MUSIC VIDEO ANALYSIS | a2-media-studies

MUSIC VIDEO ANALYSIS & ANDREW GOODWINS THEORY

A music video is a short, moving image product shot for the express purpose of accompanying a pre-existing music track and usually in order to encourage sales of the music in another format. Andrew Goodwin supports this dictionary defenition by stating that a music video isn't primarily a commodity form but a promotional one. Music Video's are often how listeners associate artists with a song, by visualizing them. Similarly, if famous stars appear in music videos this can raise the profile of the song and increase its popularity. For instance Carly Rae Jepson's song, I really like you, had Tom Hanks acting in it and this got a phenomenal 62 million hits on YouTube! Music videos are categorised into three different typology's and these include type 1 - performance, type 2 - narrative and type 3 - concept/abstract. Type 1 - performance is where the band is performing their song and includes singing, dancing and playing their own instruments. This typology is normally relevant for rock, alternative or indie and is used to show the bands talents and skills. These are normally self managed, self taught , raw and original talent. Type 2 - narrative is a music video which is based around a story and has actors/actresses performing the story solely or alongside the artists. This typology is used to engage the audience and is usually used in songs which can be relatable for the audience; normally love songs and this is supported by stars including Taylor Swift and Katy Perry. The final typology; type 3 - concept/abstract is a video based around one idea or concept and includes abstract objects symbolising a particular idea or concept. It is used to open the audiences imagination and thinking to consider a more philosophical opinion. It is normally based around what the artist believes is important to portay.

If I were a boy was released in 2008 and is a type 2 - narrative typology and has Beyonce acting alongside two male actors, Eddie Goines and Ryan Locke. The music video coincides with the song lyrics and is saying how men and women are portrayed differently in relationships, how men don't understand womens feelings. There is a role reversal which occurs because Beyonce is presented in the male mindset and Eddie Goines in the female mindset and then in the final stage of the video, the role reverts back to stereotypes. It plays a story whereby Beyonce is getting overly friendly with Ryan Locke and Eddie Goines feels cheated on. It is relatable to women who are going through heartbreak and therefore this gains a wider audience because the song has a meaning which the audience can relate their situation to. It offers personal identity to the audience and this again attracts the audience. The use of the

BEYONCE - IF I WERE A BOY

close up's throughout the music video also shows emotions which are also relatable to the audience. The black and white filter is also dramatic because it looks low key and portrays a negative image.

Let her go was released in 2012 and is a type 1 - performance typology and shows Passenger performing the song alongside his band in front of an audience. He is also playing his guitar which adds to the stars raw talent and the song would fit the stereotypical indie genre. The close ups enable the audience to see the meaning and emotion behind the song in the artists NVC and facial expressions. This music video is very simple but still gained 653 million views on YouTube which is an extraordinary number of viewers. The video allows the audience to gather their own interpretation of the song and reflect on past experiences due to its simplicity. The audience also shows the stars talent because he is playing the guitar alongside his band who also sing the back up vocals.

PASSENGER - LET HER GO

LADY GAGA - YOU AND I

You and I is an example of type 3 - concept/abstract typology and this is the category which Lady Gaga generally appears in. Gaga challenges everyday stereotypes and in You and I she visualises supernatural creatures including mermaids, as well as being dress in very obscure costumes herself. There is nothing stereotypically relatable from the video to the audience and Gaga does this to suggest that normal doesn't exist and that being original can get you success. Gaga is one of the most outrageous artists which exist and has been explicit on numerous occassions and exaggerates that being normal isn't necessary and therefore gives the audience a role model who gives them an oppurtunity to be themselves and be happy as they are. The video got 81 million hits on YouTube and doesn't have a direct meaning to the song lyrics because it shows different

visions of 'You and I' and is therefore amplified and gives new layers of meaning to the song.

TAYLOR SWIFT - BAD BLOOD

Bad Blood is an example of type 2 - narrative typology and has the story of where two friends are close and then the unloyal friend stabs Taylor in the back and she comes back stronger than ever and has more truthful and loyal friends! It is illustrative because the music video has a literal interpretation of the lyrics and the video is relatable to anybody going through friendship issues, break ups or just trust issues. The music video also contains Taylor's real life celebrity friends including Ellie Goulding, Cara Delevigne, Jessica Alba and Selena Gomez. The use of the A List stars also attract a wider audience because fans of all the individual celebrities will want to watch the video to see the stars acting and performing. The video also got Vevo's most watched music video in 24 hours and got 20.1 million views in a day! The video engages emotion and pulls on the audiences heartstrings because

the audience can relate with their own personal experience; creating a personal relationshop with them and the artist.

Price Tag is an example of type 3 - concept/abstract typology because the meaning of the lyrics is that life isn't about the money you earn, it's about making the most of life and is immitating those who act like they're famous when they're just normal, everyday people! There is contradictory iconography used in the video where Jessie J says "its not about the money, money" whilst standing under a money tree. This contradiction shows that money tree's don't exist so it is suggesting to the audience that they should be obsessed with money and what expensive items they may own. 420 million YouTube hits reitterates that Jessie J's message of money not being the main concept of life is taken into consideration and considered.

