Non-Examination Assessment (NEA) Brief
Music video
are likely to include:
• an appropriate concept – interpretation of the song, identity of artist or band - for the specified music genre and target audience
• an appropriate use of genre conventions in relation to the set brief (e.g. narrative, disruption, equilibrium, performance, repetition, montage)
• an appropriate range of shots (shot type, distance, length, angle, movement etc.) used for the specified genre of music video
• appropriate and well-paced editing of performance footage and/ or concept/narrative footage in relation to the music and lyrics, to communicate meaning and position/engage the audience
• appropriate techniques to construct representations, including visual codes (mise-en-scène – setting/location, costume, props, makeup etc.), technical codes (camera angles, lighting etc.) and language (tone, register, vocabulary etc.)
• in relation to the points above, appropriate anchoring of moving image with sound to communicate meaning and engage the audience, for example, editing to the beat, lip synching, interpretation of lyrics through performance and narrative.
In the top level, learners may:
• convey values, attitudes and beliefs appropriate to the set music video brief
• use genre conventions to create a highly memorable music video that establishes a clear concept and interpretation of the song and fully engages the audience and promotes the identity of the band/artist
• use media language intertextually (referencing wider media products) or to construct genre hybridity
• use appropriate techniques to construct sophisticated representations of individuals and/or social groups that are highly appropriate to the set music video brief
• draw together knowledge and understanding from their whole course of study.
Online Learners
Learners are likely to include:
• an appropriate concept (title, location, situation) for the specified genre and audience
• appropriate conventions of website design and layout (backgrounds, typography, logos etc.) are used to create a brand identity that is in line with the purpose specified in the brief and to appeal to the target audience
• a use of appropriate original images appropriate to the set brief, for example, including behind the scenes with the band/artist and merchandise
• media language which is used to establish a consistent house style that is used throughout the website
• appropriate anchoring of images and text to communicate meaning and engage the intended audience
• news and information appropriate to the set brief, including key information about the band/artist such as short bios, tour dates etc.
• appropriate techniques to construct representations, including visual codes (mise-en-scène – setting/location, costume, props, makeup etc.), technical codes (camera angles, lighting etc.) and language (tone, register, vocabulary etc.).
In the top level, learners may:
• convey values, attitudes and beliefs appropriate to the set online brief
• use genre conventions to create a highly engaging website that consistently promotes the brand image of the band/artist and fully engages the audience
• use media language intertextually (referencing wider media products) or to construct genre hybridity
• use appropriate techniques to construct sophisticated representations of individuals and/or social groups that are highly appropriate to the set online brief
• draw together knowledge and understanding from their whole course of study.
Medium 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 fictional dance band/artist signed to Universal Music, and the working website for the band/artist. (You may use an existing song for your music video; this does not need to be copyright free.)
The music video must feature a narrative appropriate to a music video (e.g. a performance montage, a linear narrative illustrating or commenting on the song, or a mix of performance montage and other narrative elements). The web pages must promote the band/artist to its target audience and enable fans to interact with them.
Summary of brief requirements:
• Statement of Intent (approx. 500 words).
• Music Video: One, three-minute music video.
• Distribution channel: Content must be suitable for broadcast on streaming sites such as YouTube and age appropriate for young adults from the age of 16.
• Number of web pages: One homepage and one linked page.
• Cross-media production target audience: A culturally sophisticated, 16–25 class AB demographic.
There must be a clear sense of branding across the two elements of the cross-media production.
The production of the music video must include (as a minimum):
Range of camera shots, including shot distances, angles and movement as appropriate to a music video.
Editing of footage appropriate to the genre of the music video audio track.
At least two different settings (this may be the same location with a significantly different use of mise-en-scene and / or lighting or two different locations).
At least two characters representing at least two different social groups.
Graphics/titles to include the name of the track and the name of the band/artist.
The production of the web pages must include (as a minimum):
A minimum of two original images, (with at least one different original image on each of the two pages) that promotes and reinforces the brand identity of the band/artist (for example these might feature the band/artist or fans).
Appropriate conventions of website design, including an original title and logo for the band/artist’s webpage and a menu bar.
Text introducing the band/artist.
Working links from the home page to the other page.
A range of appropriate media language techniques (typography, images, fonts, backgrounds, logos etc.) as appropriate to the purpose of the website.
