Summer Project: coursework planning

 1) Research: music videos

You need to write a 150-word close-textual analysis of SIX music videos that will inform your production work. The music videos you analyse are up to you but focus on a different aspect of media language for each one (see guidance below).  

Music videos

Music Video 1: Narrative 
How is narrative used in the music video and what impact does this have on the audience? Can you apply any narrative theories to the story in the music video?

https://youtu.be/pXRviuL6vMY?si=-0rVU1_1nZoVfTyu  (168 words)

In the music video , stressed out by twenty one pilots the narrative demonstrated has high importance and causes a major impact upon the audience due to the purpose of the song being an expression of anxiety and stress which comes from the transition from adolescence into adulthood. The video perfectly represents this narrative with each clip. This is due to the video constantly portraying activities that would be a common occurrence for children such as bike riding and drinking a Capri-sun (a drink typically drunk by children). For the audience this would create the idea of an average child's life which is detrimental in relation to the narrative as later on the switch from adolescence to adulthood occurs. At the last thirty seconds a binary opposition is shown through the video with an eerie change is demonstrated through the actors leaving beyond their bikes and then being shown with different emotions as well as having red eyes which adds to the intense theme that they intend upon creating.

Music Video 2: Camerawork (shots, angles, movement)
Look for particular camera shots and movement - remember that movement is a critical convention of most music videos and camerawork can contribute to this. 

https://youtu.be/WrsFXgQk5UI?si=sHJncFk8s4tsF0hu  (140 words)

In XO tour lif3 by Lil Uzi Vert camerawork plays a huge role in expressing the meaning and reasoning of the song. Throughout the video their is a constant switch from one scene to another allowing for a multi-strand based video. In some parts of the video camerawork is used in order to create an eerie feeling for the audience , this is done through the awkward angles used and rapid movements as well as a shaky effect upon the screen. However through a lot of the music video more slower pace/chill camerawork is used whilst the artist is walking through the streets , towards the camera shown in a medium long shot. A wide variety of shots allows for themes of confusion and eeriness to be conveyed as some shots can cause feelings of intensity and fear for viewers.


Music Video 3: Mise-en-scene
What do you notice about the use of mise-en-scene to create meanings for the audience? Use CLAMPS to help you here and think in particular about how mise-en-scene is used to communicate the genre of music and the personality or brand identity of the band/artist.

https://youtu.be/8UVNT4wvIGY?si=AqLc6MS3XQRJEtHe (171 words)

 In the music video , Somebody that I used to know by Gotye , mise-en-scene is used in order to create different meanings for the audience. In reference to costume this music video utilises shots where no costume is shown which may create a question in the audience's mind in to trying to understand why there is no costume being used , this also differs Somebody That I used to know from other music videos as it involves a different approach. The lighting is simplistic as it is the exact same throughout the whole video. The actor placement is set to one location as the main character doesn't move which means the movement is minimalistic. Makeup is a significant part of the video as it is used all across the walls and on the actors whole body , it is paint used in a simple fashion as it is just shapes. There are no props utilised and there is just on set setting which is unknown as only a wall and the characters are shown.

Music Video 4: Editing
For editing, analyse pace, transitions, the number of shots and juxtaposition. How does the music video create pace and excitement - or does it create a different effect for the audience?  

https://youtu.be/VjMZJZdNnBE?si=skAWaLE7e7XrSO_w  (156 words)

In the music video Corazon by GIMS featuring Lil Wayne editing is utilised highly in order to keep the audience entertained. One way this is done is through the constant transitions and variety of effects whether simple but effective or advanced in order to match the fast paced music. Also the high number of shots which is almost implemented every few seconds adds to the demonstration of the fast paced editing involved in the music video. These aspects create excitement for the audience as they will began to expect the unexpected and may be interested in what is next to see as new settings and new props are constantly being demonstrated through the use of the high number of shots throughout the whole music video. As a whole Corazon defines a fast paced music video due to the complete effect it leaves including editing and constant shot changes which makes a perfect match to the song.

Music Video 5: Conventions

Think back to our Introduction to Music Video and our work on Andrew Goodwin's theory on music video conventions as part of the Ghost Town CSP. How many key conventions of music video can you find in your fifth music video example?

https://youtu.be/lWA2pjMjpBs?si=Ppj7uqKllNkmUGS- (146 words)

In the music video , Shine bright like a diamond by Rihanna Andrew Goodwin's theory is met. The first idea is that the visuals meet the music , this is confirmed as the song is slow paced which is in agreement to the slow pace visuals of the video. The second idea is also met as it is when the lyrics match the visuals which can be proven with the lyric ' you and I' which is sung during two hands held together. A display of typical genre conventions is seen as pop songs usually include scenes of romance and face conveyed emotions which is seen. However intertextuality may not be seen in this music video. Notions of looking is displayed throughout the video in order for Rihanna to express her emotions. Voyeurism is also met through certain shots. The music video can be referred to as narrative based.

