The first music video we watched was Rat Boy - Sign On.
This music video starts off with fast paced editing, and a mirroring technique. The camera is tracking, and constantly moving, giving the sense of confusion and as if you're in the music video. The shots are mainly wide shots, with the occasional close up. This enables the audience to see what's going on. The close ups usually occur when one of the band members are on screen, in order to sell the artist and allow the audience to see who they're listening to.
The artist is represented as casual, due to their lack of smart clothing, and their casual dark clothing, such as jeans and t-shirts. This suggests that they appeal to a younger audience, and are relaxed. Along with the aesthetics of the music video and the editing, the music video is done for a purpose of fun and enjoyment.
The genre characteristics/conventions, are shown through the music video, and suggest that it's indie music. The video also has intertextuality, and resembles the music video y Supergrass - Alright.
The music video overall creates a feeling of enjoyment for the audience, and therefore because the artists are having fun, it suggests the audience may watch it for fun.
The second music video we watched was Olly Murs ft. Demi Lovato - Up.
The second music video we watched was Olly Murs ft. Demi Lovato - Up.
This music video starts off with slow paced editing, and long close ups of the artists singing, in order to engage the audience and allow them to see who is singing. It also helps sell the artist.
The artist is represented as realistic, due to their realistic costumes/clothing. Their clothing represents what type of artist they are, suggesting they're quite realistic and relatable artists. Also, they're outfits are realistic yet slightly sophisticated, suggesting they could attract a younger and slightly older audience. Their clothing and the aesthetics and the set fit with the music and lyrics, a addressed in Goodwin's theory, as they help create a narrative to the song, of which a couple have broken up.
The genre characteristics/conventions suggest that the artist(s) make music from the pop genre. The music video connotes the idea that the song is about love and that the couple have broke up. The video is emotional, and is represented through the actions of the artists, such as their actions being identical and happening simultaneously. The close ups of the artist are used to show their emotions, and make the audience feel emotional or help connect with the artists. The dark lighting helps set the mood and helps get the sense of emotion across to the audience.
The music video overall creates emotion for the audience, as well as enjoyment. The slight upbeat of the song helps create the enjoyment.
The next music video we listened to was Demi Lovato - Neon Lights.
The editing of the music video is fast paced, hinting at enjoyment and connoting the idea of a dance environment.The camera shots are close ups of the artist mainly at the beginning, in order to help sell the artist, with the camera constantly moving. The dark lighting helps set the mood, with neon lights around, helping create the nightclub environment which therefore suggests dancing and enjoyment.
The artist is represented as voyeuristic yet realistic, which is shown through her clothing. They're wearing dark clothing yet neon makeup, shown through close ups, making them stand out. The music video is set in a night club, with lots of people dancing, including the artist. This therefore creates the idea of fun and enjoyment, which will appeal to a younger audience. The music video fits with the song and lyrics.
The genre characteristics/conventions, suggest that the song is a pop song, especially aimed at a younger teenage audience, due to the lively, energetic nature of the song. The song resembles Kylie Minogue's - Spinning around, and therefore intertextuality is noticeable.
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