Purpose case study n

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Music Video Production
Case Study
Alisia Morse

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Task 1 - Purposes
One core purpose of a music video is to entertain the viewer that is
watching it. Depending on what style of music that is being played and
who the artist is depends on the visuals that will be shown for example if
the music is by Justin Bieber it will be light hearted and the colors will be
warm and bright as his target audience is teenage girls. The music video
also can tell a story to further emphasis what the artist is trying to
convey, for example Ed Sheerans Thinking Out Loud shows two people
In love and in sink with each other through dance.
Another core purpose of a music video is to show the brands
image/identity. The ‘brand’ is the artists that is being played, the video
will reflect there personality and the style of music that they are making.
Miley Cyrus’ Wrecking Ball music video was to symbolize her destroying
(the ball) her old identity (the walls) of Hannah Montanna and becoming
the wreck less artist she is today.
Finally, the last core purpose of a music video is to increase sales. This
can include not only the song but other products the artist makes such
as perfumes or toy dolls of them selves. By creating there a video it
promotes there image and personality and younger audiences will want
to replicate what they do so will purchase things to make themselves
more like there idol.
 Q1 - Outline the 3 core purposes of music video with a short
explanation for each:

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Task 1 - Purposes
By creating a music video it means that the song can get
more publicity as it can be viewed on more platforms but
also will mean that people are more likely to click on it as
they want to know the story behind it. Some artists may
include well known people in there videos that don’t
always necessarily relate to there genre to encourage
other people to listen to there music. This is done in Tyga
music video Stimulated. This is to make her
following/fans watch the video and talk about which
intern gives it more publicity. The bigger the music labels
the more likely they are to do major collabs with other
artists of a similar nature to get more views and to
increase publicity. An example of this is Taylor Swift and
Zayn Malik ‘I don’t wanna live forever’. They both have a
similar audience for teen girls so it will get them all to
watch it and discuss how they feel about it.
 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?

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Task 1 - Purposes
The bigger the music labels the more likely they are to
do major collabs with other artists of a similar nature
to get more views and to increase publicity. An
example of this is ‘ZAYN, Taylor Swift - I Don’t Wanna
Live Forever (Fifty Shades Darker)’. They both have a
similar audience for teen girls so it will get them all to
watch it and discuss how they feel about it. By the two
major artist collaborating with a movie it will also give
it more publicity as it will be listened to on the film and
people who watch the film may download the
soundtrack.
Smaller labels will make music videos to show the
artist off and to give people an idea what they are
about and what they are likely to expect from them.

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Task 1 - Purposes
Another reason people create music videos is to further emphasis
the point hey are making. In 1971 (during the Vitenam war) John
Lennon created imagine to make a political point hat everyone is
equal and they war shouldn’t be happening. The video further
enhanced this by using white as the main color as this is the color
of peace and tranquility. It also includes two people of different
ethnicities sat next to each other to show that they can be friends
and don’t have to be at warn with each other. By having no objects
and it being minimalistic the video shows the viewer that they don’t
need anything to be happy just each other.

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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]
A synergy is is when one thing is linked to another through them
being branded together. This can be seen with the song ‘I’ll be
there for you’ which is used for the show friends and ‘Happy’
which was used for Despicable me 2. whenever these songs are
played the movie/TV show are automatically thought about.

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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.
Little Mix
Little mix are a brand that are targeted towards girls aged
from 11 upwards. There music videos clearly targets there
audience from the things that they are doing to the colors
they wear/use. They wear current clothes and have there
hair and makeup mimicking current styles for younger
audiences to copy. In there videos they present them
selves in situations that often relate to the lyrics they are
singing but also to real life situations that young girls do. In
the video ‘Hair’ they play girls at a sleepover and in ‘Black
Magic’ they show how you can overcome bullies and that
nothing should bring them down. They do this to make
people feel they can relate to them and feel more involved
in what they are doing rather than making there audience
feel like they are below them and don’t do what ‘normal’
girls would do.

