This document provides guidance for completing a case study assignment on music video production. It is split into three tasks. Task 1 addresses the purposes of music videos and strategies used by labels and artists. Task 2 focuses on styles, techniques and conventions of music video production. Task 3 requires analyzing a minimum of three music videos by an artist of the student's choice, considering elements from Tasks 1 and 2 like camerawork, editing, intertextuality, and genre conventions. The document emphasizes applying concepts from lessons and using illustrative examples and images from the chosen videos.

1. MUSIC VIDEO PRODUCTION
CASE STUDY
M E EB I V ESO N

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:
1. The first core purpose of a music video is to entertain
2. The second is to create an identity for the artist
3. The third is to increase sales

6. TASK 1 - PURPOSES
One purpose of music video is to have a visual
representation for the track. This can also help
the artist develop any ideas that are mentioned
in the track and give the ideas a face. This can be
ideas such as political reinforcement. Music videos can also give the
audience opportunity to create their
own interpretation of the track and
also the video. This strategy is typically
used in non-representational artists as
most of the artists don’t tend to follow
a formula; they have more of a motive
to be creative.
Another purpose can be to
feature other artists,
possibly of the same label,
as a form of promotion or
advertisement, especially if
they are a new or upcoming
artist. An example of this is
in ENHYPEN’s drunk-dazed
music video. 2 members of a
upcoming group were
featured multiple times as a
form of promotion for that
group

7. TASK 1 - PURPOSES
• Artist: ENHYPEN
• Their brand is colourful and fun. Their music videos are easy-
going yet have the opportunity to have alternative meanings.
ENHYPEN’s music videos have a storyline within them which
viewers have to figure out themselves which is smart as it
causes the viewer to watch the video multiple times in order to
find the meaning.
I feel their videos appeal to a younger
audience because of the playfulness
within their music videos. In some of their
videos, they show almost an immature
and childish side (E.g. Drunk-Dazed)
whereas in the other half, they show a
mature and sophisticated side (e.g. Given-
Taken.) This could attract an audience and
fans due to the uncertainty of what theme
their upcoming videos could be.

8. TASK 1 - PURPOSES
One Direction Animal Collective
Artist is singing directly at the
camera
Is present always
Unable to see the artist’s face
Easy to understand Has layers and alternative
meanings
Closed meaning Open to interpretation
High budget Low budget
Record label determines the
visuals
Artistically derived
The main aims with One Direction’s music videos is for it to
attract a larger audience furthermore, more money so as
long as it looks pretty, they don’t care. Whereas Animal
Collective’s aims aren’t for it to attract a large audience, their
aims are for the video are for the audience to be able to
create their own interpretations

9. 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

10. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
Camerawork can accompany movement of the artist or an
object within the video. It can be used to help the mood or
intentions for the music video such as loneliness. An
example can be TXT’s 0X1=LOVESONG. This shot is a wide
pan of Yeonjun sat alone can show isolation. If this shot
were a closeup, it could give the feeling of intimacy or even
happiness which wouldn’t fit the mood of the video or the
artists intention.
Whereas later on in the video, when
Yeonjun is with the rest of the
Members, the camera becomes closer
Which could symbolise his feelings
Of content and love

11. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
Editing can be used to make some frames of a video
look brighter or more colourful than when filmed.
Some artists edit their videos in this way to portray
different storylines or different characters within the
video. An example is BTS’s Blood, Sweat and Tears.
One shot is one member and the colouring is very
bland and toned down which correlates to their
storyline. Further on in the video, when other members
appear, the colour pallet changes and becomes more
colourful.

12. TASK 2
• Another use of editing is in Declan McKenna’s Brazil. The track
itself talks about people using divinity or supernatural powers
for help or guidance during times of challenge and questions
why people do that. The video is heavily edited with bright
colours and lots of distortion which almost diverts the audience
from the deeper meaning of the song. Alternatively, the video
fits in with the theme of the song, distortion and confusion,
which I find is really clever. As it fit with the heavy theme of the
song yet in a fun and bright way.
• All the shot in the video are very slowed paced which matches
the pace of the song.

13. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
A popular production technique in
K-pop is the use of an English line
within a Korean song. This technique
is smart as it then attracts Korean
fans as well as English fans; more
fans, more money
‘그 빛은 날 불태웠지
그 빛은 나의 눈 가렸지
But I go now 꿈을 좇아
Dive into red sun, no lie’
Enhypen’s Given-Taken
I'm proud of it (proud of it)
난 자유롭네 (자유롭네)
No more irony (irony)
나는 항상 나였기에’
BTS’s IDOL
Oh, 이제 달려야지 뭘 어떡해
난 철 없어 겁 없어 man
Middle finger up, F-U pay me
'90s baby, I pump up the jam
달려봐 달려봐 오빠야 Lambo
오늘은 너와 나 젊음을 gamble’
BLACKPINK’s BOOMBAYAH
A theme within K-pop music
videos is the use of bright
colours. This is used a lot
within K-pop as it draws in
an audience and makes them
stay for the whole video as it
is flashy and entertaining.

14. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Intertextuality is where a visual reference is referred to in a
different context. It can be explicitly seen or is hidden within the
piece of media.
One example is TWICE’s What is Love? In
the video they reference different
famous films such as LaLa Land and
Romeo and Juliet.
Another example is The 1975’s Give Yourself
a Try. A scene in the music video is the
group in a mirrored room which is a
reference to Frip and Eno’s No Pussyfooting.

15. An example of intertextuality within
lyrics is Harry Styles’ To Be So
Lonely. He refers to himself being
‘an arrogant son of a bitch who
can't admit when he's sorry’ which
is a reference to The Notebook

16. 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

17. 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]

18. 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
• Add slides here as appropriate – DO NOT SHORT CUT THIS
SECTION, IT IS THE MOST IMPORTANT

19. ENHYPEN- FEVER
• Styles and techniques
Cutting to the beat is used in this
video, mainly when the members are
dancing. In the first chorus, the
camera cuts to different angles of the
members dancing to the beat of the
song. This gives the beat more power
and depth. This also is prevalent in
Drunk-Dazed and 20 CUBE.
Further on in the music video, there is
an animation of a heart with a chain
wrapped around it, beating to the beat
of the song. The Use of the animation
consolidates the lyrics and meaning of
the song, which is love.

20. STYLE AND TECHNIQUES
• The style of this music video is
very modern which fits in to the
genre their music is a part of as
well as their branding. Another
video of theirs which fits into this
very well is Drunk-Dazed. This
could be because the songs are
from the same album. This was
most likely done on purpose I
think because of the song needing
to fit into each other.

21. GENRE CONVENTIONS
• The music video fits into ENHYPEN’s
conventions due to it continuing a
story that is told throughout their
music videos. (Given-Taken, 20 CUBE)
• Another way the video fits in is with
the colour pallet. Throughout all of
their music videos, blue and red can
be seen in almost every scene. Also,
the theme of a golden light being in
the distance and the members trying
to reach it is shown often.

22. CAMERAWORK – FEVER
• In the music video, the camera
accompanies the movement of the
members while they’re dancing.
Multiple closeup shots of the member
at the front were used. This is a
common trait of a pop music video. I
think its because it attracts fans
because of their looks.,
In one scene, there has been a use of
a heat detecting light. This brought
my attention back to the music video
because of its bright colours. This
also relates back to the title ‘fever’.
There are also multiple references to
water in the music video which could
possibly relates to cooling down from
a fever.

23. GIVEN-TAKEN – STYLES AND
TECHNIQUES
• Given-Taken also follows a narrative
style as it apart of a storyline. There are
multiple solo shots of Sunoo being
alone within the music video which
also happens within 20 CUBE and
FEVER. I feel this could’ve been done
for the member to get more exposure
meaning more fans. This is also done in
BTS’s music videos. They follow a
storyline as well as having multiple solo
shots of a member
BTS’s Spring
Day

