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Callum Dodsley

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:

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.
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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?

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
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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]

Synergy is where two or more products come together within a music video
to use the video as a platform to give their products more success because
the audience will view both . A music video is synergy that has already been
created. This has been done with songs which are made for a new-up-and-
coming film soundtracks. For instance Adeles song Skyfall for the James
Bond movie Skyfall. As well as Wiz Khalifas song featuring Charlie Puth
See you Again for the Fast and Furious 7 Film. Doing this had said
artist(s) become more popular because their song is for an iconic film series
and also makes the film more popular because because you will refer to
that song for that film as The James Bond Song or the Fast and Furious
song'. Thus pushing sales for both the singer and the film. 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
etc. all to bring more anticipation to what the film is going to be like for fans
and to inform those of what kind of film this is going to be.
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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.

The artist I have chosen is lady gaga. Her branding has and most likely
always will be pop music and she has a particular style that changes every
time she performs or releases a song. She is so well known for her
incredibly wacky and sometimes insane clothing/dresses as she will always
have something unique that no one else will ever wear at the same time.
She mostly appeals to female teens and maybe older fashion
followers/enthusiasts. Overall she provides a more feminine than masculine
service. Her brand would most accurately be described as pop but her
personal style is often referred to as Wild. Realistically I believe she has
created this particular style for herself as she wants to be remembered and
be considered as interesting therefore people will be more inclined to look
at her music/fashion thus making her following grow and eventually her
fame. She also wants to make a statement and show how she is unique and
no one else Is like her, this is also very much displayed in a lot of her songs.
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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 Directions music videos in comparison to Animal Collectives music videos are complete opposites.
With one direction they are a mainstream boy band with the genre of Pop. Whereas Animal Collective are
Abstract with their sound and videos with the genre of Alternative. One thing that really stood out in Animal
Collectives music videos in comparison to one directions is that they didnt really show their faces meaning
they are non-representative. Unlike one direction who have constant close-ups of each of their faces that are
almost used as a distraction away from the song because their audience, who are mainly young girls, will be
too focused on what they looked like rather than what theyre singing about. Whereas with Animal Collective,
who aren't telling a visual story per say with their videos, as they have the audience listen closer to their
lyrics to see if they can make a connection. Their videos make the audience think more than one directions
because they illustrate a story over the lyrics, making it simpler for the viewer. Animal Collectives lyrics are
more metaphorical and have hidden meanings which arent meant to be romantic. Such as the lyrics in the
song Fireworks , and I cant life you up because my mind is tired. Its family beached I desire. As opposed
to One Directions lyrics in their song what makes you beautiful that are meant to be more charming and
glossy, aiming towards young girls. you dont know youre beautiful, lyrics to swoon their audience rather
than get a deeper meaning from them. Both bands are singing about relationships, however animal
collectives song is about family and one directions song is about romantic love. This makes the audience
they aim for very different with gender and age. The audience for animal collective will be people aged
around 18 and upwards, however one direction will aim their music at young girls aged 8 to 16. animal
collective have much more of a handle on what theyre wanting to sell because they dont care as much
about their appearances and persona, at least not as much as one direction do. One directions persona
comes from the media and they are needed to be seen as a more sweet and glossy group so that they can
sell their merchandise and appeal to a younger audience who will buy said merchandise.
 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

Camerawork is very important in music videos and can make or break them
with ease. An example of camerawork in music video would be taking close-up
shots. Close-up shots are used to create a whole new dynamic within music
videos as having the shot close-up and personal allows the viewer to see things
that they may have been unable to beforehand, it also allows them to gain a
different perspective of whatever is going on in a video. On a further note love
songs involving passionate scenes between two or more people would not
have the same effect without them being close-up.
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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

One-take music videos are another use of camerawork. One-

take shots are great at creating more movement and almost
a degree of anticipation within music videos, because as the
camera moves you, as the viewer are aware there is going to
be something new around the corner. The reason this
particular style is so popular is because it allows the artists to
be more creative and expressive.
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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

Another great use of camerawork involves the utilization of a zoom

lens. This can be used either to zoom into a shot or out of one. A
common example of this is when someone starts in a close-up shot
and then the camera gradually zooms out from their face to reveal
more of the setting/environment they are in, this is a particularly
popular method as it allows the performer to make a large
appearance or allows them to show how vast and elaborate the
setting for the music video is.
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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

