BTEC Level 3 Extended Diploma Coursework (Creative Media Production)

1. 1
Assignment Brief
Qualification: Level 3 BTEC National Extended Diploma in Creative Media Production (TV & Film)
Unit: Brief Unit 29: Music Video Production M/600/6650
Assignment: Music Video
Start date: Monday 3rd January 2017: This was the deadline that we was assigned
Deadline date: Tuesday 17th January 2017: We were given two weeks to complete this
Assessing tutor: Rich Barton
Applied Learning Scenario:
Scenario
You work for a video production company and have been approached to research and produce a music video for an up and
coming artist/band. You will haveto undertake research into the different styles,conventions and editing techniques of
music videos and consider the requirements of your clientand fulfil the promotional purposeof the product. You will also
need to consider who your target audience is and how you are going to entertain and engage them in your music video.
Unit Content:
1 Understand the purpose of music videos
Purposes: promotional;extension of income; extension of outlets (music channel,directDVD and CD sales,website,
download); synergy (films,TV programmes); producers’strategies (major label,independent, artistself-produced)
2 Understand the styles, conventions, and techniques of music videos
Styles: popular music genres;in-concert and ‘as live’footage; animation (stop motion, digital);interpretative; narrative;
impressionist;surrealist;pastiche;parody;referencing; homage; influenceof commercials
Conventions: lyric interpretation;extending or consolidatingsong’s meaning;allusion;linksto other artists
Techniques: cutting to beat; effects; miming and lip sync;playback and lip sync;multi -mage;camera movements; camera
angles;chroma key
3 Be able to originate and plan a music video production for a specific music track
Originate ideas: choosingmusic track;analysingmusic track (meaning,content, imagery, narrative,duration,pace, style,
semiotics);performer’s style; performer’s image; video’s style; creativeconcept
Research: sources for locations;found footage (video archives,libraries,websites,copyright,waivers)
Plan: script;storyboard;shootingscript(camera movements, takes, angles,continuity); selection of
technical and performance crew; team roles and responsibilities;production organisation and schedule;location recces;risk
assessments;permissionsto film;clearances
4 Be able to work to complete production of a music video
Work: eg individually,as director,as production manager,as camera operator, as editor
Production: eg direct action,manage production,shoot footage, create animation,light,create SFX, edit; production log
Learning outcomes:
On completionof thisunit a learnershould:
1 Understand the purpose of music videos (This means of understanding the target audience because the
artist’s idea for the music video needs to appeal to them-demographic.)
2 Understand the styles,conventions, and techniques of music videos
3 Be able to originate and plan a music videoproduction for a specific music track
4 Be able to work to complete production of a music video.
This is formal brief

2. 2
Assignment: Music Video
What you have to do
Task 1 Assessment Evidence Assessment Focus
Comprehensively explain the purposes of music videos with elucidated examples and
consistently usingsubject terminology correctly by researchinginto the following:
(This is allowingus to know of how established the artistis and whattype of budget that we are
going to have for the making of the music video. By doingthis,the audienceand production
team will know more aboutthe artistin a detailed way.)
 one major label artist
 one independent label artist
 an artistthat has self-produced their own record.
1a. In 4’s create a Group Timeline of the History of Music Videos from 1960-2010’s with
discussion on Purpose(promotion, extension of income, producers strategies)
1b. Create a series of reports under the followingcategories with detailed examples
i. History of Promotional Music Videos,Budget Breakdown
ii. The Purposes of Music Videos – Creatingan Image/promotional
iii. The Purposes of Music Videos – Extension of Income (Youtube views, Product
Placement, Budget Breakdown Categories)
(This is partof trends of key information within this music video brief mainly becauseitcan get
more information of the audiencethat the unsigned artistis tryingto target the music video for
them and getting inspiration fromother artist’s videos.)
iv. The Purposes of Music Videos – extension of outlets (youtube, veoh, MTV,
specialist channels, downloads & streaming, Spotify, itunes,
v. Strategies used by indielabels videos to Promote their artists,
vi. Strategies used by major labels usevideos to Promote their artists,
vii. Strategies used by self-produced artists usevideos to promote themselves
viii. Creating synergy with other media products (films,games etc)
1c. In your 4’s give a classpresenton the Purposes of Music Videos and how they are used by
the Music Industry
Purposes of music videos and how they are used by the
music industry.
1. A group timelineof the History of Music Video
2. A series of individual reports via blogpostor
Prezi/Emaze/Glogster with embedded examples,
gifs and screen grabs from existingexamples
You must HIGHLIGHT in colour the key terms you have
used
You must put in italics where you have explained style,
convention and techniques in discussingtheexamples
Grading Criteria:
P1/M1/D1
P1 describethe purposes of
music videos with some
appropriateuseof subject
terminology
M1 explain the purposes of
music videos with reference
to detailed illustrative
examples and with generally
correct use of subject
terminology
D1 comprehensively explain
the purposes of music
videos with elucidated
examples and consistently
usingsubjectterminology
correctly
Key Terms that you should be usingin your work: Purposes: promotional; extension of income; extension of outlets (music channel, direct DVD and CD sales, website, download); synergy
(films, TV programmes); producers’ strategies (major label, independent, artist self-produced)

