+

Katie Hair-Morse

Music Video Production

Case Study
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Unit 29 - Music Video
Production
We will look at Music Videos from a number of perspectives, this
template is for you to write up your notes and to complete your
case study.

The document is split into 3 different tasks, each with separate

questions to answer.

Task 1 is concerned with the purposes of music videos and the

strategies employed by labels and artists

Task 2 is concerned with the styles, techniques and conventions

of music video production

Task 3 is your own case study into a minimum of three music

videos where you can unpack and discuss the videos considering
everything you have looked at in Task 1 and 2
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Unit 29 Music Video
Production
Learning outcomes, this case study is concerned with
the first two learning outcomes of the unit:

1. Understand the purpose of music videos

2. Understand the styles, conventions, and techniques

of music videos

3. Be able to originate and plan a music video

production for a specific music track

4. Be able to work to complete production of a music

video.
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Unit 29 Music Video
Production
Assessment Criteria
The assessment criteria addressed by this case study,
further details are in your project brief:
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Notes on completing the case
study
It is often easier to show something you are discussing
than to take time describing it. With this in mind, feel
free to add lots of illustrative images from your chosen
video examples. Links to YouTube/Vevo/etc are also
encouraged.

Remember, when you make a point or define

something, you should follow this with an example, an
explanation of this and then link to further texts/videos
where possible.

If you dont think there is enough room to add your full

response to a question, dont just reset the font size to
really small, add an extra slide wherever necessary.
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Task 1 - Purposes
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Task 1 - Purposes
Q1 - Outline the 3 core purposes of music video with a short
explanation for each:
Entertainment- The music video is meant to hook the viewer and provide
entertainment. Having an interesting music video is likely to improve the
way the audience views the song and the artist as an entirety rather than
the video as an individual piece of media. An entertaining video will get
more views and downloads and will make more money for the company
that produced it. The artist should acknowledge the audience / genre of
their music in order to cater to that style as this will lead to more views.
For example, Arctic Monkeys released the music video for Arabella
which had an entertaining storyline and provided the black and white
alternative imagery that the audience would expect to see from this
band. Alternatively, Britney Spears Toxic video was catered towards a
more mainstream audience in incorporated a variety of elements which
would appeal to her respective audience.
+
Task 1 - Purposes
Q1 - Outline the 3 core purposes of music video with a
short explanation for each:
Sales The record companies and producers want the music
video to be popular as more views and downloads generate more
money for the company. This is especially true for the larger
record labels and more well known artists as these companies
are likely to make the most money from music videos as they
function as a form of advertising. For Example Arctic Monkeys
(yes, again, sorry) most popular music video Do I Wanna Know?
contains a simple wavelength animation of which the pattern has
been used on a wide range of merchandise and has become a
recognized logo of the band through the video and that albums
artwork.
+Task 1 - Purposes
Q1 - Outline the 3 core purposes of music video with a
short explanation for each:
Branding This is an essential purpose of music videos as it allows
the artist to gain a sense of identity and for the audience to see the
artist and their style. Lady Gaga got known for her quirky style in the
pop music industry through obscure outfits in music videos. This is
important for smaller/ more niche artists as it allows them to express
themselves artistically and represent their act. However, branding is
extremely important for larger artists and their record labels as it
advertises the artist and can link directly back to sales as the music
video can affect merchandise sales, the success of a tour and the
sales/ downloads of an album. In the modern music industry, music
videos can be shared on social media and advertised in a variety of
different ways this helps smaller, lesser known bands as well as
larger ones as it gives them an internet identity.
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Task 1 - Purposes
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?

Messages in music Music videos are a platform which allow artists to

express themselves and get messages to their audience visually. Some
artists have social or political motives behind their music which can be
inputted into music videos to further spread the message of the music.
Rage Against the Machine are known for putting messages into their music
and videos (Eg: Killing in the Name).

Interpretation The audience may interpret a song in a different way to

how the artist intended it. Music videos show the audience the artists
intended style or message.