A good editing technique is editing clips to the beat of the music,

whether the beat is fast or slow so the music video works both
visually and through sound. These types of edits dont usually consist
throughout the majority of the music video, usually with a faster
paced edit its near the end of a song and with a slower paced video
its near the beginning of a song. This sort of editing will help show the
videos storyline in a more dynamic fashion and you also end up
seeing more of the story this way.
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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

Slow motion is an editing technique that is shown to be quite popular

when filming. As well as slowing down clips in a music video to fit the
pace and the beat of the song so that they arent out of sync editors
will also put some, or all of the shots in a music video in slow motion,
as a way of making the video, as a whole more interesting. In terms
of why this makes it interesting because the audience can see what
is actually happening in the shots. It also serves as a form of
emphasis as watching a man be slapped in the face in slow motion
shows all of the force as it is applied to his cheek.
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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

Using CGI in a music video allows the overall scheme and look of the
music video to be more cinematic and eye-catching for the viewers.
CGI is an editing technique that is used with music videos that are
usually themed as fantasy. CGI transforms a normal music video into
what can quite easily be described as a short film, where narrative
and singing can be combined seamlessly. It can also be attached to
animated bodies to make them fit more with the desired setting.
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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

Stock Motion creates a unique style of motion for the viewer to see.
Sometimes the clips, when edited together, are very smooth and
consistent, however the majority are a lot more jagged because they
are done in by second. So the performer in the video will raise their
arm upwards bit by bit with separate clips for each of their
movements so when played back after being edited together it
creates one quick motion. However this does mean that the
performer will need to exaggerate their movements a bit.
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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

A good example of technical development in music videos

would be fast-cut montages. This is where the clips from a
music video are edited, cut, to the beat of the music so they
make a better pace to watch the video to. This also
encourages the viewers to go back to said music and watch it
over and over again so they can get a closer look at what
those shots actually were when they watch the video back
again.
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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

Another technical development is the use of split screen. This allows

the viewer to watch a far more dynamic plot line, because they need
to concentrate on two events happening at once. This can require
more filming than if there were to be one screen showing the shots,
because in many music videos that use split screens they have two
different scenarios happening which requires two different locations
and sets of people.
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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

During the 2000s nonrepresentational music videos became more

popular to do, which is where the artist(s) wouldn'tt show their face
at all. This gives the viewer more time to look out for the meaning
behind the lyrics, because unlike many music videos there won't be a
performer to sing in them.

Nonrepresentational music videos tend to be narrative or artistic

versions of music videos. Within these music videos there will be
another performer i.e. dancer or actor etc. in place of the artist(s)
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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

With many music videos there will be a lack of edits, these kinds of
music videos will be done in either multiple long takes or in one take
altogether. For the majority of these music videos they will use a
steadicam. Steadicams are usually used in filming around moving
objects, such as people walking or a moving car with the subject in it.
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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

Genre conventions conventions within music videos change depending on the genre of music
which is being represented. Andrew Goodwins book published in 1992 talked about six
characteristics within music videos which would always be shown:

1. Music videos demonstrate genre characteristics e.g. having pop bands perform a dance routine.

2. There is a relationship between lyrics and visuals (either adding to them or contradicting them)

3. There is a relationship between music and visuals (either adding to the music or leading away
from it)

4. The demands of the record label will include the need for lots of close ups of the artist and the
artist may develop motifs which recur across their work.

5. There is frequently reference to the notion of looking at particularly voyeuristic treatment of the
female body/

6. There is often intertextual references e.g. from films, television shows and other artists and
there music videos.
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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

Pop music videos often make a point to have a relationship between the song
lyrics and the visuals that happen within the music video. This tends to result
in the music video being a narrative plot to illustrate what the lyrics are saying.
This does of course leave the viewer with a stronger understanding of the
artists meaning behind the song, doing this can result in the music video being
an informative video as well as a narrative.

