Copyright law is is a legal right created by a particular of a country that allows an artist of an original piece of work exceptional rights towards the use and distribution, usually only for a limited time, and have limitations and exclusive rights to copyright law, including fair use. The copyright law originated in the UK from a concept of common law, it become statutory with the passing of the Copyright Act 1911. It is used within the music industry to protect pieces of original work from being copied and other artists becoming successful from an idea of theirs. An example of a famous artist caught for breaking copyright law is Shakira with her multi-million-selling hit called 'Loca.' This song was accused of an earlier version recorded by Bello (El Cata.)
Another well known example of disregard towards Copyright whilst releasing is song is by the very well known artists Justin Bieber and Usher. They had been accused of plagiarism within their day in the court. The song is called "Somebody to Love," which was similar towards Devin Copeland, an R&B singer De Rico and Mareio Overton claim several elements of the song which was similar to theirs. The result in damage averaged to around $10 million fee.
I had to apply for copyright to ensure acceptance for using a particular song from the record company. Trying to get into contact earlier on within planning the music video would be most effective as if we wasn't allowed access to using an artist's song, we would be easily able to find another song which ranged within the genre without having to delete any effective and successful work that had been created. Me and my group decided to write an email towards the company that was most responsible for the artist of Amy Winehouse and ask for permission to create a music video for one of her songs "In My Bed." We identified the record label which was in possession for her work and was responsible for her which was Universal Music Group, which was emailed through our student emails sent to the address mediauk@umusic.com. We found this email by googling more into the record label which Amy was signed towards, learning more about it. We are still awaiting an email of feedback of the company to respond acceptance to use the chosen song of 'In My Bed' to use within our music video. However, we will still carry on with the planning and completion of the music video as the time duration could take a while which would only delay us in future reference when organising our video.
My interests for this genre is very much so due to the level of emotion which is being portrayed all throughout the types of videos, and how you are sympathetic towards the artist almost like you know them and want to comfort them like you would for a friend. This is a very effective element which music videos convey through their music videos. I also like how the songs are telling a story, which can make it easy and also successful to create a narrative for a particular type of song. I believe those two elements are the main reasons towards the inspiration of using this particular genre. The two different music artists I am focusing on that relate towards the artist Amy Winehouse are Duffy. These are similar towards the artist of Amy Winehouse as they are very slow artists who show a lot of passion within their singing and their acting with music videos.
The genre of this music video is soul and soft rock. There are a range of codes and conventions used to help make this video conventional towards its genre. Throughout the whole video, there is only the cinematography of close up used. This is effective and fits well with the song as the audience are easily able to see the characters emotions. They are able to see in in higher and more clear definition. An example of an element which enables the music video to be effective is the realistic locations. All throughout the video, its shows the artist performing the song, whilst remaining in a taxi like scenario where she is in the back whilst being driven around town dealing with her heart ache. This is effective as it then seems more relatable than having it in a less popular location as more audiences can then feel like they have experienced a similar type of pain. Audiences are then able to relate to the specific emotion of sadness and then sympathise for her as they feel sorry for her.
An example of mise en scene used is in the element of makeup. This is evident when the artist is being filmed with mascara running down her face. This creates more sympathy for her, as she is going through a sad time and is then affecting her physically. This also has an element of more sadness towards the artist as it interprets towards the audience that she had got all dressed up, making herself look very presentable, to only ruining all the effort made on the cab way home, due to the amount of sadness she is possessing. This also emphasises the fact that she has put effort in with her physical appearance by applying makeup and now she is out, is a waste of her time as she is only ruining due to her extremely sad emotion which leads to her crying. Another example of mise en scene used is the positioning of the character. Throughout the video, she stays in the exact same position which is the centre of the screen. The audience are able to focus on her on her way home or on her way somewhere, showing she is not even in the situation which. Add her sad but due to over thinking only made her extremely upset. This shows the importance to show facial expressions towards audiences which would match with the song. Allows audience to not get distracted by other things happening within the video, and keeping it all very calm with all the attention on her. This is effective for the genre of soul and soft rock as it all meshes well with the rhythm of the song, of the artist were to be performing whilst jumping around with lots happening in the background, like back ground dancers, bright colours etc, would only ruin the level of emotion the song possesses as the audience would not able to visually see how the artist is feeling physically.