Access to Artists Some musicians have problems playing live music or

simply prefer to record music than play live shows. Most commonly, a band
may be from another part of the world than some of its fan-base and is
unable to tour often. Music videos allow the audience to see the musician
and get a feel for how they perform without seeing them live. Here Come
the Mummies have a relatively small fan base in the UK and are unable to
justify a UK tour but fans can use their videos as a way to access the band
in another format.
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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
convergence]

Synergy in media is when multiple media platforms or

products interact and work together to benefit both
companies. Music videos can work together with films as a
form of convergence if the song has been written for a film.
An example of this is 'Thunderbirds Are Go' by the band
Busted, a song which incorporatesthemes from the popular
Thunderbirds franchiseand includes recognisableprops in
their music video. This is both marketing for the new
thunderbirds movie and for the band itself, making it a
synergistic relationship between the two products.
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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.

I chose to study Rise Against as their music videos usually have

a strong message and uses of symbolism. They are an alt rock
band that make music that contains strong social messages and
opinions on society and the outlook of the world. A lot of their
songs have angry or frustrated feels which is often mimicked in
their videos in the form of aggressive imagery. Their target
audience consists of 18-25 year olds from a lower social grade
and have a largely left wing political standpoint. The social grade
and political standpoint is important to this band as the
messages within their music cater more towards their audience
whilst the hardcore/ punk style of their music appeals most to a
younger audience.

Source:
https://yougov.co.uk/profileslite#/Rise_Against/demographics
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Task 1 - Purposes
Hero of War - The song itself has a
strong political message against
war. A lot of the lyrics contradict
what the listener can see in the
video especially in the first half of
the song before the overall point of
the song is evident; A hero of war,
thats what Ill be, and when I get
home theyll be so proud of me. The
imagery within the video depicts
various soldiers in flash backs and
flash forwards of before and after
they went to war and shows a range
of tragic war photos. The band have
used this to get a negative message
across about the effects of war and
how they disagree with army
propaganda. For the duration of the
video, the bands frontman sits in a
quiet park playing the guitar which
shows that the band arent trying to
represent themselves as heroic
soldiers in the video as they
couldve but instead are showing
respect towards an important issue.
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Task 1 - Purposes
Prayer of the Refugee I thought this music
video is worth noting as the song has been
written from the viewpoint of a slave /
labourer which is juxtaposed in the music
video. The band are playing music in a
supermarket against the backdrop of an
American flag which is used ironically as the
song signifies how child labour is commonly
used to create a lot of consumer products
for conglomerates with little to no reward
and are often starving. Another example of
the bands political standpoint being
portrayed in a video, although, unlike Hero
of War, the band appear to be active and
aggressive in their performance showing
their opinionsuse
Rise Against on athe
lottopic.
of expressive imagery
such as fire and deliberately choose
settings within their videos to match the
message in a song. The band themselves
position themselves differently in each
video depending on the song and often the
sensitivity of the topic theyre addressing (If
theyre addressing one)
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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 Animal Collective

Mainstream Niche / Alt

High production value/ high
budget
Clear visuals, clean cut,
simple
Passive viewing experience
Close up and long shots of
artists artists are clearly
visible to the audience
Lower production value /
small budget
Obscure, artistic, thought
provoking
Active Viewing Experience
Fragmented and mysterious
view of the band, unclear.
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Task 1 - Purposes

There is a large contrast between the two screenshots. Although both shots show the band
members together in one shot, they have opposing artistic styles. The One Direction video is
bright and clear, with the band members outfits looking clean cut and light in colour; this
indicates that the audience expect a fun, relaxed video for this artist and their style matches
with other typical mainstream boy-bands. In contrast, the Animal Collective video is dark and
the band members arent even completely visible to the audience until 55 seconds into the
video which shows that the band prefer the use of symbolism and challenging imagery. This
appeals to their target audience of more alternative listeners as the dark setting and weird
content of their videos are more entertaining to this viewership. One Direction was created by
Simon Cowell and is recorded by a major mainstream record label that uses the band to make
a profit, therefore their music video is designed to appeal to a larger audience. Animal
Collective is an indie/alternative band consisting of members who are eager to create new
music and experiment with artistic expression rather than trying to gain a large profit. This is
evident when comparing the views between the two videos and how the 1D video was posted
by a VEVO account where the AC video was posted by a relatively small record label.
 Task 2 Styles,
+Techniques and
Conventions
 +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