Original audio or audio-visual content appropriate to the band/artist’s webpage.
are likely to include:
• an appropriate concept – interpretation of the song, identity of artist or band - for the specified music genre and target audience
• an appropriate use of genre conventions in relation to the set brief (e.g. narrative, disruption, equilibrium, performance, repetition, montage)
• an appropriate range of shots (shot type, distance, length, angle, movement etc.) used for the specified genre of music video
• appropriate and well-paced editing of performance footage and/ or concept/narrative footage in relation to the music and lyrics, to communicate meaning and position/engage the audience
• appropriate techniques to construct representations, including visual codes (mise-en-scène – setting/location, costume, props, makeup etc.), technical codes (camera angles, lighting etc.) and language (tone, register, vocabulary etc.)
• in relation to the points above, appropriate anchoring of moving image with sound to communicate meaning and engage the audience, for example, editing to the beat, lip synching, interpretation of lyrics through performance and narrative.
In the top level, learners may:
• convey values, attitudes and beliefs appropriate to the set music video brief
• use genre conventions to create a highly memorable music video that establishes a clear concept and interpretation of the song and fully engages the audience and promotes the identity of the band/artist
• use media language intertextually (referencing wider media products) or to construct genre hybridity
• use appropriate techniques to construct sophisticated representations of individuals and/or social groups that are highly appropriate to the set music video brief
• draw together knowledge and understanding from their whole course of study.
Online Learners
Learners are likely to include:
• an appropriate concept (title, location, situation) for the specified genre and audience
• appropriate conventions of website design and layout (backgrounds, typography, logos etc.) are used to create a brand identity that is in line with the purpose specified in the brief and to appeal to the target audience
• a use of appropriate original images appropriate to the set brief, for example, including behind the scenes with the band/artist and merchandise
• media language which is used to establish a consistent house style that is used throughout the website
• appropriate anchoring of images and text to communicate meaning and engage the intended audience
• news and information appropriate to the set brief, including key information about the band/artist such as short bios, tour dates etc.
• appropriate techniques to construct representations, including visual codes (mise-en-scène – setting/location, costume, props, makeup etc.), technical codes (camera angles, lighting etc.) and language (tone, register, vocabulary etc.).
In the top level, learners may:
• convey values, attitudes and beliefs appropriate to the set online brief
• use genre conventions to create a highly engaging website that consistently promotes the brand image of the band/artist and fully engages the audience
• use media language intertextually (referencing wider media products) or to construct genre hybridity
• use appropriate techniques to construct sophisticated representations of individuals and/or social groups that are highly appropriate to the set online brief
• draw together knowledge and understanding from their whole course of study.
Medium 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 fictional dance band/artist signed to Universal Music, and the working website for the band/artist. (You may use an existing song for your music video; this does not need to be copyright free.)
The music video must feature a narrative appropriate to a music video (e.g. a performance montage, a linear narrative illustrating or commenting on the song, or a mix of performance montage and other narrative elements). The web pages must promote the band/artist to its target audience and enable fans to interact with them.
Summary of brief requirements:
• Statement of Intent (approx. 500 words).
• Music Video: One, three-minute music video.
• Distribution channel: Content must be suitable for broadcast on streaming sites such as YouTube and age appropriate for young adults from the age of 16.
• Number of web pages: One homepage and one linked page.
• Cross-media production target audience: A culturally sophisticated, 16–25 class AB demographic.
There must be a clear sense of branding across the two elements of the cross-media production.
The production of the music video must include (as a minimum):
Range of camera shots, including shot distances, angles and movement as appropriate to a music video.
Editing of footage appropriate to the genre of the music video audio track.
At least two different settings (this may be the same location with a significantly different use of mise-en-scene and / or lighting or two different locations).
At least two characters representing at least two different social groups.
Graphics/titles to include the name of the track and the name of the band/artist.
The production of the web pages must include (as a minimum):
A minimum of two original images, (with at least one different original image on each of the two pages) that promotes and reinforces the brand identity of the band/artist (for example these might feature the band/artist or fans).
Appropriate conventions of website design, including an original title and logo for the band/artist’s webpage and a menu bar.
Text introducing the band/artist.
Working links from the home page to the other page.
A range of appropriate media language techniques (typography, images, fonts, backgrounds, logos etc.) as appropriate to the purpose of the website.
Original audio or audio-visual content appropriate to the band/artist’s webpage.
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