Music videos appeal to an audience as they show the fans of the artists perform the song they like, also there may be an element of narrative or concept involved which would keep the audience entertained. different genres would have different types of music videos for example rock music would use low-key lighting and dark costumes and maybe an unusual dark concept to the video, as this is what appeals to the fans of rock music. The way that artists are represented in music videos is in a way that their fans like as they are always portrayed in a positive way, for example they might be made to look cool. I will be discussing three different genres and the music videos that they have.
Rap analysis- Drake- Over
This is a rap song by Drake and the artist makes songs that are about his own personal experiences like breakup in relationships and his career.
This video is mainly performance based and it has some elements of narrative, in the video there is a girl who is supposed to be his ex-girlfriend, the producer of this video purposely made this female to appear to be voyeuristic and sexual, this is seen in the narrative parts of the video and when drake is performing and she is in the background. This girl was included in the video to show the audience that he is performing a song about relationships and he is trying to tell a story about his life and the girl would have been part of that.
Lighting is used in this video to bring attention to the way that the artist is feeling for example strobe lighting and low key lighting are both used in this video at different points, which helps improve the experience of the video for the audience as they are aware of changes in lighting and also scenery, this also matches about the change that he is rapping about. Low key lighting is used to add sad emotions to the video as he is rapping about a sad time in his life in the song and the low key lighting matches the darkness in his life.
Editing was used in the making of this video specifically the added colour effects oer the top of the shots, for example a red tint is often used, and the colour red is associated with anger or love, which are both themes that are in his lyrics. This use of adding colour tints to the video has a positive effect on the audience as they are engaged with the video and the lyrics he is rapping.
Cinematography is used throughout this video with the use of close up shots and a range of different camera angles, this relates to Goodwin's theory which includes tat the artists use close up shots so they are marketable and recognised that they are popular. There is also a use of high angle shots which make the artist appear to be small, this could be linking the lyrics to the individuals when he speaks about being upset or annoyed, this would make him weaker in the eyes of the audience as he isn't in control of his feelings of life.
The clothes that drake wears in this video also relate to the lyrics as when he is at home he is wearing comfortable clothes and then when the background changes and the lyrics change and become more serious then his clothes change into more smart clothes this shows the audience that it is a new part of the story.
Dance analysis- Flo Rida- Club Can't Handle Me
The song Club cant handle me is a dance song made by Flo-Rida and David Guetta who is a famous DJ and producer of dance music.
This music video uses elements that are conventional in a lot of dance music videos, and that is a crowd at a night club, women dancing and the artists being made to look cool for the video. This song is made to be played in nightclubs so the lyrics are about clubs and having fun which is conventional for the dance genre.
Low key lighting is used to create a lively atmosphere of a nightclub and add a more exciting element to the video, the low key lighting is seen through out, this is used to create the atmosphere of a nightclub for the audience and when there is a dance battle it makes it seem more fun for the audience as the dancers have the spotlight on them only.
The editing styles used in this video are conventional to the genre as they are fast paced and go with the song, which is part of Goodwins theory, the audience would like the editing styles as they make the music video exciting.
There is a use of Mise-En-Scene in this video, as the artists choose to wear clothes that they feel would impress the audience and keep up their public image of being rich, this is seen with designer clothes and gold chains that make the artist look rich.
This video is about showing the audience what a fun time the artists have when at a nightclub and the lifestyle they have, this is why the song is called 'the club cant handle me'. There is a use of iconography with the clothes that Flo-Rida wears and the drinks he is drinking and the cars in the video, it is included to show the audience his lifestyle.
The video uses alot of close ups of the artists this is so they are recognised as artists and this will make them more money, this is important for record labels, the profile of the artist is also manipulated by the low angle shots of him to make him look bigger and more powerful that he might actually be.
The editing used in this video is lie other videos of the same gene, that includes lots of fast aced shots of the club and different people enjoying themselves, this is to make the music video as lively as the song.
Different analysis- Biffy Clyro- Black chandelier (rock)
Iconography is used in this music video to show their fans that they are talented musicians that can all play instruments like guitar or drums, the inclusion of this in the video will help the band be recognised as talented and people will respect their music. This also benefits the brand of the band and this is a important part of music videos for record labels, as they make more money from them selling songs and albums.
Camera shots that are used in this video are typical of the rock genre as they are mostly mid shots to show the audience the artists performing the song, this relates back to the record label and them wanting the video to be made to show their artists as talented and good, so they make more money.
Low key lighting is used in this video most of the way through, and it is also conventional of the rock genre as they want to be seen as edgy and current, the low key lighting allows them to remain a bit undercover, for example this darkness is used when the artists are performing it makes them seem like a darker and more edgy band this is what the aim of the video is, to show the audience what the band want the audience to see and that is them being different and edgy. The low key lighting also benefits the band as they want to be seen to be conventional of the rock genre, and that is what most bands that make rock music do for their music videos they choose to conform to the conventions as it is the genre of music they make and the genre of music that their audience listen to.
Timing of shots, the timing of shots is relatively slow paced for a rock music video, this is not the whole way through the video but most of the video has slow timing of shots, this may be due to the song being made at a slow tempo , it helps the video and the song match together and this makes for a better experience for the audience.
Clothing, the clothing in this music video is not very typical of the rock genre, this is as they decided to not wear clothes on the top half of their body and only trousers, this is seen when the band are performing. The band might have chosen to do this to go against the conventional outfits that people wear for rock music videos, rock bands usually wear leather jackets and other clothes that are conventional to the rock genre, by not wearing conventional clothes it makes the video more memorable for fans, as it is distinguishable against other rock music videos.
Summary.
Overall the music videos are very different for example the editing in the three videos are different, the editing for the Drake video is slower with some faster parts, the Flo Rida editing styles are faster which helps catch the excitement of the club scene and the dancing, the Biffy Clyro editing styles are normal speed with mostly slow being used. The editing styles in each video helps the video fit the specific conventions of the genre they are in, such as faster editing for the Flo Rida video which the fast paced editing suits the club scene and is also genre conventional. Using the conventions from the different editing styles and cinematography styles the artists make their videos with what they feel best represents them and would appeal to their audience for example if the song is slow they would make a slow video, this would be liked by the fans as they would expect as slow video for the slow song.
The audience and artist build a relationship as they are making music the fans like and the videos give the artists a chance to show the fans what they are like, the fans see this through the music videos and is what makes them like the artist.
For our own music video we might use some of the editing styles as they are both songs from similar genres, which means the conventions are also similar, I feel this would benefit our music video as it would help to attract the audience that like the rock genre.
Another element that I would consider implementing into our own music video is the lighting styles, I feel that they add a good atmosphere to the music video and improve the quality of the music video especially the narrative.
This post demonstrates some understanding of how music videos appeal to an audience. You have selected three videos from different music genres, which helps to demonstrate some of your understanding.
ReplyDeleteHowever, you need to ensure that you have fully analysed the videos in detail, by commenting on the cinematography, editing styles and mise-en-scene throughout the three videos. This will enable your analysis to be more detail.
Finally screenshots and a summary is needed to complete this post.
You have made a start in including the correct summary points within this post, but you need to ensure that you have fully explored your analysis further above, by expanding on the points that you have made on the micro elements. This is because your points are still vague and still not include direct reference to the correct terminology.
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