JESSIE J - PRICE TAG

Music videos work around three key codes which are illustrative, amplification and contradictory. The illustrative concept is a literal interpretation of the lyrics which would make the song easier for the audience to understand. This concept also creates a relatable element for the audience if they can relate a personal situation with the artists song. The amplification concept adds new layers of meaning to a song, which allows the audience to contemplate the meaning of the song and discover a new meaning to the song. Finally, the contradictory concept poses a contradiction between the lyrics and the image being shown in the music video. The contradiction again allows the audience to challenge different concepts of the songs meaning and compare it to the video. The three different codes/concepts give the audience different feelings and different ways to interpret what they are viewing and apply it in alternative ways, sometimes to their everyday lives if inspiring.

In our music video we should definitely apply stereotypical codes and conventions that are used in successful music videos in order for it to look professional. However, we also need to be original because otherwise we are not showing our creativity, which is a vital element in the media industry. The contrast between high key and low key lighting depending on what is happening in the video would definitely be an effective way to portray emotion to the audience. Low key lighting can be used when the mood is lowered but when it's positive, high key lighting can be used and these basic but effective changes will easily show the audience what is happening. We plan on encorporating both performance and concept elements in our music video to show that we are using the stereotypical codes and conventions of a successful indie music video. We decided that using concept would be more appropriate than using narrative because it is less cliché and is still a convention but is used less than narrative. We are also going to base our music video around a broken relationship, however without the narrative because the audience will be assuming what is happening and have to make assumption as to the plot, but this should intrigue them and make them feel more invloved and allow personal identity and personal relationships to be discovered.

JESS GLYNNE - DONT BE SO HARD ON YOURSELF

Don't be so hard on yourself is a mix between type 1, performance, and type 2, narrative, because there are close ups and mid shots of Jess Glynne singing her songs in different settings. However there is also a narrative of a boy who looks like he has lost his father and moved away with his mother and is struggling to settle in. He then learns how to play the drums and is then accepted. This narrative portrays a message to the audience and suggests that even if you are going through a struggle, you can get through it and this is a positive message. Coinciding with this is the shots where Jess Glynne is singing and this reitterates the message to the audience and makes a personal relationship between the audience and the artist.

TINIE TEMPAH - WRITTEN IN THE STARS

Written in the stars is a combination of type 1 performance and type 2 narrative. There are low angle shots of Tinie Tempah standing on top of a building and there shots are to suggest that he is not longer the 'kid that nobody cares about.' Therefore the song is promoting a positive image to thousands of young people, saying that anybody can be successful. There are also panning, long shots of Eric Turner playing the piano which is incorporated to present his talent of playing instruments as well as singing. Additionally there is a narrative of a young boy who has a tough life and gets bullied, who then turns out to be successful. The narrative is presenting Tinie Tempah's childhood because the low angle shots are on the same building and therefore the performance and narrative coincide.

WIZ KHALIFA - SEE YOU AGAIN

See you again is a combination between type one performance and type two narrative. There are long shots and close ups of Wiz Khalifa and Charlie Puth performing, alongside shots from Fast and Furious which are there to show the story of Paul Walkers life throughout fast and furious as a tribute to him following his death. They are slow paced shots of the two singers performing however the montage of different shots which are the narrative and much faster paced to reitterate the success Paul Walker had before his death and the close relationship between him and his friends. The song itself is also challenging stereotypes of which genre artists perform together. It is becoming more typical to see rap artists performing with pop singers and this widens the target audience which a particular song can appeal to.

TAYLOR SWIFT - SHAKE IT OFF

Shake it off is a type one, performance music video and shows Taylor Swift singing her song whilst also highlighting an important message which coincides with a type three, concept, music video. "Music in my mind saying it's gonna be alright." This quote from the music video is suggesting that even if you're having a bad time, it's going to get better and so the message being portrayed is positive. This music video is very different to her first music video 'Love Story' and it seems as though she has evolved from a young, innocent teenager to a grown woman with a wider perpective on the world. Additionally, she has matured yet again in her most recent music videos, Bad Blood and Wildest Dreams. This supports Richard Dyer's Star Theory because she has grown with her fans and they accept and appreciate that. This means that there hasn't been any radical changes

