CREATIVE AND MEDIA PRODUCTION

LEVEL 3 EXTENDED DIPLOMA    

 

Research Techniques and Music Video Production

Unit 3 LO1; LO2; LO3

Unit 29 LO1; LO2; LO3; LO4

Sarah Wilson & Adam Jones

Date Issued: 25th January 2016

Final Deadline: 25th March 2016

 

   

Aim and purpose In this unit you will research the purpose, styles and conventions of music video using multiple research methods. You will then develop, plan and produce a music video.

Unit introduction There are many opportunities for the application of music video production techniques in the media industries. Besides the established outlets of TV music channels, marketing and promotion within the popular music industry and direct DVD sales, there are also websites of new and emerging artists, Myspace and YouTube, phone downloads, and VJing in music venues, at concerts and at festivals. Music videos provide the ideal opportunity for experimenting with visual moving imagery allowing learners to use their creative imagination to the maximum and to apply technical skills, which have been developed in other units. The study of established styles and conventions of the music video is a starting point, as learners need to understand what has already been done in order to develop their own ideas. They can then experiment with techniques to create music videos, which might reflect their own musical interests or they might work for a band or artist to create a music video for a ‘live’ brief. They will also be able to enhance and further develop the transferable skills of video production, in particular the post-production techniques of editing and effects application, with the potential for advanced techniques such as mixing digital or stop-frame animation with live footage, chroma key and matte effects. Learners will develop the creative knowledge needed to entertain and engage the target audience, to potentially consider the requirements of a client and fulfil the promotional purpose of the product. The development of creative concepts and the skills needed to apply them are readily transferable to many other genres including advertising, drama and computer game design.

Guidance: Create Tabs on website Unit 3 and unit 29 Round 1 Round 2 Round 3 Round 4 Referencing: Please make sure all research is referenced – any work being plagiarised will fail http://www.wikihow.com/Cite-a-Website - Guidance can be found here

 

   

U3 LO1: Understand the nature and purposes of research in the creative media industries

Deadline: 25th March 2016

LO Aim:  Comprehensively explain the nature and purposes of research in the creative media industries with elucidated examples and consistently using subject terminology correctly

Task Description

Being able to research effectively is a key skill that will stay with you for life. In this unit you will learn why research is important and how to complete it in-depth and thoroughly.

You will look at variety of research methods and how each one can be used to find out different information. Primary and secondary methods will form the basis of your research and you will look at what techniques fall under each category.

This task will be set as an independent project to do away from class

 

   

Task 1

As The Princes Trust is backing this project they would like you to demonstrate your ability to not only apply research methods but know why it is important in such a competitive market. During the week of the presentations you will be asked to complete independent study (after an initial lecture) either in the library, SLC or workshop room. You will need to produce a handbook for the Princes Trust website on the purpose of research& in the creative media industry (The music video industry in particular)

During the week of the presentations you will be expected to carry out independent research on 'The importance of Research'. Work your way through the checklist provided to ensure you meet all necessary requirements.

 

   

U3 LO2 & LO3: Be able to apply a range of research methods and techniques & be able to present results of research

U29 LO1& LO2: Understand the purpose of music videos & understand the styles, conventions, and techniques of music videos

Deadline: 12th February 2016

U3 LO Aim:  Comprehensively explain the nature and purposes of research in the creative media industries with elucidated examples and consistently using subject terminology correctly.

U29 LO Aim: Comprehensively explain the purpose, styles, conventions and techniques of music videos with elucidated examples and consistently using subject terminology correctly

Task Description

For you to make a music video to a professional standard, first you must understand the many different styles they come in and how they work!

Music videos are an excellent form of promotion for artists and with the ability to now watch them ‘on-demand’ with websites such as YouTube and Vevo, having a good video has become even more important.

You will look at the development of music videos and how their importance has changed. How they are made and consumed has changed enormously in a short space of time. A saturated market makes having a memorable music video essential to achieving success in the charts and can often be the sole reason people purchase a song.

Through extensive primary and secondary research, you will detail a history of music videos and the techniques that are used within them.

 

   

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Task 1:

Purpose of the Music Video’ and ‘Conventions and styles of the Music video’ will be presented to the panel in the form of a written report or presentation. In order to pass this round you are required to use a variety of RESEARCH METHODS to show your understanding of the purpose of Music

Video and their conventions. You will attend a number of workshops in order to gain a basic understanding of the

Music Video industry and then you will be asked to present a detailed and professional report or presentation to the panel. The presentation / report MUST cover everything from the checklist below and you should ensure your work contains images and / or videos that reflect your research. In order to produce this work you must also demonstrate your research by

carrying out the following:

Secondary Research

In the form of quantitative research (CD sales / YouTube hits); qualitative research (responses to news coverage, attitudes to video via internet searches)

Primary Research

Quantitative (questionnaires) Qualitative Research (Focus Group on people opinions) and using your own observation through research

Ensure EVERYTHING from the 2 checklists on Weebly are covered within your report and support with as many examples as possible.

