Mv assignment 01 2021 pro forma

MUSIC VIDEO PRODUCTION
CASE STUDY
A N D INA B I S PO
D E S O U ZA

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.

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
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

TASK 1 - PURPOSES
• Q1 - Outline the 3 core purposes of music video with a short
explanation for each:
1) Entertainment: entertain the person watching the video so they get more
interested and have a higher chance of interacting with it.
2) Sales: the more interesting the video the more views it get and
the more money they make out of it. They can also use the video to
a product they want to sell.
3) Identity/Branding: Link the video to the style of genre/lyrics being sang, it’s a
way to link the video to the message of the song and the artist(s).

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?)
• Message: send a message to the public about something relevant and
in society.
• Connection: connect to the public in a different way than in person, like a
for example.
• Promote: helps promote the song and the artist.
• Show the artist’s creativity and style.

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.
• Alok (DJ):
He rarely appears in his music videos; the vast majority of his videos feature a
futuristic and neon look, most of his videos are animated.
His music and music videos are directed to a young adult public; and this is
because his songs are very upbeat, the kind of song it would play in raves and
electronic music festivals (like Tomorrowland , Untold and Burning Man for
example)

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.
Alok
Alok & Mojjo - Love Love (feat. Gilsons)
Alok & Ilkay Sencan (feat. Tove Lo) - Don't Say Goodbye
Alan Walker - Sweet Dreams (feat. Imanbek) - With Alok

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.
Alok & BLOODLINE - Another You (feat. The Vamps)
Alok & Timmy Trumpet - Underwater Love
Alok & Sevenn - The Wall

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 Animal Collective
- Their videos are repetitive and
easy to understand and follow;
- The videos don't have a hidden
deep meaning, it’s basically what
you see going on;
- Lots of money are involved in the
making of the video;
- Large audience (audience is
mainly teenagers);
- Mainstream;
- Main reason for video is making
money.
- Their videos are not easy to
understand or follow, you must
pay attention;
- Their videos have a hidden
and/or deep meaning behind it,
and it’s the audience’s job to find
it;
- Low budget videos;
- Small audience (audience being
mostly adults or young adults);
- Niche;
- Main reason for the video is
being creative and leaving a
message.

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 and how this creates meaning.
• The use of different camerawork techniques influence the meaning, the
the video will convey.
• For example, if you want the viewer to feel closer to the artist on the screen,
you’d a close up (this type of shot is also used because . If you wanted to
a powerful view for the artist, you’d film from a more down angle.
• The camera can be used to accompany the movement of performers and also
create a dynamic feel to stage performance (for example circling the band
they are performing).

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 way the music video is edited is very important to what
mood/style/message that video is trying to convey. For example, most music
videos use fast cut montage and one of the reasons for that is that there are
multiple images appearing on the screen fast which makes it impossible to
understand at first which obligates the viewer to watch it multiple times and
means more views = more money; the other reason is to create a livelier or
paced mood/rhythm that matches the beat of the song.
• There are are other videos that use slow pace and gentler transitions to
a calmer mood, for example songs that use acoustic instruments will have
calmer music video.
• The editing is also important to create images that will be pleasing for the
audience to watch, they use a range of different tings to do so such as split
screens, colourisation and CGI.

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…
House: House is a genre of electronic dance music characterized by a repetitive
four-on-the-floor beat and a typical tempo of 120 to 130 beats per minute. It was
created by DJs and music producers from Chicago's underground club culture in
the 1980s, as DJs from the subculture began altering disco songs to give them a
more mechanical beat and deeper basslines.
House music videos are usually colourful and a lot of them use a futuristic theme
for their videos, their videos often have a “weird” look to it, putting elements that
it wouldn’t be normal on real life.
I believe this is done because the house music has a unique beat which makes
the person that is listening get in the vibe of the song and the clip; It transports
you to a state of mind where the weirdness of it is acceptable, almost normal.