which may have disrupted her fanbase. Taylor has a wide target audience, however her main fanbase is young girls. Shake it off also supports the 'male gaze' theory because eventhough it isn't a sexualised video, there are shots where she is wearing revealing clothes and this would automatically attract a male audience. Similarly, in Taylor's Love Story music video, male gaze isn't put into practice whatsoever, she looks so innocent wearing a white wedding dress with her blonde hair curled and tied back. Whereas in her bad blood video, male gaze is defintely used because Taylor and the gang of other females, all wear tight black outfits which represent danger and sexual appeal. The gradual maturity of Taylor therefore allowed her fanbase to mature with her at a gradual pace. This is different to Miley Cyrus who went from being Hannah Montanna, an innocent, youthful, popstar to Miley Cyrus who was half naked in her music videos, as well as swinging on a swinging boulder. The longevity of Miley Cyrus was shattered, however this has not happened to Taylor Swift. Richard Dyer also says that there are common values of a pop star and these include sexual magnetism, youthfulness and creativity/talent and these are three categories which the music video fits into, in perspective. Taylor Swift is also presented as ordinary and extraordinary in Shake it off. she is ordinary when she cannot dance like the professional dancers and this creates a parody which is comical and shows the audience that she doesn't take herself too seriosuly. Dyer's star theory also states that the star is both present and absent in our lives. For instance there are ordinary people wearing casual clothing dancing with her at the end of the music video and this makes the audience feel as though they are present in their life. Contradicting this is the fact that Taylor is absent from our lives because she is performing in a music video, surrounded by professional dancers and performers and this reitterates that she is a star and isn't an everyday person like the rest of the world. However, the lack of reality creates a personal relationship between the audience and the star and also allows surveillance to take place because the audience enjoy following Taylor. The high key lighting which is present throughout the music video reitterates the positive message which is being spread and this coincides with the montage of close ups and mid shots of smiling faces from both Taylor and the ordinary people.

MUSIC VIDEO ANALYSIS BASED ON OUR GIVEN GENRE - INDIE POP

GABRIELLE APLIN - THE POWER OF LOVE

23RD SEPTEMBER 2015

The power of love is a performance based music video and is based around Gabrielle Aplin singing her song whilst playing the piano. The point of having a performance based video is to broadcast her talent and show the rawness of her because she hasn't been changed or modified by the media, which is very rare. The first twenty-two seconds of the music video was establishing shots of an old fashioned, abandoned house. This is to create an atmosphere for the audience and creates mystery for them. The old fashioned house is falling apart gracefully and eventhough it is slowly becoming ruined, there's a distinct beauty of the place and this creates a minor link between the old fashioned house falling apart and old fashioned romance

falling apart, which is a sad reality and amplifies the meaning of the song. Throughout the song there are extreme close ups of Gabrielle's lips and hands and this is to amplify her talent. The extreme close up of her lips exaggerates the fact that she is singing the song and the extreme close up of her hands shows that she has the talent of playing a piano. This emphasises the rawness of her talent and shows that she is the real star of her music, she isn't a fake musician making money, she actually does have a talent. 2:04 minutes into the song, there is a focus pull which makes the back wall look as though it is closing in on Gabrielle and this suggests that love closes in on all of us at some point and we can't help it. It is as though she is trying to escape from love but it it slowly but surely catching up with her. This looks really effective and also briefly disorientates the audience because the wall isn't actually closing in on her, it is purely edited to give the illusion of the given effect. There are also numerous close ups of the singer songwriter and this is to show the feelings and emotions she feels about the song and this creates a personal relationship between the artist and the audience because they can relate to her feelings. Similarly this can create security for the audience because it reassures them that they are not the only people going through the confusing feelings of love. 3:30 minutes, towards the end of the song, there is tracking in a backwards motion, which reveals more of the setting. The setting is of the piano and an old fashioned, ruined room with Gabrielle's back towards the camera. This divulges a long shot of the star playing the piano and suggests that she doesn't need any other musicians or singers to assist with the song because she can do it independently. This again emphasises her talent and makes the audience feel proud of her achievements.

There is also direct address from the artist to the audience at 3:25 as she looks down the camera and says "Make love your goal." The direct address puts emphasis on the words and amplifies the whole meaning of the song and the importance of love. The whole song is about love and how powerful it is and how you don't find love, it finds you. This again creates a personal relationship between the audience and the artist and it is though she is giving us a command to find love. Throughout the video natural lighting is used, however the lighting is a mix of low key and high key. When there are shots of windows in a dark room it is relatively high key, however when there is no window lighting, the shot is relatively low key. This suggests that love has brighter and darker parts but that is what makes love so special. On the other hand, at 3:30 there are fair lights, which come on as the song crescendo’s and this again amplifies the meaning of the song because it sounds much grander and has more meaning. The music video is mainly slow paced editing and this fits the slow tempo of the song. It makes the song seem very peaceful and calming instead of being abrupt and over the top; this emphasises the purity of love and amplifies the song. Throughout the music video there is cross cutting from close ups, mid shots or long shots of Gabrielle Aplin, to establishing shots of the deserted house. This suggests that the love is built around a home and this cretes stability, but once it is ruined, it continues to decay unless someone tries to fix it or save it. Additionally suggesting that the artist has experienced failed love and doesn't want the audience to feel this way. The final shot is an extreme long shot of Gabrielle Aplin playing her piano with the fairy lights and it looks really picturesque and beautiful and it then slowly fades out. The effect of this on the audience is that it suggests a light at the end of the tunnel, which shows beauty in love and so the final message is a positive one and overrules that love is indeed beautiful.

