The document provides instructions for completing a case study assignment on music video production. It is divided into three tasks. Task 1 addresses the purposes of music videos and strategies used by labels and artists. Task 2 covers styles, techniques and conventions of music video production. Task 3 requires the student to analyze a minimum of three music videos by an artist of their choice, discussing elements like style, editing, genre conventions, and applying critical approaches. The instructions emphasize using illustrative images from video examples and citing sources.

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
• You are expected to submit each section on a weekly basis during your remote
learning weeks.
• If you get stuck, talk to/email your tutor for guidance.

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
Y O U S H O U L D O P E N T H E M U S I C L E C T U R E
P O W E R P O I N T A N D L O O K AT S E C T I O N 1
B E F O R E D O I N G T H I S TA S K

5. TASK 1 - PURPOSES
• Q1 - Outline the 3 core purposes of music video with a short
explanation for each:
• Advertisement- to show the audience a similar product or
company they might be interested in buying
• Opinion- to show the audience the artist views and them trying
to convince others to think the same way
• Entertainment- to entertain there audience target into the
product so they can make more money and have people enjoy
there product

6. TASK 1 - PURPOSES
• Q2 – What are some of the broader purposes of music
videos?Try and outline a minimum of 3.
• To get their points/ opinions out- for example when they are
showing a homeless man, and someone helps them out that
could be a message there
• You can see how serious the artist is- as the music video should
be very good and the artist should be enthusiastic throughout
the video
• Genre- the audience will be able to identify the genre of the
music through clothing and more

7. TASK 1 - PURPOSES
• Q4 – 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 clear difference between these two artist is the money difference as
one direction clearly have a lot more money as shown through there videos
• The color scheme is different as in animal collective they use bright colors such
as pink and green and more
• The audience is different as one direction's target audience is for teens and
young adults whereas animal collective is for children

8. TASK 2 – STYLES,
TECHNIQUES AND
CONVENTIONS
Y O U S H O U L D O P E N T H E M U S I C L E C T U R E
P O W E R P O I N T A N D L O O K AT S E C T I O N 2
B E F O R E D O I N G T H I S TA S K

9. 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
and how this creates meaning
• Camera angles are very important to think about when making a music video as
the producers utilize longshots to show the audience where abouts the video is
being made as this gives info for the audience. The producer will also have close
ups for the actors or for focusing in on something that would appeal to the
audience or for a lyric that they want the audience to listen to.
• When there is good camera angles the whole music video pulls together and it
look more professional and more creative this will attract more viewers into the
product which will build upon the target audience.

10. 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 and
what the effect of this is/meanings that are created/etc
• The use of editing a music video is the key part of it being successful or not as
you could have a very good actor but poor editing skills this will make the
product look bad. As if the video had a bad actor but a good editor it can still
look good as transitions and more will help make it look better as you can have
things fading in and out or different camera angles such as birds eye view for a
cinematic shot which all this will make it look more professional.

11. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q3 – 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…
When in a hip-hop genre of music in the video you will expect to see bright colors
and clothes and like instruments for example a good example of this is our house
by madness as they show their instruments and have bright colors involved in their
video as they are a hip-hop band. The main sort of instruments you would expect
is a trumpet, a guitar and sometimes drums but also you can get pianos involved in
these videos.

12. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q4 - 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 a minimum of 3
examples of it in music videos?
This is where the lyrics/ text means something so it's annotating it so when an actor says
something, he could be referring to something else this is shown when the actor is saying
something about someone but doesn't actually say who it's about in the song this is often
found when someone is singing about someone after a breakup or something like that.

13. TASK 3 – CASE
STUDY
Y O U S H O U L D O P E N T H E M U S I C L E C T U R E
P O W E R P O I N T A N D L O O K AT S E C T I O N 3
B E F O R E D O I N G T H I S TA S K

14. TASK 3 – CASE STUDY
• For your individual case study you must study an artist of
choice, 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]

15. TASK 3 – CASE STUDY
• You should include a video link for the videos used
• You should include illustrative stills from the videos chosen
• 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

16. CASE STUDY- STORMZY- VOSSI BOP
The style used in this video is to attract young teens into this product this is shown through
the use of the clothing as they are dressed as a stereotypical British teen, this has been
portrayed through props such as puffer jackets, bikes, cars doing donuts and more this stuff
will interest teens into the product. Secondly for this product to interest the viewers they have
used clean transitions and creative camera angles we can see that it was made by a
professional as the camera angles have captured exactly what they want the audience to see
they have used close ups and pan/zoom in this video they haven't really used long shots in the
video they have just kept the camera always on the main actor. This makes the audience listen
more carefully to the words he is using. Furthermore when they are intruding a new scene/
place they use the camera angels for this for example when they use the bat to hit the camera
to the side this then changes the scenery or when the camera looks at the floor and then lift
back up and the daytime changes from day to light. This will make thew product seem more
interesting for the audience when watching the product as it makes it more entertaining for
the audience. Compared to other artists with the same genre this is more of a child friendly
version as there's no swearing in it and the images are fine as this product has tried to aim at
teens whereas the other are targeting young adults.
https://www.youtube.com/watch?v=9ClYy0MxsU0

17. AIN'T IT DIFFERENT
In this video they have used the same target audience as before as they are trying
to attract young teens into their product, they have successfully done this through
the style of the clothing as it's what young teens will be wearing, and these are the
type of people they will be listening to. For example we see what we often see
nowadays chains, jackets and more, this will interest the younger audience as they
will be able to interact with the product as they will be wearing the same clothes as
the people in the video this will make them be even more interested in the
product. The camera angles and editing skills in this product will make the product
more entertaining overall more which will interest the audience. They have utilized
long shots, close ups and pan/zoom we see as the audience the long shots in the
opening scene this is to give the audience information about where the product is
being filmed and also to show the audience the surrounding area. Furthermore we
see the pan/ zoom when for the transitions as this is a quick song the scenery
changes a lot throughout of the music video and the colours change as well, this is
done through the lighting of the scenes. The editing however has brough this
entire video together this is through the change of colours and the clean change of
transitions as they have made it clean such as when changing the place or camera
angle, they have timed mapped the song with the scenes to make it look better
and more interactive.
https://www.youtube.com/watch?v=IMPr9XXGymA

18. OWN IT
In this video it is a different type of genre of music then his usual type as his is
often rap whereas this one is more pop in ways as the beat and sound of music is
different instead of having a heavy beat drop its soft and more hip-hop. However
they have still utilized the same camera angles as before as they are sticking with
the long shots at the beginning and middle this is to show the actors that are
involved in the music video as it gives the audience information about who's in the
video as the audience will be wanting to know they are also using close ups for
when the main actor is saying something that the producers want the audience to
listen to or to show them something the producers want the audience to see and
then once again they are using pan/zoom to make an easy but effective transition
into another clip. We can see that this product is for the younger teens as the
fashion involved is what you will see teens nowadays be wearing this will draw
them into, the product but also since it's not his usual type of music the audience
will be even more interested in it as they will want to see the outcome of the video
more. Lastly the editing skills have made the entire video come together as the
creative transitions and colour effects make the product more interesting for the
audience.
https://www.youtube.com/watch?v=eYwbGaSurCQ