Practical (100%)
A music video of 3 – 5 minutes in length, supported by a folder of evidence of historical and contemporary research, creative development , production paperwork and critical reflection.
[Learning outcomes 1, 2, 3, 4]


Formative Assessment
Participation in discussions about the evolution of music videos, including reference to exemplars in the genre.
Review of work in progress

In this module you will explore historical and contemporary developments of music videos in order to provide a context within which to develop and produce your own music video. You will use theoretical concepts learned in your Screen Studies module to analyse how music videos work. This will give you a clearer understanding of the purposes of music videos, the styles used and the impact a music video can have on an audience and as a promotional tool for musicians and artists.

Music videos are an ideal opportunity for creative experimentation in technique and formal structure. In negotiation with your module leader and taking into consideration your ongoing exploration of existing work, you will select an appropriate music track for which to develop a music video. You will explore a range of creative responses, evaluating your various ideas in terms of what is achievable given the resources and time you have available. With an emphasis on the application of single-camera techniques and processes you will be expected to make creative decisions and demonstrate technical skills which will have been developed through your Technical Skills for Digital Film and TV module, resulting in the production and presentation of an original, individual creative 3 – 5 minute music video for your chosen track.

Your creative development will be supported by critical research including existing work of others, both historic and contemporary, a rationale (typically 500 words) with reference to theoretical concepts, a collection of annotated visual references and moodboards, and evidence of reflection on own creative and technical practice to inform personal progress.

Strategies in this module place an emphasis on practical work, in order that learning is focussed on building creative and technical skills in the use of single-camera equipment, techniques and processes. This will be facilitated through a series of lectures and demonstrations, each followed by hands-on practical activities typically including:
• Research including an exploration of existing work via free-to-air music video channels via cable and satellite.
• Group discussion including critical review of exemplars in the genre
• Lighting techniques, green screen and comping workshops
• Location work
• Video production activities including independent work
• Reflective practice
• 1:1 tutorials and progress review
• Presentation workshops
• Screening to audience
To extend the learning that takes place in class your will be expected to engage in independent study outside of timetabled sessions.

Seminar room
Computer access / internet access
Screening facilities
HD camcorders
HD DSLR
Interchangeable lenses
Tripods
Microphones – radio and boom
Jib Arm
Track and dolly
Fig Rig / stabilisation system
Lighting Kit(s)
Post production edit and effects software

Austerlitz S. (2008) Money for Nothing: A History of the Music Video from the Beatles to the White Stripes: Continnuum-3PL
Swartz. (2007) Making Music Videos: Everything you need to know from the best in the business: Watson-Guptill
Vernallis C (2004) Experiencing Music Video: Aesthetic and Cultural Context: Columbia University Press

1. DEMONSTRATE KNOWLEDGE OF HISTORIC AND CONTEMPORARY STYLISTIC PREFERENCES AND TECHNICAL CONSTRAINTS, AND THEIR INFLUENCE WHEN DESIGNING AND PRODUCING A MUSIC VIDEO FOR A SPECIFIC MUSIC TRACK
[Knowledge and Understanding]

2. IDENTIFY CHALLENGES AND PRESENT REALISTIC CREATIVE AND TECHNICAL SOLUTIONS WHEN MAKING A MUSIC VIDEO.
[Problem Solving]

3. APPLY THEORETICAL CONCEPTS AND CREATIVE AND TECHNICAL PROCESSES WHEN DESIGNING AND PRODUCING A MUSIC VIDEO FOR A SPECIFIC MUSIC TRACK.
[Application]

4. COMMUNICATE IDEAS AND INTENTIONS, AND PRESENT CREATIVE SOLUTIONS TO SPECIFIC AUDIENCES. [Communication]

In this module you will explore historical and contemporary developments of music videos in order to provide a context within which to develop and produce your own music video. You will use theoretical concepts learned in your Screen Studies module to analyse how music videos work. This will give you a clearer understanding of the purposes of music videos, the styles used and the impact a music video can have on an audience and as a promotional tool for musicians and artists.