Analysis of Music Video Genres

Analysis of Music Video Genres

 

Different genres of music videos typically employ different variations of technical elements. This is to inform the audience of the genre of the song and to appeal to the specific target audience they are aiming for. The artist will use the technical elements in a way to entertain and allow the audience to understand either the narrative or concept present thorough the duration of the music video. For example; the dance genre may include elements of mise-en-scene such as expensive cars and jewellery to evoke the idea

that the artist has a luxury lifestyle.

 

Drake, 'Over' - Rap

 

 

 

Mise en scene is a critical technical element that is evident in Drakes Over music video which is of a rap genre, that helps the video to entertain and inform the audience. A city setting is projected on the walls surrounding Drake when he is sitting on the bed, which cars and roads present. This could be significant of the journey that Drake has already been on and is just beginning through his music career. This element appeals to the rap target audience as it allows the audience to understand the narrative that Drake is trying to present to them and therefore allows them to build a relationship with him.  

A projection of fire is then incorporated onto the walls further into the music video. It is then also present when Drakes positioning is changed to him to the left of the screen and the fire taking over the right. This is to allow the audience to understand the importance of the use of the fire and to learn its representation. It could therefore be significant of the idea that he is powerful and beginning to become famous and therefore more people are starting to recognise him and listen to his music. The fire element appeals to the target audience as it evokes a sense of danger and power which entertains them and keeps them wanting more from that specific artist.

 

A main focus during the video is an image of a woman dancing, who is wearing minimal clothing, positioned to the right of Drake in the music video. This is a convention of a rap video because of the idea of men seeing women as sexual objects. It also is suggestive of the fact men in the music industry see themselves as being able to attract specific 'attractive' females at ease. This therefore appeals to the target audience as they may generally have the same mind-set and thought paths of the artists create the songs. In turn the viewers are able to relate and be able to be entertained by what they are watching in the music video.

 

Throughout the music video the colour red is incorporated a number of times through various elements. Examples of this is; Drake is seen wearing a red jacket and the colour red is used as an effect when Drake is sitting on the bed. The use of this colour allows the audience to understand how Drake is trying to express to his fans the idea that he is powerful and has fame. However the employment of this colour could also signify the idea that he is angry, maybe linking to the idea of people leaving his life, as does the female in the music video. This element throughout the music video appeals to the target audience as it allows the video and song to evoke more of a story to the audience and to help them understand the idea Drake has behind this song.

 

Consistently through the music video the lighting is an important element to inform the audience of the narrative of the music video. Fiery colours are continuously used which further links to the idea of Drake having power and fame within the music industry. This element appeals to the target audience as it adds an extra aspect of entertainment throughout the music video whilst also assisting the conveying of the narrative Drake is telling through this song.
Cinematography is present in Drake's music video and assists in portraying the narrative to the audience. A low angle show is employed showing Drake sitting on the bed. This is at the point when the city/road setting is projected on the walls around him. This technical element further conveys the idea that this represents his road to success as he is just becoming more known within the music industry. This element appeals to the target audience as it allows them to become more familiar with Drake as an artist as they begin to build a relationship with him.

A medium shot is incorporated of Rita Oras face, presenting the fact she looks extremely innocent. At this point there is low key lighting evident on her face. This could be representative of the narrative running through the music video of the idea of people leaving in his life. It could further be illustrative of a love triangle that he is caught up in. The representation of this camera shot appeals to the target audience as it provides a narrative that people can relate to their own lives and therefore they feel entertained by what they are watching.  

The editing styles present in the Over music video are mainly included to present to the audience the idea of Drake being famous and powerful. Throughout the music video there are a number of occasions when shadows/replicas of Drake are presented behind him. Some of them are bigger in size than the real time image of Drake, where as some are on the same scale but multiplied. This highlights the idea that Drake is gaining power as he becomes more famous, and it is almost as if he is taking over the music industry as there are replicas of him showing he is a huge character. The replicas of Drake appeal to the audience, especially huge fans as they are informed of the success and high status that he holds, encouraging them to become even more interested and intrigued by Drake and his music.

