This document outlines a case study assignment on music video production. It includes 3 tasks: 1) the purposes of music videos and artist/label strategies, 2) styles, techniques and conventions of music video production, and 3) a case study analyzing at least 3 music videos. The learning outcomes are to understand the purpose and styles/techniques of music videos, and to plan and produce an original music video. Notes provide guidance on completing the case study, including using images/videos as examples and adding slides as needed. Task 1 questions cover the core purposes of music videos and strategies employed by different sized record labels. Task 2 focuses on techniques like camerawork shots used in music videos.

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Music Video Production
Case Study
Alisia Morse

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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

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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.

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Unit 29 – Music Video Production
Assessment Criteria
 The assessment criteria addressed by this case study, further
details are in your project brief:

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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.

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Task 1 - Purposes

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Task 1 - Purposes
One core purpose of a music video is to entertain the viewer that is
watching it. Depending on what style of music that is being played and
who the artist is depends on the visuals that will be shown for example if
the music is by Justin Bieber it will be light hearted and the colors will be
warm and bright as his target audience is teenage girls. The music video
also can tell a story to further emphasis what the artist is trying to
convey, for example Ed Sheerans Thinking Out Loud shows two people
In love and in sink with each other through dance.
Another core purpose of a music video is to show the brands
image/identity. The ‘brand’ is the artists that is being played, the video
will reflect there personality and the style of music that they are making.
Miley Cyrus’ Wrecking Ball music video was to symbolize her destroying
(the ball) her old identity (the walls) of Hannah Montanna and becoming
the wreck less artist she is today.
Finally, the last core purpose of a music video is to increase sales. This
can include not only the song but other products the artist makes such
as perfumes or toy dolls of them selves. By creating there a video it
promotes there image and personality and younger audiences will want
to replicate what they do so will purchase things to make themselves
more like there idol.
 Q1 - Outline the 3 core purposes of music video with a short
explanation for each:

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Task 1 - Purposes
By creating a music video it means that the song can get
more publicity as it can be viewed on more platforms but
also will mean that people are more likely to click on it as
they want to know the story behind it. Some artists may
include well known people in there videos that don’t
always necessarily relate to there genre to encourage
other people to listen to there music. This is done in Tyga
music video Stimulated. This is to make her
following/fans watch the video and talk about which
intern gives it more publicity. The bigger the music labels
the more likely they are to do major collabs with other
artists of a similar nature to get more views and to
increase publicity. An example of this is Taylor Swift and
Zayn Malik ‘I don’t wanna live forever’. They both have a
similar audience for teen girls so it will get them all to
watch it and discuss how they feel about it.
 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?

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Task 1 - Purposes
The bigger the music labels the more likely they are to
do major collabs with other artists of a similar nature
to get more views and to increase publicity. An
example of this is ‘ZAYN, Taylor Swift - I Don’t Wanna
Live Forever (Fifty Shades Darker)’. They both have a
similar audience for teen girls so it will get them all to
watch it and discuss how they feel about it. By the two
major artist collaborating with a movie it will also give
it more publicity as it will be listened to on the film and
people who watch the film may download the
soundtrack.
Smaller labels will make music videos to show the
artist off and to give people an idea what they are
about and what they are likely to expect from them.
 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?

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Task 1 - Purposes
Another reason people create music videos is to further emphasis
the point hey are making. In 1971 (during the Vitenam war) John
Lennon created imagine to make a political point hat everyone is
equal and they war shouldn’t be happening. The video further
enhanced this by using white as the main color as this is the color
of peace and tranquility. It also includes two people of different
ethnicities sat next to each other to show that they can be friends
and don’t have to be at warn with each other. By having no objects
and it being minimalistic the video shows the viewer that they don’t
need anything to be happy just each other.
 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?

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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]
A synergy is is when one thing is linked to another through them
being branded together. This can be seen with the song ‘I’ll be
there for you’ which is used for the show friends and ‘Happy’
which was used for Despicable me 2. whenever these songs are
played the movie/TV show are automatically thought about.

