Rock style of music video
Genre
The video is clearly placed in the rock genre, with a lot of the shots of life on tour, the 'jet-set' lifestyle guitar playing silhouetted against harsh stage lighting and huge crowds at stadium concerts. The use of muted colours and sepia tone is recognizable as a generic convention of rock, but also because the band they clothes, the style of hair and tattooed are convention of this music style.
Audience
The target audience for this video would be the people who enjoy listening to Rock style. It would be also targeted to people that can relate to the narrative in the music video. Another target audience would be the fans, either of the artists in the video.
The lyrics are sad, and with the visuals of the lead singer in black and white close-up, there is plenty of opportunity to develop a personal relationship by empathizing with the lead character. Also, audiences might get personal identity through comparing their own situations with those in the song.
Representation
The band's image in this music video centers mainly around the lead singer, Caleb, who sings to camera in close-up, with a tortured, soulful experience. The shots of him alone are cross-cut against very busy shots to emphasizes his feelings of loneliness. There are also the shot of the band lounging around a hotel room overlooking high-rise buildings at night signifies their jet-setting lifestyle. As you can see, it's a very male-oriented video (the only woman is in brief shots that suggest she is the subject of the singer's sorrow). They are represented as being successful and busy, and as people enjoying what they do, where the director used a lot of shots of band laughing together and hugging after a successful concert. What I like about this music video is that there is a spirit of teamwork and of them being a unit.
Analysis
Opening shot is a wide shot of dark hotel room overlooking the city, with the band members sprawled over the chairs which sets the tone and gives the audience an understanding of the narrative. Then we see a montage of shots that gives the impression of travel and cities as the director used the established shots of the aerial tracking top-shots, the plane, the W/S of the motorway, where director has also combined with shots of band members getting out of tour buses. The director used camera technique such as: slow cross-dissolves from the lead singer's, close-up to spend-up shots of headlights on a motorway place, this lonely character inside the more fast-paced action too. Also, fast-paced editing keeps the audience engaged.
Institutions
The Kings of Lean is signed with RCA records, and this song has peaked at No. 1 on the Hot Modern Rock Tracks chart. The band has also signed to Sony Music. They has won a Grammy Award, and been nominated for NME Awards, Q Awards, MTV Awards and several others. They headline music festivals globally, and their concerts are instant sell-outs. They have launched a fashion range, and have appeared on the cover of QMagazine, NME and Esquire. As a commodity, the band is hugely valuable to Sony because of the huge following it has.
R&B Soul/Pop style of music video
Genre
The video is clearly placed in the R&B/Pop genre. Starts with famous hip-hop rapper Snoop Dogg, rapping his lines, which suggests the hip-hop in the video. The video is sexy, and very attractive for the male audience, as there's minimal clothing for the females. We can see there, sexy stripper dancing, using dancing rail to convey their sexy and very attractive look.
Audience
The target audience for this music video is more for the male. As the artists in the video are not wearing much clothing on, which attract the male gaze. However, if you look at a more wider targeted audience, then it would seem that the people that enjoy the genre of music will also enjoy the music video as it's match with the lyric of the song. Therefore, they will watch is as they can see their favorite artists together and in the same video clip.
Representation
The protagonist singer, Nicole Scherzinger, we can see her dance skills in the second verse, where she used a black chair as a prop. Then we can see, on the chorus, five additional chairs appears in the scene, and five of the members of the group suddenly appear as well, and the dance continue with Nicole.
The Pussycat Doll are dressed in suggestive, sexy black outfits/costumes, progress through the video performing a striptease, which is aimed for the male gaze.
Snoop Dogg's clothing in the video is a convention of a Hip-Hop and R&B music video, because he's wearing a black hoody and a cap, which is traditional in Hip-Hop culture, to have your name on every accessory such as: jewellery, car etc, clothes. What I like about this video is that even thought, director has used the same idea of 'showing off' , it's still look decent on girls, and it's match with the lyrics of the song as well as the dance/choreography.
Institution
The Pussycat Dolls are signed on the record labels Polydor, A&M, Interscope which are the subsidiaries of Universal Music Group.
The video is admired by a lot of the audience, because the group is already famous and well-known but then they have the video featuring Snoop Dogg, which will allow his fans to watch the video as well.
On 'Youtube' the music video has been viewed 53,247,760 times and still growing day by day.
The music channels that plays this video would be MTV, MTV BASE, KISS. This would be because these are the channels that are known world-wide and is the most viewed than any other music channel. Also, these channels are most suited for genre of music.
