annotated - assignment brief unit 29__music video production

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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

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 have to undertake research into the different styles, conventions and editing techniques of music videos and consider the requirements of your client and fulfil the promotional purpose of the product. You will also need to consider who your target audience is 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, direct DVD 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; influence of commercials Conventions: lyric interpretation; extending or consolidating song’s meaning; allusion; links to other artists Techniques: cutting to beat; effects; miming and lip sync; playback and lip sync; multi-mage; camera movements; camera angles; chroma key 3 Be able to originate and plan a music video production for a specific music track Originate ideas: choosing music track; analysing music track (meaning, content, imagery, narrative, duration, pace, style, semiotics); performer’s style; performer’s image; video’s style; creative concept Research: sources for locations; found footage (video archives, libraries, websites, copyright, waivers) Plan: script; storyboard; shooting script (camera movements, takes, angles, continuity); selection of technical and performance crew; team roles and responsibilities; production organisation and schedule; location recces; risk assessments; permissions to film; clearances 4 Be able to 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

Learning outcomes:

On completion of this unit a learner should:

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.

Commented [SS1]: We will need to communicate with our client

and take their views into consideration when designing the music

video.

Commented [SS2]: We will need to research the target audience

and take this into consideration when making the video

Commented [SS3]: Watch established music video to help come

up with ideas

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What you have to do

Task 1 Assessment Evidence Assessment Focus

Comprehensively explain the purposes of music videos with elucidated examples and consistently using subject terminology correctly by researching into the following:

one major label artist

one independent label artist

an artist that has self-produced their own record.

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 following categories with detailed examples

i. History of Promotional Music Videos, Budget Breakdown

ii. The Purposes of Music Videos – Creating an Image/promotional iii. The Purposes of Music Videos – Extension of Income (Youtube views, Product

Placement, Budget Breakdown Categories) iv. The Purposes of Music Videos – extension of outlets (youtube, veoh, MTV,

specialist channels, downloads & streaming, Spotify, itunes,

v. Strategies used by indie labels videos to Promote their artists, vi. Strategies used by major labels use videos to Promote their artists, vii. Strategies used by self-produced artists use videos to promote themselves

viii. Creating synergy with other media products (films, games etc) 1c. In your 4’s give a class present on the Purposes of Music Videos and how they are used by the Music Industry

Purposes of music videos and how they are used by the

music industry.

1. A group timeline of the History of Music Video

2. A series of individual reports via blog post or Prezi/Emaze/Glogster with embedded examples, gifs and screen grabs from existing examples

You must HIGHLIGHT in colour the key terms you have used

You must put in italics where you have explained style, convention and techniques in discussing the examples

Grading Criteria: P1/M1/D1

P1 describe the purposes of music videos with some appropriate use of subject terminology M1 explain the purposes of music videos with reference to detailed illustrative examples and with generally correct use of subject terminology D1 comprehensively explain the purposes of music videos with elucidated examples and consistently using subject terminology correctly

Key Terms that you should be using in 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)

Commented [SS4]: Understand Different types of record labels

Commented [SS5]: Understanding the industry

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What you have to do


Create content for a website comprehensively explaining and demonstrating the styles, conventions and techniques of music videos with elucidated examples and consistently using subject terminology correctly

2a Explain and assess the conventions of 3 different Music Genres considering mise-en-scene – costume, props, locations, styling the artist, performances/narrative, interpretation of the song:

i) Pop or Dance ii) Indie iii) Hip Hop

2b Explain and assess the different styles of music videos with examples of each of the following:

i) Andrew Goodwin: (relationship between music or lyrics and visuals, dominance of close ups, notions of looking or watching,

ii) Narrative, Performance, Conceptual (Impressionist or Surrealist), iii) Post-modernism: Parody, Referencing, Pastiche, Homage, Intertextuality, Animation

Tutorial ‘How to make a Music Video’

3. A series of reports, Emaze, Thinglink or Prezi via blog post for with embedded examples, gifs and screen grabs from existing examples




P2 describe the styles, conventions and techniques of music videos with some appropriate use of subject terminology M2 explain the styles, conventions and techniques of music videos with reference to detailed illustrative examples and with generally correct use of subject terminology D2 comprehensively explain the styles, conventions and techniques of music videos with elucidated examples and consistently using subject terminology correctly

Key Terms that you should be using in 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; influence of commercials Conventions: lyric interpretation; extending or consolidating song’s meaning; allusion; links to other artists

Commented [SS6]: The different music genres that need to be

included.