A further editing style included in the Over music video is the special effects. The special effects evidently show images of fire and glass shattering. This signifies the dangerous lifestyle Drake is leading which links to the idea that he is a Rap artist. It also conveys how he breaks typical boundaries by using elements such as these, further providing evidence that he is powerful. This appeals to the audience as it evokes a sense of danger and rebelliousness and therefore provides an extremely high entertainment factor to the audience.

 David Guetta v Flo Rida, 'Club Can't Handle Me' - Dance

The mise en scene in Club Can't Handle Me primarily illustrates the lavish lifestyle that Dance artists have. Throughout the duration of the music video expensive cars, such as Lamborghinis, are present as they are a key element of Flo Ridas' lifestyle. The employment of the expensive cars informs the audience of the type of life that he leads and also the type of person that he is. Also during the music video Flo Rida is seen wearing a gold chain and watch. This further portrays to the audience the type of person he is and the idea that he likes to splash his cash. This appeals to the target audience as it provides them with an element of entertainment and gives them a more detailed insight into the narrative that is running through the music video. It also allows the viewers to build a relationship with Flo Rida himself.

The music video is mainly located in a club, which is a typical location of a music video of a Dance genre. The club is extremely busy illustrating Flo Ridas' status and popularity as he attracts peoples attention through his actions and the expensive items he has. The club location also informs the viewers that he follows a party lifestyle, and is able to do this due to the extensive amount of money he has. This is further highlighted by the fact that he threw money into the air as he was entering the club. Signifying that he has no awareness for money as he has a large amount of it. This appeals to the target audience as it presents the ideas of fame and fortune which is what a lot of people aspire to have.

Within the club location, Flo Rida is seen standing on a podium above the people around him. He is therefore positioned higher up then everyone else in the club. This portrays how he has power and fame, and it's almost as if the people around him worship him, as they are of a lower status and are surrounding him, giving him substantial amounts of attention. The positioning of Flo Rida appeals to the target audience as they are most likely fans of Flo Rida so they witness the position they would be in if they met them. It also allows them to further understand Flo Rida as a person and an artist.

Strobe lighting is evident in the club, which is typical for the club setting. It is also conventional to a dance genre music video. It allows the music video to become more realistic and therefore appeal to the audience. In turn it mainly appeals to the audience through the realism as teenagers/young adults generally visit clubs and therefore the level of entertainment for the viewers is increased. The employment of strobe lighting adds an element of fun and excitement to the music video. It also heightens the audiences visual experiences as they watch the music video.

Throughout the Club Can't Handle Me music video Flo Rida is seen wearing a red jacket and sunglasses. This portrays to the viewers his signature look and style and portrays how he is somewhat full of himself. The red colour of his jacket is significant as it illustrates to the audience that he has power and fame, and is of a higher status then the people surrounding him in the club. This appeals to the atrget audience as it evokes a sense of luxury living and the idea that he has an extreme level of fame.

In the Club Can't Handle Me music video a low angle camera shot is employed of Flo Rida. This presents to the audience the idea that Flo Rida has power, but also evokes to the audience a sense of him being arrogant because of this. It therefore represents him in regard to his status within the music industry and gives the viewers and insight into the level of fame he has. This appeals to the target audience, especially if they are big fans of his, as their attention is easily focused on him and it is known to the audience that he is the most significant person in the music video, at that point.

At the beginning of the music video an establishing shot is employed of the club with the cars outside. This informs the audience of the location that the music video is taking place in and allows them to begin to form an idea of the narrative that will begin in the music video. The use of the expensive cars and the club location also highlight to the viewers that the song is of a dance genre, and further illustrates to them the lavish lifestyle that the artist leads. This appeals to the target audience as they can easily understand the idea behind the music video, and the lavish lifestyle appeals to the viewers as it provides an element of fame and fortune which they find entertaining.  