3. 3
Assignment: Music Video
What you have to do
Task 2 Assessment Evidence Assessment Focus
Create content for a website comprehensively explainingand demonstrating the styles,
conventions and techniques of music videos with elucidated examples and consistently using
subjectterminology correctly
2a Explain and assess theconventions of 3 different Music Genres considering mise-en-scene
– costume, props,locations, stylingtheartist,performances/narrative,interpretation of the
song:
i) Pop or Dance
ii) Indie
iii) Hip Hop
The section that is highlighted here is showingwhat artistis partof in terms of the genre
which they make for their audience.
2b Explain and assess thedifferent styles of music videos with examples of each of the
following:
i) Andrew Goodwin: (relationship between music or lyrics and visuals,dominance
of closeups,notions of lookingor watching,
ii) Narrative,Performance, Conceptual (Impressionistor Surrealist),
iii) Post-modernism: Parody, Referencing, Pastiche,Homage, Intertextuality,
Animation
Tutorial ‘How to make a Music Video’
3. A series of reports, Emaze, Thinglink or Prezi via
blogpost for with embedded examples,gifs and
screen grabs from existingexamples
You must HIGHLIGHT in colour the key terms you have
used
You must put in italics where you have explained style,
convention and techniques in discussingtheexamples
Grading Criteria:
P2/M2/D2
P2 describethe styles,
conventions and techniques
of music videos with some
appropriateuseof subject
terminology
M2 explain the styles,
conventions and techniques
of music videos with
reference to detailed
illustrativeexamples and
with generally correct useof
subjectterminology
D2 comprehensively explain
the styles,conventions and
techniques of music videos
with elucidated examples
and consistently using
subjectterminology
correctly
Key Terms that you should be usingin your work: Styles: popular music genres; in-concertand ‘as live’footage; animation (stop motion, digital); Ideas of Andrew Goodwin; interpretative;
narrative;impressionist;surrealist;pastiche;parody;referencing; homage; influenceof commercials
Conventions: lyric interpretation;extending or consolidating song’s meaning;allusion;linksto other artists

4. 4
Assignment: Music Video
What you have to do
Task 3 Assessment Evidence Assessment Focus
Practically demonstrate and comprehensively explain the techniques of Music Video
production with your own examples from you Practical Music Video Portfolio and compare
with existingexamples usingsubjectterminology:
3a) A practical portfolio of techniques of music video editing (“Turn Down for What?” and
your Test Footage from your idea)
i) cutting to beat;
ii) miming and lip sync;
iii) camera movements;
iv) camera angles;
v) Green screen
vi) Effects
These are the different camera and editing techniques that needed to be seen in the music
video that is goingto be made for the client mainly becausethese arethe conventions that is
normally seen in today’s era of music videos.For the production team for the type of the artist
that they areworking with duringthe pre-production, production and post-production stages,
it needs up to professional standardsso itwill attractthe audienceto watch the video.
3c) An instructional ‘How to’ tutorial report on your practical portfolio explainingthepurposes
and how to do these above techniques
Website Tutorial “How to make a Music Video”
4. A practical portfolio of your own development in
usingthese techniques consistingof:
a) Music Video Beat edit
b) Angles and Movement*
c) Effects & Green Screen
5. A Instructional Blog report, Emaze, Thinglink or
Prezi via blogpostwith embedded examples,
gifs and screen grab from existingexamples
You must HIGHLIGHT in colour the key terms you have
used
You must put in italics where you have explained style,
convention and techniques in discussingtheexamples
Grading Criteria:
P2/M2/D2
P2 describethe styles,
conventions and techniques
of music videos with some
appropriateuseof subject
terminology
M2 explain the styles,
conventions and techniques
of music videos with
reference to detailed
illustrativeexamples and
with generally correct useof
subjectterminology
D2 comprehensively explain
the styles,conventions and
techniques of music videos
with elucidated examples
and consistently using
subjectterminology
correctly
Key Terms that you should be usingin your work:Techniques: cutting to beat; effects; miming and lip sync;playback and lip sync;multi-mage;camera movements; camera angles;chroma-
key

