CREATIVE MEDIA PRODUCTION:

EXTENDED DIPLOMA
LEVEL 3 YEAR 1 (2021-22)
Tutors: Aimee Gourlay, Richard Simms, Mel Edmonds, Gina Hele and Devvon Wishler-day

UNIT 8: FMP - MUSIC VIDEO

Launch Date: Tuesday 8th March 2022

PROJECT AIM: To produce an original Music Video for an original or pre-existing song.

PROJECT OVERVIEW

Music Videos are the most popular videos on YouTube, with the current highest viewed Music video just
surpassing 10 billion views and counting. So, it is essential that you gain experience in this area in order to
understand this part of the Media industry. The best way for you to learn how to create a successful media
project, is by creating your own Music Video for a specific artist.

In your chosen groups you must develop, plan and produce a full Music Video for any artist and song of
your choosing. Your Music Video must be original. You will also create artwork for a single digipak to
promote your chosen song.

All your planning, reflections, research and practical skills will be evidenced using an online journal.

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TASK LIST

1. Individual UAL proposal - You will write a clearly defined Proposal that articulates your ambitions
and plans for your Music Video idea and the Context behind it. DEADLINE: Friday 1st April 2022 @
4:30pm

2. Research Presentation or Essay- You will prepare a presentation or essay that evidences your
understanding of the benefits of Research. DEADLINE: Tuesday 5th April 2022 @ 9:00am

3. Pre-production Folder – Each production group will compile and complete necessary pre-
production paperwork submitted in the form of a pre-production folder to support and document
your planning process. DEADLINE: Friday 8th April 2022 @ 12:00pm

4. Music Video and Digipak - You will evidence your Practical Skills by producing an original Music
Video and promotional Digipak. You will also engage in numerous workshops and experiment with
new filmmaking techniques. DEADLINE: Thursday 12th May 2022 @ 4:30pm

5. Weebly - You will undergo and document continuous Research to support and develop your Music
Video. You will regularly Reflect on your progress in an online production journal that evaluates
each production stage from beginning to end and culminates in a final Evaluation. DEADLINE:
Friday 20th May 2022 @ 4:30pm

ASSESSMENT CRITERIA

Thoroughly familiarise yourself with the assessment criteria for this unit to ensure that the evidence
produced through the tasks you complete meet the criteria. If you are unsure about any aspect of the
assessment criteria, please speak directly with your tutor as soon as possible.

LEARNING OUTCOMES ASSESSMENT CRITERIA

The student will: The student can:
1. Understand the requirements of a creative 1.1 Analyse the requirements of a creative media
media production project. production project.

2. Be able to use research methods to inform ideas 2.1 Review a range of research sources to support
for creative media production. a creative media production project.

2.2 Interpret research to develop ideas and

effectively communicate to an audience.

3. Be able to use skills, knowledge and 3.1 Apply practical skills, knowledge and
understanding in the completion of a creative understanding to complete a creative media
media project. project within an agreed timeframe.

4. Be able to evaluate a creative media project. 4.1 Critically evaluate a creative media project
against the agreed requirements and parameters.

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GRADING CRITERIA

CONTEXT
FAIL PASS MERIT DISTINCTION

Work submitted fails to Work submitted meets Work submitted meets Work submitted meets
meet one or more of all of the assessment all assessment criteria all assessment criteria
the assessment criteria criteria and is of a and is of a high and is of a very high
and is of a poor satisfactory standard standard standard
standard

Limited understanding Understanding of Good understanding Comprehensive

of subject context, subject context used and knowledge of understanding and
lacking clarity in aims appropriately to make subject context used to knowledge of subject
and purpose. judgments, describe make sound judgments, context used to
aims and clarify articulate ambitions communicate complex
purpose. and clarify purpose. concepts, articulate
ambitions and clarify
purpose.

1) Individual UAL Proposal – You will produce a project proposal of about 400 words, excluding the
project action plan and bibliography. The proposal will include the Rationale, concept and
evaluation of your idea.

Project proposals should not be so succinct that they do not address the requirements, nor should
they be excessively long and unfocused. Your project proposal should be sufficiently challenging to
ensure you have the best possible chance of meeting the grading criteria.

Submit your Proposal via upload on Teams Assignments

DEADLINE: Friday 1st April 2022 @ 4:30pm

2) Pre-production folder - Produce a Group Pre-production Folder to support the development of

your Music Video. Your folder should consist of:
Proposal Treatment Script
Shot List Storyboard Location Recces
List of Contacts/ Permission forms (Location Risk Assessments
Contributors and individual)
Contingency Plans Shooting Schedule Call Sheets
Budget (Industry and Equipment List
Actual)

Submit your folder via hand-in and upload a copy of each document to the context section of your Weebly.

DEADLINE: Friday 8th April 2022 @ 12:00pm

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 RESEARCH
FAIL PASS MERIT DISTINCTION

Work submitted fails to Work submitted meets Work submitted meets Work submitted meets
meet one or more of all of the assessment all assessment criteria all assessment criteria
the assessment criteria criteria and is of a and is of a high and is of a very high
and is of a poor satisfactory standard standard standard
standard

Little or no evidence Sufficient relevant Thorough and sustained Independently

presented or information has been research and identified, thorough
information does not gathered, documented investigation of relevant and sustained research
relate sufficiently to and used in the sources, interpretation and investigation of a
task. development of ideas. and synthesis of range of relevant
information used to sources, insightful
inform, support and interpretation and
develop ideas. synthesis of information
used to inform, support
and develop ideas.

1) Research Presentation or Essay - You must deliver a 5 minute presentation or write a 1,500 word
essay that demonstrates your understanding of the purpose of performing a wide range
of Research for your Music Video.