Music Video 6: Visual effects, intertextuality or product placement

Choose a video that has interesting visual effects or intertextuality and analyse the effect this creates and how it is constructed. Alternatively, you could look at product placement here and see how a band or artist has incorporated a brand or product into their video. 

https://youtu.be/r_0JjYUe5jo?si=QTB8UWqvIJvwcCBG (178 words)

In the music video , Godzilla by Eminem featuring Juice WRLD visual effects are constantly used in order to create emotions and feelings for the audiences as well as meeting the fast paced music and the eeriness that is involved within the song. A high percentage of the visual effects utilised seem to be unrealistic which is demonstrated in scenes such as a mouth on the floor reciting the lyrics as well as a missile being brought up out of nowhere and exploding and much more. These almost cartoon themed effects demonstrates the creativity of the editing and also increases excitement and provides high levels of entertainment to the audience. The music video has no set constructed pattern and can be depicted as random as some scenes have no link to the last. A hint of intertextuality could be the additional scene with the world renowned boxer Mike Tyson in which the music is stopped for a scene in order for Mike to Knockout Eminem whilst he was reciting his lyrics which adds to the entertainment for the audience.

2) Planning: music video treatment

A treatment is like a script for a music video - it tells the band or artist exactly what will happen in the video and the kind of style or effect the video will have. You'll need choose what song you are going to use at this point - remember, you can use an existing artist's work but it needs to be appropriate for the brief. 

You can find further music video treatment guidance here plus an example of a genuine director's treatment for the brilliant alt-J video Breezeblocks. 

For this aspect of your summer project, write a basic treatment that gives your reader a good idea of what your three-minute video will look like. The most important thing is to keep in mind the brief - the music video must feature the artist or band (likely to be a performance element) plus a focus on footwear for the sponsorship deal specified in the brief. 

Start your treatment with the following key details: 

1) Artist/band and song you will use for your video

2) Original name for artist/band you have created - MUST be completely original

For example, Ed Sheeran - Shape of You is the artist and song you plan to use but your original name for your artist will be John Smith - Shape of You.


3) Statement of Intent

Write the first draft for your genuine 500-word Statement of Intent. This will be submitted to the exam board alongside your media products and is worth 10 marks of the overall 60 marks available.

The original AQA brief is here: NEA Student Booklet - Brief 4.

We also strongly recommend you look at our Statement of Intent questions to consider document too (you'll need to log in with your Greenford Google account to read this). 

This is just your first draft of the statement so try and keep it under 500 words if you can. That will leave a bit of room to add later when you do your next draft.


4) Ignite presentation

Prepare a 5-minute, 20-slide presentation using the Ignite format in which you present your coursework project. In effect, this is your statement of intent in presentation format. You must cover:

• Your music video and music magazine concept: your new original artist, genre, song and music video treatment. Then, your print brief: music magazine title, double page feature, additional page, photoshoot etc.
• Media language: how you will use music video conventions and music magazine conventions - e.g. camerawork, editing and mise-en-scene to create meanings for your audience. 
• Media representations: how you will use or subvert stereotypes in your music video and music magazine; applications of representation theory; social and cultural contexts - how your coursework will reflect contemporary media culture and society.
• Media audiences: your target audience demographics and psychographics; audience pleasures - why they would enjoy your music video and magazine; audience theory if relevant.
• Media industries and digital convergence: the potential record company that would promote your band or artist; the publisher for your music magazine; the brand identity for your artist; how fans would engage with your products etc.

Ignite presentations have very specific rules: you must create exactly 20 slides with each slide set to 15-second auto-advance. This means your presentation will be exactly five minutes followed by questions and comments from the class. You will deliver your presentation on your coursework planning in the first week back in September.

Your Ignite presentation will be marked out of 30 on the following criteria (each worth a possible 5 marks):

1) Research (through the presentation AND your blog - make sure it is posted before you present) 
2) Coursework concept
3) Language: terminology and theory
4) Representations / social and cultural contexts
5) Audience and Industry / digital convergence
6) Presentation delivery