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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 Direction
One directions videos are high tech and
use all the latest technology to make the
videos look perfect. They use a lot of
close ups of the ban to make it feel
more personal and to appeal to the
audience. The videos are very formulaic
and fit in with the current trends so that
younger generations enjoy it and want
to mimic what they are doing. There
videos are often manufactured and
choreographed and the artists don’t
have much say in what they do as the
label they work for have a idea which
they want to follow and the artist are just
a puppet. The videos tend to be
representational and show what they
are singing about or how they are
feeling.
Animal Collective
Animal collective music videos are lower
budget and don’t have much structure.
They tend to be experimental and when
it is being filmed the artist is usually
doing what ever he wants (usually being
edgy/alternative). They don’t stick to the
trends of the current time, they include
what there audience will want to see
and what they will enjoy making . The
videos tend to be non-representational
and don’t really have any link to to the
lyrics or the artist they are just want ever
they feel fits to the beat of the music.
The majority of the music videos are
computer generated or very heavily
edited.

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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
Close up shots of the artists face in music videos
are frequently used to make it feel more personal
and for the viewer to feel like they are in the artists
presences. In modern day and ages when the
video will be watched on multiple devices including
small phones it will be better to have close up
shots as more detail can be seen of the artists that
they are investing into.
Lorde- Green Lights
Directors also use a variety of lengths in which
they shoot the videos. A wide angle shot would
be used to make the artist look isolated and
alone, it may be used in a song about a break up
and having to live alone. It can also be used to
show what setting they are in or to fit in a lot of
characters
Wide angle shot to fit in the full
band, which makes it more
interesting rather than her just
stood singing.

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Conventions
Q1 – Describe and explain the use of camerawork in music videos,
i.e. the types of shot used with examples to illustrate this
Directors also use dynamic shots (when there is movement) to add
more excitement to the video. Rather than them be stationary and
the artist move it can add more versatility when the camera moves.
An example of this would be when they circle around the artist as
they stand in the middle of a stage.
Directors can also use drones in order
to get one continuous shot from
multiple angles. This can include a low
shot, 360 or high above. This makes
the motions seem smooth and gives
chorographers more opportunity to be
creative with there routines.
High angle shots using a drone
Moving shots

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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
The most common form of video editing it fast cut montage. This is when
many shots are all compiled together to make one continuous clip. An
example of this One Directions What makes you beautiful. They use many
shots of different lengths and heights and then put them all together.
The clips often transition to the beat of the music, when the beat is faster
the transition tend to be a lot harsher and faster where as when the song is
slower (like a ballad) the transition are often slower and flow into each other.

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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
Digital effects are also added to music videos during the editing process.
They make the video more exciting and visually appeal more to the eyes.
Split screen is used to
have all the artist of a
band on as seen in the
clip or to show different
events going on at the
same time.
Green screens can
be used to make up a
world that artist is in.
It can be realistic or
non realistic.
Filters can also be added to the
video. This can include black and
white or making it look like it is old
style.

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ConventionsQ3 - 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
Over time technology has changed and developed
making music videos more detailed and have better
graphics. Not only has the way it is produced changed but
the way it is viewed has also adapted.
Production In the 90’s music videos were recorded on
tapes and were then uploaded on to large PCs that had
limited soft wear. A video that used tape is white lung
Face down. The images don’t look as clear or a polished
as a modern day video and they don’t look as
professional. Now, with modern day technology many
things have become possible. Things can now be filmed
on phones or small digital cameras and still be high
quality, this means that not as much money or preparation
needs to be put into the production. And example of this is
Younsters Flowing though my DNA. This video was filmed
on a iPhone 4, which now is low tech however, a few
years ago was incredible quality. Things can also be
filmed on drones which means unusual angles can be
filmed such as really high, low and up close. It also
means that you can film one continuous shot without
having to use heavy equipment.
White Lung-
Face Down
Youngster-
Flowing
through my
DNA

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ConventionsQ3 - 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
Where
Music videos are now more accessible to people as they
can watch them on multiple platforms .
In the 90’s and early 00’s the only way that music videos
could be watched is on MTV music channel. The
graphics were basic and the illustration like the logo and
adverts were simple yet effective.
Nowadays, the internet has allowed music video to be
watched at anytime and most devices. You can watch on
your phone, TV and laptop on sites such as YouTube,
MTV and Vimeo. Artist also have there latest videos on
there own website that you can watch.