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…
Martin Garrix – Animals
Afrojack - Sad
Deadmau5 -
Hypnocurrency

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?
• Intertextuality happens when the conventions of one genre are alluded to in
another, or when a specific cultural reference is made in a media text. Film
posters or DVD covers use intertextuality when they mention other movies
by the same director.
1. Taylor Swift – Love story: she refers to Romeo and Juliet within the song to
portray their love story of not allowing to be together because of their
2. Katy Perry – Last Friday Night: in this music video the characters are using
clothes that were typically worn in the 80’s.
3. Iggy Azalea – Fancy: she references the 1995 movie “Clueless”; she uses the
same clothes as the main character and even recreates some scenes from the

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?
1. Taylor Swift – Love Story

it in music videos?
Katy Perry – Last Friday Night

it in music videos?
3. Iggy Azalea – Fancy

TASK 3 – CASE
STUDY

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]

• 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

Taylor Swift – Love Story

• Intertextuality
The lyrics and costumes, scenarios, etc were inspired by the
classic movie “Romeo and Juliet”. The link to Romeo and Juliet
is evident through the mise-en-scene.; Taylor Swift portrays
Juliet and acts and wears clothes as the character would. The
intention of the music video was to do a modernised version of
Romeo and Juliet both in the lyrics and visuals; however, unlike
in Shakespeare’s story, in the end of this song the couple ends
up happily together. It is important to add that his music video
is not a parody of Romeo and Juliet, because it shows respect
and admiration towards the story.
Taylor Swift wrote this song when she was 17 and her parents
disapproved of a boy she dated back then; the purpose of her
choosing this specific intertextuality is the fact that it was
similar to what was happening to her and also to be something
the audience could recognize and understand better and even
relate to it.

• Intertextuality in the music video Love Story examples

• Camerawork/editing
The video uses some POV shot throughout the story; this is
made so the person that is watching can have the feeling as if
they were inside the story as well. The video also creates this
feeling when the camera accompanies the movements of the
characters. That is important for the message that the video is
trying to convey because it makes the video more emotional,
trying to express that “in love” feeling; furthermore it also tries
to make you understand the pain the character feels when
Juliet’s father forbade her of seeing Romeo.
Most of the time the video alternates between close up,
medium close up and full shot.
In terms of editing, at the beginning, the video uses fast cut
montage when is showing the flashbacks the main character is
having; also uses cut editing when transitioning from one shot
to another;

• Genre conventions
Most country music video presents the same elements which
help identify it; particularly in Love Song video is presented:
• Simple melody with deeper meaning;
• Storyline running throughout the song;
• Music video reinforce the storyline in order to visually bring
it to life;
• Follow a narrative to portray the storyline empirically;
• The country artist is commonly the main character in the
video;

• Critical approaches
In this video, Taylor Swift is making a critic to her parents; she
wrote this song when she was 17 and her parents
disapproved of the guy Taylor was dating at the time; her
parents forbid them of seeing each other, this being similar to
what happens in Romeo and Juliet hence the theme of the
video. In my opinion the intention of the video was not only
to critique Taylor’s parents but also any parent that don’t let
their kids love who they want simple because of their own
prejudice; also I think she makes a warning to parents at the
end of the video when Juliet runs away with Romeo ignoring
her parents’ wishes and that is that at the end, your children
will end up doing what they think it’s right, their parents
approving of it or not, so it is better for the parents to be by
their side and protect them respecting their wishes than
losing them forever.

Taylor Swift – Bad Blood

• Intertextuality
In Taylor Swift music video “Bad blood” is presented
intertextuality from 3 different movies, Kill Bill, The Hunger
Games and Divergent.
- In the scene where Taylor Swift is fighting in the snow is a
reference to when Bride fights against O-ren in Kill Bill;
- The scenes where they are training in the arenas is a
reference to The Hunger Games where the tributes have
to learn how to fight and survive (Taylor even uses the
famous Katniss braid);
- The training scenes also make reference to the type of
training and behaviour they had in the brave faction
Dauntless from Divergent.