An example of editing is represented in the element of slow editing. This type of use is effective as it is going slow, which then matches the rhythm of the song. This makes it mesh well and make it a compatible music video towards the song. Slow editing is conventional towards the soul genre as the audience are then able to see the artist in a sad state for a longer period of time. This can convey that she has been in this specific mood for a while now, as it is extremely upsetting for her.
The target audience I would say is mainly aimed at young girls as it is more of a relatable emotion (15-25 year olds.) This is an effective target audience as these variety of ages are stereotypically the time where females are new and unfamiliar with relationships and end up getting their heart broken. The ages of target audience are able to relate to how she is feeling, including sad, depressed, vulnerable etc, and build are able to build an easy bond with the artist as they understand how hurtful a particular situation is. The target audience is not aimed at older generations due to the fact that as people get older, they settle down, have families and more, they would not be able to relate to the lyrics and the type of emotion as presently as young girls. The artist herself is also young, which is shown through her appearance if young skin, nice hair etc, which makes younger audiences then able to create even more of a bond with Duffy as they feel they are all experiencing together similar things and are able to understand the artists purposes and decisions more clearly than older audiences. The artist artist is represented as vulnerable as she looks like she is travelling from somewhere where she has heard bad news. Most fragile state. This makes the audience sympathise for her as they are hen clearly aware that she has been disappointed and upset with a recent scenario. This is an effective representation for the artist as she is seen as very distraught throughout the whole video, which only boosts her fan base due to audiences being on the same side as a pretty young girl who is crying in the back of a car and hating on yeh mystery man who did her wrong.
Goodwin's theories are used within the duration of the music video which allows it to be effective. An example of the artist performance(visuals and lyrcis.) This is shown throughout the video of the artist singing to the lyrics of the song whilst frequently looking out of the window of the vehicle. This is effective as it shows to the audience that she is going over situations with the other mystery character which is never shown, maybe both good and bad times, which is then making her cry. Shows the audience that she is also a human being, not just a glamourous celebrity who goes through similar emotions as everyone else, which allows audiences to build a relationship with her.
The next music video I decided to analyse was by the artist Amy Winehouse, back to black. I decided to analyse this video due to the independence the artist has, as she does not 'follow the crowd,' and decides to do what she wishes when protraying how she wants her music videos to look which will make the song more effective whilst also giving a bolder statement towards her iconic personality. This particular song and music video was one of her most successful work she had ever created with the music video gaining 93+ million views. The genre of this song is slow jazz, but more soul which is shown with conventions within the music video to ensure both visuals and lyrics fit well together.
An example of editing styles used is the changing of colour throughout the video. It has been edited to fully change it to black and white. This suggests that the video is simplistic and straight to the point, malign through audience understand the type of concept Amy is trying to convey. This can show a depressing situation as the colours are very dull, rather than using bright colours which portray happiness and positivity. This can show an interpretation towards her inner feelings, how she is feeling and how she now perceived the world due to how many times she has been heartbroken, led down and more which leaves her upset and angry. In my interpretation, I think the meaning was very deep and meaningful, due to the music beat is very jazzy, using instruments such as trumpets. This can convey a past time, showing how music videos could have looked due to no colour with any sort of photography as it is a relatively new invention. The trumpet has a very low tempo, which fits in well win the genre of soul as it can convey a low period of time.This interpretation can then mean that she does not want to be in this generation and wants to be in what would be an easier time for her, travelling back in time; which then links with the title "Back to Black." Or that she has been in the same sad situation before, leaving her to her again go back into the depressing state of going "Back to Black," due to her always being mistreated, let down etc.
