The document provides guidance for completing a case study analysis of music videos. It is split into three tasks. Task 1 addresses the purposes of music videos, including entertainment, branding, and sales. Task 2 covers styles, techniques and conventions in music video production, such as camerawork, editing, and technical developments. Task 3 instructs students to analyze a minimum of three music videos by an artist or genre, discussing styles, intertextuality, camerawork, genre conventions, and critical approaches. The document emphasizes using illustrative examples and linking to other sources to support points.

1. MUSIC VIDEO PRODUCTION
CASE STUDY
B R ON TE PA R SON S

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
• There are 3 core purposes of music videos.
• To entertain the viewer- the music video can add to the enjoy of
a song. And makes it more memorable.
• Branding- to create an identity for the artist which appeals to a
target audience and helps people to identify an artist’s style
• Sales- music videos can be used to endorse products and can
be used to market an artist’s merchandise.

6. TASK 1 - PURPOSES
• Q2 –
• Some music videos may promote a tour as the may include
footage of a concert in them or the might advertise an upcoming
ablum at the end.
• An independent label would have a much smaller budget music
video than a major label. This would mean a indie music video
would be a lot more minimalistic than a major label. However
certain artists may have similarity between all of there videos.

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 convergance]
• Synergy is when the music and the video are used to benefit
each other.
• Examples of this is when the pace of music video is in time with
the beat of the music, when the music video helps the audience
understand the meaning of the lyrics, music video can also
literally portray what the lyrics are describe. Music videos can
signal the mood or tone of the song.

8. TASK 1 - PURPOSES
• Death grips-Flies.
The Flies music video is very low budget and quite minimalist. These
attributes are present in the majority of their videos probably because
they are a independent label. The imagery is quite ambiguous and
open ended which reflects the bands weird and experimental lyrics
and production. This appeals to their semi-niche target audience.
The shots are also synced up with the high speed beat. As the beat
slows the shots last longer and the display gets less visible as music
get more threatening which reflects the intense and anti-social
persona. The music video is representative as the singer is in it and
the majority of the video is made with stop motion which gives the
effect that the singer is hovering like a fly.
https://www.youtube.com/watch?v=zKNdV
QKHsFc

9. TASK 1 - PURPOSES
• 1 Direction is mainstream and is generally aimed girls aged 10
to 14 where as Animal Collective is less mainstream and aimed
age a variety of ages. The 1D music video is representative as
they are actually in the video. The video is very upbeat and the
meaning is not ambiguous.
The Animal Collective video is non-representative as they are
not in visible in the and the video’s message is ambiguous as it is
unclear where the video is set and it has an open meaning. The
video is aim at a smaller target audience and has a lower budget
than the 1D music video that has its own director who is credited
at the beginning.

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
• Camera movement might accompany the movement of the
performers.
• Close ups are used to create in intimacy between the performer
and to audience to help the viewer relate more to the song.
They also put emphasis on the personality of the performer.

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
• Fast cut montages are heavily used in music promo because it
shows many images in a short space of time so that the video
will be watched multiply times as the viewer cant see everything
on the first watch.
• Some video use a slower pace and have gentler transitions to
establish a certain mood.
• Special effects and post-production techniques are now
possible due in the invention of green screen. This means that
two imagines can be layered on top of each other.

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
• Some rock music videos are made to look like a live performance
when they are not actually performing live. This is done to stimulate
what seeing them at a concert would be like if a person isn’t able to
see them live. It also focuses on the musician’s musically talent.
• Music videos often use multi-image. Multi-image is when multiple
videos appear on screen at the time.
• Lip Sync and Playback is used when artist wants to create a slow
motion
effect whilst still being. It is achieve by doubling the speed of the
music when recording. Then when the video is edited it is slowed
down by 50%.

14. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q4 – The majority hip hop share similar factors and stick the
conventions for their genre.
One the conventions is that the camera angle is low looking up at the
rapper. This makes the rapper seem strong and powerful. Having
and obtaining power is a recurring theme in most hip hop songs.
Power is not the only thing that is boasted in the music videos,
money is displayed a lot. The themes of money and power are
included because the rapper’s egos are marketed to the target
audience. The exciting and lavish lives of rappers in music videos
appeal to the need for escapism as there are largely different to most
viewer.

15. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Intertextuality is when you reference something that has been
done in the past usually within the same type of media and
giving it new meaning. It can be used to generate nostalgic
feelings in the audience.
Intertextuality is mostly used in music videos and adverts.
Parody is similar to intertextuality but is used for comical effect.
Homage on the other hand is like Parody in that it heavily
references the thing it is paying homage to but it does it with the
intention of celebrating the source

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. FOR MY CASE STUDY I HAVE
CHOSEN TO FOCUS ON HIPHOP
MUSIC VIDEOS

20. VIDEO 1- LA MALA ORDINA BY
CLIPPING
• This music video is abnormal compared to other videos by this
artist and in the genre as it non-representative as does not include
any images of the artist. This could be because there was multiple
artist from collaborating to make this song so the video wouldn’t
have been centered on personality of a particle individual. Instead
of focusing on the ego or persona of the artist the lyrics of the song
as text displaying the lyrics in bold letters suggesting the band what
to show off their lyrical skills. The fast pace of the letters changing
in shape and size stop the audience from getting bored. This music
video is not that mainstream because it is mainstream and has
open meaning. The open meaning is created due to the fact that
the music video is made up from clips of old crime films or series,
this also creates intertextuality. The clips conform to the hiphop
genre convention of adult themes as police shootouts are shown.