Kill Bill reference
Divergent reference
The Hunger Games reference

Throughout the video, what’s most used is a medium close up
and a wide shot, also, they alternate the angle in which they are
filming:
- The medium close up shot is allows the viewer to have a solid
view of each character within a film. This shot is known as the
‘sweet spot’ shot, as it allows for both the details of your
subject to be seen in addition to the surrounding setting the
scene is taking place in. As a result, using a medium shot can
help the viewer depict the body language of the characters in
the film and how they are interacting with the environment
around them;
- The wide shot is often times used as an establishing shot in a
film, as it normally sets the scene and the character’s place
within it. This type of camera shot, shows the full length of the
subject while also including a large amount of the
surrounding area of the film setting. Furthermore, when
filming a movie solely from a distance that includes only long
shots, it can give a sense of separation between the film itself

Medium close up
Wide shot
Close up

Bad Blood is a pop music video, and between the gerne
characteristics of a pop music video, Bad Blood presents:
- Bright lightning and some form of bright object/costume,
it makes the video stand out and appear more vibrant and
powerful;
- Close ups of the of the artist in the music video and this is
because it keeps the artist relevant in the video;
- The artists in pop videos are usually young and this is
because it is appealing to the target audience;
- They usually wear clothes that make them look more
powerful and/or fashionable so people will want to copy
their style and that makes them more relevant in the
media.

Bright lighting
Clothes that make
them look
powerful
Close ups of the artist

All the movies references used in the music video have a
thing in common, all these movies present a strong,
independent female lead who fight to gain control over their
own lives. The Bride, Katniss and Tris are women that, despite
the barriers in their way, they stand firm in what they believe
in and fight to reach their dreams.
They choose these characters as a reference as a tool to build
Taylor’s character both in the music video and in real life; in
the music video Taylor learn from these women to stand up
for herself. Showing her physical and mental growth Taylor
mimics the strong nature of these characters, refusing to be
broken. In real life Taylor refuses to let her enemies (e.g. her
rivals, critics and the media) to defeat her.

Taylor Swift - Shake it off

• Intertertextuality
Although Taylor didn’t use any references in the Shake it off
video, she used a couple different style of dances and
rhythms such as:
- Classic ballet;
- Hip Hop;
- Cheerleading;
- Rhythmic gymnastics.
In the video, Taylor is presented always at the front even
though she does not know how to dance any of them and
this is what makes the fun of the video.

Ballet
Rhythmic gymnastics
Hip Hop
Cheerleading

The video uses a lot of medium shots and full shots, although in
some moments it is also used the close up shot.
- The medium shot it emphasizes more of your subject while
keeping their surroundings visible;
- The full shot is used to feature multiple characters in a
single shot, to show the surroundings and also to make a
sense of space;
- The close up shot is usually used to frame a character’s face
in order for the audience to see what type of emotion is
being conveyed. In addition to serving as a tool used to
evoke a character’s emotional state of mind, the close up
shot is also used to reveal details or information about
objects or the setting the film is set in.

Medium shot
Close up shot
Full shot

Shake it off is a traditional pop music video presenting these
aspects:
- Link between lyrics and visuals to help people remember the
lyrics;
- Link between music and visuals to suit the theme of the
song;
- Bright lighting;
- Bright objects/costumes;
- Young people;
- References to the artists name;
- Dance and/or sing performances;
- Close ups of the artist;

Reference to artist's name
(TS=Taylor Swift in their shirt)
Young people
Dance
performances
Bright clothing
Close ups of the artist
Bright lighting
Link between lyrics and
visuals
(“Heartbreakers gonna
break, break, break, break,

In this music video, Taylor was trying to spread a message of
positivity, saying to don’t mind peoples opinions and just “shake
it off”.
When she says “I keep cruising’/Can’t stop, won’t stop moving”
basically means that regardless of the chatter or buzz around
her, she’s going to focus on moving on to what’s important in
her life and things that she value, a behavioural principle that
helps point the compass to what’s important despite what life is
throwing us at the moment; doing what’s important to you
regardless of what the world around you is giving you helps you
get through those inevitable potholes on the road to your goals.

TASK 4 – LINKS
TO YOUR OWN
WORK

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
much easier

LINKING FORWARD…
▸ Things I’ve seen in my research that I would like to use in my own work:

Mv assignment 01 2021 pro forma

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