COLDPLAY - FIX YOU

24TH SEPTEMBER 2015

'Fix You' is a performance based music video which is performed by Coldplay. The initial shot was an establishing shot of an undercarriage and then Chris begins to walk towards the camera in slow motion. The slow motion editing technique over exaggerates the sadness of the song, even though it does have a positive outcome. Up until 2:38 there is tracking of Chris as he is walking around the urban setting which is a relatable surrounding for many people, which means that a wide target audience should be able to relate to the music video. The majority of the lighting is low key and this therefore adds to the subdude mood of the video. The song is about someone being heartbroken and then another person coming along and 'fixing' their heart. As the song develops and the setting changes from urban to a live stage, there are numerous long shots of the

musicians performing and playing their different instruments and this is to show off their talents to the audience, so they know that they aren't a fabricated band who aren't actually musicians. In the competitive music industry it is difficult to prove that a band is original and hasn't been adapted to fit a specification. Therefore by performing their song, Coldplay are proving that they deserve their space in the music industry. There are also close ups of the artists performing their songs and this exaggerates the emotion, which the artist is feeling and this is then reciprocated to the audience and they then understand how much the song means to the aritst. Regardless of the slow paced editing, there is still an element of fast paced editing from 1:30 - 1:37 and it cuts from a Long shot of Chris, to a mid shot, to a close up, to a mid shot, then a close up and then a long shot. The montage of different cuts allows the audience to see the emotion, body language, as well as the setting, all in a close proximity. This is very effective against the remainder of the slow paced editing. There are also cross cuts of Chris playing with fire and this amplifies the meaning between the song and the video. It links to the 'fixing you' as though he's playing with fire because fixing someone can go one of two ways; positively or negatively. Playing with fire generally always ends in disaster and therefore in this sense it shows that fixing someone involves taking a risk. On the other hand, after 2:40 minutes, the cuts turn fro slow paced to fast paced and this amplifies the song because the tempo speeds up, and coincidingly so do the cuts. The change from slow paced to fast paced has a seperate meaning from just the increased tempo. It also suggests that when someone begins fixing you they are unresponsive and everything is quite dull, but once you begin to open up, it all becomes a bit brighter and happier and the mood of the song reflects this.

The whole song is natural lighting, however the natural lighting is low key and this reflects the indie/pop genre which the song fits. Many indie/pop songs are shot in natural lighting to suggest that it isn't about the music video, but it is mainly about the message, which is being portrayed and the musicians involved. They are not so much about telling a story, but letting the song tell its own story.

The first six seconds of the music video is silent and this adds enigma and mystery to the music video because the audience doesn't know what is going to happen. Even though a typical audience thrives on mystery, it is unusual for an indie/pop music video to do this, it is typically a convention of a thriller film opening. However, the lack of sound at the beginning could be for the audience to reflect on what they think may happen in the music video and what the song may be about and how it may relate to them as a viewer. At 2:40 minutes Chris appears on stage and the video then goes from a really basic performance without any musicians, to the whole of Coldplay performing in front of a concert and this exaggerates the popularity of the band and their success. Finally, all of the musicians and singers wear black and have no fancy hairstyles or make up on and this seems to be a typical convention throughout all indie/pop music videos.

KATE NASH - FOUNDATIONS

28TH SEPTEMBER 2015

Foundations is a performance and narrative based music video because there are shots of her performing, coincidingly there is an underlying message being shown throughout, through a narrative. The first five seconds of the music video has different shots of stationary objects including socks, two toothbrushes and shoes. This sets the setting as a home and shows the intimacy of the relationship that is going to be shown. There are numerous close ups of Kate performing her song and this shows her talent and the fact that she is the main singer of the song. In addition to this, there is a close up of the couple holding hands and then in the same shot, they begin to release the hold of each others hand. This shows that the couple are obviosuly going through troubles and their closeness is fading away. Similarly,

there is a close up of the couples feet as they are laying side by side in bed and she looks as though she is trying to push him away from her; again as though she is trying to be close to him but she's struggling. 33 seconds into the music video there is a long take of Kate in her kitchen, which is full of flowers and plants. She then walks over to the fridge and opens it up, revealing a load of beers, which is contrastingly very manly. This shows a contrast between male and female stereotypes, which is recognisable to the audience due to its relatability to real life. This shot lasts seven seconds and the length of the shot emphasises the importance of stereotypes to the audience. In addition to this there are cross cuts from the couple laying in bed to close ups of her performing her song. The use of cross cutting shows a gradual seperation of the couple laying in bed, which suggests hesitation from the female character and her uncertainty about the relationship. This makes the sequence of shots much more effective and instilled in the audiences mind. The majority of the cuts are neither slow paced nor fast paced, they are all a relatively normal speed and this allows the everyday life of a normal relationship to be portrayed; especially the bits, which annoy those in a relationship. 3:12 minutes there is a focus pull on the male character and this suggests that the male character is on the females mind, there is a shift of importance from the female to the male.