Commented [SS7]: Styles that we could have used

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What you have to do


Practically demonstrate and comprehensively explain the techniques of Music Video production with your own examples from you Practical Music Video Portfolio and compare with existing examples using subject terminology: 3a) A practical portfolio of techniques of music video editing (“Turn Down for What?” and your Test Footage from your idea)

i) cutting to beat; ii) miming and lip sync; iii) camera movements; iv) camera angles; v) Green screen vi) Effects

3c) An instructional ‘How to’ tutorial report on your practical portfolio explaining the purposes and how to do these above techniques

Website Tutorial “How to make a Music Video”

4. A practical portfolio of your own development in using these techniques consisting of:

a) Music Video Beat edit

b) Angles and Movement*

c) Effects & Green Screen

5. A Instructional Blog report, Emaze, Thinglink or Prezi via blog post with embedded examples, gifs and screen grab from existing examples




P2 describe the styles, conventions and techniques of music videos with some appropriate use of subject terminology M2 explain the styles, conventions and techniques of music videos with reference to detailed illustrative examples and with generally correct use of subject terminology D2 comprehensively explain the styles, conventions and techniques of music videos with elucidated examples and consistently using subject terminology correctly

Key Terms that you should be using in your work: Techniques: cutting to beat; effects; miming and lip sync; playback and lip sync; multi-mage; camera movements; camera angles; chroma-key

Commented [SS8]: Practical Task - understanding technical

requirements

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What you have to do

Task 4a Assessment Evidence Assessment Focus

Originate a music video production for a specific music track to a technical quality that reflects near-professional standards, showing creativity and flair and working independently to professional expectations

Task 4a: Choosing the track/gaining permission

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 artist and 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. Include in this post details duration of the song, its sections and what kind of pace it has (fast/slow/upbeat etc).

iv. In a pair analyse the lyrics and annotate them – post this on the blog Look for:

meaning (what is the song about)

narrative (is there a story)

content (verse, chorus etc)

imagery (key images/hidden meaning/layers of subtext)

Each learner is required to individually originate ideas, select one idea and plan a music video.

i. Having considered the tracks meaning imagery, synaesthesia, decide on 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 particular style and what your influences are.

“How to develop ideas for a Music Video” Portfolio

1. Analysis of Artist & Track - Screen Grab and Blog Post explaining why you chosen this artist, their image, audience & the track

2. 4 x Synaesthesia mood boards – concept/themes/narrative, Visual Style, Genre

3. Lyric and Track Structural Breakdown Analysis - with timings, meaning, content, imagery, narrative, duration, pace, style, semiotics

4. 500 Treatment for the full idea (1 section per group member)

5. Individual Video Pitch Video to your client for your individual idea


P3 originate and plan a music video production for a specific music track working within appropriate conventions with some assistance M3 originate and plan a music video production for a specific music track effectively showing some imagination and with only occasional assistance D3 originate and plan a music video production for a specific music track to a technical quality that reflects near-professional standards, showing creativity and flair and working independently to professional expectations

Key Terms that you should be using in your work: Originate ideas: choosing music track; analysing music track (meaning, content, imagery, narrative, duration, pace, style, semiotics); performer’s style; performer’s image; video’s style; creative concept

Resources: www.unsigned.com

Commented [SS9]: We will have to undergto pre productin and

communicate with the client discussing the below points.

Commented [SS10]: We will need to get written permission

from the client otherwise we could be sued.

Consultation with client

Commented [SS11]: We will brain storm all of our ideas and

then come together with the arist to refine it.

Commented [SS12]: Well need to retrieve the lyrics from the

artist to insure accuracy.

Commented [SS13]: All of the below points will need to be

considered when coming up with the idea.

Commented [SS14]: What the audience want

Trend

Commented [SS15]: Well all individually pick a client and

originate ideas before coming together and to decide which would be

more beneficial.

Commented [SS16]: We will need to think about the deeper

meaning of the song when coming up with the idea.

