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:
• The music video features a recurring theme of an innocent fried
chicken restaurant chain with slight hints to drug reference
behind the scenes.
• The use of camera shaking with added light flashes adds to the
bouncy feel of the video which is then combined by the bouncy
drums and kicks with the smooth jazz melody.
• The use of intertextuality links the videos' theme to that of the
show breaking bad.
6. TASK 1 - PURPOSES
• Q2 – What are some of the broader purposes of music videos?
Try and outline a minimum of 3. (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?)
• They create good revenue if posted on sites such as YouTube.
• They use intertextual reference to provoke the audience and
create a relationship between lyrics and visuals.
• If a band gets known for a music video it can help boost their
popularity.
7. TASK 1 - PURPOSES
• Q3 – 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.
• Knucks in known for using very laid-back beats to compliment
his mellow tone. This combined with a laid-back video creates a
calm tone while connotations in the video are describing drugs
and drug sales. This isn’t ‘mainstream’ in a sense of the
description and connotations of drug use, but the production
quality and overall quality would convince you otherwise.
8. 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.
•
One Direction shows
Faces and bodies while
Animal collective only
Show silhouettes
One Direction use a
variety of shots such as
low angles
While Animal collective
use the same shots such
as a mid shot
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
• 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
Deep in
thought
Shows darkness and a
Sense of lonelyness
Whiskey in a van
While alone and
‘working’
Alone under
Dark bridge with boxes
Shot
from in
a box
Alone in
van at
night with
eery
lighting
In studio
alone with
low light
11. 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
Use of effects to
add flames onto
the shot after the
line
‘Cant you see
London's burning’
Use of filters to add a
90s VHS effect to the
shots
Shot of them running
sped up to add a sense
of urgency
12. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
Stereotypically black gangs
In black neighbourhoods
Overall dress sense
13. 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?
• In the song ‘Los Pollos Hermanos’ by Knucks, a reference of
breaking bad is repeated as the name of the song is a link to a
company in the show.
• In the song ‘2002’ by Anne Marie, there are lots of references to
the early noughties in the music video which could be expected
by the title.
• In the song ‘this is America’ by Childish Gambino, he links
modern and past issues as a black American which further
references the title.
14. 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
15. TASK 3 – CASE
STUDY
KNUCKS – LPH
Knucks’ house style is laid back rap on
slow 90s style beats and 90s style
clothing. His music follows the traditional
uk music style with a slower and more
classy/jazzy approach.
The music knucks
creates is more
mainstream than niche
but is a twist on
standard uk rap with
certain similar themes.
In the majority of his
songs he references
things that happened
when he was a young
black kid in a London
estate. Themes such as
gang violence, drugs and
money are often used but
he paints them in a more
negative light than most
other rappers.
People who can relate to
his music are often people
who experienced the
same things that he did
while other people listen
for the reason of good
quality, high production
music.
His Song ‘Los Pollos
Hermanos’ uses intertextuality
to entice the viewer of the
music video. Its direct links to
popular show ‘Breaking Bad’
engages the viewer and makes
the listener want to continue
watching the video to see if
there is anymore links to the
show.
16. TASK 3 – CASE STUDY SLIDE 2
KNUCKS-HOME
There is a consistent
use of full body shots
and shots of him and
his friends in what
appears to be
stereotypical London
blocks of flats. This
creates an eery tone
and shows an
emphasis on the
outfit he wears.
He often uses a VHS filter
in the video to convey a
sense that some of the
shots were more
authentic and made to
look more realistic to the
time.
His choice of clothes is
a use of intertextuality
showing what people
used to wear in the
time this video was set.
The song often describes
life in ‘the hood’ and is
heavily associated with
London's knife crime issue
17. TASK 3 – CASE STUDY SLIDE 3
KNUCKS-DAILY DUPPY
**
The daily duppy
platform is used
as a classic
studio style
freestyle setting
with simplistic
camera shots
which just focus
mainly on the
music
production.
Mid and face
shots are the most
used but using
editing they make
images and text
appear on screen
when he drops a
punchline
Or a set of lyrics.
His main talking
points are
concerning things
like growing up
with a single mum
in a rough are with
low overall income
which makes the
listener feel
sympathy for him.
18. TASK 3 – CASE STUDYSLIDE 4
KNUCKS- BREAKFAST AT TIFFANY’S
The album cover is a clear
indication that its not really a
mainstream radio influenced
song.
It shows that even the richest of
people want to relate to those
people who didn’t live the best of
lives as its some form of trend.
( another use of intertextuality )
The almost film like nature of
this video involves a lot of
jumpy on beat cuts with
lighting effects. The majority of
shots are him looking down on
the camera with a few high
shots of a girl in a bed which
could be a reference to realer
world issues surrounding
misogyny.
The use of the scenes of knucks
outside could insinuate that he
was making his way to tiffany’s.
e.g. the shot of him in the
subway.
This alternative cover
represents a stereotypical
run down London café
which links to the title. With
what the artist is talking
about this may have a direct
link to his time growing up
and not being able to go to
anywhere better.
19. CASE STUDY LINKS
• https://www.youtube.com/watch?v=eKb0XPEnwOk (Home)
• https://www.youtube.com/watch?v=zSRFc8T64w8 ( LPH )
• https://www.youtube.com/watch?v=2B6KQ-JoP4U ( BAT )
• https://www.youtube.com/watch?v=tRx_23ZZsbs ( Daily Duppy
)
21. LINKING FORWARD…
Scenes and backgrounds are very important to making the shots
atmosphere
Camera Flashes and movement are vital
What your wearing is important
