This document provides guidance for completing a case study analysis of music videos. It outlines three tasks: 1) discussing the purposes of music videos, 2) examining styles, techniques and conventions, and 3) conducting a case study analysis of at least three videos. For the case study, the document instructs the student to analyze the videos in terms of style/techniques, intertextuality, camerawork/editing, genre conventions, and critical approaches. Examples are encouraged to illustrate points. The document also provides tips for effectively completing and structuring the case study assignment.

1. MUSIC VIDEO PRODUCTION
CASE STUDY
B E N D IX

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
• Q1 - Outline the 3 core purposes of music video with a short
explanation for each:
• Entertainment- the entertainment purpose is to entertain
people
• Branding/ Identity- Music videos are used to sell the performer
and their ideals which in turn attracts like minded audience
members
• Sales- Music videos are use to promote the song so that more
people buy or stream the song in order to make more money

6. TASK 1 - PURPOSES
• Q2 – What are some of the broader purposes of music videos?
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?
• Music videos can be used by the artists in order to send a
political message or more ethical issues. For instance in Pharrell
Williams ‘freedom’

7. TASK 1 - PURPOSES
• Q3 – Describe what is ‘synergy’ is and how it has been used in
music videos [min. 3 examples of synergy and convergence]
• Synergy in media is where one or more companies/ products
combine in order to have a larger effects on the consumer in
order to make more money
• Examples: Artists and social media(twitter announcements)
• Artists and their websites (buying the album, booking tour
tickets etc.)
• Audio and visual stimulus makes the song more appealing

8. TASK 1 - PURPOSES
• Q4 – 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.
• Queen represent themselves as eccentric artists via the use of
flashy unusual outfits, makeup and hairstyles
• Doing this appeals to a more teenage demographic as they are
more rebellious and fun loving by nature

9. TASK 1 - PURPOSES
• Q5 – 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.
• The main goal of 1 directions music idea is more to sell the
individual members of the band whereas the main aim of
Animal collectives music video is to sell the song
• 1 directions music video have much higher production values:
named director, flashy locations & dynamic camera work, on
other hand animal collectives videos are more low budget this is
done as they were focusing on creating the music first.

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
• Music videos will more often use close up shots as most viewers
are watching on smaller screens, iPhone etc., giving more details
on the performer.
• Occasionally they will use large establishing shots depending on
the genre or if the video is telling a narrative.
Despacito
ELO-Mr blue sky:
https://www.youtube.com/watch?v=aQUlA8Hcv4

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 will generally synchronize their editing with the
songs beat.
• Most music videos will be filmed on a green screen in order to
enhance the visuals or give off a certain vibe.
Earth wind and fire-september:
https://www.youtube.com/watch?v=Gs069dndIYk
Queen-bohemian rhapsody;
https://www.youtube.com/watch?v=fJ9rUzIM
cZQ

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
• More modern music videos will include examples of animation
either throughout the entire music video in order to
demonstrate themes or to leave an impression on the viewer in
order to make the music track to sell greater.
Gorillaz- Feel good inc.;
https://www.youtube.com/watch?v=
HyHNuVaZJ-k

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 recognizable genre and use illustrations to explain what
their genre conventions are…
• The rock genres music videos will mostly always be of ’live
performance’ and feature close ups of the band playing. Making
the audience feel more involved in the performance.
ACDC-Thunderstruck:
https://www.youtube.com/w
atch?v=v2AC41dglnM

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 intertextuality is and find some examples of it
in music videos?
• Intertextuality in media is references to other media products
like films, tv shows or other music videos or genres. For instance
in Taylor swifts bad blood there are plenty of references to the
action genre. For example, Tron.
Taylor Swift- Bad Blood:
https://www.youtube.com/watc
h?v=QcIy9NiNbmo

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
• 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

19. STYLE & TECHNIQUE
• The style of ELOs music videos are ‘as live’ footage occasionally mixed
with with certain surrealist elements within. The surrealist side of it is
seen within the odd effects that are added in post. They are all mainly
‘as live’ because of during their time period music videos were rarely, if
ever, contained actors or a storyline.
• The style of the band is also very bright and uses primary colours with
their instruments and outfits which is done to reflect the the theme of
the music and/or the lyrics

20. INTERTEXTUALITY
• Throughout most of the videos the lead singer will have the same/
similar aviator glasses. By doing this it creates a sense of recognition
and familiarity with the audience with the band and the music video, as
it is an iconic look. As seen below in: last train to London, diary of
Horace Wimp, don’t bring me down and livin’ thing respectively.
• Another piece of intertextuality within ELOs music videos is the
jukebox themed ELO UFO. This is placed in there as it is the bands
logo and would build brand recognition.

21. CAMERA WORK/ EDITING• The camera work is generally static apart shots of the band or
individual members , apart from on the odd occasion where it tracks
one or more of the musicians as they’re playing.
• The editing of the music video is consistent with the beats of the songs,
during the “no no no no no” parts of ’don’t bring me down’
each “no” cuts to the lead or back up singers. The
music videos will also typically cut to the more
classical instruments being played; drawing attention to
them as they are not typical to be used within the
rock genre.

22. GENRE CONVENTIONS• The ELO music videos heavily conform to the rock genre of their era
with the ’as live’ format with fairly basic camera work, long shots of the
band and band members; and up beat editing. The only example of
genre conventions being broken in the videos I've picked out is ‘The
diary of Horace Wimp’. This breaks conventions as it has scenes of
animation and heavy green screen work
which, for 1979, was unprecedented.
• The other way that ELO music videos conform to rock genre music
videos is that they have the close up shots, with little in the
negative space, of the instruments being played.
This is comparable to other Rock videos around
the same era.
ELO: Mr. Blue Sky, The diary of Horace Wimp, livin’ thing
Queen-
Don’t stop me
now
ACDC-
Thunderstruck
Guns ‘N Roses-
Welcome to
the jungle

23. CRITICAL APPROACH• In the ‘as live’ style of music video it can be difficult to find meaning within the
misé en scene, but within certain ELO videos meaning can still be seen.
For instance in ‘Mr. Blue Sky’ despite being a lighter song
thematically the band is set against a black background with
darker less flashy colours on their instruments and clothes
which could've been done to juxtapose the song and make it
seem brighter or have been done to refer to the dower tones in the song “where
did we go wrong” and “soon comes Mr. Night”.
• The effects that appear over some of the videos were during the time very
modern and were placed over the videos in order to conform to the ‘new’ style
• Most of the bands surreal, neon affects could be linked to late 60s early 70s sci-fi
movies and that time periods obsession with ‘another world’ specifically Stanley
Kubrick’s 2001: A Space Odyssey.

24. CASE STUDY MUSIC LINKS
ELO:
• MR. blue sky:
• The diary of Horace Wimp:
• Livin’ thing: https://www.youtube.com/watch?v=lvBOZCrJsAI
• Dont bring me down:
• Last train to London:
Other:
• Queen- Don’t stop me now:
https://www.youtube.com/watch?v=HgzGwKwLmgM
• ACDC- Thunderstruck:
• Guns ‘N Roses- Welcome to the jungle: