This document provides an assignment brief for a Level 3 BTEC National Extended Diploma in Creative Media Production unit on music video production. It outlines the learning outcomes, tasks, assessment criteria, and deadlines for producing a music video. Students will research music video purposes, styles, conventions and techniques. They will then originate, plan, produce and edit their own music video for a specific track, fulfilling the promotional purpose and entertaining the target audience. An informal negotiated brief allows for creative freedom but lacks written guidelines. Technical skills like camerawork, lighting, editing to the beat are required.

1. 1
Assignment Brief
Qualification: Level 3 BTEC National Extended Diploma in Creative Media Production (TV & Film)
Unit: Brief Unit 29: Music Video Production M/600/6650
Assignment: Music Video
Start date: Monday 3rd January 2017
Deadline date:
Tuesday 17th January 2017
Assessing tutor: Rich Barton
Start and deadline dates states in which we are working to a brief and that we have a set date in which a final product is wanted to
be seen via date
Applied Learning Scenario:
Scenario
You work for a video production company and have been approached to research and produce a music video for an up and
coming artist/band. You will haveto undertake research into the different styles,conventions and editing techniques of mus ic
videos and consider the requirements of your clientand fulfil thepromotional purposeof the product. You will also need to
consider who your target audienceis and how you are going to entertain and engage them in your music video.
Unit Content:
1 Understand the purpose of music videos
Purposes: promotional;extension of income; extension of outlets (music channel,directDVD and CD sales,website, download);
synergy (films,TV programmes); producers’strategies (major label,independent, artist self-produced)
2 Understand the styles, conventions, and techniques of music videos
Styles: popular music genres;in-concert and ‘as live’footage; animation (stop motion, digital);interpretative; narrative;
impressionist;surrealist;pastiche;parody;referencing; homage; influenceof commercials
Conventions: lyric interpretation;extending or consolidatingsong’s meaning;allusion;linksto other artists
Techniques: cutting to beat; effects; miming and lip sync;playback and lip sync;multi -image;camera movements; camera angles;
chroma key
This will allow us to prepare what the target audience want and our looking for
by basing the music video around what they want to see.
3 Be able to originate and plan a music video production for a specific music track
Originate ideas: choosingmusic track;analysingmusic track (meaning,content, imagery, narrative,duration,pace, style,
semiotics);performer’s style; performer’s image; video’s style; creativeconcept
Research: sources for locations;found footage (video archives,libraries,websites,copyright,waivers)
Plan: script;storyboard;shootingscript(camera movements, takes, angles,continuity); selection of
technical and performance crew; team roles and responsibilities;production orga nisation and schedule;location recces;risk
assessments;permissionsto film;clearances
4 Be ableto work to complete production of a music video
Work: eg individually,as director,as production manager,as camera operator, as editor
Production: eg direct action,manage production,shoot footage, create animation,light,create SFX, edit; production log
Informal and Negotiated brief
Style of the product (negotiating the style of the video and what it is going to look like)
‘sources for locations’, we had to negotiate with the client to find out where he would like to shoot the music video, the client
used his creativity, because the locations used suited his image. This is an advantage because it allows us, the production team
to see the creative side of the artist.
‘shooting script (camera movements, takes, angles, continuity)’, we had to also negotiate with the client for camera
movements because the client didn’t want to use close ups, so we ended up not using close ups for the music video. A
disadvantage of this is that we were not able to use the close ups to show the emotion on the artist's’ face, as it is dominant
for music videos.

2. 2
Learning outcomes:
On completionof thisunit a learnershould:
1 Understand the purpose of music videos
Understandingthe target audience because the artist idea must suit and appeal to the audience (demographic)
2 Understand the styles,conventions, and techniques of music videos
3 Be able to originate and plan a music videoproduction for a specific music track
4 Be able to work to complete production of a music video.

