This document provides guidance for completing a case study assignment on music video production. It is divided into 4 tasks. Task 1 addresses the purposes of music videos and strategies used by labels and artists. Task 2 covers styles, techniques and conventions used in music video production. Task 3 requires analyzing a minimum of 3 music videos by an artist of choice, discussing the usage of style, intertextuality, camerawork, editing, genre conventions and critical approaches. Task 4 prompts linking what was learned to the student's own work. The document emphasizes showing examples from videos, making points and linking to further materials to support explanations.

1. MUSIC VIDEO PRODUCTION
CASE STUDY
C L AUDIA S L ATER
Click to add text

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/ advertisement- Artists will promote brands similar to
there genre in order to grow as an artist
• Sales- Sell for example merch and increase profit witch may
increase profit and audience.
• Entertainment- Entertain the audience and give the music more
meaning to encourage more views. As well as the music video
been story telling and intriguing. This will help the audience
feel more connected.

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?)
• Some of the broader purposes of a music video may be the visual expect.
This is a great way for the artist to create a story with the song. For example
the way an artist may visualize the song to grow the music's meaning in a
way which is not direct but allows the audience to think which may grow
views. Another reason may be to promote the album/ song! This is order to
gain more views and re-play. As well as the artist gain more profit.
• Music videos are a great way to promote brands for example and create a
connection with the audience. A video is like a short film, it has a story, For
example style, body language, mise en scene may all be used to promote
brands.

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.
• I love the artist beabadoobee as I feel she presents herself in a really realistic way. A big
factor I like her music is because I relate to it and connect to her words. There very versatile
in the way she writes as you can change the words to fit to your scenario in life for example.
This is mainly why I would say beabadoobees audience would be teens aged 14-20. Quoted
“ a voice for restless teens” Beabadoobee is also 20 so being young shell also be able to
relate to the audience with her words. Her brand is also very clothing promoted for
example in her videos her friend styles her witch defiantly promotes her friends business
which gains her more of a following. I'm very intrigued by her outfits and often after check
out her stylists Depop to see if I can find the item. She defiantly likes her music videos to
have a lot of meaning some quite deep witch is almost like your watching a short movie.
They can be inspiring, but they definitely did this to give the music more meaning and too
really allow the audience to connect. Beabadoobees genre is a mix of bedroom pop/ indie
rock.
• Through a fan upload she gained thousands of streams witch was really helpful for her as
she wouldn’t be were she is now without that recording video.
https://youtu.be/sTQNJT7OZew

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.
• The comparison between One direction and Animal collective is that one
direction are defiantly putting themselves out there and using there looks as a
way to grow there audience however animal collectives music videos they tend
to be hidden by graphic scenes and there faces are covered which shows both
artists have different intentions for there music videos. One direction defiantly
have a larger audience platform to appeal to than animal collective. Animal
collectives music video defiantly didn’t have as much meaning as for one of
there songs it was just a black screen with fireworks, this doesn’t allow much
room for thought however there genre may be simple and basic. Compared to
one direction their music video had a lot more going on and the setting
mattered a lot as they were targeting a young romancing audience. Connecting
to their fans is really important to gain clarity.

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
• Camerawork in music videos plays a big part as often arists will
use a range of close ups of there face as that may appeal to
more people and grow the audience as well as a use of different
transitions and light changes to create a dynamic effect. Certain
angles may represent the music differently witch can create
more emotion. If the camera movement is out of sync with the
artist's singing this could be a deal braker.

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.
• Editing is really important for music videos. For example fast
montages may be more effective as the viewer may enjoy the
upbeat high intensity music video, It also allows the viewer to
connect better especially if edited correctly. A lot of artists may
speed up the shots to match the lip sync, this is created by slowing
down the song and the movement and speeding up to normal
speed when editing. This can be really cool to watch. Depending
on the genre etc. of the music and artist often some music videos
can be edited to look vintage/ aged.

12. 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 recognisable genre and use illustrations to explain what
their genre conventions are…
• Recognisable conventions For example hip hop may have very
low angles and camerawork or lots of graphics to fit the style of
the hip hop as they usually move around a lot in their music.
Hip hop may also include women as a male gaze. They tend to
be objective and sexualized to fit the audience that usually hip
hop artists appeal to.

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?
• 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. Extras is a TV show that uses intertextuality through
celebrity cameos and references to other films and TV shows.
• Examples of intertextuality would be Taylor swifts song 'Love Story'
which is a homage type of intertextuality where she refers to
Romeo and Juliet within the song to portray their love story of not
allowing to be together because of their parents,

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
• 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]

16. 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

17. BEABADOOBEE.
• In the music video “ worth it” Beabdoobee really uses vulnerability throught
the video, shes in a motel and as a young girl this could be scary. The
camerawork through the video is really effective as the Lense changes to a
fisheye to create a door whole and the use of different angles creates
suspense. Her outfit is very young in the beginning, this may appeal to her
younge audience as they may dress similar. The way that some of the
angles are shot in time with the drum beat works really well, the way the
artist has linked the lyrics to the visualisation Is really effective! The more
the music video goes on the more the meaning behind the lyrics show. Her
facial expressesions show the worry that a teenage girl might feel and the
bad descions that can happen with been young. Throught the video the
use of lighting changes to flashing and darker. Towards the end they also
switch to a tv which is almost like green screen this is a great way to express
how one can feel trapped. The change in clothes and the different fast
moving angles creates a different scene towards the end.
Worth it-
https://youtu.be/OUEkLq0apwY

18. BEABADOOBEE
• Sorry-
• https://youtu.be/Pd73PBS3x9k
• The music video sorry uses lots of different angles and lighting, for
example close up shots of her face. The song represents letting
Somone slip through your fingers. The lighting is quite dark and the
camera has really concentrated on the dark clouds witch enhance
the sad emotion as well as her facial language. It switches through
the video to fast camera shots and different angles. Towards the
end of the music video they concentrate on a lighter setting which
is almost like letting things go its happier and brighter. She syncs
the music with playing the guitar well witch almost creates chaos.

19. BEABADOOBEE
• Last day on earth-
• https://youtu.be/AwpVNq1FeEk
• This music videos style is very targeted at teenagers as its featuring
lots of young student type people, it has a teenage bad mistakes
aesthetic as it features smoking and drinking etc. I really like how
the effect of the editing creates almost a sequence transition as it
cuts and follows to the next person. This keeps you following the
story. I love the editing towards the end when it slows down and
then speeds up certain clips of them dancing its really effective and
fun to watch. I think areas of Last day on earth are very similar to
cologne as there very intense and chaotic which would defiantly
appeal to her young audience.

20. TASK 4 – LINKS
TO YOUR OWN
WORK

21. 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