In order to produce an effective and sufficient music video, I must first conduct research into the genre in order to gain insight into what I need / would want to include in my own music video. I will therefore analyze 5 music videos from artists in the same genre which is pop/r'n'b to see what the codes and conventions are for music videos in said genre.
1.Keisha Tik Tok
http://www.youtube.com/watch?v=j9xWw4jA2hg
Aspects of Performance/Mode of Analysis
Throughout the music video we see the protagonist, a day in her life. She is direct mostly throughout the music video keeping eye contact with the audience.
Narrative
It starts off with Kesha finding herself in someone’s bath tub and giving the stereotypical good American family a bit of a shock with her being there. She then runs of with a bicycle to a group of kids.She is then waiting in the streets for any guy to take her, from this she is accepted by a trashy guy to come into his car. This follows off into a party later and by the end of the song she’s in a bath tub again. Showing the continuous cycle of her life. The narrative is non-linear as it starts of with Kesha having flashbacks.
How Does The Video Create An Image For The Artist/Band
It represents Keshas image as a party girl which most teenagers can relate to. As the lifestyle is very much like the average teenager and the behavior you come across. The audience can relate to Kesha as "fun" as her lyrics and the video is all about having fun and not bring out an important message. Kesha also portrays herself as a sex object as the guys in the music video don't see her as powerful but rather as a sex symbol or a bit of fun. They don't take her seriously.
How Do the Visuals Relate To the Song
The lyrics about how "the party doesn't stop" her life representing the party. The visuals follow most of the narrative in the song for example "police shut us down" actually shows her getting in trouble by the police. So the lyrics are very relatable and go with the concept of the music video. The song is actually ironic with the lyrics as she is laughing and mocking where she is. You can tell this when she is singing about the guys.
Mise-En-Scene
Their are various locations: bathtub, streets, she is an gold low budget car, and a special effects room full of lighting and shiny mirror pieces which give it a party feel. other locations including a party, and again in some scrubby bath tub. Her costume is casual jeans with big cuts, shorts, t-shirt, fur waist coat, silver sequin cardigan and very youthful jewerllery like the big chunky bangles. Her hair and makeup is messy giving the affect of her being very lasse-fare and careless with her appearence. It’s the look of how a person looks like after a night of partying. The lighting used in the party is very affectiive as there are disco lights such as blue, yellow and other bright colours used to give it a party feel.
Use of Camera
Throughout most of the song they are mid shots. There is an over the shoulder shot of Kesha looking and singing in the mirror. Their is an tracking shot of Kesha riding the bike. High angle/point of view shot of the guy looking down at Kesha. They are long shots to introduce more character example the family,the kids on the street and he man who comes in the car. They are close up of various characters facial expressions. There are lots of point of view shots while Kesha is partying it gives a point of view of someone else partying and make the audience feel the presence in the song.
Editing
The editing is one of the most important factor of the song. As the editing makes the whole song very effective. They are black and white flashbacks. Some of the scenes dissolve into black white or other striking colours like red and yellow. They are flashes red and yellow showing the affect of partying representing the mind going blank every so often. Their is a special blur used when Kesha is in the bath tub showing she is experiencing a hangover.
Representation
Kesha represents herself as a sex object as the guys in the music video don't see her as powerful figure but rather as an sex symbol or a bit of fun. Her clothes are quite minimal with cleavage of her legs showing. The family are represented as a fictional family with the housewife, businessman husband and the 2 good kids. The men are represented as sex hunters as all they want some sexual fun out of the girls in the song.
Genre
The genre is pop.
Audience
The music video is aimed at teenagers to young adults as it is reflecting today’s generations lifestyle.
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3.Vanessa Hudgens - Sneakernight
http://www.youtube.com/watch?v=HRqOjhNN4hQ
Aspects Of Performance/Mode Of Analysis
Vanessa sings directly to the camera having eye contact with audience apart from the parts where she’s hanging out with her friends and where she receives a phone call in the beginning of the song.
Narrative
The narrative is non-linear at the beginning as she is seen sat on her bed and just receives a phone call. The rest of the song becomes linear as the audience becomes aware that the whole narrative is about having fun and dancing as she hangs out, dancing in a house party and the streets. A small story is based when she tries to go to her boyfriend and a geek stops him and tries to impress her with his moves, she laughs at him and walks off with her boyfriend.