Also at the beginning of the music video there is a slow instrumental. The incorporation of this allows the audience to be aware of the fact the tempo increases drastically as it becomes the club location. This is significant of the main sequence in the music video and the attention is passed over to Flo Rida. This appeals to the target audience as it is a convention of this music genre and therefore the viewers enjoy listening to it.

A fading shot is employed when Flo Rida is coming out of the car and going into the club. The use of this particularly shot and editing style allows a story to be told through the images. It also means the sequence flows more evenly and therefore becomes more enjoyable for the audience. This appeals to the viewers as the storyline of the music video is told to them without them realising and there in turn understand why certain things occur in the video.

Katy Perry, 'Wide Awake' - Pop

Katy Perry's Wide Awake music video is set in a fictional location. The location resembles that of the film Alice in Wonderland. The employment of this setting is conventional of a pop music video as it is unrealistic. It therefore illustrates to the audience that the narrative running through the music video will be fictional. This appeals to the pop genre target audience as they are younger and therefore are entertained by the element of a fictional storyline.

The lighting throughout the music video is typically bright and sparkly. There is a specific point in the music video where the bright, sparkling lighting is incorporated at the bottom of the shot of the little girl. This portrays the idea of the fictional narrative resembling a magical world. It also may highlight the fact that the little girl is Katy when she is younger, so signifies the fact she has appeared. This element of lighting appeals to the target audience as it is bright and fun and directly relates to the storyline, in turn making it more entertaining.

During the music videos' storyline there is a scene when the floor beneath Katy and the little girl crumbles away. This highlights how the story is of a fictional nature and allows the viewers to become more entertained as specific effects are heightened. This is further conventional of a pop music video because it is conveying the idea that the narrative is almost magical and relates to the idea of it being fictional.
 
Further into the music video Katy Perry and the little girl come face to face to two men who are wearing animal masks with horns. This costume could add an element of fear into the audience enhancing their experience whilst watching the music video. It also further presents the fairy tale, fictional storyline to the viewers and keeps them entertained. This appeals to the target audience as it enhances the idea of the music video being fictional and allows them to become fixated by the storyline.

Towards the end of the music video the location changes to that of a flower garden. Positioned in the middle of the garden is a man dressed as a prince sitting on a unicorn. This immediately further evokes how the storyline is fictional as unicorns do not exist. Also the fact there is a prince provides evidence for the storyline being fairy tale like and is therefore conventional to a pop music video. This appeals to the target audience a young people are interested in the idea of princes and princesses and therefore will be extremely entertained by this music video.

At the beginning of the music video a panning up, establishing shot is employed. This camera shot reveals to the audience the location, which is fictional and fairytale like, with an Alice in Wonderland type theme evident. The use of the shot allows the viewers to get an insight into the theme and storyline that the music video may be of. This camera shot therefore appeals to the pop genre target audience as it informs them of the content of the music video and allows them to escape into a fantasy world through the music videos cinematography.

A further camera shot that is included in the music video is an over the shoulder camera shot of Katy Perry looking into the mirror with the little girl. This camera shot reveals to the audience the fact that the little girl cannot see her reflection. The employment of this shot enhances the fictional and fantasy element of the music video for the audience, as they understand more surrounding the idea that the little girl is infact Katy when she was younger. The use of this shot appeals to the target audience as it allows them to enter their imagination whilst watching the music video, which allows their level of enjoyment whilst watching it increase.

Throughout the Wide Awake music video straight cuts are employed between the majority of each camera shot. The transitions occur on the drum beat of the music to Wide Awake. This allows the visuals in the music video to flow evenly and therefore the story being told is easier to be understood by the viewers. This editing style appeals to the target audience as it allows them to gain more enjoyment from the music video as it flows seamlessly just like if they was watching a film.

Towards the beginning of the music video a sequence is employed of Katy Perry discovering the fantasy world. During this sequence effects of sparks/fireworks are incorporated and evident coming from her chest and hands. This adds an element of surprise to the music video and the idea that Katy is part of the fantasy/fictional world. This appeals to the target audience especially huge fans, as they will view their idol as magical and would therefore be mesmerized by what they are watching in the music video.

