Mv assignment 01 2019 pro forma

MUSIC VIDEO PRODUCTION
CASE STUDY
JA M ES CO O P ER -A BEL

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

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.

TASK 1 - PURPOSES
• Q1 - Outline the 3 core purposes of music video with a short explanation for each:
• 1= branding and identity, this is where you’ll see in the music videos clothing styles, themes
within the songs the bands or singers sing within the video and what there attitudes toward
daily life and logos allowing the band or singer to standout among the competition.
• 2 = sales, this is where the video is used to promote and upcoming single or album being
released by a record label company for a certain band or singer into convincing fans who
loyal costumers of that band to buy that album or single allowing the band or singer and
record label to make a large profit, but also can be used to reel in more consumers to
become fans of the band meaning they become loyal costumers of that band or singer and
toward the record label company that release those song out into the public for consumer
use.
• 3 = entertainment, this is where the music video must be entertaining for the consumer or
viewer to watch enough that they stay for the whole video instead of getting bored and
viewing a different music video instead or rather the video must be entertaining enough for
the viewer weither or not the viewer likes the band or singer the video is promoting or
don’t like, the band or singer the video is promoting because people can still find the same
kind enjoyment out not liking a band or singer just as much as liking the band or singer.

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?
• The broader purposes a music video can have is that it can show an artist
societal opinion or message they want to tell in their work. also strategies that
artist will employ in their videos to help make them stand out from the help
them represent themselves is to have the video animated instead of live action
such as is the case with the gorlilaz. as all of their videos are animated with the
videos style being that of a abstract comic book style and their music being
meloed out and calm and thanks to this it has helped the band be recognizable
among others and how they represent themselves to their audience. however
skillet are quite different as their music video are done in live action with the
style of their videos being dark and loud as they were dark cloths and blast their
music out full force with every note in the video having an impact in on its own.

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 where multiple small parts come together to create one of whole big thing like
for example in music videos sometimes the videos shots will change when the music
changes or vocalist lip-syncing their own lyrics.
• An example of synergy can be found in the music video lazy song by Bruno mars in which
Bruno himself lip-syncs the lyrics to his song as in the video it is set in a room whilst the
song itself was recorded in a recording studio in which you can tell because it has no eco in
it.
• Another example of synergy can be found within the music video pop stars by K/DA as the
character within the video their movement and dancing syncing up to the lyrics being sung
with the same energy and speed.
• A final example of synergy can be found within the music video sunflower by post Malone
Swae Lee in which in the video word form the lyric of the song will appear in certain
locations in the scenes or in comic dialog boxes on beat for when the words in the lyric are
sung.

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.
• a artist I am particularly fond of is that of imagine dragons as their
brand is that of a pop rock band which appeal to an audience of
late teens to early adults and the reason they might have gone for
this audience is because there song very from each other as one
song they do can be calm and smoothing which can appeal to
those in the early adult audience who may enjoy some calmness in
the hectic chaos of life once in a while. whilst other song can be
loud and intense which many late teens will enjoy as many teens
enjoy the intense thrill of situations or just something to inspire
them this meaning that the band can make a good profit form their
work.

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.
• what I can discern from the one direction music video is that the main aim of the video is to
appeal to young mainly female audience and the reason for this is because the location is
that of a beach with the songs theme being that of love and boys in the band through out
are shown doing sport and playing the guitar which is stereotypically shown to be
appealing to girls but also flirting with girls and most media love stories are usually shown
on a beach or near one and those kind of stories usually appeal to young women.
• Whereas with animal collective what I can discern from the music video is that the main aim
of the video is to appeal to an audience of men and women in their 30 – 50 and the reason
for this is because the videos visuals have a very trippy vibe and abstract with a very
relaxing 70s synth tune being played which many people in the target age will enjoy as it
allows those people to relax and reminisce on old time were life was more simpler and less
frantic and enjoy.

TASK 2 – STYLES,
TECHNIQUES AND
CONVENTIONS

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
• The use of camera work involves either following the artist whilst their sing to create a
sense of flow like for example when sometimes the camera will pan around an artist such as
the case with the music video can’t hold us by MACKELMORE & RYAN LEWIS at 3.40 the
video use a panning shot to show our singers one doing the others hair and slowly pans
around to around them to where they come out of the shot to show someone coming out
of the water then panning back to one of them again showing the artist who now has a
short hair compared to the previous shot were he had an afro this allows the video to have
a sense of flow to it.
• Another use of camera work involves close up shot in which the camera will be zoomed in
near the artist face as for example in the music video POP STARS by KDA at certain points
of the video the video will cut to some of the characters singing this kind of camera work
creates a sense of intimacy between the viewer and the artist meaning the viewer becomes
more invested in the video itself.

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
• There are many ways editing can be used music videos as one aspect can
be used to create and environment for the music video to take place in
such as for example in the case of imagine dragons music video shots in
which at 0.24 the camera cut to one of the band members playing the
guitar with snow falling around them which creates the sense that the band
member is in a snowy environment to the audience thanks to editing
adding these features in it creates this illusion of that environment to the
audience.
• Another way editing is used in videos is to modify the appearance of
someone as in the music video fake it at 2.00 the video cut to a shot of an
editing screen in which we literally see the image of the women get
modified in which they remove her age wrinkles brighten up her skin and
and change the size of the features on her face making her look a lot
younger than she really is.

