This document provides guidance for a music video and music magazine cross-media production project. It outlines requirements such as creating an original music video for an unsigned artist between 3-3.5 minutes long that includes various shots, locations, and elements of performance or narrative. It also requires producing a print music magazine to promote the same artist. Research must be done on music video conventions, target audiences, and industry context. A Weebly site must be used to host the finished work. Suggestions are provided for song choices and record labels to feature.

1. NEA 2020
Music Video/Music Magazine

2. Statement of Aims
• A brief outline of your aims and intentions for the music video
• Explain the way in which you will apply knowledge and understanding
of media language and representation
• Explain how your video will appeal to the target audience.
• 500 words

3. Research
• Analysis of 2 music videos exploring media language
• Analysis of 2 music videos exploring representation
• Research into industry context and how it impacts on production
• Research into the way media platforms can be used to promote and
distribute products to engage an audience
• Audience research – how audiences respond to music videos
• Primary research into your audience

4. Planning
• A pitch for your music video and magazine considering the
convergence of the products
• Project planning including schedules, resources and equipment, shot
lists and editing plans, storyboard, mock-up designs of composition
and layout.

5. The Production
• You are required to create original material only
• Use of existing brands or products is not permitted
• You can use production company logos, barcodes, logos for social
media sites

6. The Details
• A cross-media production for a new artist or band in a genre (or sub-
genre/hybrid) of your choice
• Create an original music video AND associated print material to
promote the same artist/band
• A cross-media production for a specialist record label targeting a
specialised audience of 18-34 year old music aficionados with a
specific interest in your chosen genre of music
• The chosen record label may be independent (e.g. XL Recordings) or a
specialist label (e.g. Def Jam) that is part of a conglomerate.

7. More details…
• Music video will be 3 minutes to 3 minutes 30 seconds
• You may used an existing song but it must not have an existing official
music video
• We advise that you use an album track, or better yet an unsigned
artist’s song

8. Requirements
The music video must construct representations of at least one social group and
include the following:
• Two or more filming locations (e.g. studio, rehearsal or live venue, or other
locations appropriate to the genre)
• Wide range of camera shots, angles and movement
• Shots of the artist or band to establish a clear identity/image
• An element of performance (rehearsal and/or live and/or lip synched appropriate
to the genre)
• Clear structure with an element of narrative (such as enigma, disruption,
resolution or character types) to visually interpret the lyrics
• Editing of original footage to the music track
• Graphics depicting the original name of the artist or band and title of the track

9. A grade examples from the past
• View these videos and cross-promotional print pieces
• Discuss how they have constructed representations of social groups
• What groups are represented?
• Are they stereotyped in any way?
• What messages are conveyed?
• How have they been constructed through media language?
• Can we apply any theory?

13. Things to do today…
• Set up a Weebly site to host your work
• Analyse 2 music videos in the genre you wish to work with, focusing
on media language
• Choose a song!

16. • https://www.sonymusic.co.uk/label/black-butter/
• https://www.fpmusic.org/artists
• https://wisdomteethuk.bandcamp.com/
• https://moves.life/about
• https://nervoushorizon.bandcamp.com/
• https://coilrecords.bandcamp.com/
• https://www.roughtrade.com/
• http://mute.com/artists
• http://www.national-anthem.co.uk/?LMCL=RQGcFN

17. • Skinny Pelembe
• Forest Law
• Kassa Overall
• Loft
• Shocka