The document provides instructions for completing a case study assignment on music video production, which involves analyzing the purposes, styles, techniques, and conventions of music videos. It outlines 3 tasks to complete - examining the purposes of music videos, styles and techniques used, and a case study analyzing at least 3 music videos. Students are expected to submit weekly and can get guidance from their tutor if needed.

1. MUSIC VIDEO PRODUCTION
CASE STUDY
L ILY A JA IB

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:
• Branding – companies have an amazing opportunity to
promote themseves through a much cheaper way then
standard advertising. Fans also want to have lots of in
common with artists so if that means having the same
phone as them then it will reach their attention. Music
videos are a way of reaching different audiences due to
different genres of music.
Ariana Grande – focus
Samsung galaxy note 5

6. TASK 1 – PURPOSES
• Q1 - Outline the 3 core purposes of music video with a
short explanation for each:
• Sales- the whole aim of a music video for an artist Pov is to gain
ore recognition and gain popularity for their music. The music
video will help promote the artists, the artists management and the
director's work.
• Entertainment- entertainment is the main puurpose of music
videos. It gives fans a chance to see the artsist live witout a ticket
and see them on a performace. It give the artist a chance to take a
break from touring and writing music in the studio as well as a
chance for the artist to give a visual guide for their song. THE MAIN
PURPOSE OF A MV IS TO ENTERTAIN PEOPLE

7. 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?)
• - reinforce a political view or social message. For example, Dave
– black
• A visual guide to the song. This helps tell a story or a message
that the artist a want to create and a chance to connect with the
audience
• Feature other artists from there label as a means of promotion

8. 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.
•

9. 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.
Zayn malik-
Zayn's music videos have a lot of special effects
and lots of bright neon lights. Throughout most
of the music videos they are a lot of cu shots of
himself or the love interest of the story. He also
usually does Zayn brand is that he wants to be
heard as he feels like he was silenced for so long.
He wants to give a chance for other to be heard
an he writes that through his music. Zayn's
music videos are a way to escape from a serious
message and a way to express with his art. This
usually appeals to 14-24 females and have a
large Middle East Asia audience and well as a
Hollywood audience.

10. 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 – there videos are very
representational and predominantly cu shots. They
are clearly understandable and are a high budget.
The music videos usual have a boy girl love story as
their audience are mainly teenage females.
• Animal collective – animal collectives' videos an
obscure a niche and not partially easy to follow.
They are non – representational and don’t have
many cu of the artists. They have a low budget and
are artistically deprived.

11. 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

12. 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
• How the camera is used and how the images are sequenced will
have a significant affect on how the music video is portrayed.
• The close up predominate as in most tv, partly because the size of
the screen a partly because of the desire to create a sense of
intimacy for the viewer.
• They camera angle is also important as it can give different themes
f the music video. E.g. a lower camera angle can make the subject
feel more powered as you are looking up to it and it is looking
down on you.

13. 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
• Through the most common form of editing associated with
music promo is fast cut montage which is rendering many of
the images impossible to grasp on first viewing.
• Enhancing editing by using digital effects, can play with the
original images and offer different kinds of pleasure to the
audience. The digital effect may include slit screens,
colorization and of course blockbuster film style CGI.

14. 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…

15. 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…
Grime- grime is a genre of music that is influenced
by uk garage, typically characterized by a minimal,
prominent rhythm, a very low-pitched bassline, and
vocals by an mc. Grime music videos usually are
close up shots of the artist followed by close up with
them and a group of men. There audience usually
attracted 13-20yr old men and their movements are
as If they are shouting at the camera with lots of
hand and arm movements. The videos usually
include lots of drugs and cigarettes, as well as
alcohol and the male gaze of women. The
camerawork is cut and montage from around 5
difference locations and have a dark color theme (so
sometimes filmed at night). They also sometimes
include people covering there faces with face masks
and have big fluffy coat hoods. A lot of the time the
extras where black, grey or navy-blue tracksuits and
the main artist where a different color to make them
stand out from the rest. The videos show minimal

16. 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?
• Intertextuality is a visual reference in a music video coming from
a range of source like cinema, fashion and art photography.

17. ARIANA GRANDE – THANK YOU, NEXT
Ariana creates intertextuality references from iconic early 2000s films like
legal blonde and mean girls and bring it on.