The technical elements vary between the 3 music videos I have analysed as they are of different genres. Drakes, Over music video which is of a Rap genre includes mise-en-scene and editing elements that allow the video to contain aspects to inform the audience that Drake is powerful and has a high level of fame. These elements evoke this representation through the employment of a fire effect throughout and the use of fiery colours for the lighting. Also a woman in minimal clothing is incoporated which is a main focus of the music video and is coventional to this genre. Therefore the music video follows the various conventions of a rap music video and in turn is the reason for the employment of these specific elements.

As David Guetta v Flo Rida, Club Can't Handle Me is of a Dance genre it therefore is formed using elements that are conventional to it. Throughout the music video elements of mise-en-scene and cinematography are mainly employed to present to the audience the level of power and fame Flo Rida has, and also to portray his expensive, luxury lifestyle. Throughout the music video the audience witness a number of expensive cars (lambourgihni) and also Flo Rida wearing a gold chain and watch. This therefore presents to the audience that he is very wealthy and therefore follows the typical convention of a Dance music video. A low angle shot is employed of Flo Rida showing his power and also his arrogance. This interpretation is further supported by the fact he is seen standing on a high podium during the music video, with the people in the club surrounding him. This conveys to the audience his high level of status and that he holds a substantial amount of power and therefore follows the Dance genre conventions as he is seen as superior to everyone else around him.

During the Katy Perry, Wide Awake music video which is of a Pop genre, the technical elements are employed to portay a fictional, fantasy, fairytale world to the viewers. This is made possible through the mise-en-scene, cinematography and editing. A panning, establishing shot is included to primarily present to the audience the location as it is of significance to the storyline. The use of this specific element allows the audience to learn more about the location of the storyline that is to be presented in the music video. The use of mise-en-scene further informs the viewers of the fairytale world as the use of animal mask, and a prince sitting on a unicorn are used. This is to further establish the idea that the storyline follows the theme of a fairtytale, fantasy world. Therefore the music video follows the conventions of a Pop music video as it tells a fictional story within the tehcnical elements it employed.

It is evident that the technical elements included in each music video vary. This is because they are of different genres and therefore each music video carries a different narrative and therefore main focus within the music video. Each music video appeals to the audience through its technical elements by following conventions to create a music video that is typical of that music genre. Therefore the audiences' entertainment levels are enhanced throughout and leaves them further wanting to listen to this genre of music.

Music videos appeal to their target audience as it follows typical conventions and therefore includes elements that will attract the viewers. Employing typical conventions relating to the genre of the music vdeo allows the audience to have an idea of what they are about to watch and listen to. Therefore the correct target audience will be viewing the music video and the highest audience impact of the music video will be created.

 
The audience are able to build a relationship with the artist as the music video allows them to become familiar with their lifestyle and personalities. Also certain technical elements allow this to happen, such as close up camera shots as this portrays to the viewers the artists emotions and therefore allows them to emotionally connect with them. The editing style of a music video could also inform the viewers of the type of life their artist leads as fast pace editing with straight cut transitions will portray to them that the artist has a hectic life. Furthermore the mise-en-scene present will allow the audience to build a relationship with the artist. If the music video is set in a location that is extravagant then the audience may feel jealousy towards the artist and aspire to have the luxuries that they themselves have.

From the 3 music videos I have analysed there are various technical elements that have inspired me for the production of my music video. However certain elements would have to be altered to follow the conventions of the song I am doing. The editing in Katy Perrys' music video has inspired me as I like the idea of the shots changing to the beat of the music as it allows the narrative and visuals to flow and therefore provide a higher quality viewing experience for the audience. Also throughout my music video I would like to include elements that would allow the viewers to understand more surrounding the artist. This inspiration has come from the David Guetta v Flo Rida music video as the incorporation of expensive cars and jewelerry allows the viewers to understand that Flo Rida leads a luxury life. In addition to this I like the idea of employing a low angle or high angle camera shot to present to the audience the level of status and success the artist has. This idea has come from the Drake music video as a low angle camera shot is employed to present to the audience the idea that he has been successful at reaching his goal of being known within the music industry. Therefore including this element into my music video would further assist with the viewers understanding more surrounding the narrative of my music video.