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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.
Little Mix
Little mix are a brand that are targeted towards girls aged
from 11 upwards. There music videos clearly targets there
audience from the things that they are doing to the colors
they wear/use. They wear current clothes and have there
hair and makeup mimicking current styles for younger
audiences to copy. In there videos they present them
selves in situations that often relate to the lyrics they are
singing but also to real life situations that young girls do. In
the video ‘Hair’ they play girls at a sleepover and in ‘Black
Magic’ they show how you can overcome bullies and that
nothing should bring them down. They do this to make
people feel they can relate to them and feel more involved
in what they are doing rather than making there audience
feel like they are below them and don’t do what ‘normal’
girls would do.

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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
One directions videos are high tech and
use all the latest technology to make the
videos look perfect. They use a lot of
close ups of the ban to make it feel
more personal and to appeal to the
audience. The videos are very formulaic
and fit in with the current trends so that
younger generations enjoy it and want
to mimic what they are doing. There
videos are often manufactured and
choreographed and the artists don’t
have much say in what they do as the
label they work for have a idea which
they want to follow and the artist are just
a puppet. The videos tend to be
representational and show what they
are singing about or how they are
feeling.
Animal Collective
Animal collective music videos are lower
budget and don’t have much structure.
They tend to be experimental and when
it is being filmed the artist is usually
doing what ever he wants (usually being
edgy/alternative). They don’t stick to the
trends of the current time, they include
what there audience will want to see
and what they will enjoy making . The
videos tend to be non-representational
and don’t really have any link to to the
lyrics or the artist they are just want ever
they feel fits to the beat of the music.
The majority of the music videos are
computer generated or very heavily
edited.

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Task 2 – Styles, Techniques
and Conventions

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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
Close up shots of the artists face in music videos
are frequently used to make it feel more personal
and for the viewer to feel like they are in the artists
presences. In modern day and ages when the
video will be watched on multiple devices including
small phones it will be better to have close up
shots as more detail can be seen of the artists that
they are investing into.
Lorde- Green Lights
Directors also use a variety of lengths in which
they shoot the videos. A wide angle shot would
be used to make the artist look isolated and
alone, it may be used in a song about a break up
and having to live alone. It can also be used to
show what setting they are in or to fit in a lot of
characters
Wide angle shot to fit in the full
band, which makes it more
interesting rather than her just
stood singing.

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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
Directors also use dynamic shots (when there is movement) to add
more excitement to the video. Rather than them be stationary and
the artist move it can add more versatility when the camera moves.
An example of this would be when they circle around the artist as
they stand in the middle of a stage.
Directors can also use drones in order
to get one continuous shot from
multiple angles. This can include a low
shot, 360 or high above. This makes
the motions seem smooth and gives
chorographers more opportunity to be
creative with there routines.
High angle shots using a drone
Moving shots

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Task 2 – Styles, Techniques and
Conventions
 Q2 - Describe and explain the use of editing in music videos, i.e. the way in
which shots are sequenced, considering the rhythm of the edit and
combinations of shots and post-production techniques
The most common form of video editing it fast cut montage. This is when
many shots are all compiled together to make one continuous clip. An
example of this One Directions What makes you beautiful. They use many
shots of different lengths and heights and then put them all together.
The clips often transition to the beat of the music, when the beat is faster
the transition tend to be a lot harsher and faster where as when the song is
slower (like a ballad) the transition are often slower and flow into each other.

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Task 2 – Styles, Techniques and
Conventions
 Q2 - Describe and explain the use of editing in music videos, i.e. the way in
which shots are sequenced, considering the rhythm of the edit and
combinations of shots and post-production techniques
Digital effects are also added to music videos during the editing process.
They make the video more exciting and visually appeal more to the eyes.
Split screen is used to
have all the artist of a
band on as seen in the
clip or to show different
events going on at the
same time.
Green screens can
be used to make up a
world that artist is in.
It can be realistic or
non realistic.
Filters can also be added to the
video. This can include black and
white or making it look like it is old
style.