1:09 minutes into the music video, the part of socks laying on the floor tie up together and 2:45 minutes into the video the watched intertwine. Additionally, 3:15 minutes in, the toothbrushes turn around and face each other. These different cuts are all metaphorical and are meant to represent the couple but as inanimate objects. This is also effective because it it satirical and suggests that even the individuals belongings are turning against each other and it's a powerful message being portrayed. In addition to the metaphorical watches getting closer, the lyrics which are amplified at this point are "I know I should forget but I can't." This suggests to the audience that she tries to leave and forget but she gets dragged back into the relationship and this is a relatable message, which many women can relate to; adding the element of personal relationships and surveillance into the music video. The audience want to keep watching until the end to find out what she finally decides to do. Finally at 3:25 minutes the metaphors explain themselves with the watches becomes unattached, the toothbrushes facing away from each other and the socks untangle. This suggests to the audience that what is happening to the inanimate objects is going to happen to the characters too.

Throughout the music video natural, high key lighting is used and this is whilst the relationship is still in progress and then at the end of the music video, low key lighting is used and this is the part of the narrative where the female finally leaves the male. Even though it is positive for her, there is still an element of sadness and therefore the low key lighting amplifies the overall meaning of the song. However throughout the music video, bright colours are used and Kate wears yellow, which has connotations of happiness and cheerfullness. This suggests to the audience that she doesn't really mind that her relationship is coming to an end because everytime she tries to salvage it, it just gets ruined again. This is reitterated by the lyrics "Everytime that your upset and I smile." On the other hand, whilst they are laying bed and their feet are sticking out of the end of the bed, the artist is wearing red nail polish, which has connotations to danger and passion and this suggests to the audience that she enjoys the danger. Finally, the last shot is a close up of a door with a poster, which reads "don't fall for this" and this suggests to the audience that they shouldn't fall for stupidity or lies. It is an empowering song to women because it exaggerates the fact that holding onto foundations can be pointless if they constantly break.

ELLIE GOULDING - HOW LONG WILL I LOVE YOU

30TH SEPTEMBER 2015

How long will I love you is a performance and narrative based music video, which shows Ellie performing her song whilst playing out a love story throughout. The first ten seconds of the music video is credits, which outline who is in the music video, who directed it and the camera phone, which it was shot on. The black sans serif font stands out against the plain white background and this makes the writing the most important element to the shot, which makes the audience compelled to watch it. This shot then fades into a close up of Ellie Goulding's hands whilst she is playing the piano. This shot shows off her talent of playing the guitar and this is refreshing for the audience because many artists have a back up band, however she is doing it all by herself.

This then cuts to a long shot of the back of Ellie Goulding whilst she is playing her piano and this then cuts to a side, mid shot of the star and this then reveals her true body language and facial expression, and this is 19 seconds into the song. This creates a slight mystery because the audience are unaware of how the star is feeling or what she looks like (unless they are familiar with the artist). However, as the mid, side shot of Ellie is occuring, her partner walks through the door and this cuts to a close up of him and a shot reverse shot takes place. from a close up to him, a close up of her and then back to a close up of him. When the close up of Ellie takes place,she looks as though she is giving a half-hearted smile and then the cut back to her boyfriend suggests that he is going to cheer her up. This is a stereotypical convention of relationships because when either partner is sad, it's the other partners responsibility to cheer them up. Therefore this shot it relatable to the audience and allows a personal relationship to be built between the audience and the characters. 0:24 seconds into the music video, there is a mid shot, landscaped shot of the male character and this allowed the left side of the shot to focus on the male and the right side of the shot to focus on the words written on the doorframe. "We like the hearts that go BOOM." These words suggest to the audience that the couple are in love and we see these words whilst there are no lyrics and so we can infer that the song will indeed be about love. In addition to this, the flat, which they are living in, looks quite untidy and not pristine, which is another stereotype of young couples living in the city. This again makes the video relatable to a young audience, as well as an older audience because they can reminisce about their young love. This makes the audience create personal relationships with the artist because they can relate, as well as surveillance taking place because the audience want to see the couple stay together and therefore watch the video until the end.

This then cross cuts to a two shot of the couple in the car and they both look much happier and this suggests to the audience that relationships create happiness within one and other; therefore portraying a positive message to the audience. A high angle shot is used in the car to show the open top car and the retro interior of the car; suggesting that it is more special than an everyday car. This again suggests to the audience that the couple have special things, which are theirs to share and this shows the love that they share. The whole video is shot in high key lighting and this amplifies the happiness of the song, which suggests that they should love each other forever. 0:42 seconds into the music video, there is a cross cut from natural, high key lighting, to a black and white effect where Ellie is performing her song. The shot is a long shot and shows the audience the star playing her guitar whilst singing her song. The different lighting clearly distinguishes between performance and narrative and this makes the music video clearer and easier to understand. There is the a cross cut to 0:52 seconds into the music video, there is a close up of the male characters hands and this then straight cuts to a two shot of the couple, and then straight cuts to a close up of the females phone and this reveals the message from her partner. This then jump cuts to a mid shot of Ellie Goulding smiling at her partner and this is an eyeline match because it is as though the camera is in the eyes of the male actor. This looks effective because it is as though the male character is admiring the female and this reitterates the love within the relationship. A shot reverse shot also takes place in the music video as there is a close up of Ellie walking towards someone, then a close up of the old man she is walking to and then a two shot of Ellie kissing the old man. This shows the anticipation because we have no idea who the artist is walking toward, or what she is going to do by the shocked expression on the males face. The two shot then reveals the mystery and everything becomes clear to the audience again; eventhough we are unaware as to why she has just kissed an old man whose wife is stood right next to him.

