Music Video Production:
Aim and Purpose
In this unit learners will explore the purpose, styles and conventions of music video. They 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 TC 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 had 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 mattee 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.