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Task 2 – Styles, Techniques and
ConventionsQ3 - 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
Over time technology has changed and developed
making music videos more detailed and have better
graphics. Not only has the way it is produced changed but
the way it is viewed has also adapted.
Production In the 90’s music videos were recorded on
tapes and were then uploaded on to large PCs that had
limited soft wear. A video that used tape is white lung
Face down. The images don’t look as clear or a polished
as a modern day video and they don’t look as
professional. Now, with modern day technology many
things have become possible. Things can now be filmed
on phones or small digital cameras and still be high
quality, this means that not as much money or preparation
needs to be put into the production. And example of this is
Younsters Flowing though my DNA. This video was filmed
on a iPhone 4, which now is low tech however, a few
years ago was incredible quality. Things can also be
filmed on drones which means unusual angles can be
filmed such as really high, low and up close. It also
means that you can film one continuous shot without
having to use heavy equipment.
White Lung-
Face Down
Youngster-
Flowing
through my
DNA

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Task 2 – Styles, Techniques and
ConventionsQ3 - 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
Where
Music videos are now more accessible to people as they
can watch them on multiple platforms .
In the 90’s and early 00’s the only way that music videos
could be watched is on MTV music channel. The
graphics were basic and the illustration like the logo and
adverts were simple yet effective.
Nowadays, the internet has allowed music video to be
watched at anytime and most devices. You can watch on
your phone, TV and laptop on sites such as YouTube,
MTV and Vimeo. Artist also have there latest videos on
there own website that you can watch.

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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…
Certain genre of music tends to conform to certain stereotypes.
Pop music is often choreographed through dance or a story and
will usually tell the story of the lyrics. In Beyoncé's Irreplaceable it
shows her sending away her ex boyfriend and showing her move
on, this is also what she is saying in the lyrics. I think this is good
as it gives the view a visual representation of the events and
what the people will look like rather than them being curious.
The artist often lip syncs in videos along to the lyrics, this can be
seen in videos such as One Direction You and I.
In pop music the artist also often tends to stick to trends that are
around in the current season of fashion. Louisa Johnson wears a
lot of lace up leather in her videos as this I what is currently on
trend in the fashion industry. She also wears a lot of Band T’s as
they are also very popular. Although this is good and gives
people looks to copy, when a lot of artist follow the same style it
can become very repetitive and boring for the viewer.
Alternatively, Lana Del Ray who is a pop artist doesn’t conform to
the conventions of pop, she takes a more indie, old school feel to
her videos. This is refreshing and adds variety to the industry.
Beyoncé
Irraplacable.

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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…
The pop genre is often played on mainstream radio stations
such as Capital and Heart as these are the stations that the
younger audience (target audience of pop music )listen too.
The videos are usually upbeat and fun as they are targeted
towards a younger audience. They often involve a lot of color
to add vibrancy which makes it look more astatically
pleasing. This can be seen in a lot Little mix's videos such as
Touch and wings. They use a lot of feminine colors like pink
and pastels as stereotypically this is what girls like and that is
there target audience.
Pop music often have large casts to make the screen look
full and to make it look energetic and exciting, in Beyonce
Love on top she has multiple people dancing to make them
all look like they are having a good time and not bothering
about the rest of the world.

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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 intersexuality is and
find some examples of it in music videos?
Intertexuality is when one text links to another text for
example when I music video references a movie or
video game. In Iggy Azalea Fancy’s video she mimicked
the movie clueless by recreating iconic scenes and
wearing similar outfits. Furthermore, in William Kurk Ms
Pac Man the video game is recreated ad is played while
he is rapping.
Intertexuality is used to encourage fans from the movie
or video game to watch the music video as it could
interest them and could be enjoyable, s will ten make the
video be talked about and will get more views.

