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 indepth 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.

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 selfgenerated 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 / CDs 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! Its 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 allhave 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 Users 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