one shot to a slowed
down version of the song. This
gives it a speedy look when it is
synced up with the normal beat.
Hand puppets and
lighting change give
the video an
underwater look,
which makes it look
like a different
location.
The singer comes
closer to the
camera when the
lyrics begin and
then goes back to
the rest of the
band.
The band takes off their
jumpers and are wearing
polo shirts underneath.
This outfit change gives
the video a different look
but is still only one shot.

21. TASK 3 – CASE STUDY
Something Good
Can Work – Two
Door Cinema Club
Camera attached to the
instruments which gives a
close up shot of the artist.
Transitions which create a
cool visual effect, such as
spinning and changing the
location, using a fade which
make it seem as if they
‘span’ to that location. The
also have the band stand in
the same position then use
a fade transition which
creates a visual effect hat
the band had ‘transported’
to that location.
The video includes
underwater camera work
which is used as a
transition when the
microphone gets pulled out
of water, the band are now
on a street.

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