The document provides information about completing a case study on music video production. It is split into three tasks related to the purposes of music videos, styles and techniques of music video production, and analyzing three music videos. Notes are provided on illustrating points with images and examples from videos. Task 1 questions address the purposes of music videos in terms of sales, entertainment, identity and branding. It also discusses the use of synergy between artists and brands in music videos.

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

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
• 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?
• Brands will product place in music videos to bring attention to them for example
the use of “coca cola” in Digga d’s “no diet” is there as a reference to crack
cocaine which in the video you can see they are washing and mixing it up in a
Pyrex Boal, the use of coca cola is a clever reference to what goes on behind the
cameras however critics might say that these artists are glorifying the lifestyle
that they live and inciting negative behavior to an easily influenced young
audience. Major labels might try to steer away from this type of behavior
whereas private labels may be more willing to put up with this.
•
• https://www.youtube.com/watch?v=dEc2ZWIJKxc

6. TASK 1 - PURPOSES
• Q1 - Outline the 3 core purposes of music video with a short explanation for
each:
• Sales- the main purpose of a music video is to get hits that will lead to gaining
revenue, production companies will invest large sums of money with the
expectation that they will make a profit.
• Entertainment- a key purpose is to make the video entertaining for the target
audience and use certain aspects that appeal to who you are trying to reach for
example in nine's video titled “I see you shining” he uses the aspect of illegal
narcotics to show his identity and the lifestyle he lives and uses creative visuals
to highlight this.
• Identity/branding- artists will try to show their identity through there music
videos to glorify the lifestyle that they live for example a lot of London artists are
involved in the selling or illegal narcotics and the violent actions that often take
place in the ends. They will use slang terms from the streets that they are from
and use hints to what they are involved in and because of this they will often be
targeted by the police and stuff like trident because of the attention that they
are bringing to themselves from these videos.
https://www.youtube.com/watch?v=15HzsXTTjo0

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 an idea that if two companies work together that they will get a
better outcome for example with views on YouTube and profits wise than they
would with their individual efforts. Companies such as beats by dre and coca
cola will place their products in music videos to gain exposure.
• digga d’s “no diet” with coca cola
https://www.youtube.com/watch?v=dEc2ZWIJKxc
• Nicki manaj “anaconda” with beats by dre
https://www.youtube.com/watch?v=LDZX4ooRsWs
• mist’s “so high” with nike airforce
1shttps://www.youtube.com/watch?v=V3yf1AHwxGc

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.
• Stormzy; Stormzy presents himself as a hard grime artist with many political views
about current government stand points. He has a major influence in the uk music
scene and because of this he can direct his views to his audience and really have an
effect. Stormzys “brand” is very much where he comes from in London and helping
people in unfortunate situations for example he pays the tuition fees for students
who are from his area that manage to get into major unis such as oxford and
Cambridge that cant afford to pay themselves but still deserve the opportunity
because of the hard work they’ve put in.
• https://www.bbc.co.uk/news/newsbeat-45206266

9. TASK 1-PURPOSES
• The way stormzy presents himself to his audience and the way he acts around
high ranking politicians and those considered the high society will contrast
immensely, he presents on stage a massive amount of confidence and passion
when performing his music wearing designer labels that most people will never
get a chance to get their hands on but stays very humble when its time to talk
about his fame and success as he remembers the place from which he came, a
poor background in the capital living in what the current London culture has
dubbed “the ends” or “the roads”. Stormzy uses his success to help others and
raise awareness off current situations, for example he did a lot of work for the
Grenfell tower when the tragedy occurred. Behind the scenes he will most likely
present himself in a much different way he does to his fans in terms of a
business sense, making the correct moves doing what it takes to grow and gain
more popularity which will lead to him making more money.

10. 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.
• one direction have very high budget mainstream videos that get a lot of hits on
sites such as YouTube and are very aimed at making money whereas with animal
collective they are more of a niche, low budget group that are more aimed at
making an impact with there music with there significantly smaller audience than
one direction. They also use abstract visuals which are more dark and obscure
compared to one directions bright vibrant settings.

11. TASK I-PURPOSES
• In one directions music videos they are all filmed in a similar way, simplistic in
terms of ideas, very little effect maybe just a couple transitions that are all similar
and repetitive, for example you will see this in their video titled “you and I” you
will see them all waring the same clothes with a very simplistic transition that
looks good once or twice but gets boring and repetitive, this is because their
target audience is teenage girls and the collective group is their idea is to
market themselves as sex symbols instead of appealing to them musically.
Animal collective is at the complete other end of the scale in terms of musically
and visually in their videos you will never see themselves branding their
identities or their clothes but instead the music itself.
You and I- one direction
https://www.youtube.com/watch?v=_kqQDCx
RCzM

