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Music Video Production

Case Study
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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 dont think there is enough room to add your full

response to a question, dont 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
Q1 - Outline the 3 core purposes of music video with a short
explanation for each:

Entertainment. There are several purposes of a music video, the

first one is entertainment, the music video is created to entertain the
audience. This will keep them interested and give them a better
understanding of the lyrics. A video will also increase the stars
popularity.

Branding/Identity. When an artists creates a music video they will

unknowing/ knowingly create a brand and this will allow the audience
to identify who they artists are. Music videos will give the artists an
image and a specific group of fans which will protentionally buy their
merchandises which will promote their music and give them money.

Sales. The final purpose of a music video is sales. Creating a video

for music will increase the money the artists receive as they are
advertising there music the audience. A video will make the artists
more popular.
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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?

Image. Another purpose for a music video is to promote the artists image. This
is an important key for the record label to reach a high audience base. An
example of Image promotion is, Miley Cyrus , her videos are so memorable as
they are very out going and crazy. This is the record company constructing her
image to fit a rebellious young adult who is different and a party animal to
gain more sales by relating and leading a influential audience. This also links
into popularity purpose.

Popularity. One of the main intentions of a music video is to raise the

popularity of the star and possible the director of the video. When an artists
creates a video it will engage the viewers increasing the popularity of the star.
Some video name the director promoting them as well.

Promotion/Advertisement. Music videos are the main promotional tool for the
artists. A video is designed to draw attention to the music. Some music video
also promote brands as this is a visual presentation, artists can advertise brand
within a video to promote to their audience. An example of this is, Becky G,
promotes glossip kit brand in her music video.
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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]

What is Synergy? Synergy is when two different medias merge together to

promote a linked product across the different medias and create a greater
outcome.

Adele Skyfall and James Bond. Adele and the producers of James Bonds
Skyfall came together to create a song specially for the new Bond film. These
two will both benefit from the arrangement. The music video promoting
fragments of a bond movie in the music video. This is to make the viewers of
the video think of the bond movie.

Pharrell Williams and The Minions. Pharrell Williams created a video

called Happy for the film Despicable Me 2 The video includes multiple
references to the movie including a dancing minion and 2 actors starring in the
movie called Steve Carrell and Miranda Cosgrove. The link between the two
forms of media will trick the audience into thinking of one or the other. This
could potentially increase sales and popularity of both.
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What is convergence?

Media convergence is the point at which you have one

item with the capacity to gather various diverse items
into one. A typical case of this is the current cell phone,
which consolidates components, for example,
messaging, mp3 and a camera into one.
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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.

I have chosen the artist, James Bay. The video style for this
artist seem to be amplification as his video seem to subtly
represent his lyrics. The videos of James Bay all included
himself with close up, this suggests the video are manufactured
by the label company to promote the artist. James Bay has a
signature style that his fans recongise and link him with, this is
a Fedora hat, which is on most pursuable items.

James Bay video style has changed slightly through the years.
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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 Direcion and Animal Collective music videos are completely different. One
direction are a mainstream pop boy band, whereas, Animal collective produce
abstract videos.

One direction use close up of the bands face to lure in their audience, young girls.
Doing this divert the attention away from the song. One directions aim is to sell the
boys and the brands they wear rather than the song. The lyrics of the songs from
One direction are aimed more at the audience as they are more pleasing and
appealing to young girls. The audiences age for one direction is around 11-16 year
olds.

Animal collective music videos focus more on the lyrics and are not repetitive, they
do this not having close ups of their face to divert this attention. As Animal
collectives videos dont tell a story, the audience will have to work a little harder to
understand the lyrics. Because of this the audience age of the video will be higher
than One direction, the audience age will be 1#18+.
 Task 2 Styles,
+Techniques and
Conventions
+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

Music videos today are commonly viewed onsmartphone or other devices

with small screens. Due to this, music videos have adapted their style by
using more close up shots of the artist. Another reason for close ups are to
emphasize the artist and to gain more popularity than selling the song.