Another example of an editing style used is 'slow editing.' This is an effective addition towards the music video as it fits well with the rhythm and emotion of the song, showing her mainly standing still lip syncing with her mouth moving slow, walking down stairs slowly etc. There is nothing too jumpy or exciting within the video, kept very calm to insinuate that she is not in a good enough mood to be happy smiling and jumping about.
Goodwin's theories are used throughout the video. An example of this is voyeuristic representation of the female. This is shown through the artist being sexually magnetised through the micro element of mise en scene, costume, wearing a short tight dress. This costume then leads to lots of her leg and clevage on show. She also has very dark, heavy makeup and facial piercings. This then has a sense of danger towards her, and then reflecting back on her attitude. Wearing all black, which is seen as very mysterious, which is the same element to the song, linking it all together. This is subversive towards the genre of soul as artists are usually shown to be covers up, as they are feeling very upset and do not wish to be any more mistreated than they already have by men. This shows Amy's reckless and careless attitude which adds to her original characteristics, which I find extremely interesting due to how daring she is.
The style of the song is shown to be in the past time, which is represented through the little colour of the music video, iconography used of style of cars and long tucksidos with hats from male characters which was very fashionable in past time (around 70's.) This can lead to a range of interpretations which the audience can relate to. As the video is set about 30-40 years ago, then suggests that the feeling that she is experiencing is not a relatively new thing, been around for a long period of time, by not only by her, but also everyone else.
Amy Winehouse is represented as a young woman going through a very dark time. This is effective for this particular genre of soul as this genre is stereotypically known as depressing and sad. She wants someone who wants someone else, which can be a relatable feeling to many audiences, letting people know they are not the only ones going through this emotion. This allows relation of emotion and audiences are able to sympathise for her as she is going through something very upsetting at it's very peak and people are able to feel sorry for her as they have also experienced it and understand how much it hurts.
Mise en scene is used effectively within the video. An example of it used is through setting, shown to be at a generic funeral scenario. This is more of a symbolic meaning as there was no physical death but the death of the presence of someone that the artist knew. Unable to ever see them again, maybe due to them being in a relationship with someone else? This would then clearly leave Amy in a confused and dark emotion which is expressed through the music video. The audience are able to see that there is no physical death of someone as no one is being buried but an object is. There is no clear camera shot of what the object actually is, which leaves the audience to assume that it was something that was very important to Amy and is hard for her to say goodbye, maybe something that the mystery character who did her wrong once gave her, which could have made it so special to her. She has to let it go and let it die/rot away in order to be happy and move on.
There are two main camera shots used within the music video, ranging in close ups and long shots. Close ups were effectively used to primarily show the artist performing to the lyrics of the song. Used to clearly show the cold expression in her face, which then interprets that something is on her mind and is going through something negative but as she is constantly being known as a strong and independent woman, she does not want to portray the video by her being extremely vulnerable, for example crying, but still showing that it has affected her and created an emotional impact on her. Close ups were effective as the audience were able to completely focus on her facial expressions without being tempted to see what's going on in the background, being distracted.
Long shot is used in successful ways all throughout the video. I would say the most effective scene that involved the long shot was evident at the symbolic funeral. Clearly showing all characters in a semi circle around the grave, saying their final goodbyes. This type of camera shot was effective as the audience were clearly able to see all characters type of clothing, facial expressions and body language. Showing a sad time. Also a good use of cinematography as lots were involved in that scene, the crowd of people saying goodbye, whilst also seeing the grave with the mysterious object within it and also the typical funeral setting of the church in the background.
