1) The document provides instructions for completing a case study assignment on music video production. It outlines three tasks to be completed on a weekly basis, focusing on the purposes of music videos, production styles and techniques, and an analysis of three selected videos. 2) Task 1 questions examine the core purposes of music videos and how artists use them to promote their brand. Task 2 explores common camerawork, editing, and genre conventions in music videos. 3) Task 3 requires selecting an artist and analyzing a minimum of three of their music videos to discuss production styles, intertextuality, and apply critical approaches learned. Illustrations and video links are encouraged to support responses.

1. MUSIC VIDEO PRODUCTION
CASE STUDY
O L IVIA C R OS S LEY

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:
• Entertainment- Entertainment is a core purpose as its one of the main reason
people watch music videos in the first place, as they enjoy watching it. If they
were boring there would be no want or need for them and would be very
unsuccessful.
• Promotes album- People decide whether they like a particular song by the music
and the video that goes with it. If it has a boring video it will put people off.
However if a video is good and entertaining it will get passed round my either
social media or word of mouth, and the more people that see it are more likely
to take a liking to it and become a fan of the specific artist helping them become
more successful.
• Creates visual images that convey the meaning and story- Many music videos
have a meaningful message or story behind them, and this can be shown
through linking the moves and actions in the video to reflect the lyrics.

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?)
1. Allows the band the band availability of not having to play
live- This is so useful especially in times like this with corona
as we cant have gigs, but also means artists have a lot
availability.
2. Allows the audience the advantage of interpreting the song
through the use of the video playing in the background
3. Feature other artists from there label as a means of
promotion- Nowadays this is a very common thing to do.
Its an easy way of growing quickly as a solo artist, especially
if you collab with a well known artist.

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 it appeals to and why they might have done this.
Billie Eilish
• Billie Eilish’s brand is her dark and freaky videos. She is
well known for her black and green aesthetic and unusual
style, which makes her stand out massively against most of
the other music artists nowadays. It appeals to many
people especially teens as she live such a ‘different’ life
just at the age of 18. The things she wears are also very
unique which many people envy and have tried to copy

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.
• These videos are very representational
and also reflect the lyrics
• Most of the camera angles are close up
shots
• Very easy to understand and follow
• There are many costume changes,
locations and props used to film giving it
a high budget
• Basic editing techniques using mostly
cuts with the odd different effect
• Large audience as it isn’t specifically
targeting anyone, however it does tend
to be teenage girls listening to it
• Purpose is to make money
• Not very repetitional
• No close ups of the singers
• Very confusing to keep up with as
you cant really engage with it as the
audience. Load off different shots of
different stuff (abstract)
• Editing seems quite basic, not many
props used- low budget
• Smaller audience
• Purpose is to be creative and
different
One Direction Animal Collective

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
The way the camera is used and how the images are sequenced will have a massive
impact upon the meaning of the video. Depending on what sort of music video it is
and how much movement there is, will depend on what camera angles are used.
For example, if it was a dance video as it has a lot of movement the camera will
accompany them throughout the video either using close up or mediumshots. This
helps to create meaning, as some dances are lyrical and could potray a story or
message. Different types of camera work are used to create a more dynamic feel to
a stage performance, for instance circling the band as they preform on stage.
Close up shots are predominatley used on tv, especially in soaps. This helps build
more tension and creates more intimacy with the veiwer.

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
One of the most used form of editing assosiated with music promo is
fast cut montage. Fast cut monages simplify your shots and
establishes a cause an effect between shots. Even though it is one of
the most popular form of editing, rendering many of the images is
impossible to grasp on first viewing so they will be used multiple
times.
Other forms of editing are used also such as split screns, colurisation
and CGI. These are used for the enjoyment of the audience and make
it more intesring/exciting.

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…
INDIE GENRE CONVENTIONS
• SETTING Indie music videos are known to be quite low budget,
the main settings of the video are in the studios, cities, parks
and in tunnel etc...
• MISE-EN-SCENE Mise-en-scene is a very important factor in the
indie rock genre as it helps to portray the narrative much better.

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
intertexuality 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

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

17. DON’T LOOK BACK IN ANGER
-OASIS
• https://www.youtube.com/watch?v=cmpRLQZkTb8
The most common camera shot used in indie is a
close up shots, which are used many times
throughout this video. It starts with mostly close
ups introducing the main singer and other band
members. Other angles such as long shots, low
down shots and panning shots are used.
Most of the editing just consists of cuts to the next shot. Slow
motion has also been used a couple of times, but apart from that the
editing is basic. Each shot lasts no longer then 3 seconds before
cutting to a different shot splitting it up, which is also very
commonly used in indie music videos. All the video is shot in colour
and uses no filters that I am aware of.
Unlike many of their videos this is shot in multiple
locations. For example, Supersonic is set in one location
and has a lot more of a low budget feel to it like most
indie music videos do, unlike this one as it uses lots of
props and is set in a fancy mansion.

18. WONDER WALL- OASIS
https://www.youtube.com/watch?v=bx1Bh8Zv
H84
There is slightly more technical editing used in this video compared to some
of their other songs such as, 'Don’t look back in anger'. The whole video is in
black and white but a few times throughout the video they have highlighted
the guitar a different colour, this could be to sybolise that the guitar is the
main musical instrument played all the way throughout the song. They have
also used some other effects, and like most of their videos it just cuts to the
next shot within 3 seconds.
There are a lot of close up shots of the main singer throughout the video
like most indie videos tend to have. Long shots, medium shots, lowdown
shots and panning shots are also used.

19. SUPERSONIC-OASIS
https://www.youtube.com/watch?v=BJKpUH2kJQg
This video potrays the typical indie style. It is all shot in one location
which is a rooftop, has very minimul probs and doesn’t use any extra
actors, making it a lower budget video to make. The editing is quite
basic and mainly cuts to the next shot.
Once again this video starts with close ups of the main singer which is
also commonly found in indie videos. Long shots, medium shots,
lowdown shots and panning shots are also used.

20. LIVE FOREVER- OASIS
In this music video there are a various amount of
different edidting skills used. As well as the cut
to the next shot they have overlapped and
merged shots. Another thing they have done is
when the shot is in black and white, they have
allowed green coloured objects in the video to
be seen, which gives it a cool effect.
Multiple locations props have also been used
throughout the video, which could indicate it
was a higher costing video to make.
Camera angles such as close ups, long shots,
medium shots, lowdown shots and
panning shots are also used.