2. +
Unit 29 - 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
3. +
Unit 29 – Music Video Production
Learning outcomes, this case study is concerned with the first
two learning outcomes of the unit:
1. Understand the purpose of music videos
2. Understand the styles, conventions, and techniques of music
videos
3. Be able to originate and plan a music video production for a
specific music track
4. Be able to work to complete production of a music video.
4. +
Unit 29 – Music Video Production
Assessment Criteria
The assessment criteria addressed by this case study, further
details are in your project brief:
5. +
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.
7. +
Task 1 - Purposes
Q1 - Outline the 3 core purposes of music video with a short
explanation for each:
One core purpose of a music video is Entertainment. The artist/artists will have a
music video to go with there song is so that there fans have something to watch
as listening to the song. This can help them obtain more fans/a bigger audience
as people who do find the video entertaining will watch again and watch more of
the artist/artists video.
Another core purpose is Branding/Identity. This is so that there fans/views can
understand more of the artist/artist style and personality. This can help them to
obtain more fans/a big audience as they because who enjoy the style/think their
similar will invest more in them.
The last core purpose is Sales. A music video can help raise the sales for an
artist/artists as this will allow for it to feature on T.V. music channels and on the
internet. This will mean that more people are exposed to the song/the artists
songs and are more likely to buy them.
8. +
Task 1 - Purposes
Q2 – What are some of the broader purposes of music videos? 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?
One boarder purpose that a music video serves is that they don’t have to play
live. Plying live is very expensive and will save the artist/artists lots of money.
Another boarder purpose that could be extremely important to the artist/artists is
to put across a personal/politic message. This in it self can help the artist/artists
very much as depending on the message, either good, bad or controversial can
create publicity and increase sale.
A broader purpose of a music video is to help the audience to interpretive the
music/song in there own way, with the video helping them. This can help fans find
personal connections and meaning in the song making them more likely to buy
the song
9. +
Task 1 - Purposes
Q3 – Describe what is ‘synergy’ is and how it has been used in
music videos [min. 3 examples of synergy and convergance]
Synergy is when two products, artist, brands come together to create something
and gain more money, success, publicity or a greater product then the individuals
involved.
For the movie men in black, will smith acted in and created/performed a song
for the movie called Black suits comin’ (nod ya head).
Even thought both products were created with around a 30 year gap between
them, but when the film straight outta Compton (2015) came out sales and
interest rose for the album and the song straight outta Compton.
for the film Skyfall, Adele created/performed a song called Skyfall for the film
10. +
Task 1 - Purposes
Q4 – 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.
Eazy E (real name Eric Wright) presents himself in his videos as a gangsta. This is
because of where he grew up and the culture that surrounded him. His “brand”
represents this. In his videos he’s always surround/with people. This will/would be
because it was important to appear/be popular and have everyone like them and
have street cred. He would also wear specific clothing. He would wear jewelry, such
as gold chains to help show/represent his wealth. He would also wear leather gloves
and other similar thick/protective clothing. This will be to help to reinforce that he is a
gangsta because this is gear that the stereotypical gangsta wears. His hat and
sunglass would also have purpose. This would be worn because a gangsta would
usually wear things like sunglasses and hat to hid there face. This subtly reinforce
that he is a real gangsta. His audience with be people who have similar lives to
him. People who have grown up in the ghetto/hood/suburban areas and can relate
to his lyrics. He will also appeal to teenagers (mostly male) as they will/would
consider this to be cool.
11. +
Task 1 - Purposes
Q5 – 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
13. +
Task 2 – Styles, Techniques and
Conventions
The video I have chosen to analyze is forgot
about Dre. The first shot used within the music
video is a wide angle shot which is used to
establish the location of where the music video
is taking place.
Soon after this we are presented with a mix's of
medium shots and close ups, cut to the beat to
keep the rapping engaging.
14. +
Some of the shots like this one to the right
uses a wide angle lenses but gets close to the
subject so the scene is still visible.
Sometimes wide angle lenses coupled with
low angle shots are used to create an sense of
power and intimidation. Do for example dr Dre
is often shot from a low angle to show his
authority.
Forgot about Dre – Dr Dre
https://www.youtube.com/watch?v=QFcv5Ma8u8k
15. +
Task 2 – Styles, Techniques and
Conventions
The video I have chosen to analyze for editing is
Eminem’s rap god. The first shots in the video are very
vibrant and colorful. This helps to extenuate and links
to the song title (rap god) as it have a strange and
unworldly vibe. In terms of editing techniques the
images in the music video have been edited in the
colorization and saturation have been turned up to give
it god/Jesus type imagery with an outline to help signify
himself.
When Eminem then shows off his rapping skills (and
why he’s the rap god) the editing starts off cutting
every one and a half seconds and then speeds up as it
goes on. This would have been done because he’s
rapping so fast that the audience/listener need to
comprehend his rapping and a fast editing pace could
of confused/disorientated the audience more.
Rap god – Eminem
https://www.youtube.com/watch?v=XbGs_qK2PQA
16. +
Task 2 – Styles, Techniques and
Conventions
Q3 - Describe and explain some of the technical
developments in music videos, i.e. in terms of how the music
videos are filmed, edited/produced and viewed
Kanye west bound 2 – green screen bad
Michael Jackson don't stop til you get enough – 1979 – first
time green screen used
17. +
Task 2 – Styles, Techniques and
Conventions
Q4 – 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…
18. +
Task 2 – Styles, Techniques and
Conventions
Q5 - 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 some
examples of it in music videos?
20. +
Task 3 – Case Study
For your individual case study you are required to prepare
material on a minimum of three music videos.
This should provide discussion on the usage of the following:
Purpose of the video [consider the strategy of the artist and the
intention behind the video, remember the core purposes and break
this down into the other purposes we discussed]
Style[s] used
Techniques employed
Intertextuality
Camerawork/editing
Genre conventions
21. +
Task 3 – Case Study
You should include a video link for the video
You can include as many illustrative stills as you like
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