Camerawork is an important element of a music video as it can be

used to convey messages about the performer and make the
video entertaining for the audience.
Close up- A close up shot is used to create a
sense of intimacy between the artist and
the viewer and is also used as a form of
branding in the video. This style of shot is
often used by companies trying to sell the
artist to their audience. Close up shots
familiarize the artist to their audience and
makes the video easier to connect with.
Close ups can be seen in Royal Bloods
Little Monster and cross cut between the
two musicians. The video is filmed in a very
small music venue with the crowd close to
the artist which emphasises the sense of
intimacy that the close up shot creates.
+ Camera Angles Different angles can change the way a song is interpreted
and how the audience view the artist. Camera angles are essential to keep
a music video interesting and give unspoken messages to the viewers.

High angle shot: As seen in Papa Roachs Last

Resort, the high angle shot is used to give
dramatic effect and often puts the artist in the
center of the frame so that they are the main
focus for the audience. In the image to the left,
the singer is the main feature of the image
with the audience around him, making him
seem larger / more powerful than they are.
Low angle shot: Seen in Kid Rocks American
badass, the low angle shot gives the
impression that the artist has power over the
viewer and is interpreted as stronger and
more aggressive. In the image, Kid Rock is
looming over the camera as if he is looking
down on the viewer which gives him a higher
status of power and authority.
Camera Movement- The camera moves around the artist to show more
of the scene. This is especially useful when the video is of a live
performance as it allows the viewer to get a feel of what seeing them
live is actually like and it creates a more personal viewing experience.
 +Task 2 Styles, Techniques and
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

Editing is the process that comes after the video has been filmed and
allows the footage to be compiled and re-ordered to make a story or
simply to make a more interesting video. There are many different ways to
edit footage, including adding backgrounds to a green screen, changing
the speed of footage, changing the sequence and pace of shots and even
altering colour of the
Rapid editing/Fast cutfootage.
Montage- Rapid editing is where small clips of footage are
sequenced close together to make fast changes in the video. It is generally used
when there is an increase in pace of the music and to create tension in the video.
Halestorm use rapid editing in their video I Miss the Misery as a build-up to the
chorus as it gives the song a more aggressive feeling and indicates to the audience
that there is passionate emotion and frustration in the song. It is used commonly in
the rock/alternative genre. The shots cut between close ups of the singer and long
shots, making the video visually interesting and matchng the increase of pace in
the track.
 +Task 2 Styles, Techniques and
Conventions
Speed Alteration- The pace of a sequence can be essential to how
the footage flows with the music and this can be edited in post
production and in the filming process. If a sequence is filmed to a
faster version of the song, the footage can be slowed down to make
the movements of the artist seem slower and dreamlike but the lip
sync will match the pace of the music. Similarly, if a sequence is
filmed to a slower version of the song, speeding it up will make the
video look as if it was on fast-forward which gives a jolted effect as
the lip sync still matches the original song. Panic! At the Disco use
this in the video for New Perspective to give the video a dream-like
effect and give a fairly normal video a sense of disjuncture and
surrealism. The video also has random fast forwards in it to highlight
certain
To actions
the beat- and characters
Cutting footage to within theofvideo.
the beat the song is a common
convention that has been used in music videos for decades as it is both
entertaining for the viewer and fits in exactly with the tempo of the song,
making it more aesthetically pleasing. The faster part of the song usually
invokes a more rapid edit which is more enjoyable for the viewer as the
video is audibly and visibly interesting at that point and makes the
viewer more likely to re-watch the video to catch bits they may have
missed.
 +Task 2 Styles, Techniques and
Conventions
Split Screen Split screen technology has been used since the 70s in video
production and has made for interesting developments in the music video
industry. Split screen is an editing effect that makes a divide in the screen
where two images may be seen at once. It is interesting for the viewer and
has been used creatively by a variety of artists to give certain messages or
to express different aspects of the music. Lauryn Hill uses a split screen to
get across the message of her song Doo-Wop (That Thing) which is about
women learning to respect themselves and not allow others to treat them
badly just to gain affection. The entire song is filmed in split screen, one
side represents the 1960s and the other side shows the same event in the
1990s which is intended to give a message of how women treated
themselves in current times and how they were treated in the past. The
images on the left hand side are more traditional whereas the ones on the
left are more sexual.
+ Task 2 Styles, Techniques and