12. TASK 2 – STYLES,
TECHNIQUES AND
CONVENTIONS

13. 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 use a variety of shots such as, low-angle, high-angle, birds eye
view, long shots, Close ups, full shots, medium close shots. Camera men will use
a variety of these different types of shots to create interesting and creative
visuals. Different shots can portray different emotions for example with a low
angle shot looking up at someone it can portray importance and dominance
whereas a high angle shot you look a lot smaller so could portray the oppisite.
• *
Pan close
up
mid range
pan
harlem spartans ”kennington where it started”
https://www.youtube.com/watch?v=ed-
oXKDmca0

14. 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
• Editors will always edit to the beat otherwise it wont look right they do this by
matching up sound spikes with the visuals to ensure that it looks smooth when
finished. They will also use a variety off different shots to portray different
emotions towards the character in the video for example they might use a low
shot to portray power. In all of these shots you can see below they are
highlighting what he is talking about in the lyrics.
nines - I See You Shining-https://www.youtube.com/watch?v=15HzsXTTjo0
Close up pan shotSlow motion close upLow pan shotContinuous shot

15. 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
• Technology has developed massively over the years, we now have endless
possibilities when it comes to how we edit our content, for example with CGI we
are able to create life like graphics which are often used in music videos, for
example “paint me silver” by pond where they have used CGI throughout to
create the visuals.
• Visual effects have improved as time has gone on with editors now having
endless possibilities when it comes to creating their works. If you compare the
early works of zone 2 to how far they’ve come now in terms of visuals and
editing techniques you will see the vast improvements that have been made as I
have done on slides 21-25.
pond “paint me silver” https://www.youtube.com/watch?v=5Xml6eYn5Eg

16. 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 genre I would like to focus on is drill/uk rap. Productions companies such as ”mixtape
madness” and “GRM daily” deploy similar styles of filming and editing often using slow
motion pan shots highlighting certain aspects of the videos such aa cars, women and often
drugs/references to drugs for example in digga d’s “no diet” you can often see the camera
panning over “coca cola’ which Is a reference to crack cocaine, similarly in “airforce” by
digdat they are panning over flash cars. Drill and uk rap videos will often highlight
expensive items as a way to flex what they’ve got or at least create the illusion of the wealth
they have. These type of videos also highlight large groups of “roadmen” who are often
seen dancing and throwing up hand signs which can reference to gangs or the general area
that they are from. A lot of this “drill” culture originates from chief keef as well as other
Chicago drill rappers and you can see a lot of similarities within these videos which the uk
drill scene has done their own spin on, however with drill on the rise the budgets for these
videos is only going up perhaps we will see new techniques usedin these music videos.
• Chief keef “love sosa” https://www.youtube.com/watch?v=YWyHZNBz6FE
• Digdat’s “airforce” https://www.youtube.com/watch?v=zseTslaXxBE
• Digga d’s “no diet” https://www.youtube.com/watch?v=dEc2ZWIJKxc

17. 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 is a relationship between texts especially literary ones.
• In digga d’s “no diet” the lyrics read; “whip it, set it, flick it, chef it, cop it, chop it,
press it, cop it, lock it, sell it, rob it, fly it, drop it, dry it, its there on demand I
supply it, you know the coke ain’t diet” when he is talking about this he is
making a literal reference to the drug crack cocaine however in the visuals for
the video you can see him using “coca cola”which is a direct reference.
Digga d’s “no diet” https://www.youtube.com/watch?v=dEc2ZWIJKxc

18. TASK 3 – CASE
STUDY

19. 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]

20. 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

21. ZONE 2
• Within all of these videos they are all filmed in a similar way, which is a very raw
amateur style associated with drill videos, you will often see the camera man
shaking the camera throughout these three videos as well as including a variety
of panned shots including close, medium and long. As well as this the camera
man will take a lot of shots from low angles which could portray dominance. In
their earliest work I've picked “no hook” you can see how they’ve improved over
time visually whilst the editing work is good in this video, the other two ”back to
back” and “exit wounds” have better editing techniques and visual effects. This is
because of numerous factors including funding of the production itself and the
advancements in editing in the time period the two videos were made.
(Zone 2 x Hitsquad) Kwengface x PS x Snoop x LR - Exit Wounds
https://www.youtube.com/watch?v=7lsI7ZSUIy4
#Zone2 Unrulybad x LR - Back2Back
https://www.youtube.com/watch?v=3VnKAbbxL6Q
(Zone 2) Kwengface X PS X Trizzac - No Hook
https://www.youtube.com/watch?v=Yb5DlP590vg

22. CAMERA WORK AND EDITING-
NO HOOK (EARLIEST VIDEO)
This video starts with a speeded up drone tracking shot of a tall building which then
transitions into a close up shot of the mask put on top of the building with text over
it, this really matches the tone of how the song starts which the high pitch melody.
Use of RGB splitting which is seen a throughout the video
aswell as in “exit wounds” and “back to back”.
A lot of close up shaky camera work used throughout for effect.
(Zone 2) Kwengface X PS X Trizzac - No Hook
https://www.youtube.com/watch?v=Yb5DlP590vg
This effect is used multiple times
aswell as with glitching .they are
using effects likes these because of
the low budget filming equipment
they have access to so by adding
effects such as flashing etc. it can
make it look a lot better.

