Music Video Brief

GCSE Media Studies: FINAL MAJOR PROJECT Music Promo Assignment

Assignment 3: Practical Production and Evaluation For this project candidates are required to research music videos, produce a three minute music video and write a 700-800 word evaluation of the production and the production process.

Candidates are required to undertake a practical production which addresses all four key concepts, from conception to realisation, together with an evaluation of 700-800 words.

Candidates may work individually or in small groups. For the Music Video the maximum group size is four. If the candidate is working as a member of a group, their individual contribution must be clearly identified.

Each candidate must submit their own individual evidence of research and planning and their own evaluation.

For all of these productions the aim should be to strike a balance between creativity and the application of appropriate codes and conventions and media language. Original material should be used throughout.

Timings for audio-visual tasks should be seen as a guide which will help to ensure that productions are concise and that candidates adhere to the relevant codes and convention. Candidates can use an existing popular track and cut it down to three minutes if necessary.

TOPIC Promotion of Music

TASK A three minute music video to accompany all or part of a particular track

Planning and Research Planning and research Candidates should plan and research their production thoroughly. Evidence of research into existing products of a similar nature and into their potential audience should be submitted in the form of annotated analyses of existing texts, charts, surveys or questionnaires. Candidates will need to submit evidence of planning, in the form of briefs, sketches, scripts, storyboards, test footage etc.

For music video, confidence in handling technology can be demonstrated by: careful framing of shots; editing appropriate to the nature of the production and audience; evidence of consideration being given to lighting; mise-enscene and sound.

Music video conventions could include performance, narrative, interpretation, direct address, animation, symmetrical framing or cross-cutting.

Evaluation Each candidate must produce a 700– 800 word evaluation which should reflect upon: 1. how the aims of the production have been met; 2. how the product applies appropriate codes and conventions and uses appropriate media language; 3. how the product represents people, places or events; 4. where and when the product would be exhibited; 5. what regulations and controls might be applied to the product and how these have been taken into consideration; 6. the strengths and weaknesses of the product in terms of meeting the needs of its audience (including audience feedback) .

Assessment Criteria for FINAL MAJOR PROJECT: Research, Planning and Presentation (A03) 15 marks Construct and Evaluate (A04) 30 marks

Checklist for Research:

1. Who is in your group?

2. What is your track?

3. Does your track need editing to three minutes exactly?

4. Have you chosen your two music videos to analyse?

5. Are your two music videos the same genre as the music video you are going to produce?

6. Have you analysed your two music videos using Goodwin terminology?

7. Have you mentioned the Key Concept of Media Language in your essay? Media Language includes the choices in camera angle, movement and position; choices in aspects of mise-en-scene such as the location of the video, the clothes worn any props etc.

You need cut and paste screen grabs from the music video to illustrate your points

8. Have you mentioned the Key Concept of Audience? Have you stated who the music video is aimed and why the music video would appeal to the target audience?

9. Have you mentioned the Key Concept of Representation?

Have you discussed the why the band or artist is represented in the music video? What sort of Values, Aspirations and Lifestyles are represented within the music video and why would this appeal to the target audience?

How are women or men portrayed in the music video?

How does the music video compliment the star image of the band or artist?

10. Have you mentioned the Key Concept of Institutions? What label is the band or musician signed to? Where can you access the music video?

Checklist for Pre-production 1. What music videos have inspired you? What do you want your music video to look like?

2. Have you drawn your storyboard?

3. Have you done a quick questionnaire to find out what people look for in a music video?

4. What equipment do you need?

5. Who is starring in your music video? What props do you need e.g. guitars, hair and make-up etc.

6. When and where are you filming?

Checklist for Post-production 1. Who knows how to use Premiere?

2. Who needs training?

3. Have you set up your file on the D:Drive?

4. Have you set up your Premiere project to your D:Drive folder?

5. Have you exported your Music Video as an AVI file?

Checklist for written evaluation 1. Is your evaluation 700-800 words?

2. Does your evaluation discuss and apply the Key Concept of Media Language? Have you said why you have made Media Language choices such as camera angle, movement and position; choices in aspects of mise-en-scene such as the location of the video, the clothes worn any props etc.

You need cut and paste screen grabs from the music video to illustrate your points

3. Have you mentioned the Key Concept of Audience? Have you stated who your music video is aimed at? Have you had feedback from your target audience? www.surveymonkey.com 4. Have you mentioned the Key Concept of Representation?

Have you stated how your music video represents the band or artist?

5. Have you mentioned the Key Concept of Institution? Where will your music video be available (You Tube, Vimeo, Myspace, Facebook etc.) Why are these sites good for music promotion?