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.
• Technical developments are new technologys artist can use in videos as for example a
recent technology that artist can use in their music videos it that of auto tuning in which
you have someone sing into a microphone and record it and if the singing doesn't sound
right auto tune can be used to make the sing sound better however it is very noticeable
when someone has been auto tuned, an example of auto tuning can be found within the
music video your welcome released by Disney in which auto tune was used on to a small
extent Dwain the rock Johnson who provided vocals for the song however auto tune was
used to make his vocal singing more smother and better.
• Another example of technical developments it that of multi track recording in which certain
parts of songs can be recorded separately rather than in just one take but also allows for
vocals and instrument can be layered on top of each other creating a sense of multiple
people sing or what would be one instrument player can sound like a multiple people band
an example of this can be found in the music video encore done by jay z and linkin park In
which multi track recording is used to combined the song numb made by linkin park and
combined with the vocals of jay z to create a brand new song but also jay z vocals are
layered on top of each other to create a sense of multiple people singing in sync.

AND CONVENTIONS• Q4 – 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…
• A genre I choose to focus on Is that of heavy metal in which many of their genre
conventions being their styles are intense and powerful as an example touching
on topics such as depression and feeling like an out cast a good example of a
music video adhering to this genre convention is that of numb by linkin park in
which multiple times through out the video will cut to scenes of a girl who is an
out among her fellow students which adhere to the convention the music video is
tied to.
• Another genre convention of heavy metal is the song being driven aggressively by
the electrical guitar an example of this genre convention can be found in the
music video invincible by skillet in which throughout we hear the guitar lead the
song through out most of the video which adheres to the conventions of the
genre the video is following.
• A third genre convention of heavy metal is having a guitar solo at certain points of
the video an example of this genre convention can be found in the music video for
the song resistance by skillet in which at the time point at 3.15 at the near end of
song the guitar solo begins which adhere to the convention of the genre the video
is following.
• A final genre convention is having a lyrics being sung loud enough to the point
that it could be interpreted as shouting rather than singing a good example of this
can be found In the music video invincible as throughout the video the lead singer
sings his lyrics like he’s shouting out a speech which adhere to the convention of

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 intertexuality is and find some examples of it in music
videos?
• Intertextuality is the shaping of a text meaning by another text or
rather it is the connection between similar or related works that can
reflect and influence an audience opinion or rather it can be
referred to as plagiarism, quotation, translation, parody or a
reference of similarity or paying tribute to others works from the
past and example of intertextuality can be found in the music video
shot by imagine dragons as throughout the video there are visual
references to the works of the artist Tim cantor another example of
inertextualtiy can be found in the music video detective Pikachu the
musical is a parody of the game detective Pikachu

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]

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

SKILLET - FEEL INVINCIBLE
STYLE/TECHNIQUE AND INTERTEXTUALITY
One style that is employed in the music video is that of live action and
dark colors and themes as for example everyone In the music video
wears black and even the instruments you see the band play are black as
well which in itself is a dark theme as the color black is associated with
darkness and death with many characters within the video such as the
samurai and solider can be seen as representation of war, as for the
plague doctor he would be the representation for disease with both
these concepts leading to thousand upon millions of deaths but
however the context of the song Is feeling invincible even with these
concepts.
https://www.youtube.com/watch?v
=Qzw6A2WC5Qo
Skillet doesn't use the conventional means of intertextuality with text all
around the music video rather as stated before they use characters as
representation of dark concepts in our world such as war and disease
which have all lead to death however the song they sing is about no
matter what is out those you care about will make you feel invincible no
matter what may be out their or how dark the world is.

CAMERAWORK/EDITING
One type of camera work used in the music video feel
invincible by skillet uses close up shots on the two-lead
singer and the other two guitarist which allows the music
video to create a sense of intimacy between the viewer
and the band but also allows the video to show what's on
sale to the viewer.
One use of editing used in the music video is that of
making the footage move around so fast that it
creates the illusion of the band playing so loud that
their music physical makes the video shake but also
it is used to allow for a smooth transitions from one
shot to another.
A second use of editing used in the music video is that of
multi track recording in which certain bits of the audio
such as the singer's lyrics are layered on top of each other
to create an echo effect in the music video.

GENRE CONVENTIONS
• One of the genre conventions that this video follows is
that every rock song must always have a guitar solo in it
which can be found at 2.27 all the instrument die down
and the guitar solo begins and then at 2.38 the drums
and other instrument kick back in.
• A second of the genre conventions that this music video
follows is that the song must be led heavily by the guitar
which this music video follows as through out the song
the guitar is the loudest instrument played with the
other instruments being more quitter showing the guitar
is leading the song.
• A final of the genre conventions that this music video
follows is that the lyrics of the song are sung loud
enough that they come off as being shouted out which
throughout the video the lead singer dose in strides as
every lyric sang sounds like shouting following the
genre convention.