Analysis Of A Star

Analysis Of A Star - Miley Cyrus

 
Many artists who start out in the music industry at a young age going through drastic changes to adjust their image to a specific audience they want to appeal to as they start to grow up. This is evident with artists such as Rihanna and Britney Spears. These artist all started out with an innocent persona and have gone on to alter this to appeal to what audiences are after and to present fans with the idea they have grown up. This is also extremely obvious with Miley Cyrus.

The theorist Dyer states that there are a vast number of common values amongst stars which include:

• Youthfulness
• Rebellion
• Sexual Magnetism
• Originality
• Creative/talent
• Aggression
• Success against the odds
• Disregard for social values such as drugs and sex
• Conspicuous consumption of sex, drugs and material goods.

Dyer states that stars are commodities, not people. He believes stars are constructed through media areas such as magazines, films and advertisements and are produced and consumed based on the individual stars success.

In addition to this Dyer expresses how the star image is based upon the individual being ordinary and extraordinary for the consumer. An artist is as an ordinary person with an extraordinary talent which allows them to benefit from performing their talent. Also Dyer states how a star must be present and absent for the consumer. If an artist is absent due to a break in their career by releasing a new album it allows them to become present in the industry once again, therefore promoting the artist once again.

 

Best of Both Worlds

 

The Best of Both Worlds music video presents Miley Cyrus as the beginning of her career as she took upon the role of Hannah Montana. The music video demonstrates genre characteristics as Hannah Montana is seen performing a dance routine on stage with her backing dancers. The dance routine is typical of a teen pop star and therefore appeals to children and teenagers.

Throughout the music video a relationship between the lyrics and visuals is only present a small number of times. Hannah Montana is seen performing on stage and performs a dance move which suggests she is soon becoming a star. This directly links to the lyrics "but on stage you’re a star". During the on stage performance Hannah Montana is seen performing another dance move with her arms that links to the lyrics "mix it all together". This portrays her as the teen star she was trying to become as her dance moves related to her lyrics which was a typical characteristic of teen pop stars as it appealed to children and teenagers. A further relationship between the lyrics and visuals is apparent when the backing dancers perform dance moves such as the air guitar and fist pumps which links to the lyrics "rock out the show", which further highlights her teen pop star image. The image that Miley Cyrus has perceived at the start of her career follows the idea of Dyers theory stating that stars follow the common value of youthfulness which is apparent through the aspect of Miley being a young teenager. This therefore gives her the opportunity to build a fan base from scratch and be given an innocent representation from the audience.

Throughout the Best of Both Worlds music video the music directly links to the visuals of Hannah Montana and her backing dancers. They are seen performing dance moves to the exact beat of the music. This is a typical characteristic of a teen pop stars performance and appeals to the target audience as children are kept entertained by the dancing and can even learn the dance moves to be like Hannah Montana. The persona of Hannah Montana further follows Dyer's theory as she is portraying a talent which is the reason that she is gaining such a high level of fame at a young age.

There are various close ups of Hannah Montanas' face which presents her to the audience. At this point she was just starting out her career so the close ups allow the audience to become familiar with her as a person. In a number of the close ups the audience can see the expressions on her face. They are very cheesy and smiley which evokes how she is young, excited, and enjoying her performance. This also represents Hannah Montana as fun and childlike, which entices children to be her fans and listen to her music.

Consistently through the Best of Both Worlds music video there are no references to voyeuristic treatment of the female body. This is because Hannah Montana is a teen pop star with a target audience of young children/teenagers, therefore the music video produced must evoke innocence, also as Hannah Montana was a young teenager herself.

During the Best of Both Worlds music video the only intertextual reference is to the Hannah Montana television programme itself. This is because the music video is aimed at young children/teenagers so there is no need for advertising or branding. Also Hannah Montana is owned by Disney who minimise their advertising due to their young audience. The aspect of Miley Cyrus becoming the persona of Hannah Montana follows Dyers star theory. This is because the theorist states that stars are commodities and are constructed through media which is evident with Hannah Montana. Miley Cyrus gains fame from the public due to the media exposure as her alter ego Hannah Montana.

