music video production case study

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:
To promote the song
Having a very interesting and meaningful music video which blends with the song can make the song more
amusing to listen to but also will make the audience share the video around which also makes people listen to
the song too.
To send a message
Having a good music video which shows signs and statements not only engage the audience but can be used to
send messages to them. This can be very powerful as music videos can send views and opinions to people
through the song and visuals.
To entertain
Music videos can be used purely for entertainment just like the song which attracts large audiences of people to
watch and share the video and song.

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?)

8. 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.
•
https://www.youtube.co
m/watch?v=9JQDPjpfiGw
Artist 'Tyler the creator' likes to brand himself by doing very unusal things. In the example above from his
music video 'a boy is a gun', Tyler wears a blonde wig and a suite while holding a rifle in his hand. This is
appealing to all audiences as it is original and is clearly rememberable.

9. 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.
Firstly in the one direction video shows the group having fun at a beach throughout. They are quite the generic
boy band of attractive males which is appealing to a young teenage audience. The video is also generally
entertaining in its fast cuts and great display which can be enjoyed by all audiences. On the other hand, the
Animal collective video was quite ungeneric in the sense that it had a slower pace of its cuts. It included lots of
visual effects as the performers werent vissable and where just black figures with mouths. I think this was effective
because it stands out looking at the two music videos and is rememberable.

10. 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

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
and how this creates meaning
Ground level shot
A ground level shot can be very effective when shooting a music video because although it limits the amount
the target audience can see, it creates a feeling of suspense. For example, in the image above all you can see is
the subjects legs and feet which will cause the target audience to question who it is and where they are
travelling to which clearly engages the audience.

12. • Camerawork is very essential when shooting a music video because using different angles and scales can create
several effects and meanings to your target audience.
Eye level
shot
An eye level shot can be very effective when shooting a music video because it is usually used to mimic how you see people in
life. This can be useful as it will engage and the audience as they feel more connected to the person/performer in the music v
Low angle shot
A low angle shot can be very effective when shooting a music video as it will instantly cause an effect making the audience feel
though they are at a lower status than the subject. This is effective as can be used to build tension which engages the audience
Watching the music video further.

13. 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
The use of editing in a music video can add a range of different meanings and views towards the piece. For example…
Colour filters
Using colour filters can be effective when editing a music video as it can create atmosphere and emotion. In the example above
Have used a black and white filter which gives connotations of darkness and sadness. This well reflects the john legends music
to the audience as the song is slow and sad.

14. Fast cuts
When editing a music video using lots of cutes which change quickly can usually set the tone of a more upbeat music video
This is effective because it constantly gives the audience something new to look at which is engaging and will make them w
To watch on
Unrealistic effects
When editing a music video adding a vary of cool effects can instantly engage the target audience throughout the video. It c
Also suggest to the audience the video fiction based and aimed towards a younger audience.

15. 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…

16. Low angle shots
One convention in rap genre music videos is usually the performer stood centrally in front of the low angled camera shot.
This is frequently used to emphasize the high status of the performer as the audience are listening to what the performer is say
Expressing their money
Another convention in rap genre music videos is the performer expressing their money and wealth to the camera. This could b
Frequently used to amuse their audience as they will feel as though they want to be in their position making them follow the a
People enjoying the music
Another convection in rap genre music videos are the people within the music video enjoying the song and dancing.
This is effective Because it will be in line with the beat of the song and will encourage the audience to enjoy the song as much
as the people are in the music video

17. 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?
Intertexuality can be used to link

19. 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

20. 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]

21. 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

22. Tyler The Creator
Tyler the creator is a well known American rapper/artist who is known worldwide for his unique style in music and
music video. Here are some of the style and techniques he has used within his music videos.
In his music video 'boy is a gun' tyler uses the technique of 'cutting to
the beat'. Cutting to the beat is a way of editing a video so that each clip
changes at the same time as the beat of the track. This is effective as it
keeps a running momentum throughout the track.
In his music video 'EARFQUAKE' tyler uses the technique of 'lip-
sync'. ip-syncing is a way of linking the video with the song so it
gives the allusion that the artist is singing. This technique is used
on the majority of music videos. This is effective as it visualises the
words for the audience making them more engaged as they feel as
though they are being narrated to.
In his music video 'She' tyler uses the technique of lighting effects.
Visual and lighting effects can be used to set a time in a music
video, for example making the lighting of a music video to seem as
though it was taken from an old time. This difference from without
a filter engages the audience as its irregularity is satisfying.
https://www.youtube.com/watch?v=9JQDPjpfi
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https://www.youtube.com/watch?v=HmAsUQE
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https://www.youtube.com/watch?v=mFNaFeIm
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23. In the music video 'who dat boy' tyler uses a 'close up shot' of
his face. A close-up of a person emphasizes their emotional
state. Whereas a mid-shot or wide-shot is more appropriate for
delivering facts and general information, a close-up exaggerates
facial expressions which convey emotion. The viewer is drawn
into the subject's personal space and shares their feelings.
In the music video 'boy is a gun' tyler uses a 'low angle shot'
from a far. low-angle shot, is a shot from a camera
angle positioned low on the vertical axis, anywhere below the
eye line, looking up. Sometimes, it is even directly below the
subject's feet. Psychologically, the effect of the low-angle shot is
that it makes the subject look strong and powerful. This is
effective because it makes the audience feel as though they are
of a lower status which adds admiration to their view which is
engaging.
In the music video 'she' tyler uses an 'over the shoulder
shot'. An over-the-shoulder shot (OTS) is a shot in which the
camera is placed just behind an "off-screen" actor so that
their shoulder is in the frame while you capture the "on-screen"
actor's coverage. This technique can often be used to
manipulate the level of identification an audience has with a
character or can display a relationship dynamic between two
characters on screen.
https://www.youtube.com/watch?v=FUXX55W
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24. In the music video 'Yonkers' tyler uses the convention of
'performance'. In a performance music video it mostly consists of
the artists performing the song. a performance video isn't very
common as the audience cannot engage as much to it with
meaning and feeling, however they have made it interesting
because they have still used the lighting and costumes. Also it can
give those who cannot go out too much concerts know what its
like to see artists perform on a stage, so it is a good way to create
this kind of music video.
In the music video 'she' tyler uses the convention of 'narrative'. A
narrative music video shows a story line. There are two types of
narrative representations in a music video; there is linear and
fragmented. A linear music video is when the story of the song is
shown from the start of the video to the end of the video,
fragmented narrative doesn’t do this. This is effective as it
engages the audience to watch the music video from start until
end.
https://www.youtube.com/watch?v=XSbZidsg
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