Commented [SS17]: Pitch to client and get feedback

http://www.unsigned.com/

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What you have to do

Task 4b Assessment Evidence Assessment Focus

Plan a music video production for a specific music track to a technical quality that reflects near-professional standards, showing creativity and flair and working independently to professional expectations

Task 4b - Pre- Production Planning

In order to successfully film and edit you music video you must first complete 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 allocated roles:

Director

Production Manager

Director of Photography

Editor/Ass Director


P3 originate and plan a music video production for a specific music track working within appropriate conventions with some assistance M3 originate and plan a music video production for a specific music track effectively showing some imagination and with only occasional assistance D3 originate and plan a music video production for a specific music track to a technical quality that reflects near-professional standards, showing creativity and flair and working independently to professional expectations

Research: sources for locations; found footage (video archives, libraries, websites, copyright, waivers) Plan: script; storyboard; shooting script (camera movements, takes, angles, continuity); selection of technical and performance crew; team roles and responsibilities; production organisation and schedule; location recces; risk assessments; permissions to film; clearances

Commented [SS18]: Degree of discretion

Constraints

Style of product (Performance)

Amendments to budget (Food, travel Equipment hire Editing

software etc).

Commented [SS19]: Team work – job roles

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What you have to do


You must now produce your music video and then embed it on to your blog and work to a technical quality that reflects near professional standards, showing creativity and flair and working independently. As a group of 4, carry out an individual production role – Director, production Manager, Director of Photography, Editor.

a) Shoot your music video using

i. Depth of field (Shallow Focus) ii. Rule of Thirds and Composition iii. Steady & smooth movement iv. Shoot using a minimum of 9 set ups v. Dominance of Close Ups and Expressive Angles

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)

b) Keep a production diary including photos of yourself on site during the shoot c) Produce a Rough Cut and collect feedback 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 client by deadline and to specification

Complete production of a music video

1. Final Music Video exported to Youtube and embedded on Weebly portfolio

2. Individual Production Diary 3. Video meeting with client and notes


P4 work to complete production of a music video working within appropriate conventions and with some assistance. [TW, SM] M4 work competently to complete production of a music video showing some imagination and with only occasional assistance. D4 work to a technical quality that reflects near-professional standards to complete production of a music video, showing creativity and flair and working independently to professional expectations

Key Terms that you should be using in your work:

Commented [SS20]: Technical quality and standards

Commented [SS21]: Working as a group and doing individual

jobs

Team work

Commented [SS22R21]:

Commented [SS23]: Camera work

-handheld

- no tripod

-smooth movements

-tracking shot

Commented [SS24]: These are all practical skills that will need

to be considered when planning and making of the video as they are

all conditions of the brief.

Commented [SS25]: Conditions - camera work, lighting and

editing

Commented [SS26]: Production guide

Commented [SS27]: Amendments to final product

Commented [SS28]: Amendments to final product

Contingency plan discussed with client

Commented [SS29]: Deadline – Final product

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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

Sources of Information Useful Websites

Indicative reading for learners Textbooks Baylis P, Freedman A, Procter N et al – BTEC Level 3 National Creative Media Production, Student Book (Pearson, 2010) ISBN 978-1846906725 Baylis P, Freedman A, Procter N et al – BTEC Level 3 National Creative Media Production, Teaching Resource Pack (Pearson, 2010) ISBN 978-1846907371 Austerlitz S – Money for Nothing: A History of the Music Video from the ‘Beatles’ to the ‘White Stripes’: A History of the Music Video from the ‘Beatles’ to the ‘White Stripes’ (Continuum, 2008) ISBN 978-0820418180 Ayeroff J, Reiss S, Feineman N, Stipe M – Thirty Frames Per Second: The Visionary Art of the Music Video (Harry N. Abrahams INC 2000) ISBN 0810943573 Chater K – Research for Media Production, 2nd Edition (Focal Press, 2001) ISBN 978-0240516486 Cleve B – Film Production Management (Focal Press, 2000) ISBN 978-0240806952 Evans R – Practical DV Film Making (Focal Press, 2004) ISBN 978-0240516578 Flint M – A User’s Guide to Copyright (Tottel Publishing, 2006) ISBN 978-1845920685 Forests G – Produce and Promote Your Music Video (Hal Leonard Corporation, 2008) ISBN 978-1423427278 Hanson M – Reinventing Music Video: Next-generation Directors, their Inspiration and Work (Rotovision, 2007) ISBN 978-0240808345 Hardy P – Filming on a Microbudget (Pocket Essentials, 2008) ISBN 978-1842433010 Kindem G and Musberger G – Introduction to Media Production: From Analog to Digital, 2nd Edition (Focal Press, 2001) ISBN 978-0240804088 Laybourne K – The Animation Book: A Complete Guide to Animated Filmmaking (Three Rivers Press, 1998) ISBN 978-0517886021 Lord P, Park N and Sibley B – Creating 3-D Animation: The Aardman Book of Filmmaking (HNA Books, 2004) Millerson G and Owens J – Video Production Handbook (Focal Press, 2008) ISBN 978-0240520803 Musberger R – Single Video Camera Production (Focal Press, 2005) ISBN 978-0240807065 Roberts-Breslin J – Making Media: Foundations of Sound and Image Production (Focal Press, 2007) ISBN 978-0240809076 Schwartz L – Making Music Videos: Everything You Need to Know from the Best in the Business (Watson Guptill, 2007) ISBN 978-0823083688 Small R – Production Safety for Film, Television and Video (Focal Press, 2000) ISBN 978-0240515311 Thompson R – Grammar of the Edit (Focal Press, 1993) ISBN 978-0240513409 Vineyard J – Setting up Your Shots (Michael Wiese Productions, 2008) ISBN 978-1932907421