Conventions
Q3 - 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

Drones- Drones are a modern piece of equipment can be used for a

variety of movements, including hovering and flying in various
directions. They are remote controlled and able to film for a
prolonged periods of time at angles and heights difficult to achieve
with regular camera equipment. Ok Go! used a drone to film the
video I wont let you down as it allowed them to film directly above
the performers and show off the choreography.
One Take Videos- These videos are exactly as they
sound: videos that have been filmed entirely in one
take (Or at least with limited cuts and editing). Ok
Go!s video was shot in one take to a slower version
of the track and then sped up to normal speed to
allow the performers time to move in and out of the
frame. The video is impressive as it involves
movement through a building and outside, meaning
that the performance and drone movements had to
be precise and carefully co-ordinated which made it
an extremely notable video in modern music and
film.
+Task 2 Styles, Techniques and
Conventions
Q3 - 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
The Internet- Social media and the ability to stream, download and watch
music videos on demand has developed the music video industry beyond
recognition from MTVs initial step into the era of music videos. Social
media is a brilliant way for musicians to get their names and branding
known as their music can be exposed to millions of people at once.
Twitter and facebook are often used by performers to advertise new
singles, albums, music videos and merchandise to their existing fanbase,
who then can share the posts to their friends and family, creating a
snowball effect and inspiring more interest around the act. Youtube is a
common platform to find music videos as many musicians or record labels
have their own channels where their videos are uploaded and can be
seen and shared. Apps such as spotify have also gotten popular in recent
years as a monthly subscription allows the consumer to listen to and
download unlimited music (However, it is debatable how positive apps
such as these are for the musicians as they dont generate a lot of profit
for them, but it is a lot of exposure to an audience with music tastes
similar to the individual act)
+Task 2 Styles, Techniques and
Conventions
TheAlternative Rock genre has a variety of representations, especially
in music video, but some main conventions stand out throughout the
genre.
The mise en scene of each video varies, but a bleak seeming outdoors
setting or a dark shady indoors setting are the two most popular
environments for the videos. Performers are often seen wearing fairly
casual clothing such as jeans, but wearing leather jackets or hoods for
dramatic effect within the videos. A good example of this is Hozier's
'Take me to church' as the video uses many of the above conventions to
increase tension in the video. In addition, cigarettes, alcohol and drugs
are often seen in these music videos perhaps to emphasise the self
destructive natures that many people have, or to seem rebellious in a
visual form to match the nature of the music.In addition to this, many
alternative rock music videos include violence of some sort or an
emotional angst in the performance. I compared 'Take me to church',
which features physical abuse, vandalism and emotional trauma, with
Imagine Dragons' music video 'Radio Active' and found that they use
very similar setting (dark, shadowy environments) and both include an
element of hostility. Radio active takes puppets fighting, which could
perhaps be considered comedic, and made it serious, giving a message
to the audience of finding strength and overcoming a higher power.
+Task 2 Styles, Techniques and
Conventions
Another convention of Alt Rock videos is typical instruments used to make
the music, such as electric guitars, bass, drums and perhaps a keyboard.
The artists themselves are often seen playing in the song and the camera
work is often clean and in focus. Alt rock music is often intended to give a
message to the audience and rarely include a large amount of disjuncture. A
mixture of long shots and close ups are often used to familiarize the
audience with the musicians and the camera may move around the band as
they play. An example of common alt rock camera work is used in Linkin
Park's song 'Numb' as the camera moves around the band as they perform,
and concentrates on each musician in turn to create a more intimate
atmosphere with the audience.Fire is commonly seen in Alt Rock music
videos often in the form of candles and lighters; this could be a symbol of
burning rage / emotion or a sign of light to the audience of the videos.
Inpost production, a lot of alternative rock music videos get put into black
and white, such as Take me to church' or the colour balance is edited
significantly to create a more saturated, lighter image which is used in parts
of 'Numb' and also Nirvana's classic, 'Smells like teen spirit'. A key
convention within the genre is use of speed editing in post production, to
slow down various clips for increased dramatic effect and to convey an
emotional message.
+
Take Me to Church Hozier.