Heavy Metal style of music video
Genre
The video is clearly placed in the heavy Metal/ Rock/ Alternative genre,with the shots of band singing on the stage, where we can see the stage lighting and huge crowds at stadium concerts. The use of dark outfits and colors can be recognizable as a generic convention of Heavy Metal rock style. The song set in present time and performed in slow and free tempo of 84 beats per minute. What I like about this is is that contains some un-mutal influences, and has got several guitars and drum machine as Lee sings the lines 'fifty thousand tears I've cried'.
Audience
The target audience for this video would be the people who enjoy listening to heavy Metal/ Rock style. It would be also targeted to people that can relate to the narrative in the music video. Another target audience would be the fans, either of the artists in the video.
According to Amy Lee, "Going Under" is about recovering from an abusive relationship, which she has stated in a number of interviews, further explained the meaning and the inspiration behind the song. She staid that:
'The lyrics are about coming out of a bad relationship, and when you're at the end of your rope, when you're at the point where you realize something has to change, that you can't go on living in the situation that you're in. It's cool. It's a very strong song.'
Representation
The protagonist singer, Amy Lee, is sat on the chair letting people around her to do make-up and hair, with the shots of her in water wearing white dress, with black Gothic make-up on, which shows the Gothic elements. You can see that she doesn't like it, and the people around her are enjoying making her look beautiful which could have meanings with 'manipulation' of people and how we don't like it or, that she has to put make-on, to have it as a 'masks' so people won't see her real face/personality.
The men from the band, sat on chair while, people 'paparazzi' are taking a picture of them, and asking them a lot of questions , which suggest that they have an interview. But suddenly, people's faces has changed to a 'zombies' which could connotation with the idea that people don't control them self, making them self looks like a 'zombies' whose nobody likes.
Later on, they are represented as being shocked and desperate, trying to escape form them, but instead if that they decided to continue with the singing. There are a lot of Gothic elements, where director has picked very carefully the costumes, and make-up, to make it look scary and more Gothic.
Institution
The evanescence are signed with NME, Cherry Red and Sounds magazines.
The video is admired by a lot of the audience. The reason why is because the band is already famous and well-known.
On 'Youtube' the music video has been viewed 29,942,258 times and still growing day by day.
The music channels that plays this video would be MTV, Kerrang,Scuzz. This would be because these are the channels that are well known, but also because these channels are most suited for genre of music.
Hip-Hop style of music video
Genre
The video is clearly placed in the Hip-Hop genre. We can see that, it's starts with slow paced beat but then suddenly with fact paced beast. Rapping line by famous rapper, Kayne West, suggest the Hip-Hop elements in the video. We can see there a lot of the stylish clothes/sunglasses, where the artists dance individually and where they uses a suitable props to present their genre.
Audience
The target audience for this video would be the people who enjoy listening to Hip-Hop style of music.It would be also targeted to people that can relate to the narrative in the music video. Another target audience would be the fans of either the artists in the video.
However, when you take an attention of the reading text, it could be argued that female character, Hilson, is in control and empowerment of the situation and the two male characters, which could suggests the post feminist music video. However, ambiguous ending to the video may portray that she is confused rather than being empowering.
Representation
When , West's rapping his line, which says; 'This is bad,real bad Michael Jackson:' Hilson is shown mouthing the lyrics, to show that the lines were referring to Michael Jason's song 'Bad'.
We can see there the jewellery and expensive shoes worn by the artists in the music video to represents the wealth and their high status. All these are the conventions of Hip-Hop and R&B music style. All three artists are represented as high status and portrayed as successful people with a lot of money.
Institution
Keri Hilson is signed to the label interscope. Kayne West is signed to the label GOOD Music, Roc-A-Fella and Def Jam. Ne-yo is signed to the label Def Jam.
The music video is incredible well-known, because all three artists are loved celebrities by their fans, which will allow the audience to see that one of their best artists is in the video, so they should watch it and that has took on to affect to many people in audience as the music video on Youtube has been viewed by an outstanding 69,018,717 people.
The music channel that plays this video would be MTV, MTV BASE, KISS. This would be because these are channels that are known world-wide and is the most viewed than any other music channels.
My conclusion...
This is for me the most important part of my research, where I learn about the music videos, their codes/symbols, camera technique, the narrative etc. All these featured has informed me, how to make my music video look original, stand out from others, but also what kind of camera movements and shots I should use when I will try to point on something/someone. This will help me to produce a successful, and effective music video that will be mixed with some conventional and unconventional elements in it. By doing this, my video will be unique, different and original, as well as simply at the same time, which is exactly what I want to achieve. I have decided that the music video ' Like a boy' by ' Ciara' is going to be my inspiration for my music video, where I will used song 'If I were a boy' by 'Beyonce' to represent the female culture and stereotypes. However, I would like to point out on, that my music video will contains the message, which is that men should realized that the most of women are sick and tired of being treated unfairly, and that they want big change in their lives.
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