2. 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
• You are expected to submit each section on a weekly basis during your remote
learning weeks.
• If you get stuck, talk to/email your tutor for guidance.
3. 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 don’t think there is enough room to add your full
response to a question, don’t just reset the font size to really
small, add an extra slide wherever necessary.
4. TASK 1 -
PURPOSES
Y O U S H O U L D O P E N T H E M U S I C L E C T U R E
P O W E R P O I N T A N D L O O K AT S E C T I O N 1
B E F O R E D O I N G T H I S TA S K
5. TASK 1 - PURPOSES
• Q1 - Outline the 3 core purposes of music video with a short
explanation for each:
6. Q1
• The purpose of a music video is to sell a song, and
evoke a reaction with the audience so they remember
the song. The more people that remember it the more
plays/streams the song gets.
• Music videos help promote the artist or band after the
album or single has been released. Some videos that
are made are remembered many years down the line.
For example Micheal Jacksons "Thriller" music video is
very memorable despite been released over 30 years
ago.
• Artists also use their videos to sell an image. They will
set a certain mood in their videos by linking the song
to certain experiences.
7. TASK 1 - PURPOSES
• Q2 – What are some of the broader purposes of music
videos?Try and outline a minimum of 3. (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?)
8. MAJOR RECORD LABELS
• Companies such as VEVO have partnerships with major
labels such as Sony Music and Universal Music Group.
When an artist from these labels release a music video
on youtube, VEVO add an advert to the start to create
revenue. Which helps the music companies make
money from the video as well as the song itself.
Because youtube is the biggest video sharing platform
this allows the artist to gain more exposure and
produces a bigger income for them.
9. INDEPENDENT ARTISTS
• Artists that are signed to small record labels or a
totally independent do not have the same budget
that major labels have.
• Smaller artists create their videos to simply gain more
exposure, interest and following. This videos are
uploaded with the intentions of larger record labels
finding their music and signing them. These videos
are usually very low budget compared to the major
label videos.
10. UNSIGNED ARTISTS
Most unsigned artist don’t make music videos and use
social media such as instagram and twitter to post
short promotional videos about their music to help
attract attention. Although nowadays making a video is
made very easy to do on a low budget due to the
advancement in phone cameras and editing software.
11. TASK 1 - PURPOSES
• Q3 – 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.
•
12. Q3- DAVID BOWIES "MAJOR
TOM" CHARACTER
• David bowies "Major Tom" character in the Spave
Oddity music video follows the story of an astronaught
who embarks on a dangerous journey into spave and
gets stranded. Which represents how Bowie felt about
his music at the time, it could either be a fail or a
success. Luckily, the song "Space Oddity" was a
success. The song was such a success due to it been so
relatable with the audience. Bowie intentions with the
song was to present the theme of fear, which many of
the veiwers/listeners could relate to whether it’s a job
interveiw or first day at school. The fact that the veiwer
can relate and link to their own personal life is why the
song and video was such a hit.
13. TASK 1 - PURPOSES
• Q4 – 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.
•
14. ONE DIRECTION & ANIMAL
COLLECTIVE COMPPARISON• The first noticeable diffference is that both videos have a
different target audience. For example the One Direction music
video has a very simple structure and is easy to follow. This
suggests that the video is aimed at a much younger audience.
However in the Animal Collective music videos it doesn’t show a
clear structure or story which means the audience must engage
more and look for the implicit meaning; suggesting that the
video is aimed at a much older, mature audience. Another
contrast between the videos is the budget. As shown in the
videos it is clear that One Direction had a much bigger greater
budget than animal collective. This is prominent through the
multiple camera shots/angles and lighting. In contrast the animal
collective videos typically stayed in one location and focused
more on the costumes and special effects to save money. A
runnung theme in the one direction videos are that the group
members typically feature in the video. Including the group in the
video appeals ore to their fanbase therefore increasing the
15. • Whereas in the Animal collective videos the band members
werent shown in the video, meaning the video is less likely to
get more veiws as their fans won't be watching for there
"favourite member". A final difference in videos is that the One
Direction videos usallly follow the same style. The suggests that
their videos are just a way to promote their music even more
and grow their fanbase. However Animal Collective music
videos tend to differ from each other and feature a much more
creative style of video, Meaning they are producing these videos
with the main purpose of promoting their music.