2:20 minutes into the music video, there is a long take of the couple, which is a two shot. The two shot is also a mid shot and allows the audience to see the couples body language and facial expressions all in one shot. This is effective because we can clearly see how relaxed the couple are around each other, this allows the audience to relate with the on-screen actors because they clearly recognise personal relationships and this allows the audience to feel as though they have experienced similar feelings to the star.

The music video also relates to Richard Dyer's paradox of the star because in the music video she is 'both ordinary and extraordinary.' She is ordinary in the sense that she is in love and this is relatable to millions of people around the world and this allows personal identity to be found and also personal relationships, which creates a connection with audience, making the video relatable to everyday. Similarly, the music video may offer diversion from everyday life, due to the 'perfect relationship' being portrayed in the music video. However, Ellie is also extraordinary because she is a popstar and this is visible during the shots where she is playing her guitar and performing her song. This isn't relatable to many people, which makes her extraordinary. Regardless of this, the audience do not mind because she is still presented as ordinary in the music video. Similarly, Ellie is also present but absent at the same time because we discuss what she is doing and what she is wearing as though we are in close contact with her. However she is also absent because we do not actually know her and this is the reality of stars. Regardless of this, the audience still build personal relationships with the star because they like to be like her and to be seen as going through something similar to her.

Finally, there is also a long, two shot towards the end of the music video and it is of an older couple looking lovingly at each other and then kissing. This then cuts back to a two shot of Ellie Goulding and her partner and this shows reflection and it's as though they are looking towards the future as a couple, due to the eye line match of the shot. This creates surveillance because the audience wonder whether the couple will make it to that age together, but due to the music video coming to a close, the audience will never know and this is enigmatic.

FLORENCE AND THE MACHINE

SHAKE IT OUT

1ST OCTOBER 2015

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ED SHEERAN - YOU NEED ME, I DON'T NEED YOU

7TH OCTOBER 2015

Ed Sheeran is a worldwide phenomenon who only became recognised in recent years. He has become friends with major stars including Taylor Swift, Niall Horan and Courtney Cox. His song 'You need me, I don't need you' is about his refusal to conform by the music industry. He was told he had to dye his ginger hair and change his musical styles in order to succeed. This song was therefore him challenging the music industry and saying how they need him to make money, he can find someone else to sign him. Matthew Morgan is the main sign lyric dancer in the music video and this makes the music video a concept and performance based video because the video doesn't particularly have a narrative but the young boy is performing, showing a talent.

For the first three seconds of the music video, there is a spotlight, which gradually increases in size and reveals Matthew Morgan who does the lyric signing. This then cross cuts to a close up of Ed's guitar and him playing it, however we only see the guitar and his hand, not above his mid-drift or below his hips. The cross-cutting between the two different performers happen for the first ten seconds of the music video and this is to suggest to the audience that they are the two key performers in the video. Thirteen seconds into the music video there is an extreme close-up of Matthew's eyes, nose and top lip and the shot is slightlyhigh angle, as though the camera is looking down on him. This makes him look vulnerable even-though he also looks quite fierce and strong. The juxtaposed representation of the boy suggests that he acts strong but is alos vulnerable and this is shadowing Ed's initial representation into the music business; due to his quirqy looks. This then jump cuts to a mid shot of the boy and the camera gradually gets closer to the boy and this is during the first couple of lines of the song. This amplifies the song because the song is just getting started and doesn't require any fast paced cuts until the song gets faster in tempo. In addition to this, three minutes and four seconds into the music video there is a mid shot of a boy standing in a choir boy costume and this mid shot is shown as Ed sings "I’m still a choir boy in a Fenchurch tee" and the lyrics coincided with the mid shot of the choir boy amplifies the song and makes Ed seem as though he was once innocent. Being apart of a choir suggests purity and innocence, which aren't two representations that would normally be considered for Ed Sheeran, however with the black and white filter this suggests that the music industry ruined his innocence.

