Analysis of Music Video's - Ms Georgiou

In this section of work I will be analysing four different music video's that follow different representations of music. I will also be going through the point, evidence and explain analysis system to analyse the different camera shots and editing styles that attract my attention. The artist's I will be looking at are the following along with their music video's;

• Drake - Over
• Kelly Rowland - Commander
• Alicia Keys - Try Sleeping with a Broken Heart
• JLS - The Club is Alive

The above video is the first that I have analysed and is by the artist Drake, called 'Over'. I have picked up on different elements while watching this music video and one element that I notived is the number of close up's used throughout the video. At the start of the video there is a close up of the artist's face as he starts singing. The camera faces down focusing on the artist’s chest and then pans up towards the artist’s face. Once the camera is then still it focuses on Drake’s face as he is sitting on the bed. The close up of Drake’s face at the beginning of the music video helps show to the audience the expression which he is trying to 
portray to the audience.  The song is called ‘Over’ and the artist is trying to portray to the audience how he feels emotionally while singing the lyrics in the song. As well as this it enables the audience to gain a better idea how the artist deals with different emotions while singing or rapping. The close up camera shot shows the narrative concept of the music video and also sets the scene and feel for the rest of the video. The emotion of the artist’s face shows that he is serious and does not like to express emotion, this is also a stereotypical view that men do not like to show emotion and in this case it is what the artist is trying to portray. As a result of this the audience will be able to tell what kind of music video it is as well as the type of genre it falls under due to the use of Mise-en-Scene and the overall feel of the music video.

The next point I picked up on was a long shot of the artist while he is singing and dancing to the song following a performance based element. The editing style in this shot is very unusual and makes the video unique, however still following the conventions of an R&B/Hip Hop artist. The editing effect shows different layers of the artists outline moving in line with the way the artist is moving. This camera shot helps show Drakes 
emotion due to the fact that the long shot is showing him dancing and having a good time. It also shows the audience that he has is passionate about the music he produces and this is reflected very well in this shot as the mood has gone from being serious at the start to being relaxed and enjoyable towards the middle. In this camera shot it helps show the way Drake feels about his music as well as lifestyle. This camera shot also helps to show Drakes performance style as the audience are able to see how he dances and feels about the music he is producing. The audience are also able to see Drake from head to toe which shows them how his performance style breaks through into the music video. Moreover the camera shot helps to show parts of the narrative style due to the way the artist is dancing with a lot of hand movement. This portrays to the audience the title of the song which is, ‘Over’. In conclusion to this it shows a concept that it’s not ‘over’ until the song finishes and works well with the mood that the song as well as the music video sets. 

This is the second video I have analysed and is by the artist Kelly Rowland, called 'Commander'. From this video I will talking about the camera movements. The first camera shot I picked up on that showed sufficient reference was a panning shot shown in the middle of the music video. In the middle of the music video a panning shot is shown of the dancers as they come out from the sides of the artist. As they come out from the sides of artist they dance around her and become apart of the choreography. The panning shot enables the audience to see the way the artist is trying to portray power. In this shot the backing dancers are behind the artist, this suggests that the artist needs to be the centre of attention at all times.

The dancers also copy her dance routine which also suggests she has more power and authority over them. This also links in with the title of the song which is ‘Commander’ and this is portrayed throughout the video from the artist commanding everyone and being in power. In conclusion to this camera shot I am able to relate back to the main element of Goodwin’s Theory which is if the video is primarily performance, narrative or concept based. This music video follows all of these elements, firstly it is performance based due to the artist taking part in the production of the music video as well as singing and dancing to her own song. It then becomes narrative based as the artist is portraying her power and importance over the other roles being played throughout the video. Then finally, the video follows a concept based element due to the title of the song, ‘Commander’ suggesting power and demand which is also portrayed throughout the video.

The next camera movement I picked up on was a 'Zoom' of the artist's footware. This allows the audience to see that the boots she is wearing a very high and also helps to show the outfit the artist is wearing. This helps build on effect as the costume and Mise-en-Scene elements have been thought out carefully. This zoom in the video allows the audience to see how the artist is trying to portray herself and play a narrative part. As well 

as this it sets the scene and allows the audience

to have a rough idea of what the rest of the music video will contain in terms of the outfits featured within. The opening shot of the video displays people dancing to the opening beat of the song, this automatically makes a reference to the artist and the type of genre they follow. This camera movement relate to the Mise-en-Scene style of the video and allows the audience to see what the rest of the video will be like in terms of costume. It also references a narrative based element as the artist is trying to be someone she is not in real life by wearing the costumes she is. It also references power and suggests she is the main leader throughout the video. In conclusion to this the final element I have picked up on is the performance based concept due to the artist taking part in the role play of the video which has been very successful and sets the tone for the rest of the music video. 