5. 5
Assignment: Music Video
What you have to do
Task 4a Assessment Evidence Assessment Focus
Originate a music video production for a specific music track to a technical quality that reflects
near-professional standards,
showing creativity and flair and working independently to professional expectations
Task 4a: Choosing the track/gaining permission
i. In groups of 4, learners identify a client - this must be a real unsigned artist that you can
contact via social media to develop a brief (Unit 5)
ii. Contact the artist and gain permission to use the track – upload proof of this in the form
of a screen grab of an email/twitter conversation etc onto your blog
iii. Post a copy of the lyrics on your blog. Include in this post details duration of the song, its
sections and what kind of pace it has (fast/slow/upbeat etc).
iv. In a pair analyse the lyrics and annotate them – post this on the blog
Look for:
v. Style of Product
 meaning (what is the song about)
 narrative (is there a story)
 content (verse, chorus etc)
 imagery (key images/hidden meaning/layers of subtext)
(For the style of the product (music video), the information can be gained through the style of
artist in terms of the lyrics and sound of their track so you can find out more about the image
that do to portray to their audience so they can get a feel of the style that is seen through the
visuals and content of the video.)
Each learner is required to individually originateideas, select one idea and plan a music video.
i. Having considered the tracks meaning imagery, synaesthesia, decide on the
interpretation (performance/narrative) and visual style – (Mise-en-scene, camerawork
etc).
ii. Prepare pitch and present pitch to the rest of the group; your pitch must justify its
visual effectiveness,its ability to enhance or market the music track and why it
employs a particularstyleand what your influences are.
“How to develop ideas for a Music Video” Portfolio
1. Analysis of Artist& Track - Screen Grab and Blog
Post explainingwhy you chosen this artist,their
image, audience & the track
2. 4 x Synaesthesia mood boards –
concept/themes/narrative, Visual Style,Genre
3. Lyric and Track Structural Breakdown Analysis -
with timings,meaning, content, imagery,
narrative,duration,pace, style,semiotics
4. 500 Treatment for the full idea (1 section per
group member)
5. Individual Video Pitch Video to your clientfor
your individual idea
Grading Criteria:
P3/M3/D3
P3 originateand plan a
music video production
for a specific music track
working within appropriate
conventions with some
assistance
M3 originateand plan a
music video production for a
specific music track
effectively showing some
imagination and with only
occasional assistance
D3 originateand plan a
music video production for a
specific music track to a
technical quality that
reflects near-professional
standards,
showingcreativity and flair
and working independently
to professional expectations
Key Terms that you should be usingin your work: Originate ideas: choosingmusic track;analysingmusic track (meaning,content, imagery, narrative,duration,pace,style, semiotics);
performer’s style; performer’s image; video’s style; creative concept
Resources: www.unsigned.com

6. 6
Assignment: Music Video
What you have to do
Task 4b Assessment Evidence Assessment Focus
Plan a music video production for a specific music track to a technical quality that reflects near-
professional standards,
showing creativity and flair and working independently to professional expectations
Task 4b - Pre- Production Planning
In order to successfully film and edit you music video you must first complete all of the required
pre-production documentation.
i. Storyboard/animatic
ii. Shooting script
iii. selection of technical and performance crew
iv. team roles and responsibilities
v. production schedule (GANT chart)
vi. location recce
vii. risk assessments
viii. permissions to film
Pre-production Portfolio
Group of 4 preproduction portfolio with allocated roles:
 Director
 Production Manager
 Director of Photography
 Editor/Ass Director
Grading Criteria:
P3/M3/D3
P3 originateand plan a
music video production
for a specific music track
working within appropriate
conventions with some
assistance
M3 originateand plan a
music video production for a
specific music track
effectively showing some
imagination and with only
occasional assistance
D3 originateand plan a
music video production for a
specific music track to a
technical quality that
reflects near-professional
standards,
showingcreativity and flair
and working independently
to professional expectations
Research: sources for locations;found footage (video archives,libraries,websites,copyright,waivers)
Plan: script;storyboard;shootingscript(camera movements, takes, angles,continuity); selection of technical and performancec rew; team roles and responsibilities;production organisation
and schedule; location recces;risk assessments;permissionsto film;clearances
Assignment: Music Video