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Task 3 – Case Study

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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

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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

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I’m not the only one- Sam Smith
The purpose of the music video is to visually
tell the story that Smith is singing. By making
the video representational it means that people
have a visual guide as well as audio to go
along with it. The song is about a male in a
marriage cheating on his wife and how she
feel about it. They express how the cheat
claims them to be crazy and how they know
what is happening. In the music video it goes
into more detail as it shows how she deals with
what is happening and what is happens in the
end. By adding a music video to the song I
think that it gives the viewer more insight into
the story and show them into the characters
life.
The video is also made to give entertainment
to the viewer and to give the artist some form
of identity and imagery rather than just be a
voice. Furthermore, it can has intertextuality in
it as in the video the main actress is Diane
Agron who has started in hit shows like Glee.
https://www.youtube.com/watch?v=nCkpzqqog4k

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I’m not the only one- Sam Smith
The song does close ups of Sam Smith singing which
conforms to the pop genre conventions. The video also does
a lot of close up shots of all the characters as it makes it feel
more personal and lets the viewer feel like they are more
involved in the emotion. If it was a wide angle shot it would
show more background so and it wouldn’t be relevant to the
story.
When filming the scene where the actress looks ‘crazy’ they
move the camera backwards without using a steady cam to
show her unstable side and and how she cant control her
feels (like the camera man cat control the camera).
However, when the shots are filmed of the man cheating on
her, he is perceived as stable and in control the the camera
is steady and not wobbling.
The song doesn't have fast beat so In the editing process
fast clip montage is not used because the clips are meant to
flow together slowly to the beat of the music.
The video follows similarly to
Beyoncé- If I were a boy. Both
songs are about people having
affairs and both vides follow the
cheats and the cheated life and
how they are dealing with it/ what
is happening.

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Megan Trainer – Lips are moving
The purpose of this video is to show of the new Dell laptop. The people
having fun and enjoying themselves are put in place to show you that with
the laptop you can also have as much fun as they are having. Intertextuality
is used frequently used in the video to encourage people to purchase the
laptop. By using a well known artist they know that it will get coverage and
many people will see it. They use the laptops to show ‘lips moving’ in the
video which directly shows the product however, all the colors used in the
video are also the colors you can get the laptop in so again they are
emphasizing placement.
In the video green screen is used throughout to change the color of that
backgrounds and to add images or objects in the background such as stairs.
They also use bright colors (not only to show off the colors of the laptops but
to make the video bright and happy which links to the song as it is a happy
song.
A lot of the shots are mid length as they don’t need to focus on anything in
particular only the product so emphasizing other things such as the emotion
of the artist isn’t important. Further more by having a wider shot they can get
more background in so the screen is more vibrant.
Fast cut montage is used to cut from shot to shot to fit to the beat however,
the camera is sat stationary and doesn't’t move with the artist and the cast.
This is because they want them to have all the energy and the movement
rather than make them look stationary.

30. + Charlie Puth - We Don't Talk
Anymore (feat. Selena Gomez)The purpose of this video is to show a day from two peoples
who were previously in a relationship perspective. They want
to show the story of them both moving on et still thinking
about each other and wanting to talk. The music video
directly links with the song as they are both
showing/describing how they feel about not seeing each
other anymore.
The use of split screen is effective as it is showing there lives
at the exact same time and what they are doing similar but
also differently.
Many off the shots of them when they are alone are close up
to show the emotions on there faces and to show the
audience how they are feeling. They also do this as the
space they have in the video for each person is limited due to
the split screen so they wat to show as much detail as
possible.
Rather than just showing shots of there faces they also do
shots of there surroundings and how they differ and other
body parts such as there feet and hands.
Finally, the way they use the lighting makes the emotions
further emphasized. In the 4th image you will see both the
man and the women are both in front of the light so there
faces have a lot of shadow on them while the background is
very light. This represents that they feel down and sad while
the rest of the world are happy and carrying on.