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Creative Media Production BTEC Level 3

Unit 29: Music Video Production


Credit Value: 10

HAND OUT DATE: 01/12/2012 FINAL DEADLINE: 28/03/2013

LO1: Understand the purpose of music videos. LO2: Understand the styles, conventions, and techniques of music videos. LO3: Be able to originate and plan a music video production for a specific music track. LO4: Be able to work to complete production of a music video.

UNIT TUTOR: MR. LAWES ASSIGNMENT WRITTEN BY: MR. LAWES COURSE CO-ORDINATOR: MR. LAWES

Context Create a promotional music video for the release of a new music artist. You must research, plan, film, and edit a music video for a new music artist. You will work in groups of 4 to plan and film the video, but you will be marked independently. The evidence for your contribution will come from a research and planning blog, and you will edit the footage independently. The editing for this unit will also count towards the completion of Unit 16: Film & Video Editing Techniques. You must ensure that you have sought permission from the copyright holder to use the track, and this must be evident on your blog.

LO1: Understand the purpose of music videos.

TASK 1: Prepare a presentation explaining the purpose of the production of music videos. This must then be embedded on your Music Video blog. You will need to cover: Income extension Outlet extension Synergy Creation of brand And anything else which you consider important.

To achieve a pass you will describe the purposes of music video with some appropriate subject terminology. To achieve a merit you will explain the purposes of music videos, with reference to detailed illustrative examples and with generally correct use of subject terminology. To achieve a distinction you will comprehensively explain the purposes of music videos with excellent examples and consistently correct subject terminology.

LO2: Understand the styles, conventions, and techniques of music videos.

TASK 2: Create a glossary of key terms explaining the styles, conventions, and techniques of music videos. This may be presented in any format you choose, and must be evident on your blog.

Styles: Genre; In-concert and as live footage; Animation; Interpretative; Narrative; Pastiche / Parody; Referencing / Homage. Conventions: Lyric interpretation; Extending or consolidating meaning; Allusion Techniques: Cutting to beat; Miming / lip synch; Camera movement, shot, and angle; Chroma key and other SFX.

To achieve a pass you will describe the styles, conventions, and techniques with some appropriate use of subject terminology. To achieve a merit you will explain the styles, conventions, and techniques of music videos with reference to detailed illustrative examples and with generally correct use of subject terminology. To achieve a distinction you will comprehensively explain the styles, conventions and techniques of music videos with excellent examples and consistently correct use of subject terminology.

LO3: Be able to originate and plan a music video production for a specific music track. TASK 3: Research and plan a music video for your chosen track.

You will need to make use of all of the planning and research techniques you have learned over the duration of the course to plan and shoot your video. You must produce evidence of each state of research and planning, which must be evident on your blog. Evidence could include: Choosing and analysing your track; Developing a brand for your artist; Developing a creative vision for your video; Sourcing locations, actors, props, and costume; Researching a target audience (e.g. questionnaires, focus groups); Scripting / storyboarding; Production organisation and schedule; Permissions to use track, to film, or use locations; Risk assessments and contingency plans; And any other documents you might want to produce.

To achieve a pass you will originate and plan a music video production for a specific music track working within appropriate conventions and with some assistance. To achieve a merit you will originate and plan a music video production for a specific music track effectively showing some imagination and with only occasional assistance. To achieve a distinction you will 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.

LO 4: Be able to work to complete production of a music video.

TASK 4: Complete the production of your music video. You must film and edit the music video you have planned. Filming will be the responsibility of the whole group, and editing will be completed independently. Evidence of your contribution to the filming process must be clear on your blog.

To achieve a pass you will work to complete production of a music video working within appropriate conventions and with some assistance. To achieve a merit you will work competently to complete production of a music video showing some imagination and with only occasional assistance. To achieve a distinction you will work to a technical quality that reflects nearprofessional standards to complete production of a music video, showing creativity and flair and working independently to professional expectations.

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