Mv assignment 01 2021 pro forma

1. MUSIC VIDEO PRODUCTION
CASE STUDY
F R EDDIE B U TLER
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2. 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

3. TASK 1 - PURPOSES
• Q1 - Outline the 3 core purposes of music video with a short
explanation for each:
• Entertainment – to provide the listeners/viewers with an
entertaining video that they enjoy – makes more people
listen/watch song.
• Branding/Identity – a music video can make a group or artist
make more of a name for themselves by having a good,
creative, music video as it will get more eyes on them.
• Sales – having a good music video would drive more sales as it
would make more people see the song as it would be going to
a wider audience, which in turn would bring more sales.

4. 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?)
• Reinforce the message – If a song has a message the music video can help to
portray the message.
• Helps the viewer interpret the song, have a greater understanding which will
make them want to listen to the song more if they can understand it.
• To add more endorsement to the music and artist/group which will make them
have more promotion which leads to more sales and makes them have a wider
audience.
If they are in a label, they may have other artists who are signed to feature in the
video as it would help the promotion. A label would also help in the drive of sales
as they would promote the music to more areas, but they would take some of the
money made. An unsigned artist would keep all the money, but they would have to
look into other ways of getting promotion for their songs.

5. 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.
• DDG - Hood Melody
In this music video/song he is telling a story about the lives of people who live
in poverty and have a war with life as well as living in the middle of gangs and
constant conflict. The music video portrays someone in this situation and what
they go through, and the lyrics further support the video, it is produced like a
short film. His brand is to appeal to people who like melodic hip hop as this is
what most of his song's genres are.
His music videos usually have a meaning which is based on the song and the
lyrics. His songs usually have a meaning and some story behind them, but he
also makes songs that don’t have any really meaning and room for
interpretation and just sound good, this way he appeals to a wider audience
as he has some songs with deep lyrics and others where it sounds good. He
would have done this so that he can have as large an audience as possible
and can connect with people on a personal level as well as make songs that
people can enjoy.

6. 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.
One Direction Animal Collective
Aimed at teenage girls – about love –
appeals to a large audience who will
enjoy the music.
Mainstream – will have more
promotion.
High budget music videos – good
music videos bring more popularity
which enables a wider audience.
Bland basic colour – not very creative
but has a basic formula which is a
very strong way to bring in new fans.
Easy to follow – helps create a big
audience as most people can
understand the meaning of the song.
Built to make money – song and
production is made to be something
that many people will watch and
listen to so that it drives many sales.
Personally aimed at the viewer.
More colours - shows good
production
Slow-paced – takes time to get into
the music video.
Obscure and creative – not like other
music videos, their own niche, Shows
their ability to be creative and make
something that not many other
people have done.
Not very easy to follow – the viewers
need to be very engaged with the
video and music to be able to follow
along to the song.
Open Meaning – the songs don’t
have a meaning they are trying to get
across, it is open for the viewers
interpretation.

7. 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

8. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Cameras are used to follow the movement of an artist to show them perform/act
out part of a song. This can be with different angles, shot types to really get a
music video that is creative and is good to watch – creates a dynamic feel to the
song when watching the music video.
• A close-up shot is the most predominantly used shot in music videos as many
people would be watching on smaller screens like phones, so the close-up shot
makes everything needed to be shown clear and easy to see whereas if it was a
long distance shot if the viewer is on a small screen, they may not be able to see
the details of the videos. The close-up shot creates more of an intimacy with the
viewer.
• They may use higher shots if they want to show multiple people but then may
do low shots to focus solely on the artist.

9. 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.
• Editing a music video can set the tone of a video as they can make the video be
fast short cut clips or long slowed clips, this helps set the tone/mood for the
viewer so they can tell what type of song/video it will be. A fast video could
grasp the viewer in quickly whereas a slower video could set the mood for the
viewer and make they pay attention more as its more meaningful.
• People edit things like the:
– Color
– Zoom
– Contrast
– Type of shot
They do this to add a certain style or to make the video look more
presentable and good to look at.

10. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
Hip-hop
• Many low angle shots – artist is above viewers, artist is looking down on them, shows the artists
importance. An example of this would be with Kanye west – power where it is in the title as well as many
shots in the video, art for the video where is acted as a king. They may have weapons like guns to show that
they have power and are not to be messed with.
• Most Modern hip hop videos have lots of women with a lot of over sexualisation of women.
• Usually have expensive clothing on to show they have a lot of money, lots of jewellery.
• Many close up shots to make the focus is on them.
• These are commonly used in this genre as that is
what these people want to talk about/ act like and
they show it in this way.

11. 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 intertextuality is and find a minimum of 3 examples of it in
music videos?
• Intertextuality is where something is referenced inside of a music video, film etc. Where one
piece of media is shown in another.

12. 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 A T S E C T I O N 3
B E F O R E D O I N G T H I S T A S K

13. 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]

14. 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
• Add slides here as appropriate – DO NOT SHORT CUT THIS
SECTION, IT IS THE MOST IMPORTANT

15. CASE STUDY:
LOGIC:
Logic is an American Artist and music producer. He is in the Genre of
Rap/Hip-Hop and is one of the most well known names in the genre from
the last 15 years. His brand is that he has many different types of
flows/styles of music that he makes and constantly releases music using
something different from the last. He may sing more, rap etc. He has
different names that he would go as for the certain type of style he would
be performing – Young Sinatra, Bobby Tarantino.
He makes albums called these names as he has styles that you associate
with the name. He has been making music since 2010 and retired last year
but recently came back and dropped an album. The way that he has lots
of different styles helps him to increase his brand as he appeals to a
larger audience by making lots of different types of music.

16. CASE STUDY:
LOGIC:
Logic - Everyday Music Video
In this Music video Logic is acting in the job of a office worker who is being overworked so is
constantly tired and falling asleep on the job. He is showing that he is working hard but it is never
enough, he always has more to do. This first shot of the two cars shows how
the people around him have all expensive things but he
Does the same job but has an old cheap car. The next couple
Couple shots show him performing his song while doing his
Work, which the lyrics go along to, while he is doing his work,
He gets given more. They use a camera which follows him
From the front so that they get a clear shot of him as he is the
Main performer but so that you can still see the people around
Him so that the setting of a workplace is clear. The Video then
Follows on to him working overnight which further exemplifies
The message that he is being overworked by working all day
And all night. They use a 360 degree angles to get this shot by
Going all around him with the camera which lets the viewer see
More of what he is doing. The shot Of everyone enjoying
Themselves and him working shows the meaning of what the
Video is about. The rest of the video then goes on to further
The message and carries on in this manner with the same shot
Types and angles throughout. This is a representative music video as
Logic is seen throughout the video.

17. CASE STUDY:
LOGIC:
Logic - 1-800-273-8255 Music Video
The title of this music video is the number to the suicide helpline in America so that instantly shows
that this song/video is going to have a deep message and meaning. The video starts of showing a
family with their baby and then skips to an older version of the kid from the start, he is who the
music video is based around.
the video is editing to have quite darker colours
so the video has a darker mood and tone to it.
The next scene shows the kid down because he
Is not being accepted for who he is. Throughout
this video there is the constant use of close up
shots so you can really capture the emotion of
the main actor. The video has a very strong
message through the lyrics and the video that
Whenever you are down you have to think that
Someone does care about you. The darker, sad
tone continues throughout the song but as it continues the lyrics and video start to change and
they start to be a lot happier. This is where the style of the video changes as more lighter colours
are shown and they capture the fact that the people are a lot happier with life. The lyrics change to
coincide with the fact that the main actor is happier, so the lyrics are partly based from his
perspective and partly from another. This music video is Non representative for the most part, but
has the different performers appear on screens for parts of the video. Throughout the video the
camera shots
change between close ups of the main actor and wider shots
Showing more of the surrounding environment. This is quite
common in some of Logics music videos. Logic is different to
most artists in his genre as he switches up his style all the time,
he goes between, rap, singing, fast upbeat songs, more slow songs,
and doesn’t always rap about money and fame like most people