3. 3
Assignment:
What you have to do
Task 1 Assessment Evidence
Comprehensively explain the purposes of music videos with elucidated examples and
consistently usingsubjectterminology correctly by researchinginto the following:
This allows us to know what type of talent we are dealingwith and how much the
budget would be when shootingdepending on how established the artistis.
● one major label artist
● one independent label artist
● an artistthat has self-produced their own record.
Marketing the artistas ittells audiences and production team about the artistif he is a bigor
small artistassociatingwith the budget. As an established artistwould spend more while a small
artistwill work with what they have at hand.
This allows us to know type of talent we are dealing with and how much the budget would be
when shooting depending on how established the artist is.
1a. In 4’s create a Group Timeline of the History of Music Videos from 1960-2010’s with
discussion on Purpose(promotion, extension of income, producers strategies)
1b. Create a series of reports under the followingcategories with detailed examples
Trends
i. History of Promotional Music Videos,Budget Breakdown
ii. The Purposes of Music Videos – Creatingan Image/promotional
iii. The Purposes of Music Videos – Extension of Income (Youtube views, Product
Placement, Budget Breakdown Categories)
monitoring trends can be beneficial and advantageous because you can get an insight of
audiences and ideas that have already been made, which can help you avoid creating a music
video which is un-original. It can also be a disadvantage because when creating an idea
because you would create your video of off other people's ideas.
iv. The Purposes of Music Videos – extension of outlets (youtube, veoh, MTV,
specialist channels, downloads & streaming, Spotify, itunes,
v. Strategies used by indielabels videos to Promote their artists,
vi. Strategies used by major labels usevideos to Promote their artists,
vii. Strategies used by self-produced artists usevideos to promote themselves
viii. Creating synergy with other media products (films,games etc)
When it comes to the use of product it can be advantageous because you can generate
revenue and gain profit by marketing with things such as product placement and by
monetizing your music video on youtube.
This also refers to the marketing aspect as we are choosingplatforms in which we want to
advertiseand promote the product, for example - we choseYouTube as itwas most suitable
and is a way that is used widely across theglobe for gathering awareness.And the perks that
come with it also appeal.
1c. In your 4’s give a classpresenton the Purposes of Music Videos and how they are used by
the Music Industry
Purposes of music videos and how they
music industry.
1. A group timelineof the History
2. A series of individual reports vi
Prezi/Emaze/Glogster with emb
gifs and screen grabs from exist
You must HIGHLIGHT in colour the key te
used
You must put in italics where you have e
convention and techniques in discussing
This allowed us to generate research
into what the target want to see and w
they appreciate. In which is the visual
aspect and the lyrical break down
(meaning)
when doing this task we also researched
platforms in which will be good to
promote on through.
Key Terms that you should be usingin your work:
Purposes: promotional; extension of income; extension of outlets (music channel, direct DVD and CD sales, website, download);
synergy (films, TV programmes); producers’ strategies (major label, independent, artist self-produced)
What you have to do

4. 4
Task 2 Assessment Evidence
Create content for a website comprehensively explainingand demonstratingthe styles,
conventions and techniques of music videos with elucidated examples and consistently using
subjectterminology correctly
2a Explain and assesstheconventions of 3 different Music Genres consideringmise-en-scene–
costume, props,locations,stylingthe artist,performances/narrative,interpretation of the song:
i) Pop or Dance
ii) Indie
iii) Hip Hop
This states what genre the talent is branding himself on.meaning this is how the audience will
see the artist as and what genre they are specialising in.
2b Explain and assessthedifferent styles of music videos with examples of each of the
following:
i) Andrew Goodwin: (relationship between music or lyrics and visuals, dominanceof
closeups,notions of lookingor watching,
ii) Narrative,Performance, Conceptual (Impressionistor Surrealist),
iii) Post-modernism: Parody, Referencing, Pastiche,Homage, Intertextuality,
Animation
The style of the music video is a performance, as the artist is performing to the audience, this
had to be negotiated, to find out what the artist wanted for their music video.
In order to get the style of the video, we had to consider and negotiate the costume and
location for the artist, so the artist wore all black, as it reflects his image (or what he chooses
to wear), and it also matches the locations we used for the music video.
However, dominance of close ups were not used, as when negotiating to use them, the client
refused to use it.
Tutorial ‘How to make a Music Video’
3. A series of reports, Emaze, Thin
blogpost for with embedded ex
screen grabs from existingexam
You must HIGHLIGHT in colour the key te
used
You must put in italics where you have e
convention and techniques in discussing
Key Terms that you should be usingin your work:
Styles: popular music genres;in-concert and ‘as live’footage; animation (stop motion, digital);Ideas of Andrew Goodwin;
interpretative; narrative;impressionist;surrealist;pastiche;parody;referencing; homage; influenceof commercials
Conventions: lyric interpretation;extending or consolidatingsong’s meaning;allusion;linksto other artists

5. 5
Assignment:
What you have to do
Task 3 Assessment Evidence
Practically demonstrate and comprehensively explain the techniques of Music Video production
with your own examples from you Practical Music Video Portfolio and comparewith existing
examples usingsubjectterminology:
3a) A practical portfolio of techniques of music video editing (“Turn Down for What?” and your
Test Footage from your idea)
Technical Specifications
i) cutting to beat;
ii) miming and lip sync;
iii) camera movements;
iv) camera angles;
v) Green screen
vi) Effects
All of these Editing techniques and camera techniques are required in order to follow the
conventions of most music videos. this can be advantageous because by following
conventions it can make your music video look to a near professional standard. the
disadvantages could be that the footage may limit creativity.
3c) An instructional ‘How to’ tutorial report on your practical portfolio explainingthepurposes
and how to do these above techniques
Website Tutorial “How to make a Music
4. A practical portfolio of your own
usingthese techniques consisti
a) Music Video Beat edit
b) Angles and Movement*
c) Effects & Green Screen
5. A Instructional Blogreport, Ema
Prezi via blogpostwith embedd
and screen grab from existinge
You must HIGHLIGHT in colour the key te
used
You must put in italics where you have e
convention and techniques in discussing
Key Terms that you should be usingin your work:
Techniques: cutting to beat; effects; miming and lip sync;playback and lip sync;multi -mage;camera movements; camera angles;
chroma-key