16. TASK 2 – STYLES,
TECHNIQUES AND
CONVENTIONS
Y O U S H O U L D O P E N T H E M U S I C L E C T U R E
P O W E R P O I N T A N D L O O K AT S E C T I O N 2
B E F O R E D O I N G T H I S TA S K
17. 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
and how this creates meaning
18. • The camerawork in a music video
is crucial when producing a
music video. It can have different
angles and shots which help the
director tell a story throughout
the video. The most used camera
angles in music videos are high
and low angles which are used
to portray emotion. For example
high angles which help show
fear, while lower angles are the
complete opposite showing
dominance and power.
19. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q2 - Describe and explain the use of editing in music videos,
i.e. the types of shot used with examples to illustrate this and
what the effect of this is/meanings that are created/etc
20. • Video editing is both an artistic and technical process in which
video footage is coplied and altered to create a new version.
The artistic process of video editing consists of what elements
to delete, keep or combine from various sources to create an
orginised well put together video.
21. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q3 – 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…
22. GENRE
CONVENTIONS• Hip-Hop – Rap music videos are usually
designed to sell the artist as a powerful and
aspirational figure. This is highlighted by the
use of many women next to the artist in
several shots. This shows how desirable the
artist is, and also appeals to the music gaze.
The artist is usually not alone, and is often with
a posse or crew, which signifies power and
appeals to people who aspire to have what
they have, instead of being a social outcast.
There is not usually a narrative, and instead the
video amplifies a lifestyle that is often talked
about in the lyrics. An abundance of cars,
jewellery and money shows the artist’s wealth,
and the lifestyle portrayed includes clubbing,
drinking and getting high, and agrees with the
morals of enjoying life’s desires and not caring
about consequences. There is usually several
low-angled shots to signify the artist’s
23. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q4 - John Stuart’s 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 a minimum of 3
examples of it in music videos?
24. INTERTEXUALITY
• Intertextuality is the art of referencing another form of media in
your work. For example, a music video referencing a fil or piece
of literature.
25. BLUR'S, THE UNIVERSAL
REFERENCING THE FILM,
A CLOCKWORK ORANGE
• A Clockwork Orange begins with a
sequence that takes place in a milk bar,
with a close up shot of the main
character, Alex staring at the camera. The
camera then moves backwards, revealing
the members of his gang all in white
clothing and heavy eyeliner. The
Universal, begins in a similar way, with a
close up of Damon Albarn, the lead
singer, and the other members of the
band wearing white clothing and heavy
makeup. Instead of a milk bar, they are at
a music venue, performing their song. The
lead singer of the group, Damon Albarn,
takes on the role of Alex, which is quite
obvious with his suggestive facial
expressions. He also manages to make
the viewer feel uncomfortable, the same
feeling Alex presents in the opening shot.
You could argue that the main attraction
of A Clockwork Orange is Alex himself,
since the plot completely revolves around
his character. Similarly, the focus of this
Stanley Kubrick's, A Clockwork Orange
Blur's, The Universal
26. BEASTIE BOYS,
BODY MOVIN'
REFERENCING
DIABOLIK
• With a video directed by
MCA, “Body Movin” was a
reference to the cult Italian
classic Danger: Diabolik,
with the Beasties
recreating specific scenes
while also incorporating
footage from the actual
movie.
The film Danger :
Diabolik
The Beastie Boys , Body Movin' music
27. VOODOO IN MY
BLOOD, MASSIVE
ATTACK REFERENCING
PHANTASM
• Starring Rosamund Pike as a
young woman who walks alone
in the corridors of a subway
station until she comes across a
mysterious floating sphere, the
music video for “Voodoo In My
Blood” refers to two classic
horror films — the ball released
by Tall Man in Phantasm, and the
character Ana, from Possesion,
who experience the bizarre scene
in the subway.
Massive Attack's,
Voodoo In My Blood
music video
Isabelle Adjani in the film "Possesion"
28. TASK 3 – CASE
STUDY
Y O U S H O U L D O P E N T H E M U S I C L E C T U R E
P O W E R P O I N T A N D L O O K AT S E C T I O N 3
B E F O R E D O I N G T H I S TA S K
29. TASK 3 – CASE STUDY
• For your individual case study you must study an artist of
choice, focusing on a minimum of 3 videos [ideally 5+ videos]
• This should provide discussion on the usage of the following:
– Style[s] & Techniques employed
– Intertextuality
– Camerawork/editing
– Genre conventions
– Critical approaches [you should be applying some of the critical
approaches from your lessons and some of your own, to your
selected videos]
30. TASK 3 – CASE STUDY
• You should include a video link for the videos used
• You should include illustrative stills from the videos chosen
• 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
• Compare and contrast your artist/genre to other artists/genres
• Remember to consider differing contexts
