INTEGRATING ANIMATION INTO MUSIC VIDEO PRODUCTION: A CREATIVE PRACTICE APPROACH

Abstract

This paper discusses the development of two animated music videos, “Engkau Dalam SemuaPerjalanan” and “Caballero”, undertaken as part of a Final Year Project at the School of Creative Industry Management and Performing Arts (SCIMPA), Universiti Utara Malaysia. The main objective of this project was to integrate animation as a medium to enhance musical storytelling, while simultaneously strengthening the visual and artistic identity of the client’s band. The methodology adopted for the project followed a structured three-phase process comprising pre-production, production, and post-production. During the pre-production stage, activities such as conceptual planning, storyboarding, and character design were carried out to ensure consistency with the narrative and client expectations. The production stage emphasized animation processes, visual aesthetics, and synchronization of movement with the rhythm and mood of the music. The post-production phase involved refinement through editing, visual effects, and audience feedback to ensure overall cohesion and quality. The findings indicate that the use of animation in music videos significantly enhances audience engagement, effectively conveys the emotional tone of the songs, and provides a stronger platform for branding and artistic representation. Overall, this project demonstrates how the combination of animation and music can create a dynamic form of digital storytelling that contributes to both creative expression and industry practice.