 

   

U29 LO3: Be able to originate and plan a music video production for a specific music track

Deadline: 4th March 2016

LO Aim: 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

Task Description

For this learning objective, you are required to fully plan your music video. The usual planning and preparation is needed including storyboards, location recces and props lists – however in this unit, you have a greater scope to be creative!

Why not consider using the green screen for some graphics behind your ‘artist’ or even placing them in a far away city! You have a world of possibilities in this unit and you can really push your creativity to the max.

Are you going to lip-sync? A choreographed dance routine? Make your music video look as professional as possible – remember that it needs to be authentic.

All of your decisions should be supported through your research. This will help to ensure you are always addressing the correct target audience, potentially making your music video as successful as possible.

 

   

Task 1

Audience Research

Create a survey using www.surveymonkey.com – this survey should research the target audience of the original video. Email your survey to the students in the class and upload your results to Weebly.

If you are changing the video to suit a new target audience then you must show research on your new audience.

- Audience classification - Buying patterns - Product / media preferences -

Task 2

Market Research

Using secondary research and your own self-generated opinion upload and discuss the following

- What / who is your closest competition? - Where can this video be placed in the market?

(Pop / R & B/ Metal etc.) - Compare to others of the same style in the market.

Task 3

Production Research

Using primary research (going to locations / having auditions) and secondary research upload and

discuss the following

- Talent (proof of auditions to play the role in the video)

- Location recces - Content – Why will the content work/be

successful? - Placement – YouTube / CD’s and why –

compare to others - Equipment and facilities you will need

 

   

Task 4

Treatment

Collate all of the above information into a treatment detailing why you have chosen to make your video in this way. Use your research to support your decisions and refer to as many examples of successes AND failures.

Task 5

Pre-Production

You should now be in a position to plan your music video to a professional standard. Your pre-production should include the following

- Your performers style - Your performers image

- Video Style - Storyboard

- Props List - Production Schedule

- Script – lyrics written out, camera movements, angles and continuity notes attached

- Your interpretation of the lyrics - Clearances – you should email the

record company of your chosen artist to ask permission to use the song. (you do not

require a response) - Risk Assessment

- Call Sheet - Found footage

 

   

U29 LO4: Be able to work to complete production of a music video.

Deadline: 25th March 2016

LO Aim: 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.

Task Description

Finally! It’s time to film and edit your music video.

The extensive planning you have completed prior to this should make this the easy part. Try to stick to your schedule, as closely as possible organisation is a key skill!

You have plenty of time to film and edit your work, but remember it is better to have too much footage rather than too little.

The best music videos tend to have more than 50 shots per minute so it cuts to the beat of the song. Can you replicate this technique?

Experiment further in the editing stage – are there any effects that could improve your video and make it seem more professional?

But above all…have fun with it!

 

   

Task 1

Music Video

You have 2 weeks to film and edit your music video to a professional standard. BE CREATIVE!! Your video will be judged on the following

- Camera angles / movement - Cutting to the beat - Narrative and visual style - Lighting - SFX - Use of studio green screen - Use of location - Sound - Lip syncing / miming (if used) - Mise-en-scene

 

   

Resources

Textbooks

Baylis P, Freedman A, Procter N et al – BTEC Level 3 National Creative Media Production, Student Book

Austerlitz S – Money for Nothing: A History of the Music Video from the ‘Beatles’ to the ‘White Stripes’

Ayeroff J, Reiss S, Feineman N, Stipe M – Thirty Frames Per Second: The Visionary Art of the Music Video

Chater K – Research for Media Production, 2nd Edition

Cleve B – Film Production Management

Evans R – Practical DV Film Making

Flint M – A User’s Guide to Copyright

Forests G – Produce and Promote Your Music Video

Hanson M – Reinventing Music Video: Next-generation Directors, their Inspiration and Work

Kindem G and Musberger G – Introduction to Media Production: From Analog to Digital, 2nd Edition

Laybourne K – The Animation Book: A Complete Guide to Animated Filmmaking

Lord P, Park N and Sibley B – Creating 3-D Animation: The Aardman Book of Filmmaking

Millerson G and Owens J – Video Production Handbook

Roberts-Breslin J – Making Media: Foundations of Sound and Image Production

Schwartz L – Making Music Videos: Everything You Need to Know from the Best in the Business

Small R – Production Safety for Film, Television and Video

Thompson R – Grammar of the Edit

Vineyard J – Setting up Your Shots

 

   

Grading Criteria

U3

U29