slides

1. MUSIC VIDEO PRODUCTION
CASE STUDY
JA MES A LVA R EZ

2. TASK 1 -
PURPOSES

3. TASK 1 - PURPOSES
• To make money.
The music videos should be profitable so that the artist can make
a living otherwise it just wont work.
• Give visuals to the audio
Giving visuals to a song allows many more options for publicizing
it such as it can be played on TV (music channels)
• Entertainment
This is key as even though we may not like the song the visuals
can keep us hooked providing entertainment

4. TASK 1 - PURPOSES
• allow the band the availability of not having to play live
• allow the audience the advantage of interpreting the song
through the use of the video playing in the background
• To endorse products to make them more popular and to
increase sales
• reinforce a political view or social message
• feature other artists from there label as a means of promotion

5. TASK 1 - PURPOSES
Synergy
the interaction or cooperation of two or
more organizations, substances, or other
agents to produce a combined effect
greater than the sum of their separate
effects.
Convergence
the process or state of
converging.
Examples
• Syncing the beat or
audio to the visuals.
• Matching visuals to
the lyrics
• Use visuals to
enhance the music
with out having a
direct connection with
the music's lyrics or
beat.

6. ONE
DIRECTION
• Representational
• Predominant CU shots
• Repeated formula
• Clearly understandable
characteristics
• Mainstream
• Easy to follow – audience can
be more passive
• High budgets
• Closed meaning [unless you
have an oppositional viewpoint]
• Larger audience
• Built to make money
• Non-representational
• No CU of artists
• Obscure/artistic intentions
• Niche
• Not easy to follow – audience
needs to be more active in
engaging with it
• Low budget
• Open meaning
• Smaller audience
• Artistically derived
• More challenging to watch
• Built to be creative
ANIMAL
COLLECTIVE

7. TASK 2 – STYLES,
TECHNIQUES AND
CONVENTIONS

8. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Depends on the style of music but usually slow long clips
• Changed to aperture / focus
• Profile shots
• Blur
• Black and white
• Stop motion animation
• Mixture of close up and far away shots
• Still frame

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
• Slow motion to slow down clips even more to sync with the slow
modern music
• Every beat get portrayed somehow with emphasis in the video
whether it is with motion or colour alteration.
• Shorten clips and contrast them with low / high angle shots to
make them more interesting

10. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Q3 - Describe and explain some of the technical developments in
music videos, i.e. the types of shot used with examples to illustrate
this
• More and more often drones are being used often to get aerial
views or for fast moving vehicles
• Better low light lenses allowing for better night time shots
• Upgrades in editing software allow for more create options when
processing the video
• Development of higher frame rate cameras allowing for better slow-
motion
• Development of higher resolution cameras for better quality

11. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• When looking at Ghostemane his music consists of hip hop
mixed with influences of hard rock and metal. This in tern
reflects of his videos being dark and sinister refereeing to
demonic symbols relating to his lyrics and the dark vibe that the
song suggest.
• These sinister video clips don’t tell a story however the enhance
the video and visualize the genera on the music.
https://www.youtube.com/watch?v=31j4DIpgY9Uhttps://www.youtube.com/watch?v=HopD6AHSSJc

12. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
https://www.youtube.com/watch?v=v2AC41dglnM https://www.youtube.com/watch?v=HQmmM_qwG4k
When looking at other genres such as rock many of the music videos have a
similar sort of method.
The majority present the video as a concert or a band performance. Not everyone
was able go and see Led Zeppelin however people can get a sense of there
performances in there music videos.
This intern mean that people in future generations are able to get a sense of what
it was like.
In the music videos these rock bands tend to use fast shots along with low angled
shots making them appear larger and more dominant. They also tend to include
fake crowds in order to make it seem more realistic as a performance but also to
“show that the band is connecting with the audience” making it seem that you the
audience is part of the band.

13. TASK 2 – STYLES, TECHNIQUES
AND CONVENTIONS
• Intertextuality is the way in which one media
text is referenced in another.

14. ROBBIE WILLIAMS- ‘YOU
KNOW ME’
• This video features the artist being taken to an ‘Alice in wonderland’ style
setting with Robbie William's dressed up as the rabbit from the film. This
creates intertextuality between the film and his music video.
• Also at the end of the video there is a shot of the artist in the Metro-
Goldwyn –Mayer trademark lion
replaced with the rabbit character.

15. KATY PERRY- ‘LAST FRIDAY
NIGHT’
• Katy Perry’s ‘last Friday night’
video includes intertextual
references with there being
credits in the start and end of
the video and out takes.
Creating a film like effect.
• The characters are all wearing clothes that were
typically worn in the 80’s.
• The artist looks on a social networking site called
‘friendplace’ this is acting as a ‘facebook’ in the video.

16. TAYLOR SWIFT- ‘LOVE
STORY’
• The lyrics of this song talk about Romeo and
Juliette. This video is made to look like a modernised version of
the story, relating more to the lyrics of the song.

17. TASK 3 – CASE
STUDY

18. • Rone
It clear that the music is significantly enhanced by the animated visuals which are
intern synced to the beat. Also the visuals alone are very well done as they are
done in a way to create illusions in an artistic way. I believe Rone has done this to
express not a story but there imagination.
I believe this is a niche area of music video and appeal not to a specific age group
but to more creative people who are interested artistic productions. Also due to the
‘trippy’ nature of the video a lot of hippies find this interesting as it can “give the
brain something creative to imagine and explore” - Rone
https://youtu.be/kfoJUeyMsOE https://www.youtube.com/watch?v=hVv331iLMXM
TASK 3 – CASE STUDY

19. • Lorn
• Tends to focus on black and white for a monochromatic effect however the
music videos are significantly different however most of them have a similar
ominous effect or an uncertainty about them I believe he uses that to intrigue
the viewers. In these wide range of music videos that he produces many
different techniques are used such as complex animation along with DLSR
camera work. He always seams to make the video match with the music hinting
outlines of a story but never making it too clear leaving the viewer to put the
pieces of the story together.
This is also a very niche music video which focuses on a more artistic approach
creating something unique rather than just focusing on mainstream pop culture
music videos. I believe that it works so well because neither the music and the
videos is what I would call mainstream and the way he creates synergy between
them due to the story and the atmospheric environment allows the viewer to be
immersed into the video and music.
https://www.youtube.com/watch?v=h6ZNGddbzzwhttps://www.youtube.com/watch?v=CqaAs_3azSs

20. • Kid Francescoli (Moon)
A very clever idea of stop motion used this intern gives the music video a special
uniqueness to it as is extremely niche for music video. In the video he plays
around shooting different clips at different fps in order to give some of the clips a
rough look and detail to them. However in these scenes he keeps them slow in
order to match the music.
A due to the title of the song called moon the stop motion animation is based
around times of the day focusing on scenes or views of environments with the
moon in it. For example a city or a train with the moon and stars going past
symbolizes the everyday life gong past in seconds.
I believe that this is not targeted at a certain age range and is considered artistic
https://www.youtube.com/watch?v=fdixQDPA2h0

21. Logic
The editing is very fast pased with lots of short clips and many interesting effects
and transitions. I believe that this music video is targeted at the masses as it uses
a very similar formula to the majority of modern day music videos. There are also
many close up shots or shots that change rapidly from far out to profile shots.
In this video there is no storyline other than “logic simply telling his story” .this
intern means there has to significantly more or fast pased post-processing or
editing in order to make the video entertaining.
https://www.youtube.com/watch?v=eVbTkFsCc24