• Your presentation or essay must answer the question: What is the Purpose of Researching for a
Music Video production?
• You should discuss how research can influence and shape your Music Video idea and production.
• You must also consider the types of research Production, Content & Market (and perform some of
this for your music video, this does not need to be complete research)
• You need to define primary and secondary research and give examples of this
• You must define Quantitative and Qualitative research and give examples of this research for your
music video
• Overall you must conclude - What are the most important benefits of research? (i.e It gives you
ideas, knowledge, inspiration, facts, helps you keep organised).
• To provide context you should refer back to your own Music Video idea throughout.

Your work must be presented in an academic style and you must provide a bibliography of your
sources using Harvard referencing.

Submit your presentation or essay along with your bibliography via upload on Teams Assignments

DEADLINE: Tuesday 5th April 2022 @ 9:00am

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 2) Weebly - You must perform comprehensive research to support and influence your Music Video
idea. You should have evidence of primary and secondary research into the 3 main areas:

Market
• Your Target Audience (primary research - questionnaires, surveys, focus groups)
• Target audience of your artist
• Quantitative data that identifies current trends and analyses existing music videos
• Distribution – what platform would you put your Music Video on to ensure it reaches your Target
Audience.

Content
• The historical context and facts about your chosen song/artist
• Similar songs/Music Videos
• Music Video Content (song genre, style, conventions, locations, costumes, props)
• Purpose and deeper meaning behind music videos
• Lyric interpretation and extending the songs meaning and themes

Production
• Song choice
• Production Research (green screen, camera & editing workshops, tutorials)
• Props, costumes, location recces
• Actors and contributors
• Mood boards of your style, colour scheme and theme
• Artwork for similar styled Digipaks
• Copyright considerations

Remember to always consider and explain WHAT, WHY and HOW that research is useful.
(E.g WHAT did you find out? WHY is it relevant? And HOW can it be useful for your Music Video?)

Submit your Weebly by publishing it and uploading a link via Teams Assignments

DEADLINE: Friday 20th May 2022 @ 4:30pm

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 PRACTICAL SKILLS
FAIL PASS MERIT DISTINCTION

Work submitted fails to Work submitted meets Work submitted meets Work submitted meets
meet one or more of all of the assessment all assessment criteria all assessment criteria
the assessment criteria criteria and is of a and is of a high and is of a very high
and is of a poor satisfactory standard standard standard
standard

Limited range of Adequate range of Consistent and In depth understanding

processes processes, skills and appropriate processes, and aesthetic
demonstrated, knowledge skills and knowledge awareness, imaginative
judgement and demonstrated. applied to extend and flexible processes,
execution of techniques Competent execution enquiry and develop skills and knowledge
is poor. and application of creative solutions applied in extensive
techniques used to enquiry to develop
develop ideas. creative solutions.

1) Music Video - Working in a group of 2 or 3 you will plan, film and edit your own original Music
Video for a song from an upcoming artist or pre-existing artist.

The song can be any genre/style of your choosing, but your video must include the elements below:
• It must be minimum 3 minutes in length.
• As well as the music track, it must also contain at least 2 audio elements of diegetic and non-
diegetic sound.
• It must contain at least 75% of original footage filmed by yourselves.

Your video should take into consideration all the typical conventions of your chosen artist, such as their
style, the song content, the genre, their typical audience and their previous music videos.

2) Digipak - You will also produce single artwork in the form of a Digipak (Front cover, back cover,
insert and disk tray) which should promote your song. Your artwork should match the theme,
colours and style of your Music Video.

You will have a designated production window for production of these products.
The production window dates are: Tuesday 26th April 2022 – Thursday 12th May 2022

Music Videos must be submitted onto the Course Dropbox in time for the screening and your digipak should
be printed and inserted into CD Jewel case for display.

Screenings for music videos will take place Friday 13th May 2022 @ 9:30am

Copies of your music video and digipak template should also be put onto your Weebly.

DEADLINE: Thursday 12th May 2022 @ 4:30pm

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 REFLECTION AND EVALUATION
FAIL PASS MERIT DISTINCTION

Work submitted fails to Work submitted meets Work submitted meets Work submitted meets
meet one or more of all of the assessment all assessment criteria all assessment criteria
the assessment criteria criteria and is of a and is of a high and is of a very high
and is of a poor satisfactory standard standard standard
standard

Insufficient evidence of Clearly communicated Effective Accomplished and

ongoing evaluation, lack evidence of valid communication of professional
of or only basic analysis evaluation and realistic analysis and communication of
and little or no analysis independently interpretation, perceptive analysis and
justification for ideas. used to inform and independent synthesis interpretation,
develop ideas. of information and demonstrating clarity
application of reasoned and sophistication in
decision making to thinking and maturity in
inform development of decision making to
ideas. progress ideas.

1) Weekly reflections - You should reflect and evaluate your progress weekly considering what you
learnt/did towards your Music Video project.
• There should be approx 10 entries in this section.
• Areas that should be covered are listed on the Weebly template.
• Your reflections should be continuous, purposeful and evidence maturity in your decision making to
progress your ideas.

Remember it is useful to consider and explain WHAT, WHY and HOW you did some-thing.
(E.g WHAT did you do? WHY did you do it? HOW did/could it benefit you?)

2) Final Evaluation - Upon completion of your Music Video you will participate in a screening for all the
Music Videos, where you will receive and provide constructive feedback.

This feedback will help you summarize the whole production process in an Evaluation reflecting upon the
following:
• What was the constructive and positive feedback received by your Peers & Tutors?
• Were you happy with the final outcome and why or why not?
• Did your music video meet the typical style and conventions of the artist?
• Did you meet your original intentions?

Submit your Weebly by publishing it and uploading a link via Teams Assignments

DEADLINE: Friday 20th May 2022 @ 4:30pm