Pop music is also very well known for being very upbeat and vibrant and with a
fast pace.
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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

With many music videos, not just for one genre but for many, they frequently
show a hyper sexualized/provocative and usually an unrealistic representation
of the female body. With pop music video, if the performer is a woman, or a girl
band, she/they herself will show herself is a sexual way through the way she
dresses, sings and dances about. If the performer is a man, or a boy band, they
will have female dancers/performers around them shown in a hyper sexualized
light. On one hand this has been seen as a good thing because it shows women
expressing their femininity and being proud of their bodies, the only problem
with this being younger viewers thinking that that is a realistic depiction of the
female body.
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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 when there is some form of referencing within a video, unlike synergy
where they are both subject, for example a film and a music video are working together to
make a make both the film and the song/music video more popular. Intertextuality is when
an artist will just use props, locations, costumes, actors etc. to give a sense of nostalgia to
the viewer, usually this involves an iconic pop culture figure or a film. But similar to synergy
in the sense that there are two types of viewing, a film and music video, these are combined
for referencing these two visual meaning for the viewer to understand/recognise.

Examples of this involve:

Madonnas music video for her song Material girls. Throughout the whole of this music
video Madonna does an interpretation of Marylyn Munroes Gentlemen prefer blondes
however she has modernised areas of the video with things such as her dress etc.

Iggy Azaleas music video for her song Fancy. The whole setting was based off of the 1995
movie Clueless which is where everyone got the dress code for the video, she used this
film as a reference as she found the film very enjoyable and it had referencing to the songs
lyrics.
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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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Task 3 Case Study
Music video Five Finger Death Punch House of the Rising Sun -
https://www.youtube.com/watch?v=sXYIxJScSik

The purpose behind this music video is to reference.

Now this video is very intertextual as a result of this as it actually references two separate things, a
film and a song. The song that it references is By Animals and is the original House of the Rising
Sun and this song is an interpretation from Five Finger Death Punch which they have altered and
tweaked to fit their own genre.

The second reference is the film Mad Max Fury Road and they have actually made the whole
setting about this film as well as all of the props, characters and costumes.

FFDP as they are more commonly known are a groove metal band, so they have a very loud persona
about them within this video/song as well as generally loud lyrics with the occasional scream.

There is very little editing in this music video as it has mostly just been transformed into short film
with a very distict relationship between the lyrics and the visuals. I also believe that this music video
will have been filmed using steadicams as it seems to have been done in just a few long takes with
little to no editing.

You never actually see the band singing either, however you do see them in the actual video as
characters within the story.

Overall the video is very gritty and straightforward and is comprised of almost only physical effects
and little to no computer generated effects and mainly serves as a reference video.
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Task 3 Case Study
Music video Meghan Trainor No https://www.youtube.com/watch?v=
cMTAUr3Nm6I

This music video is about telling women/guys about the word no. However in
my opinion the visuals in this music video actually contradict the lyrics as she
is clearly siging about how she is telling guys to go away and saying no to all
their questions and compliments, however she has drastically oversexualised
the video as alot of the time she has most of her chest on show and all of the
dancers etc are female and wearing very skimpy/revealing clothing.

Furthermore there are alot of close-up shots on meghan herself in this video
as she makes sexual facial expressions and constantly using her tongue to lick
her teeth whilst she twiddles her fingers in her hair.

Overall this music video is very much of the pop genre as it focuses mostly on
the artist herself whilst the rest of the time she is surrounded by a group of
over-sexualised dancers. I believe that the visuals very strongly counteract
the lyrics in terms of meaning, and is very much just a video made to give
Meghan a larger following through using her sex appeal which is also
supported by the many clos-up shots that are taken within the video,
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Task 3 Case Study
Music video Coldplay Paradise - https://www.youtube.com/watch?v=
1G4isv_Fylg

This is a music video that follows the escape and journey of someone in
an elephant suit, who obviously is portraying a real elephant.

This music video seems to be very much based on the idea of it being
aesthetically pleasing as it involves a lot of warm, vibrant settings and
large glossy structures/landmarks.

It also contains a large amount of close-up shots on the elephants face,

which obviously isnt to capture emotion as all you can see is the suit so I
cant really fathom the purpose of these shots at all.

In terms of editing there are a few areas of the video that contain slow
motion, mostly when the elephant is expressing joy and the slow motion
serves as a prolonging emphasizer to the idea of joy in the shot.

Overall this video is very heart-warming and pleasing to the eye, there is
little to no context to link the visuals and the lyrics in my opinion but
perhaps I just am not looking hard enough, however the narrative
story/short film is very nice to watch and puts a smile on my face when I
watch it every time.