24. TECHNIQUES - GIVEN-TAKEN
• In one scene, other member, Jungwon, is seen with Sunoo
holding a teddy bear then proceeding to bite Jungwon,
which could represent ‘Given’ Later on in the video, Sunoo
is in the same setting however without Jungwon which
represents ‘Taken’ These small shots amplify the meaning
behind the title without the audience really paying
attention. The first scene of the 2 members together is a
close up which could show content whereas the scene when
Sunoo is alone can show loneliness
• This can be contrasted with TXT’s 0X1=LOVESONG music
video. In the video a wide pan of Yeonjun by himself is
shown, demonstrating isolation possibly due to his parents
which is hinted within the video. Later, another shot of all
the members together is shown but rather than a wide pan
shot, it’s a close up showing content and love. I feel this can
be contrasted due to the position of the scenes. The TXT
video show isolation then love whereas ENHYPEN’s music
video show love then isolation which can be referred back
to ENHYPEN’s storyline of Sunoo being isolated from the
group.

25. GENRE CONVENTIONS
• Given-Taken doesn’t necessarily fit into the
colour scheme of the rest of their videos.
This could be because Given-Taken was
their first song and music video; they were
still inventing themselves and finding a
brand that correctly represented them. The
video itself, however, does fit into the
genre conventions of K-pop. There are
multiple scenes where the group is dancing
within a white box. I feel this lets the viewer
focus solely on their dancing rather than
the setting. This was also done in TXT’s
Magic
TXT’s Magic

26. CAMERAWORK – GIVEN
TAKEN
• In the first pre-chorus, there is a shot of 2 members and with
each line, the camera moves closer to them. This correlates to
the lyrics being sung ‘You call me, I call you.’ Since the camera
movement is being literal to the lyrics, it controls the narrative
flow of the video. The camera movement being literal to the
lyrics appears in FEVER “breaking me in 2.” While these lyrics are
being sung, a shot of 2 members being separated by a wall is
shown.
The shot from
FEVER

27. 20 CUBE – STYLE AND
TECHNIQUES
In 20 CUBE, the scenes have been cut to the beat of the
song. I feel this amplifies the bass and rhythm of the song.
However, later in the video, the scenes become more
distorted and less in time with the music which matches
with the storyline. This helps the audience keep up with
pace story and the song as they mirror each other.
The use of the establishing shot of the members in plastic
introduces the theme of the song which is love and the
unrealistic standards that some people have towards it. I
like this shot due to the vagueness yet the originality it has
which could interest the audience, furthermore, making
them watch on.

28. GENRE CONVENTIONS
• A common theme that occurs in 20 CUBE as well as the
other videos mentioned (FEVER, Given-Taken) is the use
of the colours red and blue. The symbolism of the
colours heavily contrast each other; red symbolising
love, passion and life whereas blue symbolises coldness,
lack of emotion and sometimes death. The constant
contrast can symbolise the confusion with love that is
demonstrated within their songs.
20 CUBE
The lyrics also
refer to red and
blue
A shot from FEVER.

29. CAMERAWORK
A few seconds into the music video, a closeup shot of Sunghoon
under plastic mouthing words however no sound is played is
shown. later in the video the same shot is shown again however
with sound. The scene at the start could demonstrate the
unrealistic beauty standards K-pop idols have such as body size
personality etc. The repetition of the video with the music conveys
that they are creating a face and name for themselves rather than
following the stereotype of K-pop idols.

30. TASK 4 – LINKS
TO YOUR OWN
WORK

31. LINKING FORWARD…
• Now it’s important to think about how you can use some of what
you’ve learned in your investigations for your own work.
• Summarise in this section the key techniques, styles, conventions
and genre you prefer and what you think you could use in your
project.
• Think of this as a place to put all those loose ideas for your music
video and how you intend to apply the things you’ve enjoyed
looking at.
• Remember, music video is a medium that has a lot freedom in
terms of form and style. It is also the medium that steals,
incorporates and re-integrates all the things you have seen and
experienced.
• Add slides as necessary, it will make the next section of the
project much easier

32. KEY TECHNIQUES AND STYLES
A style I will most likely use is modern. This is because I really like
the look and way that modern music videos are presented. In
my music video I want to use colours as a way of representing
emotions, I find this a clever way of expressing feelings.
Some scenes I would like to recreate