7. 7
What you have to do
Task 5 Assessment Evidence Assessment Focus
You must now produce your music video and then embed it on to your blog and work to a
technical quality that reflects near professional standards, showing creativity and flair and
working independently.
As a group of 4, carry outan individual production role – Director,production Manager,
Director of Photography, Editor.
a) Shoot your music video using
i. Depth of field (ShallowFocus)
ii. Rule of Thirds and Composition
iii. Steady & smooth movement
iv. Shoot usinga minimum of 9 set ups
v. Dominance of CloseUps and ExpressiveAngles
vi. Base Track (Lip Synching)
vii. Artificial Lighting(Stylistic/Expressive)
viii. Beat Editing/Rhythmic Montage
ix. On-location shooting(non-domestic and generic)
x. Advanced camera techniques (Go Pro, etc)
(This section is showingwhat the music video needs to have for attractingthe audience since
these conventions are seen in modern music videos today compared to the past.)
b) Keep a production diary includingphotos of yourself on siteduringthe shoot
c) Produce a Rough Cut and collectfeedback from your client – record the meeting and
write up your notes from their requirements
d) Carry out pick up shots or reshoot if necessary
e) Complete your Final Cut and deliver to client by deadlineand to specification
Complete production of a music video
1. Final Music Video exported to Youtube and
embedded on Weebly portfolio
2. Individual Production Diary
3. Video meeting with clientand notes
Grading Criteria:
P4/M4/D4
P4 work to complete
production of a music video
working within appropriate
conventions and with some
assistance.[TW,SM]
M4 work competently to
complete production of a
music video showing some
imagination and with only
occasional assistance.
D4 work to a technical
quality thatreflects near-
professional standardsto
complete production of a
music video, showing
creativity and flair and
working independently to
professional expectations
Key Terms that you should be usingin your work:
Work: eg individually,as director,as production manager,as camera operator, as editor
Production: eg direct action,manage production,shoot footage, create animation,light,create SFX, edit; production log

8. 8
Sources of Information Useful Websites
Indicative reading for learners
Textbooks
Baylis P,Freedman A, Procter N et al – BTEC Level 3 National Creative Media Production, Student Book
(Pearson,2010) ISBN 978-1846906725
Baylis P,Freedman A, Procter N et al – BTEC Level 3 National Creative Media Production, Teaching Resource
Pack (Pearson, 2010) ISBN 978-1846907371
Austerlitz S – Money for Nothing: A History of the Music Video from the ‘Beatles’ to the ‘White Stripes’: A History
of the Music Video from the ‘Beatles’ to the ‘White Stripes’ (Continuum, 2008) ISBN 978-0820418180
Ayeroff J, Reiss S, Feineman N, Stipe M – Thirty Frames Per Second: The Visionary Art of the Music Video (Harry
N. Abrahams INC 2000) ISBN 0810943573
Chater K – Research for Media Production, 2nd Edition (Focal Press,2001) ISBN 978-0240516486
Cleve B – Film Production Management (Focal Press,2000) ISBN978-0240806952
Evans R – Practical DV Film Making (Focal Press,2004) ISBN978-0240516578
FlintM – A User’s Guide to Copyright (Tottel Publishing,2006) ISBN978-1845920685
Forests G – Produce and Promote Your Music Video (Hal Leonard Corporation,2008) ISBN 978-1423427278
Hanson M – Reinventing Music Video: Next-generation Directors, their Inspiration and Work (Rotovision,2007)
ISBN 978-0240808345
Hardy P – Filming on a Microbudget (Pocket Essentials,2008) ISBN978-1842433010
Kindem G and Musberger G – Introduction to Media Production: From Analog to Digital, 2nd Edition
(Focal Press,2001) ISBN 978-0240804088
Laybourne K – The Animation Book: A Complete Guide to Animated Filmmaking (Three Rivers Press,1998)
ISBN 978-0517886021
Lord P, Park N and Sibley B – Creating 3-D Animation: The Aardman Book of Filmmaking (HNA Books, 2004)
Millerson Gand Owens J – Video Production Handbook (Focal Press,2008) ISBN 978-0240520803
Musberger R – Single Video Camera Production (Focal Press,2005) ISBN 978-0240807065
Roberts-Breslin J – Making Media: Foundations of Sound and Image Production (Focal Press,2007)
ISBN 978-0240809076
Schwartz L – Making Music Videos: Everything You Need to Know from the Best in the Business (Watson Guptill,
2007) ISBN 978-0823083688
Small R – Production Safety for Film, Television and Video (Focal Press,2000) ISBN 978-0240515311
Thompson R – Grammar of the Edit (Focal Press,1993) ISBN 978-0240513409
Vineyard J – Setting up Your Shots (Michael WieseProductions,2008) ISBN 978-1932907421
Website
www.mtv.com

