+

Callum Dodsley

Music Video Production

Case Study
+
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
+
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.
+
Unit 29 Music Video
Production
Assessment Criteria
The assessment criteria addressed by this case study,
further details are in your project brief:
+
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.
+
Task 1 - Purposes
+
Task 1 - Purposes

Q1 - Outline the 3 core purposes of music video with a short explanation for each:

To entertain. Obviously the more entertaining a video is, the more views it will get as no-one
really wants to watch a boring video, for example Katy Perrys Dark Horse video features
multiple artists and celebrities and the color scheme for the entire video is incredibly enticing
with exotic lighting and many Egyptian themes such as statues etc. This allows people to see
many of their favorite artists/celebs in one place as well as simply watch the video due to its
aesthetic value and thus very much enjoy the video and song. However Nicki Minajs Anaconda
video shocked many due to its very blatant sexual content and graphic descriptions and thus
many people did not enjoy the video.

To Educate the audience about the artist and what they are portraying through their music, thus
allowing the audience to recognize that artists style in the future and thus start to familiarize
themselves with the artist and maybe start to form a connection to their music. And for the artist
themselves it allows them to get the word out should they have only recently started, thus
causing people to communicate the artists ideals and thoughts to others, thus creating said
artists eventual following.

To Promote the artists brand/music and thus make sales, as that is the real aim for the artist, to
sell their music and make money. Also music videos are very useful as people are very visual and
like to see who they are listening to, thus music videos showing the artist will often make people
more interested in the music. They are also useful for promoting clothing and perfume brands
that the artists may own as they can wear them in the video.
+
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?

To understand the meaning of the lyrics better. For example most love songs are very self
explanatory. However many other songs aren't all that easy to follow due to the lyrics being hard
to follow or perhaps there are many metaphors within the lyrics, almost becoming a sort-of
poetry, an example of this would be the songs that create 10 minute long music videos due to
their complexity, making a kind-of short film, however without these music videos most of the
songs meaning would be lost.

To inform the viewer of further messages. If the video has a social message that is portrayed
within the music video then it can have a major impact on the viewer, an example would be the
songs that promote LGBT rights such as Take me to Church or Same Love which are already
pretty self explanatory, but to make a video is to show the message rather than tell people about
it, plus a video can go viral o the internet meaning more people will hear the message

Visualizing the artist. With many singers they are trying to express themselves through their
songs. Unfortunately a lot of this can be lost for many through only listening to the song. As well
as the fact that with many artists their style will differ between albums. Thus by making a music
video and promoting their album they can show the world what direction they are wanting to take
with their new songs. The singer known as Sia is a great example of this because she stopped
showing her face to the public so they concentrated on her music rather than her looks.
+
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]

Synergy is where two or more products come together within a music

video as a way to give them more success as the audience will be
viewing both at the same time. A music video is synergy as you cant
have a music video without the song that has already been created.
This has been done with songs which are made for new up-and-coming
film soundtracks. For example Adele snag Skyfall for the James Bond
film Skyfall as well as Wiz Khalifa having sung See You Again for the
Fast and Furious 7 film. This causes increased sales and promotion
for both the film and the singer. Within these music videos will be
references to the film that they are working with. Whether that be clips
from the new film, props, scenery, sets or costumes. All in an effort to
bring more anticipation to what he film is going to be like for fans and
to inform those what kind of film this is going to be.
+
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.

+
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.

 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
+
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
+
Task 2 Styles, Techniques and
Conventions
Q3 - 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
+
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
+
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?
+
Task 3 Case Study
+
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
+
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