18. CASE STUDY:
LOGIC:
Logic - Flexicution Video
This Music Video is more of a video montage of him performing this song. Many different shots,
angles, and edits are used in this to make it look good. At the
Start of the video they edit the stadium the speed up
So that the filling up of the stadium is shown in a
Matter of seconds. They also use a wide pan shot to
Make sure they get the whole stadium in shot.
They then go on to show him performing the song
From many different angles and also get shots of the
Crowd singing the song as well. There are lots of
Effects going on as well, including flashing, zoom, colour changes to make the music video
production look better. They also use many shots quickly switching in a matter of seconds which
Sets the pace of the song and video which shows the viewer that the song is
Upbeat and fast, not a slower moodier tone type of song. This is a representative
Music video as it shows him performing the song. They make sure to get a quite
Wide shot throughout so that you can see him perform as well as see the crowd
Enjoying the song, that then resonates with the viewer. They switch between
Close up and further away shots very quickly so that the video goes along with
the beat of the song. There is plenty of flashing and stage lights going off and flashing him while he
is on stage as it shows that he is performing it live and it makes him stand out more and keeps the
focus on him. The use of showing the fans enjoying themselves is a smart way to make the viewer
enjoy the song more because they see loads of people having a great time. This music video/song
doesn’t really have a deeper meaning its just mainly about Logic enjoying himself, showing that he
is a very good performer and he is confident in his music. The end of the video has more slo-mo
shots as the pace of the song has changed as instead of Logic performing it is a singers part of the
song. This is edited very well as the video fits perfectly with the changed pace of the song at the
end.

19. CASE STUDY:
LOGIC:
Logic - Contra Music Video
This video uses many different styles and effects throughout to make a very creative music video
which still has the things that you would expect in a hip-hop/rap music video.
The video starts by showing a lot of money which is part of
the genre conventions of a hip-hop/rap video, most of them will
Have a lot of money to show the viewers that the artist is rich.
The video then goes on to use a shot of Logic driving his car
where the camera is on the front of the car following along, this
works as it shows that he has a very expensive car and has a
close up of him so that you can tell he is performing it. The video
uses effects like changing the colour for a few seconds and having
Objects pop up on the screen to have a new style to the video and make it less plain. They also
use effects to make the screen look like an old VHS tape so that
The style and mood of the music video changes. The
camera changes, angles and zoom very quickly to show that
this is a fast paced and upbeat music video and song. Genre
convention is all throughout this song because there is
constant shots of his BMW, his money, his watch which
Shows his wealth which is very common with other artists
In this genre. He starts to throw away money to further exemplify this. He then goes into a
corridor which is filmed with ambient coloured lights which creates a good shot and improves the
production of the video even more. The video is constantly having effects on the
screen so that it is never in a normal setting. There is also a wide
shot inside a warehouse where he sets a lot of money on fire to
show he doesn’t need it, in this area they mix the scene between
normal speed and slo-mo to further change the music video goes
along the beat.