Convention in image:
Dark, hooded clothing,
rural / bleak seeming
atmosphere. Used to
signify negative
atmosphere and
tension.
Convention in image:
Alt rock videos often
give a message of
some sort this one is
about homophobia and
freedom to love.

Convention in image:
Violence is prevalent in
a lot of alt rock visuals,
which, in this case is
paired with intense raw
emotion to further the
message of the video
+
Take Me to Church Hozier.

Convention in image: Use of

narcotics in the video to reflect
the rebellion of the characters
and perhaps emphasise the
stresses of their life (Linking to
political message)

Numb Linkin Park

Convention in image:
Speed change in editing.
This particular video
speeds up footage to
isolate an individual and
give a message to the
audience.
Convention in image:
Instruments and
musicians playing,
along with a variety of
camera movement and
closer shots.
+ Numb Linkin Park

Convention in image:
Casual yet dark
clothing, leather
jacket. Clothing is of a
slightly more
individual style

Radioactive Imagine Dragons

Convention in image:
Dark, hooded clothing,
rural / bleak seeming
atmosphere. Again,
used to signify
negative atmosphere
and tension.
Convention in image:
Use of narcotics in the
video to give a
political message as
the wealthy man is
relaxing while others
are fighting/
+
Radioactive Imagine Dragons

Convention in image :
Use of instruments in
the video identity of
the band and visuals of
them playing. The
instruments are
important conventions
of alt rock music.

Convention in image :
Violence is used in this
music video to
portrayal message to
the audience. This is
created ironically using
stuffed toys to
demonstrate how the
underdog can
overcome a higher
power.
+Task 2 Styles, Techniques and
Conventions
Q5 - John Stuarts description of the music video
incorporating, raiding and reconstructing is essentially
the essence of intertextuality [something asserted by
Andrew Goodwin]. Can you explain what intertexuality is
and find some examples of it in music videos?

Intertextuality is where one music video features

something that has previously been used in someone
elses' video, often as a homage to the original artist or to
express a certain message or style.
+
Task 3 Case Study
+
Task 3 Case Study
Highly Suspect Lydia
The music video Lydia is intended to shock and move the audience, especially in
context with the songs actual meaning. The entire video is shot in one take and
features a woman tied to the bottom of a swimming pool trying desperately to get
free. It is well known for being one of the most difficult and dangerous videos to shoot
as the entire video is filmed underwater and the actress had to hold her breath for four
minutes. The video was a brilliant form of branding for Highly suspect as they are a
fairly unknown band that became widely acknowledged for the music video and how
awe inspiring the concept of it is. The video is an amplification of the song as it is in
some ways relevant to the lyrics, for example I cant breath is obviously linked to the
girl being underwater and being unable to breath herself. The video goes with many of
the genre conventions linked to alternative rock but is individual in style and content.
Like many fellow videos from the genre, Lydia provides a message through the visuals
of the video, in this case, it is the embodiment of someone being unable to break free
and in a situation that they cannot break from that will ultimately kill them if they
don't leave. There is a degree of violence in this video as the woman is tied down and
she is shown kicking and panicking trying to untie herself, and ultimately the viewer
assumes she drowns.
+Task 3 Case Study
Highly Suspect Lydia
As it is filmed in one take, the camera operator had to create the idea
of shot variation without actually using cuts and editing to piece them
together, meaning a considerable amount of camera movements and
interesting angles were used in order to maintain the interest of the
audience and give the appearance of different shots.

Pan shot and extreme close up- The camera

slowly pans around the woman's body, only
showing the viewer the scene from a very
close point of view to create a sense of
mystery and intrigue the audience. The
close up of the watch links with a ticking
sound at the beginning of the song.

