Music videos brief

2.  You work for an independent media production company.You
have been given the task of producing a three-minute music
video for a love song by a fictional band/artist signed to Universal
Music Group, and two pages for the working website for the
band/artist. (You may use an existing song for your music video;
this does not need to be copyright free.)
 The music video must feature a narrative appropriate to a music
video (e.g. a performance montage, a linear narrative illustrating
or commenting on the song, or a mix of performance montage
and other narrative elements).
 The web pages must promote the band/artist to its target
audience and enable fans to interact with them.

3.  Statement of Intent (approx. 500 words). A Statement of Intent
document needs to be completed as part of each OCR set brief in which
learners outline the methods they propose to use from the four areas of
the media theoretical framework to communicate meaning and meet
the requirements of their chosen set brief.
 MusicVideo: A three-minute music video.
 Distribution channel: Content must be suitable for broadcast on
streaming sites such asYouTube and age appropriate for young adults
from the age of 16.
 Number of web pages: One homepage and one linked page.
 Cross-media production target audience: 16–25 year old
mainstreamers.

4.  Learners must complete a Statement of Intent for their cross-media
production which must be submitted with their production.This
Statement of Intent is used within the mark scheme. A penalty will be
applied if it is not supplied to the teacher with a learner’s final production
(see Section 3f of this specification for more details).
 The Statement of Intent needs to outline the ways in which the learner
proposes to link their media products to demonstrate their
knowledge and understanding of the digitally convergent nature of
their production.The Statement of Intent also needs to outline the
ways in which the learner proposes to use the different areas of the
media theoretical framework to communicate meaning and meet the
requirements of their chosen brief, set by OCR.
 Learners must complete the Statement of Intent using approximately
500 words. A template will be provided on the OCR website for guidance.

5.  There must be a clear sense of branding across the two elements
of the cross-media production.
 The production of the music video must include (as a minimum):
 Range of camera shots, including shot distances, angles and
movement as appropriate to a music video.
 Editing of footage appropriate to the genre of the music video
audio track.
 At least two different settings (this may be the same location with
a significantly different use of mise-en-scene and / or lighting or
two different locations).
 At least two characters representing at least two different social
groups.
 Graphics/titles to include the name of the track and the name of
the band/artist.

6. The production of the web pages must include (as a minimum):
 A minimum of two original images, (with at least one different
original image on each of the two pages) that promotes and
reinforces the brand identity of the band/artist (for example these
might feature the band/artist or fans).
 Appropriate conventions of website design, including an original
title and logo for the band/artist’s webpage and a menu bar.
 Text introducing the band/artist.
 Working links from the home page to the other page.
 A range of appropriate media language techniques (typography,
images, fonts, backgrounds, logos etc.) as appropriate to the
purpose of the website.
 Original audio or audio-visual content appropriate to the
band/artist’s webpage.

7.  Even though there are no marks attached to the
preparatory activities it is essential for learners
to carry out these activities in preparation for
their production task so that each individual
learner’s work can be authenticated.
 Failure to carry out sufficient research into
relevant genres and media forms as well as
adequately plan a chosen production is also
likely to restrict a learner’s ability to meet the
higher levels of the marking criteria.

8.  In preparation for the production task, learners
should carry out research into professionally
produced media products that are similar in
genre, style and form to the media products
proposed in their chosen production brief.
 Task 1: Choose THREE different music videos
similar in genre and form to your assigned
production (Three love song music videos for a
teenage/young adult audience)

9. Learners should deconstruct, analyse and make notes
on these professionally produced media products so
that they can further develop knowledge and
understanding of their chosen media form’s distinctive
media language, for example:
 how genre conventions are employed
 how and why intertextuality is employed
 how combinations of media language elements are
used to create meaning and construct
representations that address an intended audience.

10. Research must include:
 learners notes on professionally produced
media products that are similar in genre, style
and form to the media products proposed in
their chosen brief.
Research may also include:
 fieldwork (e.g. a location recce for filming or
digitally photographed stills) and internet or
paper-based research as appropriate to the
chosen brief.

11. Learners should be prepared to analyse the distinctive
media language elements appropriate to the brief chosen,
listed below:
 Moving image (television/music video) as part of a
cross-media brief:
 camerawork
 editing
 soundtrack
 mise en scène.
 Online media as part of a cross-media brief:
 layout
 navigation
 use of language
 use of images/text/audio/video.