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

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
• You are expected to submit each section on a weekly basis during your remote learning
weeks.
• If you get stuck, talk to/email your tutor for guidance.

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
Y O U S H O U L D O P E N T H E M U S I C L E C T U R E
P O W E R P O I N T A N D L O O K AT S E C T I O N 1
B E F O R E D O I N G T H I S TA S K

5. TASK 1 - PURPOSES
• Q1 - Outline the 3 core purposes of music video with a short
explanation for each:
• Sales- Make the artist and those who help make money.
• Entertainment- Provide a funny or serious video to make people
laugh and enjoy or understand the true meaning of something.
• Identity- Artists showing how they are in day to day life. Allows
people to connect with them.

6. TASK 1 - PURPOSES
• Q2 – What are some of the broader purposes of music
videos?Try and outline a minimum of 3. (Think about some of
the strategies employed by artists in their videos and how they
represent themselves, you could consider where the artist is on
a major label, independent label of unsigned, is there a
difference between them?)
1.To allow the artist or group not to travel for concerts and it
means if they or one of the group fall ill they don’t miss anything
in the case of a world tour.
2.Gives the audience a chance to interpret the song while listening
to it. Meaning they can really understand the lyrics and there
meaning.
3.A music video can allow the singer or group to put across a
political message or just a message about something that may be
important to them.

7. TASK 1 - PURPOSES
• Q3 – Branding; select an artist you like and look at how they
present themselves in their music videos. Explain what their
‘brand’ is, who is appeals to and why they might have done this.
• The artist I have picked is Juice WRLD. I picked Juice because his
music really puts across a strong message that kids my age can
connect to. His music videos before his death were mainly of him. In
his song Lucid Dreams he is sat in a massive pit of sand while rapping
about the effects of a breakup and how he can’t get his ex and of his
head. He appeals to kids from the ages of 13-19 for me. I believe this
because his songs all have a message that kids these ages can relate
to easily.

8. TASK 1 - PURPOSES
• Q4 – Compare One Direction and Animal Collective music videos [find
them on YouTube!], what can you discern about each act from their videos?
What is the main aim? Explain why.
• One Direction and Animal Collective are very different. In One directions music
video for What Makes You Beautiful, the main aim is them voicing their feelings
toward a girl. The video is mainly the 5 boys enjoying themselves on a beach
before a group of girls join them. This video is also aimed at a large audience who
can easily connect and understand the lyrics the boys are using.
• Animal Collective are very different. There videos are much more creative and
aren’t as easy to understand unless your fully focused and connected with it.
Having a more creative method of work means they can show true feelings and
true sides of them instead of making a fake happy music video.
• One Directions aim is to make a happy, enjoyable song that is easy to connect with
and is also catchy meaning people will buy the song for themselves. Whereas
Animal Collective are more serious but more creative in the way they go about
presenting themselves, feelings and emotions in there videos.

9. TASK 2 – STYLES,
TECHNIQUES AND
CONVENTIONS
Y O U S H O U L D O P E N T H E M U S I C L E C T U R E
P O W E R P O I N T A N D L O O K AT S E C T I O N 2
B E F O R E D O I N G T H I S TA S K

10. 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
and how this creates meaning
• To show the movement of the artist throughout the song. Able
to see their emotions in actions and facial expressions.
• Close up shots create emotion meaning those watching can feel
the emotion the artist does during singing or rapping the lyrics.

11. 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 and
what the effect of this is/meanings that are created/etc
• Editing is used to cut from one shot to another and between
artists if the track features more than one.
• It also allows artists to link up with high class editors to allow
themselves to make the video better meaning more views and
more money.

12. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q3 – Genre conventions; often music videos adhere to genre
conventions within their visual style and production techniques.
Select a recognisable genre and use illustrations to explain what
their genre conventions are…
• Rap music
• Clothing very much laid back. Chains and gold teeth often seen
• Men dominate but tend to have women in the videos.
• Behavior depends on the rapper, some relax but someone are
aggressive and tend to use rude gestures.

13. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q4 - John Stuart’s description of the music video “incorporating,
raiding and reconstructing” is essentially the essence of
intertextuality [something asserted by Andrew Goodwin]. Can
you explain what intertexuality is and find a minimum of 3
examples of it in music videos?
• Intertenuality is where a product is highly influenced by a style or how
it looks compared to others.
• Example 1- Iggy Azaela Fancy. This video has strong links to American
teen chick flick Clueless. The outfits are based off the main characters
outfits.
• 2. Taylor Swift- Bad Blood. Links to films like the hunger games, where
they are all heroes but all have a certain role no one else can do.
• 3. Katie Perry- Roar. Links to Eye of the tiger. With those been
the first words. So she based her video off the old song.

14. TASK 3 – CASE
STUDY
Y O U S H O U L D O P E N T H E M U S I C L E C T U R E
P O W E R P O I N T A N D L O O K AT S E C T I O N 3
B E F O R E D O I N G T H I S TA S K

15. TASK 3 – CASE STUDY
• For your individual case study you must study an artist of
choice, focusing on a minimum of 3 videos [ideally 5+ videos]
• This should provide discussion on the usage of the following:
– Style[s] & Techniques employed
– Intertextuality
– Camerawork/editing
– Genre conventions
– Critical approaches [you should be applying some of the critical
approaches from your lessons and some of your own, to your
selected videos]

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