18. THE VAMPS –
PERSONAL
LA LA LAND FINAL SCENE

19. IGGY AZALEA- FANCY
REFERENCE IS FROM THE CLUELESS FILM

20. 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

21. 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]

22. 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

23. Harry
Styles
Harry
Styles

24. STYLE AND TECHNIQUE
Harry's music style is a mixture of indie and pop with a hint of rock. The
way he expresses himself is through clothing which have an 80s theme to
it and goes against gender stereotypes. His music videos like watermelon
sugar and treat people with kindness are filmed in a vintage style along
with vintage props.
The color pallet for watermelon sugar are bright colors that give the
theme of summer. There are a lot of close up shots (as most of his other
music videos show) of him and the extras while lip syncing the words. The
music video is filmed from a eye line POV and filmed on a vintage camera.
He wears 80s style clothing as well as Elton john theme glasses.
The treat people of kindness music video is filmed in black and white but
has the same upbeat and fun theme as watermelon sugar. The black and
white theme suggests that the message of behind tpwk is more serous.
The footage is taken further back on a good camera so you can see
everything but still shows him lip-synching the lyrics. The Broadway feel to
the music video makes the audience feel like harry is putting on a
performance for them as it was during release during lockdown. His
clothing was was a glitter jacket with an 80s sequin sweater vest.
https://www.yo
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ch?v=E07s5ZYy
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https://www.youtube.co
m/watch?v=L0X03zR0rQ
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25. STYLE AND TECHNIQUE
• A big thing that you are able to tell with Harrys music videos is
that they are all very high budget whether that is building a tank
room full of water or creating your own fictional island. His
music videos are very representable and are easy to follow. The
things that make harry different from other artists is the way he
goes against society's view of gender norms by his clothing and
by his song lyrics. He likes to make it apparent that his clothes
are a key part of the video by showing close ups of his nails and
his outfits, as well as a few glasses closeups.

26. INTERTEXTUALITY
The treat people with kindness music video was filmed
inspired by stormy weather the musical/comedy. Top
hat is about an American tap dancer name jerry travels
to London to star in a show. He meets and attempts to
impress a girl a win her affection. Although the clothing
in the music video may be very different to top hat, the
chorography is similar, and he incorporates some of top
hats moves.
https://www.youtube.com/watch?v=L0X03zR0r
Qk

27. CAMERA WORK
Throughout all of Harrys music
videos, there are lots of close up
shots with lip-synching as well as
multiple locations where the use a
cut fast montage. A lot of the
time the lip synching is filmed fast
so they can later slow it when and
come out on time. For example,
“Golden”, “kiwi” and “sign of the
times”.
In golden they use 3 different
type of camera techniques:
1. Fisheye camera
2. Handhold camera
3. Tracking shot
/car held camera
https://www.youtube.com/watch?v=
P3cffdsEXXw

28. • The music video is set on the Amalfi
coast in Italy and opens with a blurred
tunnel entered with the title. This is
because they have a low aperture
setting making less light get to the lens.
It fades and the camera focuses onto
harry running towards the camera. It
then shows a closer view of him running
in slow-motion while lip-synching.
While filming, the track would have
been speed up and filmed in fast
motion and then later edited back into
normal speed making the footage
produced in slow motion. The camera is
on the back of a car Infront of him and
uses a tracking shot to get any further
close ups. They use a fast cut montage
to cut between multiple locations as
well as harry driving a car where the
camera is attached on the hood of the
Camera work
Tracking shot/car held shot

29. CAMERA WORK Fish eye camera
It’s a recurring theme of using fish
lenses throughout his album
including in the golden music video.
The fish eye camera gives the
audience an ultra wide angle that
produces a strong visual distortion.
Throughout the video, the editors
refer back to these fisheye lens shots
that are half underwater so you can
see the wide surroundings.

30. CAMERA WORK
Hand held camera
In all of Harrys music videos, they at
least once film a tape of him singing
the song with a hand held camera. A
theme is a lot of the time they put a
vintage effect or colouring on it. This
gives the audience a chance to
connect with the artist when moving
away from the story line. The hand
held camera is usually an extreme
close up of his face or a close up of
his whole body. Other videos that
include this are sign of the times,
kiwi, lights up, watermelon sugar,
adore you and falling. The camera is
always steady and
follows the movements
of harry.

31. CAMERA WORK Sign of the times
Falling
Sign of the times was Harrys first music
video solo so it gave him a chance to
experiment with what he wanted to do.
The music video showed lots of
different camera shots such as drone
shots, helicopter shots, close ups, hand
held camera and tracking cameras. The
helicopter and drone shots are
something that wasn’t used again but
was very effective cinematography for
the song.
For Harrys falling music
video they created a room
that they filled with water.
The they blocked it of by a
glass window they got all
there further back footage from. The
closeup shots are mainly before he
goes underwater and the ones that
are done underwater are filmed on a
high quality water proof camera.
They added lighting and colour to
the footage after it was filmed to
create a dark tone to match the
song. Harry and the crew had to go
under several practise's before
having the correct footage they
wanted.

32. GENRE CONVENTIONS
• Harrys music follows an indie rock genre but is me known for
his pop song. This is because the pop genre appeals to a larger
audience so he can grow his music. He does not follow the pop
conventions visually but his songs like watermelon sugar and
adore you do. They follow a simple beat and have a simple song
structure where they use the same rds throughout the whole
song. However, the music videos to

33. TASK 4 – LINKS
TO YOUR OWN
WORK

34. 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