21. VIDEO 1- LA MALA ORDINA
BY CLIPPING
• The are cut at a fast rate, sometimes the background
disappears so only the lyrics are shown, when nobody is
rapping the clips chosen are extreme close ups of the actors
faces, all keeps the audience’s attention and adds drama. The
fast cut montage used means the clips are render too quickly for
people to see, this insures at the video will be re-watched as the
audience not want to miss anything. The lyrics shown on screen
are a illustration of the music whereas the clips are an
amplification of the music. However the lyrics of the song and
clips are thematically related as the song describes life being
seen as movie, rappers being actors pretending to be criminals,
and the are a few references to film scripts. These themes are
mirrored in the video as it is obvious that the clips are extracted
from movies as they don’t look realistic.

22. VIDEO 1- LA MALA ORIDINA
BY CLIPPING
• In the second half of music video the music becomes distorted
and the song turns into a noise song. As this happens speed at
which the clips change is sped up significantly and the sentence
“There existed an addiction to blood” is displayed on repeat at a
high speed. This gives the music video a subliminal messaging
vibe which could be hinting at the idea that the media can be
used to control the way people think through subtle propaganda.
I think the second half of the video is quite hard to watch and
listen to so it isn't aimed at a mainstream audience. The tone is
also quite creepy at this point and the words “There existed an
addiction to blood” connotes vampires, this is related to the this
album's marketing as it comes out on Halloween.

23. VIDEO 1- LA MALA ORDINA
BY CLIPPING
• Photos and link to the video
https://www.youtube.com/
watch?v=oRIT
-neg3Rg&t=268s
Link to video:

24. VIDEO 2- PSYCHO BY SLOWTAI
AND DENZEL CURRY
• This is a more traditional hip-hop music as it features both of the
artists in the vide so it is representational. It also features a lot the
conventions of the genre as well as a few from other genres. For
example the camera is at a low angle looking upwards at the artists
which focuses on the personality of the rappers and makes them
look powerful, this is used in most rap music videos. The music
video is a homage to the movie “Psycho” by Alfred Hitchcock. This
is evident because of the black and white visuals that were also
used in the film. There is possibly another Hitchcock reference as
the part were the hallway is spinning could be compared a scene
from “Vertigo” as there is a shot looking down a bell tower and
spinning. There also a reference to the Stanley Kubrick film “The
Shining” when Slowtai rides tricycle down a hallway shares
similarities to a scene in the shining

25. VIDEO 2- PSYCHO BY SLOWTAI
AND DENZEL CURRY
• As well as using the classic genre conventions of hip-hop the music
video also it borrows from other genres, for instance at the end
they show footage of a live performance. Including live gigs or
concert within a music video is used lots in rock to either display a
artist’s musical talent and to promote or simulate a current tour.
The spinning hallways, aggressive strobe lights, and frequent jump
cuts reflect the rappers’ high pitch, high speed rapping styles and
complement their high energy personalities. The beat of the song is
also largely similar to the knife sound effect of the in the shower
scene in Psycho. Extreme close ups of the rappers are used to
give the video a threating and vulnerable tone as it creates
intimacy between the artists and audience.

26. VIDEO 2- PSYCHO BY SLOWTAI
AND DENZEL CURRY
Link to video and Photos THIS IS THE VIDEO LINK:
https://www.youtube.com
/watch?v=v_JJvpT3zPU

27. VIDEO 3- BACKSEAT FREESTYLE
BY KENDICK LAMAR
• This is the most conventional of the three videos and it has a
clear illustrative narrative to it. The narrative is traditional of the
rap genre as it is about obtain wealth and power, this is evident
as the music video contrasts a younger version of Kendrick in
Compton with an older version. The music video has a closed
meaning has song is literally about him moving to Paris and
getting money. The video is also representative as it has
Kendrick in it and in many shot he filmed from a low angle
making him seem powerful. All in all the music video is very
mainstream and Kendrick Lamar is a big label so will have to
appeal to as many people as possible. The video also has a
voyeuristic depiction of women which is a common convention
in most hip-hop music videos. The video also uses technique of
lip sync to make it look like the he is rapping the song.

28. VIDEO 3- BACKSEAT FREESTYLE
BY KENDRICK LAMAR
Music Video Link and Photos
Music Video Link:
https://www.youtube.com/
watch?v=EZW7et3tPuQ