All of this research has extremely benefitted me as it has given me more of an insight towards the standards of successful music videos and what needs to be involved within them. This will help assist me with my music video as analysing a few from the particular genre of soul allowed me to witness generic and typical elements which are used for different types of soul but still effectively work. I have gained a few ideas and inspirations for my music video which I believe could be very efficient. I think using the stereotypical young pretty girl seen to be upset throughout the video which would fit the lyrics would be benefitical towards making an effective music video as it allows the audience to instantly create a bond with her as she is perceived to be young and naive, maybe being taken for granted. Young girls usually wear their heart on their sleeve, which is only a disadvantage for them when something bad has happened. Maybe using a typical love story will allow he audience to instantly side with the female character and disregard the male character, even if he is not present in the music video, as long as it is clear she is crying over a boy. I am also interested in using lots of performance from the character, lip syncing etc, however I think involving a narrative could make the music video more interesting towards the audience as they could feel like the are part of the situation with the characters, again, creating a relationship.
Andrew Goodwin's theory (Routledge 1992) is his own research and evidence as to what he believes makes a music video. There are a range of steps which he desires need to take place in order for a successful video. These include: 1) Music videos demonstrate genre characteristics, for example stage performance in metal video, dance routine for a boy or girl, making it conventional towards the particular genre. 2) There is a relationship between lyrics and visuals, either illustrating, amplifying, contradicting, matching the visuals with the lyrics of the artist. 3) There is a relationship between lyrics and visuals, representing the visuals to match the music beat, through micro elements. 4) The demands of the record label will include the need for lots of close ups of the artist who may develop motifs which will occur within their work, for example; a visual style, which helps to build a quick relationship with the artist. 5) There is frequent reference to notion of looking (looking at screens of phones, telescopes etc) and particularly voyeuristic treatment of the female body. 6) There is often intertextual references, such as films, tv programmes etc. 7) Whether the video is primarily performance based, narrative based or concept based and how each elements are used in it. He believes that music videos are important as they help to build a stronger relationship between the artist and audience, this is effective through the narrative element of the music video, this engages and draws the audience to watch their production.
I have decided to use this music video by Sam Smith to show how a particular music video of its genre is represented to ensure that it is successful and effective. The genre of the song 'I'm Not The Only One,' is soul and slow R&B. Most of the video is showing a couple in the 60's going through a rough patch, which is devastating the wife. This is used as almost a short movie to show the emotion she is feeling through the song lyrics. This represents genre characteristics. In parts of the music video, there is slow panning movements to obviously show her type of body language and facial expressions, also going at he same tempo as the song rhythm, to make it effective. These facts also links in with Goodwin's number 2 theory, as there is a relationship between lyrics and visuals, which show as if she is thinking aloud with a song of how she feels.
There are also fractions of the music video where the artist is actually singing into a microphone to show artist performance, which is frequently used with R&B and soul videos. This is shown to show the passion the artist feels towards the song, shown through facial expressions. As you can see from the still image, of him frowning. The relationship that is created is very effective. The audience are able to create a quick and strong bond with the art due to the level of power and dedication he represents whilst performing. Facial expressions were key to include within this music video in order for it to be successful due to the amount of emotion clearly being shown all throughout the music video. A conventional element towards the music genre of soul. The type of relationship between the audience and artist is very strong rather quickly due to the vulnerability all characters are showing throughout the video, allowing the audience to suddenly get an insight towards their personal life and expressing to them how difficult a part of their life has become. The audience then sympathise for the wife and artist as it can be a relatable emotion. This relationship was succeeded by facial expressions, body language and links between lyrics and visuals, making it seem like the artist is actually singing the song at that point, almost making it seem more in depth and personal.
This music video relates towards the music and visuals as there is a story being told to emphasise the level of emotion this song is portraying. By showing a short story throughout this video allows the audience to sympathise for the characters and maybe even relate. It also gives a deeper meaning towards the song rather than watching the artist lip sync to it the whole time. The music and visuals also clearly relate as the song is knowing that someone the artist loves, is also giving their love to other people besides him, which the wife is also experiencing, and dealing with as she wants peace due to the love she has for her husband. This is effective as it increases the relationship between the audience and artist. Not only are the audience gaining more knowledge towards their personal life through the lyrics of the song but also seeing parts of the artists perspective towards their heart break and allowed to see how they wanted to portray the song in their way, which they thought would be most effective.
For each character within the music video, they have at least one close up which are from the demands of the record label. This can be to show the wife's sadness in more definition and detail to the explicit scene of the husband cheating on his wife with another character, and how there is little guilt on his face when taking part within the cheating. Using close ups are effective, as the audience can clearly see the characters clear emotions without being confused or distracted by anything else happening within the particular scene. There are a lot of close ups for this music video as it is a very emotional song, and by showing characters emotions in more definition, can then make the song seem more upsetting and make the audience sympathise for the upset characters. Close ups are important in order to create a relationship between the audience and artist as the audience can clearly see the level of emotion the characters are experiencing due to the level of detail, for example: the wife experiencing pain, being shown through close ups towards her face of her crying.
As this is a sad song, there is little voyeuristic scenes of the female body, as the song is trying to portray more than women dancing around to a song. There is however, a sexual scene where two characters are very passionate, in a bar toilet, from my perspective of the background scenery. Talk about frequent referent to notion of looking number 5. The audience do not see much of the character who the husband is cheating on his wife with, which suggests that she is only used for the husbands sexual manner. This can be seen as degrading women from being intimate with a girl he has met in a bar. The wife however, is shown to be very self respectful, as not much skin is showing. As this is meant to be shown in the 60's era, the fashion for women was having long, puffed out dresses, which is shown by the wife throughout the video. This is a conventional element towards this particular music genre as it is an effective way to show sad/regretting and more feelings in a clear view for the audience without any distractions.
There is an intertextual reference to this music video. As this is a typical love story between a man and a woman, it can relate towards so many films or tv programmes. It seems to set in the past times such as the 60's due to the type of props that were used, for example the cars and type of clothing, very big clothing and big hairstyles. As you can see from the still image, the female character is very well dressed with her hair neatly tied back with lots of volume to pull of a popular hair style in the 60's for women. This is a successful way of building a relationship between the audience and the artist as many viewers would have seen or heard of love stories set in the past time, such as Grease. As the audience have already built a relationship between characters in a certain film, they almost subconsciously and instantly have a bond with the characters in the music video due to the similarities which are being portrayed throughout the video. The type of relationship which is explored through the element of mise en scene (costume, hair and make-up) is very strong and effective.
I would say this particular music video is mainly narrative based, as the majority of this song is mainly about showing a wives emotions and how she is coping with her dead relationship and obviously cheating husband. It is almost like the audience get an insight towards the typical day the character of the wife experiences, watches her husband go to work, spend most of her day with frustration and sadness, to then welcoming her husband home from work like nothing has happened or is wrong. As there is a strong story being perceived all through the video, the audience are able to create a relationship with the characters and artist as they are able to get an insight towards what they are doing and how they are coping in their day to day life during this difficult time.
At the start of the music video, there are credits which also give a movie feel, like it is a short film, the audience are then ready to watch what situation is going to happen which can relate towards the song lyrics and concept. There are scenes in the video to show ardent the artist of Sam Smith is towards this song, his emotions during singing the lyrics into the microphone clearly show the audience how much he truly loves this song and how much it means to him. This allows the audience to explore their personal life and their type of characteristics, this then builds a bond as they are learning more about the characters, what they are life. For example: they could despite the character of the husband in the music video for cheating on his wife and treating her badly, due to the audience getting an insight towards how distraught this is making the character of the wife and how it is affecting her day to day life very negatively. This relationship can be seen as very empathetic. The way of using titles at the start of the music video, almost preparing the audience to instantly understand that they are going to learn more about certain characters rather than a normal music video, like they would for a sad film. This makes the music video even more effective when the relationships have been certified.