23. CAMERA WORK AND
EDITING- EXIT WOUNDS
In this video the editors have done a lot of
freeze frame techniques as seen here they
have taken two still shots and lined them up
to his footsteps to make it look clean, they
have also edited it on beat so when he walks
into himself it links up with the song, you
will see this used a lot in this video aswell as
the others I've chosen as case studies.
mid range pan
shot
One of many examples of close
up slow motion pan shots
Transitions wise you will see in all
of these videos there is a lot of
smooth RGB splitting (glitching,)
flashing and shaking when
moving between shots which are
applied very well to link with the
(Zone 2 x Hitsquad) Kwengface x PS x Snoop x LR - Exit Wounds
https://www.youtube.com/watch?v=7lsI7ZSUIy4

24. CAMERA WORK AND EDITING-
BACK TO BACK [MOST RECENT
VIDEO]
This transition is used throughout the video where it looks like he's swiping
across the screen then the shot transitions into a different background
setting.
Lots of flashing and glitching between transitions
used throughout. Common theme with zone 2 and
many drill videos.
Smooth transition
panning round the
corner used multiple
times, this has been used
because it’s a cool
transition that will
entertain the target
#Zone2 Unrulybad x LR - Back2Back
https://www.youtube.com/watch?v=3VnKAbbxL6Q

25. SIMILARITIES AND
DIFFERENCES BETWEEN CASE
STUDIES• All three videos use similar filming and editing styles such as RGB splitting also known as
glitch effect as well as freeze frame editing and multiple types of pan shots. You can see the
improvement zone 2 have had when it comes to filming and editing comparing their
earliest work I selected “no hook” compared to “exit wounds”. Whereas “no hook” was
good for when it first came out however there is a vast improvement in ”exit wounds” when
it comes the the use of RGB splitting and freeze frame editing these techniques are both
applied very well on multiple occasions within the video. Aswell as this a common theme of
zone 2 and drill music videos in general is the use of slow motion an shots to create visuals
which are then transitioned very smoothly with the use of flashing and the glitch effect
between shots. The videos are all linked up perfectly to the beat and the editors use
multiple effects to ensure this for example as the beat drops, a window might smash or a
bullet hole will appear on screen. They use these affects as it’s the norm in drill videos and
appeals to the target audience.
• In all of these videos the characters are all masked or have their faces covered, this is
because they don’t want people knowing their real identities for safety reasons, it’s not
uncommon for drill music to insight violence which leads to shootings, stabbings etc. they
are all acting in a certain way aswell, you can see them at many points dancing and
throwing up hand signs which relate to postcode gangs. Postcode wars is a very real thing
in London and groups taunt each other and throw insults and threats back and forth in
music videos, this is why news publications often criticize drill artists and blame them for
some of the things that happen in the streets.

26. COMPARING TO OTHER
ARTISTS
• Zone 2 film and edit their music videos in a similar format to most drill artists,
lots off panned shots with smooth transitions and with added affects which
appeal to their audience. For the purpose of this I'm going to compare and
explain the similarities and differences between zone 2 and another drill group
by the name of Harlem Spartans, who were a major player in the drill genre but
have taken a step back in recent times due to several key members going to
prison. The specific song I'm going to compare is Blanco and bis’s new tune “I
don’t mind” which uses many different editing techniques compared to the
videos of zone 2 that I chose to highlight. Visual effects of blood
spraying onto a wall
which works really nicely
(RGB splitting)
Gun shot effect used multiple times
Visual effect with references popping
onto the screen in time with the music
and the beat is a clever technique
used and also helps the person
watching understand some references
https://www.yout
ube.com/watch?v
=7w-4xAXjdbo

27. COMPARING TO OTHER
ARTISTS
• Similarly in other works by Harlem Spartans such as “spartan style” you can see
they’ve used many similar kind off affects related to drill music videos such as
the shaking and flashing between shots, there is also a lot of freeze frame
editing used throughout the video which once again is a common theme within
the drill genre. Zone 2 edit their videos in a very similar way to Harlem Spartans
with lots of technical transitions and effects including RGB splitting which always
look smooth and seems to flow and link up very well with the beat. My favourite
out of the videos I've chosen to highlight is Blanco x bis’s “I don’t mind” because
of the editing techniques used throughout the video, in sections of the song
there in references edited into the video for example Blanco makes a reference
to shaggy off scooby doo and as he says this then shaggy pops onto the screen,
this is used multiple times and is a very effective technique that I can see myself
using in the distant future.
• https://www.youtube.com/watch?v=89PefEBu7I0