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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…
Certain genre of music tends to conform to certain stereotypes.
Pop music is often choreographed through dance or a story and
will usually tell the story of the lyrics. In Beyoncé's Irreplaceable it
shows her sending away her ex boyfriend and showing her move
on, this is also what she is saying in the lyrics. I think this is good
as it gives the view a visual representation of the events and
what the people will look like rather than them being curious.
The artist often lip syncs in videos along to the lyrics, this can be
seen in videos such as One Direction You and I.
In pop music the artist also often tends to stick to trends that are
around in the current season of fashion. Louisa Johnson wears a
lot of lace up leather in her videos as this I what is currently on
trend in the fashion industry. She also wears a lot of Band T’s as
they are also very popular. Although this is good and gives
people looks to copy, when a lot of artist follow the same style it
can become very repetitive and boring for the viewer.
Alternatively, Lana Del Ray who is a pop artist doesn’t conform to
the conventions of pop, she takes a more indie, old school feel to
her videos. This is refreshing and adds variety to the industry.
Beyoncé
Irraplacable.

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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…
The pop genre is often played on mainstream radio stations
such as Capital and Heart as these are the stations that the
younger audience (target audience of pop music )listen too.
The videos are usually upbeat and fun as they are targeted
towards a younger audience. They often involve a lot of color
to add vibrancy which makes it look more astatically
pleasing. This can be seen in a lot Little mix's videos such as
Touch and wings. They use a lot of feminine colors like pink
and pastels as stereotypically this is what girls like and that is
there target audience.
Pop music often have large casts to make the screen look
full and to make it look energetic and exciting, in Beyonce
Love on top she has multiple people dancing to make them
all look like they are having a good time and not bothering
about the rest of the world.

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Conventions
 Q5 - 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 intersexuality is and
find some examples of it in music videos?
Intertexuality is when one text links to another text for
example when I music video references a movie or
video game. In Iggy Azalea Fancy’s video she mimicked
the movie clueless by recreating iconic scenes and
wearing similar outfits. Furthermore, in William Kurk Ms
Pac Man the video game is recreated ad is played while
he is rapping.
Intertexuality is used to encourage fans from the movie
or video game to watch the music video as it could
interest them and could be enjoyable, s will ten make the
video be talked about and will get more views.

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I’m not the only one- Sam Smith
The purpose of the music video is to visually
tell the story that Smith is singing. By making
the video representational it means that people
have a visual guide as well as audio to go
along with it. The song is about a male in a
marriage cheating on his wife and how she
feel about it. They express how the cheat
claims them to be crazy and how they know
what is happening. In the music video it goes
into more detail as it shows how she deals with
what is happening and what is happens in the
end. By adding a music video to the song I
think that it gives the viewer more insight into
the story and show them into the characters
life.
The video is also made to give entertainment
to the viewer and to give the artist some form
of identity and imagery rather than just be a
voice. Furthermore, it can has intertextuality in
it as in the video the main actress is Diane
Agron who has started in hit shows like Glee.
https://www.youtube.com/watch?v=nCkpzqqog4k

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I’m not the only one- Sam Smith
The song does close ups of Sam Smith singing which conforms
to the pop genre conventions. The video also does a lot of close
up shots of all the characters as it makes it feel more personal
and lets the viewer feel like they are more involved in the
emotion. If it was a wide angle shot it would show more
background so and it wouldn’t be relevant to the story.
When filming the scene where the actress looks ‘crazy’ they
move the camera backwards without using a steady cam to
show her unstable side and and how she cant control her feels
(like the camera man cat control the camera). However, when
the shots are filmed of the man cheating on her, he is perceived
as stable and in control the the camera is steady and not
wobbling.
The song doesn't have fast beat so in the editing process fast
clip montage is not used because the clips are meant to flow
together slowly to the beat of the music.
The video follows similarly to Beyoncé- If I were a
boy. Both songs are about people having affairs
and both vides follow the cheats and the cheated
life and how they are dealing with it/ what is
happening. Both the videos shots are very similar
as they both tend to have close up shots of the
weaker/sad person to make you connect with them
and feel emotionally involved. They then have
longer more wider shots of the person cheating to
make you feel distant from them and less involved
in how they feel/behave. Both videos also start with
the actors talking to set the story up and to give you
a brief understanding as the how the characters act
and to set the music video off. In post production
the light adjustment had been changed to make the
screen darker when the cheat is on the screen.
This is to represent there personality and to make
you sub-consciously know that they aren’t good
character.

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Megan Trainer – Lips are moving
The purpose of this video is to show the new Dell laptop. The people having fun
and enjoying themselves are put in place to show you that with the laptop you can
also have as much fun as they are having. Intertextuality is used frequently used in
the video to encourage people to purchase the laptop. By using a well known artist
they know that it will get coverage and many people will see it. They use the
laptops to show ‘lips moving’ in the video which directly shows the product
however, all the colors used in the video are also the colors you can get the laptop
in so again they are emphasizing placement.
In the video green screen is used throughout to change the color of that
backgrounds and to add images or objects in the background such as stairs.
They also use bright colors (not only to show off the colors of the laptops but to
make the video bright and happy which links to the song as it is a happy song.
A lot of the shots are mid length as they don’t need to focus on anything in
particular only the product so emphasizing other things such as the emotion of the
artist isn’t important. Further more by having a wider shot they can get more
background in so the screen is more vibrant.
Fast cut montage is used to cut from shot to shot to fit to the beat however, the
camera is sat stationary and doesn't’t move with the artist and the cast. This is
because they want them to have all the energy and the movement rather than
make them look stationary.
The song, visually, is very similar to Ariana Grande Focus. The colors are all very
bright and have bright backdrops created from a green screen to make them more
exciting and vibrant. Both also have split screens used to show multiple clips of
the same thing at the same time. This is effective as it makes all the shots more
exciting.

+ Charlie Puth - We Don't Talk
Anymore (feat. Selena Gomez)The purpose of this video is to show a day from two peoples who were
previously in a relationship perspective. They want to show the story of them
both moving on but still thinking about each other and wanting to talk. The
music video directly links with the song as they are both showing/describing
how they feel about not seeing each other anymore.
The use of split screen is effective as it is showing there lives at the exact
same time and what they are doing similar but also differently.
Many off the shots of them when they are alone are close up to show the
emotions on there faces and to show the audience how they are feeling.
They also do this as the space they have in the video for each person is
limited due to the split screen so they wat to show as much detail as
possible.
Rather than just showing shots of there faces they also do shots of there
surroundings and how they differ and other body parts such as there feet and
hands.
Finally, the way they use the lighting makes the emotions further
emphasized. In the 4th image you will see both the man and the women are
both in front of the light so there faces have a lot of shadow on them while
the background is very light. This represents that they feel down and sad
while the rest of the world are happy and carrying on.
A song that is similar is Ariana Grande Dangerous Women. The coloring that
is used in both videos are dimmed down to fit the mood of the song. In Puths
song it is dimmed slightly to represent the mood of the two lover being sad
and in Grandes song it is done to make her look more seductive.
Both videos shots are cut fast and harsh as they both have strong beats so
they are cut in time to the music.
The genres are also very similar as they are both pop/ballad which is a well
established genre in the music video, with thousands of creators making this
style of video.

Purpose case study n

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