After analysing and explaining Goodwin's theory into more detail, I feel like this will greatly help assisting to plan my own music video as it will allow to keep in mind all the things needed for a successful music video. From doing research, I found that all effective and highly successful music videos are the ones who contain all of Goodwin's points in, this has inspired me to ensure I include all of them in my own video and I am excited to put the points into my own ideas and perspectives. I think I would like to include different characteristics within my music video to allow the video to become more interesting, as there is more going on, especially if I decide to choose a genre which is very jumpy, such as: dance and hip hop. Having more than one characteristic and more personalities can also mean a more storyline as there are more feelings involved, if taking part in a slow, meaningful song such as soul. All different genres involve Goodwin's theory within their work but alter it slightly depending upon the genre, which I find to be adequate and useful with the theory from Andrew Goodwin. For my music video, there are a range of theories from Goodwin which I have decided to use within the video played by Amy Winehouse. As this genre is soul, there would be a range of points in which would make an effective music video. A relationship between music and visuals would be an effective use due the audience being able to experience the artist performance as seeing her inner emotions through facial expressions. This also links to including close ups which allow the audience to completely focus upon the artist and her emotions being expressed without any distractions from background situations which would distract the level of emotion the artist is trying to convey, which would only make it less effective.
Music videos appeal to audiences in a range of ways. This can be to show the storyline of the video, and this then helps to build a stronger relationship between the audience and artist. People can also see it to see their idols current trend, such as fashion, room interior etc. Music videos are important to help make an artist and their song successful. Different genres include different characteristics in order for it to be relevant to the type of song and help to engage particular target audiences more effectively.
One of the songs I have analysed is the song 'Over' by the artist Drake to explore different media elements which are used to help make the video successful. This song is categorised in the genre of hip hop and R&B. There are a range if micro elements used in order for it to be a successful music video. The micro element of miss en scene was used in a variety of ways. Costume is an interesting and important element within this music video. Generally, in rap and hip hop videos, the artist and main character is generally wearing very materialistic and expensive clothing. This is done due to the target audience mainly being in the teenage range, and they are in which stereotypically known to be very interested in designer and nice clothing, as they are labelled due to their appearance during the ages varying from 13-25.
Costume is extremely important. He also has a lot of change of clothing throughout the video, which suggests that he can afford to be wearing lots of different and expensive clothing, this then allows the younger audience to look up to Drake and start to idolise him. Involving this type of clothing allows males who watch his music to respect him and to dress and act like him. As he seems powerful due to the amount of money he is making, shown through his type of clothing and then allows female audiences to fangirl over him as he can seem attractive to that particular type of audience. This is essential towards the genre of rap as it allows the artist to feel respected and dominant as he is presented his wealth from his success through trends of clothes. Audiences are able to look up to him as he is show to be wearing extremely expensive clothes which can go up to thousands of pounds/dollars. They can then idolise him as it shows how much of a successful artist he is. The rap genre is all about good presentation and having an extraordinary element about you which makes them seem cool. Clothing helps the artists doing so as it shows they are dedicated to look presentable and attractive. There is also an example of cinematography all throughout the music video. The artist is shown in a mid shot in with a dark background. This was used to allow the audience to see clear expressions within the face whilst also showing body language to him dancing to his upbeat song. The black background also allows no distraction from the bond forming between audience and artist as the audience are able to completely focus their attention onto the artist performing. The audience are also able to see the artists costume which is effective as clothing trends are extremely essential within the industry of rap. If you dress badly, viewers are less likely to idolise the artist due to fashion being such a big part within this genre. Mainly because it's target audience are mainly at teenagers to young adults, and that is the stereotypical age where they only want to buy expensive, branded clothes in order to impress people and gain attention and respect.
