I chose different types of music videos, DVD covers and adverts to do for my homework as this would give me a range of knowledge from different types advertisement for example genres like rock, pop, punk etc. I also looked at different genders as they vary and have different conventions to each other e.g. females are more sexual and flirty, whereas men are more stylish and rough. Also solo artists and bands were key; as a result this is another area I concentrated on as they both have totally different brand images to create for example not every band member is highlighted as much as the others in the media. I did two of each homework by the same artist/band as this was more useful as I would actually be creating all three for my own music video. Therefore when looking at all three as a whole I could see what was linked and changed to suit each method of promoting the artists.
All-American Rejects – “Move Along”
http://www.youtube.com/watch?v=XleOkGsYgO8#
I think that the All-American Rejects music video for “Move Along” is fantastic due to the amount of time and effort it would have took to create and edit the video. The music video director, Marc Webb had big vision and was very clear and unconventional about his ideas. Therefore it linked well with the bands image of creating unique videos. Also as All-American Rejects are known for unusual takes on their videos they have won awards such as “Best Editing” and “Best Group Video” on “Move Along” alone. The main reason for these awards is due to the technique that was used on the video. These were quick edits of medium shots that were changing the Mise en scéne every time e.g. the scenery/background from hospitals to gardens and the costume changing to different slogan t-shirts. This is then sped up 100s of times over different shots, which are very short making them fast, at the chorus to make it more dramatic for the upbeat tune. For example for each word or millisecond etc it would jump from the hospital on the word “move” then jump to the garden on “along” but this is happen so quick you can’t look away, keeping its audience hooked. Using mediums shots are very effective as it shows the character and part of the background, by doing this it will allow the view to concentrate on the singer but also see what’s happening in the background, the narrative and read the slogan t-shirts. For example “Save water, drink beer” and the singer is in the garden watering plants, thus giving them a link. These techniques match the pitch of the song spectacularly as it is so upbeat and dance like and giving it a great hype. As a result exciting and entertaining the consumer. Although there is very little movement from the characters, you are still able to grasp the narrative it is trying to portray and the progression from the shots backs this up as they are very fast and short. This makes the music video more appealing because there is a lot of action happening. Band footage is not seen till the end, this makes the narrative a main focus and as the main character sings because he is the singer of the band this entertains the viewer as well. For this reason it doesn’t matter that the band footage comes in very late. When the band it introduced the shot become more varied as the medium close up is over used in the beginning, by doing this you are able to see the rest of the band members and more of the background, props etc.
Jimmy Eat World – “The Middle”http://www.youtube.com/watch?v=oKsxPW6i3pM
As soon as you watch this video stereotypes are shown by Americanisms such as big house parties where everything goes wrong and everyone is naked. Jimmy Eat World are an American band therefore it is very patriotic and typical. The name of the song “The Middle” fits the narrative as it follows a young boy through the house party feeling very left out and out of place at the party with no friends and no girlfriend. This is especially shown in the medium close up where the guy is in the middle of two couples kissing either side of him, which highlights him being in “The Middle” linking to the title of the song. Typically the band is in the action of the video which a lot of American bands do as they are playing at the house party. Therefore giving it a gig feel. This allows the viewer to see the narrative and the band footage together and using extreme close ups at a slanted angle it creates a split screen for this to be seen (see still). In the middle theme relates to the band as well as the band are right in the action with them being surrounded by dancing half naked men and women. Because of this a lot of shots and themes have been considered that relate to the song. Suspense is built as a tracking shot is used to follow an attractive women enter a house party and use a medium close up to show she has stripped to be half naked, this sets off the music video on a high as it is a shock to the view as she was wearing a big coat. Many shots are used to highlight a young boy being alone and left out as reaction shots are used on a big crowd looking at him strangely and giving the song and theme a bigger impact on the video. Diagetic sound fits in with the music, shot used and the video as it falls quieter when a girl jumps into the swimming pool and the camera dives underwater following her. Obviously the band has an image to uphold, this is probably why no one is looking at the camera to make the scene look realistic, it also makes the consumer want the band to look at the camera to give them attention, which is a unusual technique. The killer shot is when a wide two shot is used to show the main character and a girl in the same position; this makes the ending a happy one with an unexpected twist.
The Saturdays - “Ego” Fashion and makeup is a key theme in this video as it doesn’t not only benefit the narrative it shows off The Saturdays’ style. Because they are a group the video expresses different kinds of shots to show all five of the girls for example two and group shots. The narrative is not often used as the costume is fancy dress therefore the video may not be taken seriously but this is a very stylish and sophisticated video, due to its genred music being upbeat but slow. The shots match the chorus and costume as you don’t see the superhero costumes until the chorus with a group shot, therefore concealing the fashion with big coats like heroes do and making a bigger impact when shown. The name of the song definitely links with the narrative as when you are a super hero your power and fame can get to your head hence them having a big “Ego”. I like how there is so main band members they have experimented with colour, power and style as each member has a different costume and super power. For example blue, sparkly costume and she has super strength which a very popular and typical power of a superhero. The extreme closes used when the girls power were in effect showed what impact they have on society and their surroundings e.g. the girl in red walks away and a close up in used to show paper on fire of a poster. Therefore she has control of fire can cause people physical pain but also ruin builds, livelihoods etc. The costumes are based on their powers as fire has a connotation of red, this is why her outfit is coloured bright red as it is striking like an actual flames of a fire. The diegetic sound of the lyrics links with the images of the narrative as she sings “ We used to go together” and it shows a close up of a group photo, yet she is alone, hence “We used to” highlighting the fact.
No comments:
Post a Comment