9. 9
Unit: UNIT 29: Music Video Production
Assessmentand Grading Criteria
In order to pass this unit,the evidence that you present for assessmentneeds to demonstrate that you can meet all the learningoutcomes for the unit.
The assessmentcriteria for a PASS grade describethe level of achievement required to pass this unit.
To achieve a PASS grade your work must show
that you are able to:
To achieve a MERIT grade your work must show
that, in addition to the PASS criteria, youare
able to:
To achieve a DISTINCTION grade your work must
show that, in addition to the PASS and MERIT
criteria, you are able to:
P1 describe the purposesof musicvideoswithsome
appropriate use of subjectterminology
M1 explainthe purposesof musicvideoswith
reference todetailedillustrativeexamplesandwith
generallycorrectuse of subjectterminology
D1 comprehensivelyexplainthe purposesof music
videoswithelucidatedexamplesandconsistently
usingsubjectterminologycorrectly
P2 describe the styles,conventionsandtechniquesof
musicvideoswithsome appropriate use of subject
terminology
M2 explainthe styles,conventionsandtechniques
of musicvideoswithreferencetodetailed
illustrativeexamplesandwithgenerallycorrectuse of
subjectterminology
D2 comprehensivelyexplainthe styles,conventions
and techniquesof musicvideos
withelucidatedexamplesandconsistentlyusing
subjectterminologycorrectly
P3 originate andplana musicvideoproduction
for a specificmusictrackworkingwithinappropriate
conventionswithsome assistance
[CT]
M3 originate andplana musicvideoproductionfora
specificmusictrackeffectivelyshowingsome
imaginationandwithonlyoccasional assistance
D3 originate andplana musicvideoproduction fora
specificmusictrackto a technical qualitythatreflects
near-professional standards,
showingcreativityandflairandworkingindependently
to professionalexpectations
P4 workto complete productionof amusicvideo
workingwithinappropriateconventionsandwith
some assistance.[TW,SM]
M4 workcompetentlytocompleteproductionof a
musicvideoshowingsome imaginationandwithonly
occasional assistance.
D4 workto a technical qualitythatreflectsnear-
professionalstandardstocomplete productionof a
musicvideo,showingcreativityandflairandworking
independentlytoprofessional expectations.

10. 10
Student Record of Assessment
Qualification: Level 3 BTEC National Extended Diploma in Creative Media Production (TV & Film)
Unit: UNIT 29: Music Video Production
Assignment: Music Video
Student:
Grading Criteria Achieved?
P1 describe the purposes of music videos withsome appropriate use of subject terminology
P2 describe the styles, conventions andtechniques ofmusic videos withsome appropriate use ofsubject terminology
P3 originate andplana music videoproduction for a specific music trackworkingwithin appropriate conventions withsome
assistance[CT]
P4 work to complete productionof a music videoworking withinappropriate conventions andwith some assistance. [TW, SM]
M1 explainthe purposes of music videos withreference to detailedillustrative examples andwith generallycorrect use of subject
terminology
M2 explainthe styles, conventions andtechniquesof music videos withreference to detailed
illustrative examplesandwith generallycorrect use ofsubject terminology
M3 originate andplana music videoproduction for a specific music trackeffectivelyshowingsome imaginationandwith only
occasional assistance
M4 work competentlyto complete productionof a music video showing some imaginationandwithonlyoccasional assistance.
D1 comprehensivelyexplainthe purposes ofmusic videos withelucidated examples andconsistentlyusing subject terminology
correctly
D2 comprehensivelyexplainthe styles, conventions andtechniquesof music videos with elucidated examples and consistently
using subject terminologycorrectly
D3 originate andplana music videoproduction for a specific music trackto a technical qualitythat reflects near-professional
standards, showingcreativityand flair andworkingindependentlyto professionalexpectations
D4 work to a technical qualitythat reflects near-professionalstandards to complete production ofa music video, showing
creativityandflair andworkingindependentlyto professionalexpectations.
Overall Grade: Pass not yet achieved / Pass / Merit / Distinction
Student Comment:
Assessor Feedback:
Areas for improvement:
I herebycertifythis work has beenproduced without external assistance beyond that whichis acceptable under the scheme of assessment and
is recorded.
Assessor: Date:
Assessor Signature: Student Signature: