UNIT 29: MUSIC VIDEO PRODUCTION

U 2 9 A 1 - T H E P U R P O S E S , C O N V E N T I O N S A N D T E C H N I Q U E S O F M U S I C V I D E O S

GRADING CRITERIA • P1 - Describe the purposes of music videos with some

appropriate use of subject terminology.– Definition of the different purposes of Music Videos

• M1 - Explain the purposes of music videos with reference to detailed illustrative examples and with generally correct use of subject terminology.

– Detailed examples of different purposes of Music Videos• D1 - Comprehensively explain the purposes of music videos

with elucidated examples and consistently using subject terminology correctly.

– Positives and negatives of the different purposes of Music Videos

GRADING CRITERIA

This section is all about TEXTUAL ANALYSIS of Music Videos• P2 - Describe the styles, conventions and techniques of music videos with some appropriate use

of subject terminology– Description of the different styles, conventions and techniques of Music Videos – textual analysis

• M2 - Explain the styles, conventions and techniques of music videos with reference to detailed illustrative examples and with generally correct use of terminology.

– Explain why these styles, conventions and techniques of Music Videos are used – what is the point of them.

• D3 - Comprehensively explain the styles, conventions and techniques of music videos with elucidated examples and consistently using subject terminology correctly.

– Secondary sources of information to support what you are saying – why are these styles, conventions and techniques are used – what is the benefit of them

PART A - PURPOSES

• In this section we will be looking at the different purposes of Music Videos. You will need to:

– Define what the term means (Pass)– Find a relevant Music Video examples (Merit)– Talk about the positives and negatives for the artist/band, producer and

audience (Distinction)

1. To Promote sales of CD’s/Downloads of MP3’s– This could be any Music Video. Often their main purpose is to boost sales of their

product by entertaining the audience– What is a positive and negative of this purpose?

PART A - PURPOSES

2. To promote a tour by a band - https://www.youtube.com/watch?v=15R49TG2xOI - Discuss this in more detail and try and find other examples of bands/artists that do this- Research successful tours and see if you can make a link with some music videos – maybe live performances in

Music Videos?

3. To Provide material for music channels and websites (list them)- https://www.youtube.com/watch?v=hG6oy46qKE4 - Could be any music video- You need to talk about the way people consume Music Videos – how has it changed in the last 5-10 years?- What type of places are these videos shown?- Look at some of the most viewed music videos online and try and make a link between the amount of views and

their record sales.

PART A - PURPOSES

4. To generate income for brands by using product placement- https://www.youtube.com/watch?v=dkk7egK1wEM

5. To generate income from sales of merchandise- http://coldplay.com/video/upup/ - check out the store

6. To create Synergy for a particular media product- https://

www.youtube.com/watch?v=8jzDnsjYv9A&index=2&list=RDq-gLRp5bSpw7. To raise money for a charity

- https://www.youtube.com/watch?v=hTr-LyZlDXU

PART B – MUSIC VIDEO FORMS• Styles of Music Videos

– Live Performance– Mimed Performance– Narrative– Non-Narrative

• Define what these terms mean• Find Music Video examples• Explain why these different styles are used

PART B – MUSIC VIDEO FORMS• Conventions of Music Videos

– Lyrics represented by performance– Musicians seen in video

• Define what these terms mean• Find Music Video examples• Explain why these different styles are used

PART B – MUSIC VIDEO FORMS• In this section you need to textually analyse Music Videos.

– How do you do this?• There are two levels to textual analysis

– Denotation– Connotation

• What do these terms mean?– Describe what you see – Denotation– Explain what it means - Connotation

PART B – MUSIC VIDEO FORMS• Techniques:• Pick 2 examples of Music Videos that you like and textually analyse them looking

at the following techniques:– Use of Camera– Use of Lighting– Use of Editing– Use of Special effects

Try and pick examples where there is lots going on and use the two levels of analysis (Denotation and Connotation). You MUST use the correct terminology when describing the techniques you are discussing.