Costume is also used with the other female character within the music video. She is shown very provocatively with very little clothing whilst dancing in the background. This reflects positively upon the artist Drake as he is then seen to be successful in ways of business and pleasure. Showing that he gets girls that will have very little respect with themselves when around him. This is something that teenage boys typically admire. This is effective for the genre of rap as it shows to the audience that he has many admirers and women that will do anything for his attention, such as degrading themselves with minimal amounts of clothing whilst dancing. This shows him as respected and wanted, which audience notice and then wish to copy certain styles in order to gain such respect. This then leads towards the boy watchers carrying on watching more of his videos to almost mimic his charm, confidence in body language and type of trend. This then shows that Drake is a successful artist within both of his songs and music videos. Having extras who are of the opposite sex allow audiences to understand that he is appreciated and valued.
Another element of mise en scene within the music video is body language. The artist performs showing lots of confidence which then allows the audience to not feel uncomfortable or awkward whilst observing the music video. This shows that he is a courageous character that is not afraid to speak his mind. His body language is shown to be confident through him constantly moving about to the beat of the music with a lot of passion. This is conventional towards the genre of hip hop as the performance is usually very fearless and self-assured when reassuring the audience that they are dominant and vigorous.
Editing is used all throughout the video. It is all very quick to suit the rhythm of the song. These editing styles include replicating the scene into three different sections. This is shown throughout the video in a range of different scenarios. I think this is effective as it is appropriate for the song and can allow the audience to understand more about the artist. They can learn that he is a fast person, never slow, which can interpret that he is interesting and never says no to things which may sound fun. Another interpretation could be that he is a very busy person, due to his lifestyle. His career causes him to always be busy and having to do things quickly, but has benefitted him as he is now a successful rapper with a lot of money, shown through iconography of multiple cars of Range Rovers, and branded clothing such a Nike.
The second music video I analysed is 'Intoxicated' by Martin Solveig and GTA. The genre of this music video is dance and house music. This is a successful music video as there are a range of elements used within it to help make it seem different, positive and alternative. There are bright colours and energetic characters used throughout to help set the mood of the video, allowing the audience to be in a good mood whilst watching the video. There is a range of mise en scene used to help make a successful dance video. Costume is distributed throughout the video to show the mood and the characters personalities through the way they are dressed. The still image is an example of some characters dancing whilst wearing bright colours. The type of clothing is also very abstract, such as silk suits with umbrellas as walking sticks. The background is seen to be fake mountains whilst doing lots of walking dance moves, which suggests that they are walking over mountains. This shows that they are motivated and feel good about themselves, which only reflects positively upon the audience watching. This is relevant towards the genre of dance as setting a good vibe from the music video allows the audience to want to dance to the song. The target audience is mainly the younger generation as they are more energised, specifying in 12-28 year olds. As the younger generation are very inspired to go through strange phases within their appearance, such as experimenting with different trends, wearing very strange clothes allows the audience to know that it is fine to be different, as artists were and now they are very successful; with the music video getting 47+ million views.
An example of editing has been used throughout the music video. This is fast editing. I think this was used to show relevance towards the rhythm of the song, making visuals and the song link together nicely. This is effective for the dance genre as it shows a fast pace, making audiences want to get up and dance. Using slow editing would be ineffective as it could make the audience feel down and not want to get up and dance. The song itself is very upbeat with loud sounds which make audiences feel positive. Using this editing style can also interpret to audiences that time flies when you have fun, which is why everything is going so fast. When you get up and dance, it is easy to loose track of time due to all the stress and worries being lifted of your shoulders and you are just able to have a nice time with your loved ones.
Long shots are used throughout the video to show the characters dancing in a frantic motion. This type of camera shot is effective as the audience are able to see particular dance moves from head to toe, which allow audiences to copy dance trends if they wish to. They are also able to see the bright coloured costumes and bright background scenery clearly. This is effective as bright colours represent positivity and happiness, especially neon colours. All the colours within the music video are very diverse, ranging from colours such as orange, yellow, green, pink and more. These colours are very effective as they can represent a happier time, such as in summer. Audiences are able to think about good memories, which will then remind them of the song. This type of camera shot is effective for the genre of dance as it makes audiences want to get up and dance to the song, not only because it is catchy but also, as audiences are able to watch the characters dance and want to dance along.