This is the third video I have analysed by Alicia Keys, called 'Try Sleeping with a Broken Heart'. I have picked up on different elements that make this video interesting, the first point is the amount of straight cuts used throughout. From the start to the end of the music video there a lots of straight cuts placed throughout all scenes. This is very effective and shows the narration clearly. At the beginning of the video as the artist is lying down on a bed a straight cut takes the camera away from the opening shot and then on to the next which is a shot again of the artist on the bed but from a different angle. This edit helps to show the way the narration is thought out and suggest that the artist can not stop thinking about someone she is in love with. The straight cuts symbolize thoughts of the artist and because there is so many of them it shows what the artist is thinking as well as feeling. In conclusion to this the audience are able to see what the narrative theory is about. The video suggests that the artist is heartbroken from the title of the song and it also gives off a concept based element that consumers should try sleeping with a broken heart as it will show the emotion the artist is feeling. This music video follows a relation to the three conventions of Goodwin’s Theory and it does this from the performance based element that the artist is taking part in the production of the music video as well as acting out a role, the artist also sings and dances throughout which also shows a performance based element. Following this, the narration of the video suggests that she is heartbroken and is telling the audience about her heartbreak. As well as this the final element is portrayed as the concept idea is played upon through the title of the song suggesting that consumer should try sleeping with a broken heart.

The next edit I have picked up on throughout this music video is a slow edit. The editing style is shown near the end of the music video as there is a close up of the artist crying. The slow edit of the shot moving on to the picture which she is holding suggests they have broken up as a teardrop falls from her eye and the picture smashes into pieces. This edit helps create the mood for the video as the emotion is sad due to the artist’s tear drop falling down on to the picture of her lover. As this happens the audience will automatically create a link with heartbreak and unhappiness. This therefore means that Alicia Keys portrays her emotions clearly and strongly to show the audience she is upset with being heartbroken which again creates a link to the title of the song. This edit again meets the three elements of Goodwin’s Theory. Firstly it is performance based due to the artist taking part in the role play of the video. Secondly, it is narrative based because consumers are being told a story about herself and how she is now heartbroken. Then finally, the music video is concept based because the artist is saying you should try sleeping with a broken heart. In conclusion to this the artist creates a link to the audience as a lot of people do go in and out of relationships making it very easy to relate to. 

For the next music video I was unable to embed the music video on to this blog however I have got the link for this music video by JLS, called 'The Club is Alive'.


http://www.youtube.com/watch?v=-w6cYoEu_P4&playnext=1&list=PL4A8FDA7C68A64F68&index=24

For this music video I will be analyzing the different Mise - en – Scene aspects. The first aspect I will be talking about is the location. The location to this JLS music video is based in a night club which is the perfect location for the song. The video is about the DJ and the dance floor and making the 'club alive'. From the start to the end of this music video the location is in a night club this means that the actual song itself is targeted to be played in clubs. The location helps show the name of the song which is 'the club is alive' as JLS are trying to say to the audience that the clubs they are visiting are always coming alive when they are present due to their appearance and style of dancing. I can relate this point back to the narrative of the song because the location helps give the audience a much better picture of what JLS are trying to portray as it is located in the perfect location for what the narrative of the song is about. Also the location also helps show the performance of JLS, this is because of all the dancing and singing which they are doing in the location. Finally this also helps show to the audience that the concept of the music video and the song is that any night club can come alive if they are there and also if the DJ is playing good music so as a result of this there message is that clubs come alive to the sound of music. 

I will now be talking about props and how they have made this music video successful. The evidence of the use of the props within this music video is the drink glasses, poles which are used for the dancers as well as this chairs and champagne that are used to set the scene. This helps show the meaning of the song and also helps portray the location of the video by showing the audience that the location is set in a nightclub. With the use of props within the music video it enables the audience to create a link between the band and how they are in real life without the cameras there. It allows consumers an insight of what they would be like in a club even if they were not famous which is why this video is so successful. The use of Mise-en-Scene shows the three conventions of a music video following Goodwin’s Theory. Firstly the performance element of the video shows JLS dancing and singing throughout the video which adds on the way they are seen through the audience’s eyes. As the location of the video is in a nightclub it helps portray the narrative of the song to the audience telling them the story of clubs being alive because of the sound of music. Finally these props also help relate to the fact that the concept of the song is that nightclubs always come alive because of the sound of music making consumers have a better idea about the lyrics in the song that relates to the music video. 