The jump cuts additionally amplify the music video because they happen whenever the beat intensifies in the music video and this makes each cut stand out amongst the other cuts. It also amplifies the song as a whole due to the black and white filter because the black and white intensifies the whole music video and makes it more dramatic. The black and white also creates an enigmatic atmosphere because it is implicit and minimises what the audience can see. The setting is also unfurnished and this allows the audience to solely focus on the artist/character who is on the screen at the current time, which means there is only a shift of importance when the cut jumps to a different, individual artist. The fact that all of the artists/act are allowed their own individual shot suggests that Ed finds all artists individual and equally as important as the others. No artist is better than another, they simply showcase different talents and skills. One minute and fourty-three seconds into the music video, the first abstract prop is shown and it is a small buddha sculpture, which doesn't fit the theme of the music video, which is performance based. This shows the audience that the music video is also concept and the whole point of the abstract prop is to get the audience confused and questioning its appearance. This therefore makes the music video rememberable, which increases its popularity. Towards the middle of the music video there are cross cuts from Matthew to other dance performers and this again shows that many different people have talents and their talents are all original and Ed is trying to encourage originality and suggesting that you don't have to conforom to the stereotypical 'success 'criteria.' However, they are all performing in the same setting, which suggests that everybody has the same platform and oppurtunities, it's just how you use the chances you're given.

Even-though there is a black and white filter on the music video, the audience can still identify the low key and the high key lighting. The difference between the high key and the low key lighting shows the amplification of the beat and tempo of the song, with the video. When the tempo or beat increases suddenly, it goes high key and then low key relatively quickly and this looks really effective. The lyrics "You need me man, I don't need you" are amplified because Matthew Morgan points down the camera as though he is directly addressing the record company that Ed Sheeran is referring to. This is effective because a 'finger point' is seen as passively aggressive because it isn't violent but signals tension between people. This therefore exaggerates the fact that Ed is very passionate about his raw talent and doesn't feel the need to conform to change. Direct address is regularly used thoughout the music video when Matthew Morgan looks down the camera when he is signing the lyrics and this looks quite intimidating, especially with the black and white filter, which is used. The initmidating look suggests to the audience that the record label shouldn't have crossed Ed because he may not look intimidating, but he can definitely hold his own and will be successful without them.

Overall, I personally wouldn't use black and white throughout the whole of my music video, however using it to go back in time may look effective and clearly distinguish between the past, present and future. In addition to this, I think amplifying the lyrics with what is happening on screen looks effective and I would therefore like to incorporate it into our music video. However, I find the concept element of the music video slightly bizzarre and would therefore rather focus on a narrative and performance based music video.

ONE REPUBLIC - COUNTING STARS

8TH OCTOBER 2015

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THE KILLERS - WHEN YOU WERE YOUNG

OCTOBER 12TH 2015

The Killers are an American indie-rock band who formed in 2001 and have released six albums since their formation and sold around 22 million albums worldwide. The music video is based around a couple who are in a relationship but obviously have their ups and downs and the male cheats on his partner. Cross cuts are commonly used because the cuts are not in chronological order. This creates intensity because the audience want to keep watching to see what is going to happen to the couple. It also creates an unsettling atmosphere because it isn't in chronological order and this keeps the audience intrigued and interested in the music video. It also prevents the audience from

guessing the next cut because of the cross cutting; eventhough the audience can probably guess what will happen as the video progresses. The first 0:45 seconds of the music video have no lyrics and have a lot of establishing shots and close ups to build the setting of the music video and also create emotion between the characters. The male and female character both look quite distressed and upset and this creates engima because the audience are unaware of what has happened. 1:27 minutes into the music video, the guitar instrumental begins and the audience realise that the song is about to begin and the cuts begin to increase.

Camerawork

0:35 seconds into the music video there is an extreme, establishing long shot and this is used to show the femals vulnerability because she is at the top of the mountain with a sheer drop. In addition to this, the previous cuts add suspense to this because she looks distressed and emotional and seeing the height she is standing at, with the sheer drop in front of her, this makes her actions unpredictable and this makes the audience uneasy and also slightly concerned for the character. In contrast to this, 2:16 minutes into the music video there is a two shot of the couple, which is also an establishing shot and the juxtaposition between the two shots suggest that the music video has gone back to the past tense and that the remainder of the music video will explain the beginning of the music video. The two shot shows the couple looking loved up and happy and as though they are on top of the world due to them standing at the top of the church, with the mountainous backdrop. This suggests to the audience that they are oblivious to the rest of the world and this is emphasised by the two shot. 2:43 minutes into the music video there is a close up of the female who is being cheated on as she has just seen her partner in bed with another woman. As the shot is slightly longer, the female walks backwards and knocks a picture of her and her partner off of the wall and this suggests to the audience that their relationship is falling apart around them. Just before this shot there is an over the shoulder shot of over the females shoulder, as she is looking in the mirror, which reflects an image her partner cheating on her. This shows the females point of view, which exaggerates the heartbreak and emotion she is feeling because it is as though we are witnessing it too. This is effective and creates a stronger sense of emotion because we can see the shock in the males face and the upset in the females and this makes the audience feel emotional also. 15 seconds after the initial close up of the female, as she runs out of her house, there is another close up of her, however the lighting is no longer low key, but high key and this suggests to the audience that her world isn't over, if she is out of the relationship she can start again and be happier. 3:08 minutes into the music video there is a close up of the female looking over her shoulder, looking back at her home and there is then cross cuts back to her wedding day and then back to her crying. This amplifies the emotion because we can see how happy the female was, and now how upset she is. This makes the audience feel sorry for her and create a personal relationship with the female, especially if they have gone through a similar ordeal. Similairy, surveillance is created because the audience wants to continue to watch to find out how she deals with the situtation. Personal identity can also be discovered in the music video because if someone has experienced what the character has, they can now relate to the song and the ideal man who they wished they could have met.

