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?
Video: ED Sheeran, shape of you. (184 words)

This music video uses narrative to show how they fall in love. However later what happens in this music video is that ed Sheeran is no longer seen with the 'girlfriend' meaning that they probably broke up. Because of this heartbreak the viewers can see that ed Sheeran is working harder like he has an opponent coming up. Later in this music video we van see that ed Sheeran actually does have a opponent who seems to be this big sumo wrestler. When we see this match , we notice that the sumo wrestler is chasing ed Sheeran in circles. when ed Sheeran builds up his confidence and faces the sumo wrestler he gets put to the ground and the crowd seem disappointed. However we can see a lady like figure move out from the crowd and then when the lady comes into the lighting we can see that it is the lady that ed Sheeran fell in love with. The 'girl friend' comes and jumps the height of the sumo wrestler and kicks him in his face, leaving the music video to end there.

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. 
video: Mark Ronsen - Uptown frank (144 words)

This music video portrays different characteristics through camera work by adding different levels and zoom in and outs. This is shown when the band is saying their chorus  the camera jumps to a different angle which is more close up angle. Perhaps this was done to show the sudden shift and focus to be done on the lyrics and the band. The movement of the camera is fast paced The particular reason for this may be to match the fast pace of the song. .However at the same time when the song beat slows down a bit the camera movement also does slow down as well. In this music video it uses different angles like below the waist when there is a female walking past. This may be done to show off the girls linking to the theorist lara mulvey because of the male gaze. 

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.

video:

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?  

video

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?

video

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. 
video:

You can find a range of notable music video examples in this blogpost or you are free to select videos of your choice. You may wish to write more about one video than another but as long as you have 800+ words of music video research in total you will be fine. Feel free to use bullet points if this is helpful.

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

Rajandeep Dhaliwal, 


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