Technology's rise in the last 10 years has allowed music videos to become
more creative. For example, in Ed Sheeran's video, Dont, the character is
performing his dance and at the end of the video the performance is sped
up to a unnatural speed. This is a fast motion camera trick, the video also
include illusions of walking on air and slow motion. Another example of the
advanced creativity of video games is, Imaginary Dragons, who included.

Close ups help the label sell the music as well as the artist. Artist who are
signed to big labels are usually ran by money, meaning the main purpose
of the music video is money and gaining popularity for the star. Close ups
are a common camera angle for music videos, however, there may be
different reason as to why they have used this technique. The first reason
for close ups is to sell the artist, making the audience feel more involved
with the artist, an example of this reason is in One Direction video, Night
Changes, the video gives a viewers perspective of the video.
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One Direction use for close ups are to interact with the viewers. As their
target audience are mainly young females, creating a video entirely on
close up of each band member is a good, thought out plan.

Miley Cyrus use for close ups are to promote brands, e.o.s and Beats
speaker. Another reason for close ups in this video is to increase and show
off the performers new star image. The styles of this video is
amplification.
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Another reason for, close up angles are to illustrate the

lyrics of the song the artist/s are selling. An example of
this is, Katy Perry, Last Friday Night, the star created a
video that was more film like, illustrating her song. The
close ups are mainly of the performers facial
expression. This will allow the audience to understand
what the performer is feeling and make the viewers
relate with the performer.
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Radiohead music video for No Surprises is filmed with one take. The
video is directed by Grant Gee, features Thom Yorkes head inside a dome
helmet with the song lyrics reflected on its front shield. At the beginning of
the songs second verse, the helmet begins to fill up with water. Doing a
one take music video can sometimes limited the movement.

OkGo music video for that one moment is a one take music video filmed
in a large studio filled with different sets and splashing colour. They have
used a large spaced to their advantage by filling it with close, different sets
to keep the viewers enterainted. Unlike most one take video this video has
more space to perform.
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Task 2 Styles, Techniques and
Conventions
One Take camera shots are another way to produce a high quality,
interesting video. One take videos consists of action, continuous in time
and space, from a single long take. The One Take Shot has been used
by many artist over serval years, this is because it allows the artist to be
more expressive and open for the audience to feel included in the video.
Artist uses One Take shots differently, Taylor Swifts music video for We
Are Never Ever Getting Back Together is produced by multiple sets and
costume changes, all captured in a single shot. This video is follows
Taylor swift through a break up including flashbacks as her band dress
up as woodland fury creatures. This video is fun, eye catching and pulls
the viewers in. Radiohead are another band that have created a One
Take music video for there song, No Surprises this video is shot
differently from Taylors. Radiohead video is filmed in one place with a
close up shot of Thom Yorkes head. The video is filmed at high speed
and then played back in slow motion. This videos main focus in on the
lyrics of of the lyrics rather than the the selling of the video.
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Task 2 Styles, Techniques and
Conventions
A technical development in music videos is a Spilt Screen which
enables the viewers to view a more dynamic plot line as two events will
be happening at the same time. Using a Spilt Screen technique can
some require more filming as it usually involves two different scenarios.
Johnny Lloyds uses this technique for his video Pilgrims.

Another way to use this technique is to use a split for the same location.
Frances has done this for the music video, Cold Water. This clips are
filmed in the same location at the same time but are they have
experimented with camera angles, this makes the video more
interesting to the viewers. These types of shots would have been used
when making a music video that uses this technique could be shot on
one camera and then using editing software to create a Split Screen
effect. Another way to create this effect is to have two camera filming in
the same location to capture the same movement but a slightly
different points so when it comes to editing the video it will already
have a split screen effect.
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An interesting way to shoot a music video is buy taking

a extra long take, these videos will have a lack of edits.
For the majority of music videos they will use a
steadicam, a brand of camera stabilizer mounts for
motion picture cameras. Steadicams main use is for
filming around moving objects and people performing
or a moving vehicle. Ed Sheerans music video for
Dont uses this technique by following a young man
dancing around a neighbor hood. Using this technique
requires a lot of planning as the timing of the shots
must be precise.
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Task 2 Styles, Techniques and
Conventions
The genre conventions of a music video differ depending on the genre of the music.
However, some general convensions are; the artist are shown performing, the lyrics
of the song reflects. Andrew Goodwin, wrote in the Dancing in the Distraction
Factory (1992), reveals the following features of music videos:

Music videos show a certain genre characteristics (e.g. stage performance for heavy
metal bands, dance routines for boy/girl bands).

There is a connection between lyrics and visuals (illustrative, amplifying or

contradicting).

There is also a link between music and visuals.

Record label demands will include the need for lots of close-ups of the artist.

The artist may develop their own iconography, in and out of their music videos,
which over time, becomes part of their star image.

There is frequently reference to voyeurism, particularly in the treatment of women,

but also in terms of the systems of looking ( screens within screens, looking through
cameras, binoculars etc.).
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Slide pt2.

. All of these genre conventions apply to nearly all genres of

music, particularly Pop music. With many pop people, who
make money from playing music, having a dance suited their
song and encouraged their viewers to learn said dance that
they; sing, dance, act, etc., in front of people, in their music
videos and when they perform live. Whether this be a group of
people or a solo artist having dance routines for pop music has
been done for years. JLS music video You Make Me Wanna'
released in 2011 showed the boy band (singing, dancing,
acting, etc., in front of people) their dance for their song in
multiple setting. Mainly showed with the band together on the
chorus to be repeated so that it's more remembered by the
viewers. The world biggest girl band in the world, Little Mix,
also use dance routines in their music videos.
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Pop.

Music videos are usually performances based through a

choreographed dance or in a narrative storyline that
connotes the lyrics. The band/artist will lip-sync the
song. the end result of the videos tends to be a upbeat
and fast pace with the artist advertising a big brand
clothing. Pop music videos main audience target is
teens and young adults, they grab this audiences
attention by creating a fun and lively videos. One
example of this is, One Direction.
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Hip-Hop.

Hip-hop and Pop videos are slightly similar. Hip-hop

videos tends to include the original artists performing
in a narrative setting such as, parties, clubs and
beaches etc., they also have usually have luxury props
such as, expensive cars to show off how much money
they have. They like to show off their wealth by
wearing expensive clothing and sometime jewellery.
These videos also tend to involve young women in
provocative outfits. The artists will lip sync in the video.
An example of a Hip-hop artist is Drake.
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Task 2 Styles, Techniques and
Conventions
Q5 - John Stuarts 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?

Intertextuality is a relationship between literary texts; the way that similar or

related texts influence, reflect, or differ from each other. Intertextuality is when an
artist uses props to give a feeling of nostalgia.

An example, of intertextuality in music videos is, Robbie Williams, You Know Me.
The video features the artist being taken to ab Alice in Wonderland style setting
with Robbie William dressed up as the rabbit from the film. This creates
intertextuality between the film and the music video. Also at the end of the video in
the metro-Goldwyn- Mayer trademark lion is replaces with the rabbit.

Another example, of this is, Katy Perry, Last Friday Night, video includes intersexual
references with there being credits in the start and end of the video and out takes.
Creating a film like effect. The characters are all wearing clothes that were typically
worn in the 80s. the artist looks on a social networking site called friendplace this
is acting as a Facebook in the video.
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Intertextuality images.
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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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Beyonc- Single ladies.

Beyonc's music video for single ladies is to present that simplicity. This
is shown by the set, the colour of the video, the dancers outfits and
style. The set is a all white room, the video is shot in black and white
that matches the rest of the video theme, the dancers outfits are all
black and the same as well as the same hairstyle. The director of the
video wants the main focus to be on the choreography, the lyrics and the
silver hand brace. The hand brace is symbolising the lyrics. The style of
this video is the performance. The main technique used is with the
editing, the act near the end of the video is edited to fit the beat of the
music. The shots included in this video is extreme close up and medium
close ups. In the video there is a constantly referenced to the idea of
looking and especially voyeuristic treatment of the female body' has
been discussed in this music video. In view of what the three lady are
wearing many individuals observed it to be improper. However what they
are wearing is customary for artists to perform in and if they somehow
managed to wear attire that would trade off their developments an
excessive amount of the move routine would have been at a lower level.
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