Editing

0:45 seconds into the music video there is a mid shot of the female leaning up against a cross and this suggests to the audience that the song will have elements of Religion in it. There is then a cut to a montage of flashbacks including her husband cheating on her as well as Religious symbols, which suggests that what has happened is going against her vows and she is wondering why God has let such destruction happen to her. This then straight cuts to two mid shots of her husband climbing through the mountains as though he is looking for his wife. This then cross cuts to a mid shot of his wifes waist and below and we can see that she has her hands clenched like fists and this suggests that she is infuriated. From the ensemble of these shots, the audience can infer that the male has done something wrong because it is as though he is trying to find her and she is extremely upset. The shots then speed up and there are more cross cuts of the male and the female and this then results in a two shot, which slowly pans outwards to an extreme long shot and intensifies the shot. There is then an extreme close up of the female and this shows the emotion on her face, especially in her eyes and the audience therefore sympathise with her. There is then a close up, two shot of the couple and this shows their closeness and the love they do have for each other. 2:37 minutes into the music video there are cross cuts from the man cheating on his wife, back to his wife and this creates intensity because the audience can see both characters points of view and sympathise with the female because she is witnessing her husband sleeping with another woman and the lyrics "when you were young" are repeated throughout this sequence of cuts and this suggests to the audience that men make mistakes due to their human nature and their immaturity, especially when they are younger because they don't realise what they have. The corss cuts, which appear before the male is cheating builds suspense because his wife is getting closer and closer and this creates an intense atmosphere because the audience knows what is going to happen, but the characters do not. This makes the audience seem superior because they know something that the characters don't know. 3:37 minutes towards the end of the music video, there is a shot reverse shot of the couple before the cheating and this shows the lust that the male feels towards the female and due to the extreme close ups of her body parts and the extreme close ups of the man biting his lips and looking at her, this suggests that he finds her sexually attractive too and this creates a personal connection between the two characters and it feels quite intimate between the audience and the characters; creating a personal relationship.

Mise en Scene

All of the shots have an old fashioned lense look, which looks like a sepia effect has been used. This makes the video looks slightly older and imperfect, which reitterates the vulnerability of the relationship. The female in the relationship wears white throughout the music video and this exaggerates her innocence and vulnerability. Whereas the female who her husband is cheating with wears red and this suggests that he likes danger but that she is very passionate and determined to ruin their marriage and this is exaggerated when she pulls his head closer when the wife walks in the room. This adds to the sympathy felt towards the wife due to her innocence and purity. When the band are performing the cuts are normally low key lighting and this adds to the dull and disappointed mood of the music video. If it was high key lighting, this would contradict the rest of the music video, therefore the low key lighting supports the theme of the music video. When there is the cheating in the music video, the low key lighting is intense and creates an implicit view for the audience and allows the audience to focus on the male cheating and not look at the surroundings, this highlights the important element of the cut. However, when the female runs outside, it is high key lighting and this suggests that she has broken free from the heartbreak and disappointment and makes the audience feel a sense of hope for the character.

Sound

The first forty five seconds of the music video has a strong natural sound of wind blowing and this creates atmosphere, especially with the occasional heartbeat running through the music video. This creates intensity because it is such a pounding sound and immitates the heartbeat of one of the characters; especially due to the rarity of it, which suggests the heart is beating slowly. Thirty-two seconds into the music video there is the sound of chimes and this is more relaxing and peaceful, which reduces the intensity of the music video. Thirteen seconds after this, the lyrics begin and they have no backbeat, just the return of the heartbeat sound and blowing wind, which creates intensity again. 1:27 minutes into the music the guitar begins and this suggests to the audience that the music video is about to begin. Therefore, there is around 1:30 minutes before the song actually begins and this is a common convention for the Killers music videos and therefore they are sticking to their convention, which creates originality. 2:53 minutes into the music video when the cheating has been exposed the sound goes from crescendo to dimminuendo and this intensifies the mood due to the reduced instrumental being played in the cut. However, after around ten seconds, it goes crescendo again and the pace of the cuts speed up and this is to highlight all of the couples good times. 4:54 minutes into the music video the pace of the music video slows down and this amplifies the music video because the crisis has been dealt with and the issues have been resolved, therefore the anticipation is no longer required. The slow pace gradually comes to an end. This is satisfying for the audience because they can clearly see the rollercoaster of the relationship and then the end result and that is a convention the audience enjoy.