SKILLET – NOT GONNA DIE
STYLES/TECHNIQUES AND INTERTEXTUALITY
• One style that is used in the music video is having the video animated with no
dialog and letting the song say what the characters are feeling and saying to
each other which allows for the video to tell its story about a girl and a lion
fighting a hydra which in many ways given what is said in the lyrics of the song
could be seen as a representation of death as not matter how many time the
both of them are knocked down by the hydra they get back up and keep
fighting which can be seen as a reflection of real life when someone is fighting
for their life against a deadly illness with them falling down many time but in the
end winning against it.
A use of intertextuality used in the music video is that of the text used to show the lyrics being sung
could be seen as the two character such as the lion and the girl talking to each other and to
themselves as an example to back this up when the lion roars the words “we’re gonna fight for us
together” appear almost as if the lion himself is saying it another example of this is when the girl is in
these vine and word “they can’t keep their chains on me” like a character would say in a comic book.
https://www.youtube.com/w
atch?v=njJ7NZMH70M

SKILLET - NOT GONNA DIE
CAMERAWORK/EDITING
• One use of camera work used in the music video is that of close up
shots which is used throughout the video are given close up shots on
the faces of the lion and the girl which allow us to understand their
emotions state and what emotion such as fear and determination
they are feeling giving us a greater connection to the characters.
A second use of camera work used in the music video is that of panning shots and an
inverted dolly zooms as the panning shot that go’s around the lion's face allowing for
a smooth transition between shots in the video and the dolly zoom allows us to
understand the emotional state of the characters as fear as the camera zooms into the
back ground whilst still being focused on the main subject of the shot but also make
the wall more imposing making the girl feel scared and trapped.
A use of editing used in the music video is by making the words to the
lyrics grow in when they are sung, this kind of editing allows for the
video to keep up to pace with the lyrics of the song making the video
flow smoothly with the song.

SKILLET – NOT GONNA DIE
GENRE CONVENTIONS
• One of the genre conventions that this music video follows is that the song must
be led heavily by the guitar which this music video follows as through out the
song the guitar is the loudest instrument played with the other instruments
being more quitter showing the guitar is leading the song like that in the music
video feel invincible.
• A second of the genre conventions that this video follows is that every rock song
must always have a guitar solo in it which at 2.45 all the instrument die down
and the guitar solo begins and then at 2.58 the rest of the instruments start
playing again to finish the song.
• A final genre convention the music video follows is sometimes music video will
have mythological creatures in them like dragons but in this one it has a hydra in
it following the genre convention of some heavy metal music video having
mythological creatures in them like for example the music video monster by the
automatics has creature of myth throughout like the lochness monster and big
foot.

SKILLET – HERO
STYLES/TECHNIQUES AND INTERTEXTUALITY
• One style and technique used in the music video is that is set
in live action and having fire be shot out of a specialized
cannon with shots off people uniform of a solider a fire man a
surgeon and a policemen which in modern society are
considered to be hero's which fits with the title of the song as
people that work in these jobs are duty bound to protect and
save people from danger and the fire can be seen as a
representation of danger as one aspect hero’s is save people
form burning buildings.
https://www.youtube.com/watch?v=uGcsId
GOuZY
A use of intertextuality is to play tribute to the heroes of modern society as every
time the artist sing the lyrics specific to those hero's the camera cuts to those
people as an example when the lyrics “they’ll fight for what's right” the video cuts
to shots of the surgeon and the policemen showing who the music video pays
tribute to.

SKILLET – HERO
CAMERAWORK/EDITING
• One type of camera work used in the music video feel
invincible by skillet uses close-up shots on the two-lead
singer and the other two guitarist which allows the music
video to create a sense of intimacy between the viewer and
the band but also allows the video to show what's on sale to
the viewer.
One type of editing used in the music video is that of multitrack
recording in which the music and the lyrics are recorded separately
then placed over footage recorded which has the artist lip sync the
lyrics of the song, this kind of editing allows for music videos to flow
smoothly with the lyrics.
A second type of camera work used in the video is that of
taking focus off one person and focusing back on another
person, this allows for the video to cut from one scene to
another smoothly between shots.

SKILLET – HERO
GENRE CONVENTIONS
• One of the genre conventions that this music video follows is that the song
must be led heavily by the guitar which this music video follows as through
out the song the guitar is the loudest instrument played with the other
instruments being more quitter showing the guitar is leading the song.
• A second of the genre conventions that this music video follows is that the
lyrics of the song are sung loud enough that they come off as being
shouted out which throughout the video the lead singer dose in strides as
every lyric sang sounds like shouting following the genre convention.
• A final genre conventions that the music video follows is that of the heavy
emphasis on fire as throughout the video fire is shot out of a specilised
cannon behind the aritists which is back up as in most heavy metal music
video fire is used and shown as and example fire is shown in the music
video invincible by skillet.

Mv assignment 01 2019 pro forma

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Mv assignment 01 2019 pro forma