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.

 

 

   

Part 1

Why do we have music videos and what are they used for?

Cover Example used Research Method

Done

Introduction When Music Videos were first established

Dates

Secondary research Via the

internet

How they have changed over time

Yes – two examples

Why are Music Videos important?

The Purpose of a music video

Promote

YES Primary

Research – Filmed Focus

Groups

Change Image YES

Outlets (Website / downloads etc.)

YES Secondary research Via the

internet

Extension of Income (Branding)

YES Secondary

research looking at figures

(quantitative research)

Synergy (Films and TV adverts)

YES

Producer Strategy

Major Label

YES Secondary

research Via the internet looking at ratings as well

as personal opinion of

success and reviews on fan

sites and magazines

Independent

YES

Self-Produced

YES

 

   

NB: In order to complete the above you may want to find two or three music videos to discuss rather than finding a different example for everything

*With every piece of research you must REFERENCE where it came from (give links), quote marks if you are referencing what a person is saying and proof of focus groups and questionnaires taking place – You will not pass this unit if you do not reference or quote!

 

   

Part 2

Cover with EXAMPLES for each

method

Convention used Research Method

Done

Styles In Concert and ‘as live’

Allusion

Use

se

co

nda

ry re

sea

rch

thro

ugho

ut

refe

ren

cin

g li

nks

an

d p

eo

ple

Animation Green Screen

Interpretative

Narrative Lyric Interpretation

and consolidating

songs meaning

Impressionist

Surrealist

Pastiche

Parody

Homage Links to other artists

Influence of Commercials

Techniques Cutting to the beat

Discuss all techniques at

least ONCE when discussing the above styles Pr

ima

ry re

sea

rch

– a

sk

pe

ers

ho

w e

ffe

ctiv

e

ea

ch

te

ch

niq

ue

is

thro

ug

h q

ue

stio

nn

aire

s o

r film

ed

foc

us

gro

up

s.

Effects

Miming and Lip Sync

Multi-mage

Camera movement

Angles

 

   

If a song covers two or more styles then please use this as an example for multiple methods. For examples if a Video is paying homage to an artist in the form of an animation where the edit cuts to the beat and uses multiple effects and green screen then use this ONE video to cover all of the criteria.

An example must be used to demonstrate EVERY style, convention and technique.

Distinction grade work would be critical, compare to videos that are not so good and pull from the example used to demonstrate meaning.

The following resources may be of help to you:

www.businessballs.com – a great business site with lots of information on research techniques, demographics. Electronic Journal of Business Research Methods Qualitative Market Research; Research Magazine Bertrand I and Hughes P – Media Research Methods: Audiences, Institutions, Texts Blaxter L et al – How to Research Danscombe M – The Good Research Guide Davies M – Doing a Successful Research Project: Using Qualitative or Quantitative Methods Dawson C – A Practical Guide to Research Methods Kumar R – Research Methodology: A Step-by-Step Guide for Beginners Sparkes G – Media Effects Research: A Basic Overview Wimmer R D and Dominick J R – Mass Media Research: An Introduction