20. CASE STUDY:
LOGIC:
Logic - DadBod Music Video
This Music Video is a mix of him lip-syncing to his song and him showing his clips of his family,
house etc. The video doesn’t have many effects but has lots of different zooms and angles taken
constantly so the video is never still in an angle. He has many different locations where he lip-syncs
his song. He does it in a sort of buggy/jeep, in a swimming pool and on top of a car. For a lot of it
he is showing/telling the world what life with his son looks/is like. There is quite a lot of
intertextuality in this video,
for example he is showing to be playing on a Gameboy. They have edited
Parts of it to look like a type of vhs/recorder and they actually show him
Recording with one. There is plenty of more gaming intertextuality
throughout the video, he shows collectors versions of games like the last
of us, and shows his dragon ball z book collection. The speed of the clips
in the music video is set up so they perfectly go along with the beat and
speed of the song. The purpose of the video is to just give people a look
into his life. This video could be seen as partly genre convention as he is
showing that he has a big house with loads of cars, a swimming pool and there
is scenes where you see his massive wardrobe. This video goes well with his
brand as he is showing that he likes to have fun and enjoy himself as well as
Being an artist. The video/song doesn’t have any deeper meanings other than
him enjoying himself. He also goes through a lot of his old stuff in this video
so it gives an insight into his come up and how he started. For example he
shows his own Rhyme book. He shows an old Hollywood magazine
which is more Intertextuality. The video is mainly in normal un-edited
quality as he is keeping the video normal as he is
Only showing his normal life, nothing flashy, he
Keeps the camera close to him when performing
So that he keeps a sort of eye contact with the
Viewer.

21. CASE STUDY:
LOGIC:
Logic - Everybody Dies Music Video
This Music video is completely full with lots of editing, different camera angles and types of shots.
The video starts by showing a clip of an old film which has a little bit of editing added to it, plenty
of this is shown throughout the video, and then goes into Logic who is Representative in this
Music Video and is in a plain room. The video has constant camera movements, colour changes,
blurs, slow motion, filters and effects added to really add a creative style to it to make it his own.
The room he is in is very bland so they have free range to do whatever
effects they like. Throughout the music video there is close ups of him
Lip-syncing the song, and more zoomed out wide pans of the area he is in.
The inclusion of these movie clips is Intertextuality as he is taking old clips
And adding them to his video, they are also being edited to add their own twist
To the clips. Another effect that is used is where they have the main Logic performing
In the middle who the camera is focused on but they also have made it so there is
multiple of him in the background which makes a really good looking shot. They also
use a VHS/recorder type of filter on some of the wide pan shots of Logic
to add an extra bit of style. They do a really good sequence of shots
where he looks through a mirror to another one of himself in a different
coloured room and they switch between the two going back and forth.
which adds a cool dynamic to the video. They have the perfect balance
of quick cut shots and slowed down longer shots so that it fits perfectly
with the beat and the song. The video is filled with lots of cuts and angles.

22. TASK 4 – LINKS
TO YOUR OWN
WORK

23. LINKING FORWARD…
• Now it’s important to think about how you can use some of what
you’ve learned in your investigations for your own work.
• Summarise in this section the key techniques, styles, conventions
and genre you prefer and what you think you could use in your
project.
• Think of this as a place to put all those loose ideas for your music
video and how you intend to apply the things you’ve enjoyed
looking at.
• Remember, music video is a medium that has a lot freedom in
terms of form and style. It is also the medium that steals,
incorporates and re-integrates all the things you have seen and
experienced.
• Add slides as necessary, it will make the next section of the
project much easier

24. MUSIC VIDEO IDEAS
• Mix of close up and wide shot
• Different angles
• Add different filters
• Change colours
• Hip-hop/rap
• Camera movement
For my music video I think I will include a mix of close up shots focusing on me and
wider shots which not only show me but the environment around me. I will get lots of
different angles not just shots straight looking at me, I may get some from above,
below, the side etc. I will add certain filters like a VHS filter to certain clips to add to
the creativity and style of the music video. I might add colour changes to certain clips
as well make the music video less bland. I think it will be in the Genre of Hip-hop/Rap
as that is one of the Genres I enjoy the most. I will make sure there is camera
movement as well so that the video is just static looking at me the whole time. I will
make sure that the speed of the clip cuts and clips In general go along to the speed
of the song/beat. If they don’t but ill just add some slow motion or speed up to the
video, this would also increase the creativity of the music video.