Medium long shot- Shows the

viewer the full image of a woman
tied to the bottom of a pool. The
white dress and auburn hair make
her stand out against the dim light
under the water.
+
Task 3 Case Study
Highly Suspect Lydia
Close up- The close up familiarises
the viewer with the actress and
creates an emotional attachment
which then allows the audience to
feel empathy for her and further
connect with the song itself.
Low angle shot- This shot places the
viewer underneath the actress and giving
the impression that we are in the pool
alongside her, maybe even going as far
as to say we are drowning too, matching
with the songs message of being
trapped.
Long shot- This front facing long shot
allows the viewer to see the full picture as
the girl is tied down to the pool. The viewer
can see her vulnerability as there are so
many ropes now visible. The shot also
shows off the lighting and makes her the
main focus in the frame.
+
Task 3 Case Study
Highly Suspect Lydia High angle shot- This shot forces
the viewer to look down on the
actress as she is perhaps weaker in
this part of the video as she is
running out of time before she
potentially drowns and shows that
she lacks control over the situation.
Increased camera speed At the
beginning of the song, the camera
movement was very slow and
calculated. The camera speed increases
as the tempo of the song increases to
build tension and express the panic of
the actress in the video
Medium close up- This was used to show
smaller details while allowing the viewer to get
an idea of what is happening. Although we
cannot see her hands, it is clear by the bubbles
(generated by movement) and her position
that she is trying to get free. This is also
conveys a message through the song and
+Task 3 Case Study
Rage Against The Machine Bulls On Parade
Bulls on parade is a politically driven music video that features a
variety of intense imagery and distorted editing to create a sense
of discomfort for the viewer which in itself is a message to the
viewer. Bulls on parade is one of RATM's most well known songs
and it's video is both thought provoking and just straight up
entertaining to watch for the perspective of an audience as it deals
with issues with the US military and how countries devote more
time to warfare than their own people. The video meets many of
the genre conventions of the Hardcore punk by standing out and
being unlike other videos (as punk is generally about following your
beliefs and standing out in a crowd) but includes stereotypical
baggy punk clothing and shows the band playing alongside a series
of politically triggering images throughout the video.
+
Task 3 Case Study
Rage Against The Machine Bulls on Parade
Fast Cut montage- This is the introduction to
the music video and shows a crowd of
people and waving red flags (which are the
only colours in the montage) which
becomes the crowd at a concert. This is
clever as it shows that political issues affect
everyone andisa key introduction to the
video as it shows the viewer what to
expect.
Medium long shot- This allows the viewer to
see the band and gives a sense of intimacy
between the performer and the viewer. I
gives the viewer a sense of what RATM
would be like live and also includes
instruments which is a convention of the
genre.
Medium close up- This shows the front man of
the band but a grainy distortion has been used
over the image so he is harder to make-out in
the image. This detracts from the intimacy of a
close up to the viewer.
+
Task 3 Case Study
Rage Against The Machine Bulls on Parade
Extreme long shot- Shows two people
climbing a mountain with the red flags
which emphasizes the struggle of the
people and gives the viewer
perspective of where they are. This shot
is also used to keep the video
entertaining to the viewer as a variety
of shots is more interesting, especially
when paired with the fast cut montage.
High angle shot-

Medium close up-

+Task 3 Case Study
Michael Jackson Smooth Criminal
Smooth
+Task 3 Case Study
An overview of my Case Study.

In conclusion, the three videos were produced and released a decade apart
from one another: Highly Suspect released Lydia in 2015, RATM released Bulls
on Parade in 1996 and Michael Jackson released Smooth Criminal in 1988.
The time difference between each video not only affects the overall quality of
the video (Which is extremely evident when comparing Lydia with Smooth
Criminal) but the actual content of the music video. Smooth Criminal, like
many of Jacksons videos, is told like a story, making this music video more of
a short film. This style was most common in the 80s and music videos were
harder to access and Jackson created his as a visual spectacle to match his
musical performance. Alternately, Bulls on Parade was released in a time of
political turmoil in the united states (The US federal fovernment went on
various strikes / shut down in the time frame in which the video was made)
and RATM used music and their videos to invoke emotion with the viewer and
get political and socail messages across to the viewer. Finally, Highly Suspect
promote the advancements of the digital age in their notably hi-tech video
for Lydia which is used in a minimalistic yet beautiful fashion.
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Task 3 Case Study

For your individual case study you are required to prepare

material on a minimum of three music videos.

This should provide discussion on the usage of the

following:
Purpose of the video [consider the strategy of the artist and
the intention behind the video, remember the core purposes
and break this down into the other purposes we discussed]
Style[s] used
Techniques employed
Intertextuality
Camerawork/editing
Genre conventions
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Task 3 Case Study

You should include a video link for the video

You can include as many illustrative stills as you like

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