Brief 4: Music video and online
Requirements of the brief
You work for an independent media production company. You have been given the task of producing a three-minute music video for a popular music ballad* by a fictional band/artist signed to Warner Music Group and two pages for the working website for the band/artist.
Target audience: A primarily 16-25 year old middle and up market audience of style-conscious people.
Planning - Reflection on moderator's report
For music videos:
Effective:
- considered implications of rhythm, pace and lyrical content
- location is important
- clear planning and construction between the narrative and performance
- well preformed lip-syncing
- variety of costume changes and settings and a wide variety of shot distances, framing and camera movement
- synced editing to the beat of the music
- good use of camera work
Ineffective:
- no effective use of media language
- majority of footage from holidays, nights out or martial shot at musical festivals
- out of sync lip-syncing and musical instruments
- 'shoehorned' representations of social groups at the end of the video
- very little variety of shots used, eg. in classroom or bedroom
- didn't meet codes and conventions of the form
- repetition shots - didn't demonstrate a breadth of skill
- lack of a clear through-line
- no real performance element
- no titles
- no logo
- inclusion of vaping, smoking and drinking alcohol - not appropriate
- performer didn't match the voice
- didn't direct viewers to website - no digital convergence
This research was conducted from the Summer 2023 Moderators Report
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