The next Mise-en-Scene factor that adds to the video is the different lighting effects used throughout. The evidence from the music video of lighting is the amount of low key lighting that is used throughout the video. As well as this there is only a few scenes where spot light effects are used which allows the audience a clearer view of the artists dancing and singing. By having this effect it also references the lighting effects found in a club. The lighting which is used in the video helps show off the location because it gives away that it is located in a nightclub due to the spot lights flashing on and off. As well as this nightclubs have always got low key lighting due to the stereotypical view of a dark room with flashing lights to portray a club like scene. I am able to relate this point back to the three elements of Goodwin’s Theory. Firstly the performance based element is portrayed throughout due to the different lighting effects shinning on the group as they are singing and dancing. Moreover the use of the lighting helps portray the narrative of the song showing that it is located in a nightclub and therefore creates a link between the song and the title, 'The Club is Alive'. Finally the concept of the music video is also shown through the lighting they have used because it gives away the concept of clubs becoming more exciting and alive with the sound of the music which is also some lyrics featured in the song. 

Colour is the next element that must be followed through correctly when going through the Mise-en-Scene aspects. The colour used throughout the music video varies from the location to their clothing to the lights and finally all of the props. As a result of this by the use of colour it portrays excitement and builds happiness of dancing and coming alive. As well as this the colour used portray what would be found in a typical nightclub making it more lifelike and less put together for a music video. By the amount of colour used throughout it enables the audience to relate back to Goodwin’s Theory and how each element is used within the video. Performance based elements come from the artist(s) who take part in the production of the music video. Secondly, a narrative based element allows the audience to be told a story leading them to follow what the music video is showing them. Then finally, a concept based element is also used from the title of the song which is ‘The Club is Alive’ this is portrayed throughout and is a phrase that is often used when a link is made to nightclubs.

The next factor I will be looking into are the costumes used throughout the video. Throughout the video a casual look is played upon and the artists as well as the backing dancers are all following the same sort of style. By doing this it shows the relaxed environment of a nightclub and what people on an everyday basis would go to clubs dressed like. This helps show that JLS are only going to a nightclub to have fun and enjoy themselves. As a result of this the costumes used portray a very casual look. By following the three points of Goodwin’s Theory the music video again follows the performance based concept due to the band taking part and playing a role throughout the music video. Secondly, the band are also following a narrative based element which shows them going into a club and having a good time while attracting attention from females. This shows a stereotypical view on what is expected to happen in nightclubs and works very well to portray this image. The final point from Goodwin’s Theory is that the music video follows a concept based element, this is done correctly as the title of the song is, ‘The Club is Alive’. In conclusion to this it is portraying the view that nightclubs come to life when music is being played and is correct when looking at it into perspective. The costumes featured in the video are also realistic which allows the audience to create a sufficient link with the artists.

Facial Expressions and Body Language is also a big element that needs to be thought out correctly in any case for a music video. Throughout this music video JLS portray a lot of body language which helps show the audience how close they are as friends as well as band mates. JLS do a lot of other things together apart from performing in front of millions of people and this is shown throughout the way they present themselves. Also there are a lot of facial expressions shown in the music video that portrays their excitement and it also shows that they are having a good time being who they are and following the mainstream perception. This explains a lot about the song which JLS are singing as it shows how they are all going out as friends, this helps the audience have an understanding of the level of communication they have as they are enjoying the party which is portrayed throughout their facial expressions and body language. The facial expressions used allow the audience to create a link between the performance based element of playing a role. As well as this it helps portray the narrative of the song by helping tell the story to the audience of it being about a nightclub and the music coming alive.

This last point can be related back to the three main conventions of Goodwin’s Theory because the performance based element is shown a lot while JLS are singing and dancing showing different positions as they move. Positioning is also very important as it allows a dance routine for example to flow correctly. Also this point relates back to the narrative element showing the audience where the video is located and also how the music in a club gets the club alive and gets people of their feet and dancing. Finally it also helps relate back to the concept of the music video which is that the club is alive with the sound of music because of all the dancing, singing which is going on. 

There are many different technical elements in all different music genres and the videos, firstly if it is a bands music video then the elements vary because they work all together as a team and do the same dance routines and also they have their own little parts where they either sing or dance alone. Whereas with a music video for an R&B artist the artist is the main attraction of the whole video because of the way in which the camera shots are taken and the way the positioning and

movements are shown. Music videos appeal to an audience by the way in which the conventions are used and the performance showing the dancing and singing throughout the videos as well as making them a lot more exciting and entertaining for the audience to watch, Also because of the narrative it is trying to tell the audience it gets more interesting for the audience and gives them that sort of understanding of the story in which the artists are trying to portray. Lastly the concept also helps appeal to the audience because of the way in which it is shown to the audience and the message it is trying to get across through the showing of the video. They also appeal to their target audience through these conventions because they need to become well known and also help sell the music video to their target audience. The audience can build a relationship with their audience by the eye contact they are using and also by the way in which they are portraying to get the crowd involved with the song and giving them the feeling to want to dance and sing. With the different genres of music videos for example listening to a love song and then the audience are building a relationship with the artist because the lyrics that may be sang are similar to what the audience watching are going through. I can use many different ideas depending on the music genre we decide to choose.