How Does The Video Create An Image For The Artist/Band
It makes her seem like an average teenager but she shows herself as having fun being independent and having power as a girl. She shows her self as a strong figure positioned ahead of her friends.
How Do the Visuals Relate To the Song
The lyric "basically what we're going to do is dance" shows Vanessa dancing and other people. "Put your sneakers on" shows vaneesa and other people with sneakers on.”I got some where to be" she is singing this to the audience giving them eye contact and asking them to come with her after she receives the phone call.
Mise-En-Scene
The girl starts of in her bedroom .The bedroom is colorful and bright representing her personality. The girl is pretty with black hair and casual clothe showing her bare legs with shorts, sequin tank tops, casual jackets and a hat to look cool r'n'b and street, knee long socks, and has sneakers on which is very teenagish and casual also relating to the lyrics. She is then on a edited set of a big sneaker back drop. This than leads her into the street going into the house party. And then having fun and hanging out in the house party.
Use of Camera
They are mainly mid shots of her singing and long shots of her and other people dancing. They are close ups of her trainers and her singing. Their is a zoom in of Vanessa singing in the living room. A point of view shot of Vanessa looking at her boyfriend.
Editing
Shot reverse shot is used when Vanessa and her boyfriend are looking at each other. The editing is fast paced as it constantly changes quickly between camera angles and Vanessa in various locations. There a backdrop of sneakers which is edited in through some parts of the song.
Representation
Vanessa is represented as a normal teenager who is independent likes to have fun and she has power. The main focus is on her even when she’s with her boy friend. The sneakers have major power as they show Vanessa look powerful and cool when she puts them on.
Special Effects
They are special effects used on her trainers to make them look glowing and a magical feel.
Genre
The genre is pop
Audience
The audience is mainly teenagers from the video it shows its more represented towards girls.
4.Raghav - Let's Work It Out Music Video
http://www.youtube.com/watch?v=31quzV9Bvpg
Aspects of Performance/Mode of Analysis
When Rhaghav is singing the lyrics, he’s being direct and looking at the audience directly. Him and his girlfriend are being in-direct when the actual story is happening this gives it a realistic feeling.
Narrative
It starts of with him coming into the room putting the TV on and singing while watching him and his girlfriend fight throughout the song. He then imagines him and his girlfriend making up so when he's waiting for his girlfriend she walks into the bedroom with another guy. Its a linear narrative.
How Does the Video Create an Image for the Artist/Band
The video makes us emphasize toward the guy. It’s a relatable realistic situation which nearly every couple reaches. The audience will be able to relate to both characters and feel sorry for Rhaghav at the end.
How Do the Visuals Relate To the Song
"Another day, Another fight" shows the girl arguing and this part the lyrics relate to the scene. “work with me girl it will just take some time" where he doesn't take her seriously and walks away. "ok lets work it out" is ironic as she walks in with another man.
Mise-En-Scene
The music video's main and only location is inside the house and the bedroom, living room and hallway. The girl seems stylish and has a casual adult dress sense and at the end she walks in a mini dress and high heels showing her sexual side. Rhaghav is wearing dark clothes to represent his mood throughout the song. He wears a pink shirt to show the romantic side of him when he is imagining him and his girlfriend together happily. The dancers have Indian small clothes on to give it an Indian feel which relate to the lyrics. He’s behind a red curtain singing when it cuts through from there to his house.
Use of Camera
Mid shot of him come in the house. Establishing shot of the living room. Close up of when he switches the TV on makes it seem more realistic. Point of view shot of him watching TV and it zooming in. Long shots of the scenes taking place and close ups of facial expressions. Low angle shot of him waiting for his girlfiend and point of view shot when he sees her.
Editing
Shot reverse shot when he’s waiting for her and she walks in with another guy. Blurs of him singing and a cross dissolve through sequences. He’s got him doubled in the song which makes it effective because he’s singing the situation to the audience with the drama actually happening at the same time. There’s a fade in at the beginning and a fade out at the end.
Representation
Male represented as innocent, sympathies towards him, romantic laid back. Female represented argumentative, angry character (smashes the vase on him), has no respect for her boyfriend and a cheater. Audience has an automatic dislike towards her.
Genre
the genre is R'n'b
Audience
Young adults to adults.
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