The third music video I analysed was 'Blue Jeans,' by the artist Lana Del Rey. This music genre focuses more in slow indie. This is a successful music video as it portrays a very sad and emotional experience with the artist telling a story which relates towards the lyrics and ryhtme of the song. Throughout the whole duration of the video the colour is altered and is edited as the generic colours of black and white. This portrays a very clear and simple meaning for the audience. There is no complexity towards it, except a rough time within a relationship. These two colours also show a depressing time, as the lighting is quite dim except from when the sun reflects from the pool onto the characters skin. This relates back to the music genre of indie as it shows a sad time. Indie characters usually range from elements which h can also relate to the soul genre or hip hop genre, depending upon the storyline and the narrative of the song. This indie song is more sad, causing it to have grey style fitter elements like soul music genres would have to set a mood for the music video in a consistent manner.
Cinematography, specifying in close ups are used in a variety of time throughout the music video. This is to show the characters face and only their face in more detail, without being distracted by irrelevant background scenarios. This is used to show the artists facial expressions and to see through these expressions how they are feeling emotionally. This micro element is usually used whilst the artist is performing to sad lyrics within the song to make it seem more upsetting and make the audience sympathise for the artists dispear. This is effective for this type of music genre as it adds more emotion to the song as a whole and adds a sense of vulnerability, as the artist is opening up about a sad topic towards the audience, which helps to build a relationship quickly as it can be a relatable emotion for the audience. This relates back to the genre of indie as audiences are able to see in high levels of detail the artists appearance, mainly showing particular hair styles and makeup trends.the audience are able to capture her level of beauty and admire it, and also wish to copy how they physically portray themselves.
Editing is also used in an effective way. The micro element of 'dissolve' is used to mimic the sun reflections from the pool used in the scene upon the male characters body. This makes it hard for the audience to see clearly, which then leaves an interpretation that he is no longer around in the artists life and is hard to see or get in touch with, like a metaphor that he is disappearing from her life, in a physical performance. This is effective for the genre of slow songs, as it is showing emotion in a physical way. This is effective to the genre if indie as the audience are able to see her emotion through the use of editing. Using dissolve to enter from one scenario to the other is an effective way to take out the sudden clip of a new scene, but doing so in a soft manner.
Mise en scene of costume is used in an effective way to make an effective music video for this genre. The artist Lana Del Rey is wearing a swimming costume, which is seen all throughout parts of the video. This relates to one of Goodwin's theory points to make a successful music video. This is 'voyeuristic treatment of the female body,' this is effective within this genre as it showing her in a vulnerable state, not only mentally but physically due to very little clothing she has on and has so much of herself revealed. This is effective for indie as it is almost showing a 60s style bikini. This shows her alternative clothing trends which audiences admire as they are shown as different and interesting. Audiences can also admire her amount of flesh covered up considering it is a swimming costume, as bikinis in trend now include most skin revealed as much as possible.
There are a range of different music videos with particulate in different genres. All these different genres use different techniques and uses of micro elements towards their advantage to ensure it is acceptable and effective for the particular genre. By including these different elements benefits the video towards being successful due to the enjoyment from the audience. As different music videos have different target audiences, adding things in such as energetic dancers in a dance music video can encourage the audience to get up and dance more than only just listening to the song, putting them in a good and excited mood which was intended for. Researching different genres has helped me to gain ideas towards what would be the most effective genre is for my music video. I was very inspired by the genre by Lana Del Rey, very slow and full of meaning. I think coming up with ideas towards this particular genre could potentially be most effective.