6. 6
Assignment:
What you have to do
Task 4a Assessment Evidence
Originatea music video production for a specific music track to a technical quality thatreflects
near-professional standards,
showingcreativity and flair and workingindependently to professional expectations
Task 4a: Choosingthe track/gainingpermission
i. In groups of 4, learners identify a client - this must be a real unsigned artist that you
can contact via social media to develop a brief (Unit 5)
ii. Contact the artistand gain permission to use the track – upload proof of this in the
form of a screen grab of an email/twitter conversation etc onto your blog
iii. Post a copy of the lyrics on your blog.Includein this post details duration of the song,
its sections and what kind of pace ithas (fast/slow/upbeatetc).
iv. In a pair analysethe lyricsand annotatethem – post this on the blog
Look for:
v. Style of Product
● meaning (what is the song about)
● narrative(is there a story)
● content (verse, chorus etc)
● imagery (key images/hidden meaning/layers of subtext)
The style of the artist can be gathered through things such as lyrics and the sound of this song,
this is required so that we can establish the artist's style and image in which is attempting to
portray. when looking in the style of the product you can gather the style so this can help you
get a feel for the style of the music video. this could be a disadvantage because essentially
you are judging the artist of the style of his content..
Each learner is required to individually originate ideas, select one idea and plan a music video.
i. Havingconsidered the tracks meaning imagery, synaesthesia,decideon the
interpretation (performance/narrative) and visual style – (Mise-en-scene, camerawork
etc).
ii. Prepare pitch and present pitch to the rest of the group; your pitch must justify its
visual effectiveness,its ability to enhance or market the music track and why it
employs a particularstyleand what your influences are.
“How to develop ideas for a Music Vide
1. Analysis of Artist& Track - Scree
Post explainingwhy you chosen
image, audience & the track
2. 4 x Synaesthesia mood boards –
concept/themes/narrative, Visu
3. Lyric and Track Structural Break
with timings,meaning, content,
narrative,duration,pace, style,
4. 500 Treatment for the full idea
group member)
5. Individual Video Pitch Video to
your individual idea
Key Terms that you should be usingin your work:
Originate ideas: choosingmusic track;analysingmusic track (meaning,content, imagery, narrative,duration,pace, style,
semiotics);performer’s style; performer’s image; video’s style; creativeconcept
Resources: www.unsigned.com

7. 7
Assignment:
What you have to do
Task 4b Assessment Evidence
Plan a music video production for a specific music track to a technical quality thatreflects near-
professional standards,
showingcreativity and flair and workingindependently to professional expectations
Task 4b - Pre- Production Planning
In order to successfully filmand edityou music video you must firstcomplete all of the required
pre-production documentation.
i. Storyboard/animatic
ii. Shooting script
iii. selection of technical and performance crew
iv. team roles and responsibilities
v. production schedule(GANT chart)
vi. location recce
vii. risk assessments
viii. permissions to film
Pre-production Portfolio
Group of 4 preproduction portfolio with
● Director
● Production Manager
● Director of Photography
● Editor/Ass Director
Research: sources for locations;found footage (video archives,libraries,websites,copyright,waivers)
Plan: script;storyboard;shootingscript(camera movements, takes, angles,continuity); selection of technical and performance
crew; team roles and responsibilities;production organisation and schedule;location recces;risk assessments;permissionsto
film;clearances

8. 8
Assignment:
What you have to do
Task 5 Assessment Evidence
You must now produce your music video and then embed it on to your blogand work to a
technical quality thatreflects near professional standards,showingcreativity and flair and
working independently.
As a group of 4, carry outan individual production role– Director,production Manager, Director
of Photography, Editor.
Technical specifications
Informal and negotiated brief
Advantages of this brief is that it is based on a verbal agreement. This means that there is
less paperwork to deal with. Because of this we were able to have more creative freedom.
The disadvantage of this is that there is no written contract/evidence or agreement. Because
of this we had no set guidelines in place, which meant we were allowed to be over-creative.
a) Shoot your music video using
i. Depth of field (ShallowFocus)
ii. Rule of Thirds and Composition
iii. Steady & smooth movement
iv. Shoot usinga minimum of 9 set ups
v. Dominance of CloseUps and ExpressiveAngles
vi. Base Track (Lip Synching)
vii. Artificial Lighting(Stylistic/Expressive)
viii. Beat Editing/Rhythmic Montage
ix. On-location shooting(non-domestic and generic)
x. Advanced camera techniques (Go Pro, etc)
This shows what appeals to the audience as this is what is seen in more modern music videos.
These conventions allow the flow and the purpose of the music video to come out and be
understood and seen by the audiences.
b) Keep a production diary includingphotos of yourself on siteduringthe shoot
c) Produce a Rough Cut and collectfeedback from your client– record the meeting and
write up your notes from their requirements
d) Carry out pick up shots or reshoot if necessary
e) Complete your Final Cut and deliver to clientby deadlineand to specification
Complete production of a music video
1. Final Music Video exported to Y
embedded on Weebly portfolio
2. Individual Production Diary
3. Video meeting with clientand n
Key Terms that you should be usingin your work:
Work: eg individually,as director,as production manager,as camera operator, as editor
Production: eg direct action,manage production,shoot footage, create animation,light,create SFX, edit; production log