Website

www.mtv.com

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Unit: UNIT 29: Music Video Production

Assessment and Grading Criteria In order to pass this unit, the evidence that you present for assessment needs to demonstrate that you can meet all the learning outcomes for the unit. The assessment criteria for a PASS grade describe the level of achievement required to pass this unit.

To achieve a PASS grade your work must show that you are able to:

To achieve a MERIT grade your work must show that, in addition to the PASS criteria, you are able to:

To achieve a DISTINCTION grade your work must show that, in addition to the PASS and MERIT criteria, you are able to:

P1 describe the purposes of music videos with some appropriate use of subject terminology

M1 explain the purposes of music videos with reference to detailed illustrative examples and with generally correct use of subject terminology

D1 comprehensively explain the purposes of music videos with elucidated examples and consistently using subject terminology correctly

P2 describe the styles, conventions and techniques of music videos with some appropriate use of subject terminology

M2 explain the styles, conventions and techniques of music videos with reference to detailed illustrative examples and with generally correct use of subject terminology

D2 comprehensively explain the styles, conventions and techniques of music videos with elucidated examples and consistently using subject terminology correctly

P3 originate and plan a music video production for a specific music track working within appropriate conventions with some assistance [CT]

M3 originate and plan a music video production for a specific music track effectively showing some imagination and with only occasional assistance

D3 originate and plan a music video production for a specific music track to a technical quality that reflects near-professional standards, showing creativity and flair and working independently to professional expectations

P4 work to complete production of a music video working within appropriate conventions and with some assistance. [TW, SM]

M4 work competently to complete production of a music video showing some imagination and with only occasional assistance.

D4 work to a technical quality that reflects near-professional standards to complete production of a music video, showing creativity and flair and working independently to professional expectations.

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Student Record of Assessment

Qualification: Level 3 BTEC National Extended Diploma in Creative Media Production (TV & Film)

Unit: UNIT 29: Music Video Production


Student:

Grading Criteria Achieved?

P1 describe the purposes of music videos with some appropriate use of subject terminology

P2 describe the styles, conventions and techniques of music videos with some appropriate use of subject terminology

P3 originate and plan a music video production for a specific music track working within appropriate conventions with some assistance[CT]

P4 work to complete production of a music video working within appropriate conventions and with some assistance. [TW, SM]

M1 explain the purposes of music videos with reference to detailed illustrative examples and with generally correct use of subject terminology

M2 explain the styles, conventions and techniques of music videos with reference to detailed illustrative examples and with generally correct use of subject terminology

M3 originate and plan a music video production for a specific music track effectively showing some imagination and with only occasional assistance

M4 work competently to complete production of a music video showing some imagination and with only occasional assistance.

D1 comprehensively explain the purposes of music videos with elucidated examples and consistently using subject terminology correctly

D2 comprehensively explain the styles, conventions and techniques of music videos with elucidated examples and consistently using subject terminology correctly

D3 originate and plan a music video production for a specific music track to a technical quality that reflects near-professional standards, showing creativity and flair and working independently to professional expectations

D4 work to a technical quality that reflects near-professional standards to complete production of a music video, showing creativity and flair and working independently to professional expectations.

Overall Grade: Pass not yet achieved / Pass / Merit / Distinction

Student Comment:

Assessor Feedback:

Areas for improvement:

I hereby certify this work has been produced without external assistance beyond that which is acceptable under the scheme of assessment and is recorded.

Assessor: Date:

Assessor Signature: Student Signature:

annotated - assignment brief unit 29__music video production

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