The music video is primarily performance based, which is evident due to the fact the music video is of one of her on stage performances. This is because of it being the beginning of her career and a performance based music video is more likely to appeal and attract the young audience members as they would find it exciting and enticing.

The music video follows the generic conventions of a pop music video as Hannah Montana is seen performing on stage. Throughout the duration of her performance she is seen dancing a full routine with her backing dancers, which is a typical convention of a pop artist. The dance routines attracts their target audience and allows them to build a relationship with Hannah Montana which was a market tool of Disney as Hannah Montana was only just being exposed to the public.

As Hannah Montanas’ career was just beginning the public had no perception of her. This music video allows her image to be seen as innocent, young and 'living the dream'. It allows the young audience to idolise her and aspire to be famous just like her. The image of her portrayed in this video allows parents to feel comfortable to allow their children to watch/listen to her songs. The messages and values evident throughout the whole music video is the idea of innocence and child fame, which many children aspire to have. This further relates back to the idea of youthfulness in Dyer's star theory.

Can't Be Tamed

Soon after becoming Hannah Montana, Miley Cyrus started branching off of her image to reveal her own persona. She started releasing music under her own name, creating a new image of herself that is completely diverse to that of Hannah Montana. She released the music video for her song ‘Can’t Be Tamed’ which portray her as her own individual persona to the public.

The ‘Can’t Be Tamed’ music video demonstrates genre characteristics of a Pop song. Throughout the video Miley Cyrus is seen performing a dance routine with backing dancers and by herself. This is a typical element of a pop video as it evokes an element of performance into the music video which entertains the audience watching. The performance element is also heightened by the camera shots which present Miley Cyrus singing into the camera. This presents the audience with the fact she has a huge singing talent and is an all round performer. A further genre characteristic of the music video is the over the top costumes. Miley Cyrus herself and her backing dancers are seen wearing costumes which resemble a bird. This also adds to the performance element of the music video, and could be significant of Mileys’ attempt to branch away from her Hannah Montana persona so she has more of a ‘typical teenager’ image. Due to the substantial level of performance throughout Miley Cyrus's 'Can't Be Tamed' music video it illustrates to the audience her talent which follows the idea of Dyer's star theory.

A relationship between the lyrics and visuals is evident consistently in the music video. When the lyrics ‘I Can Get A Bit Crazy’ are heard by the audience the visuals are of Miley performing an action which is suggestive of her ‘being crazy’. This link allows the audience to understand the image and persona Miley is trying to present to her fans. The lyrics ‘I Can’t Be Tamed’ which is the title of the song, link with the fact Miley is wearing a crazy, bird like costume. This link between the visuals and lyrics signify that nobody can change who she really is. This could be a clear message she wants to send her fans, further deviating away from her innocent, child like persona. The costumes follow the idea of originality from Dyer's star theory and allow Miley's music video to be extremely appealing to the audience as it is unique within itself. In addition to this the idea that Miley is trying to change how she is perceived evokes the idea that she is rebelling to gain a complete reverse representation which further supports the idea of Dyer's star theory.

A relationship between the music and visuals is also present through the duration of the music video. The tempo of the music increases during the chorus, and the dance routine is seen on screen. At this point the visuals speed up as the transitions between shots become fast. This can be noteworthy of her fierceness and the idea that nobody can change her and therefore she ‘can’t be tamed’. Further relating to the idea of her rebelling against the representation she already has. Also in relation to the dance routine, various dance moves performed by either Miley herself or her backing dancers are directly in time with the beats in the music. This allows the performance to flow and therefore become more entertaining to the viewers. Towards the end of the music video the camera shots change in time with the music. The camera shots at this point are dark, and she is surrounded by people in costumes also. These shots reveal Miley as almost aggressive as the different shots are powerful, further revealing a dark side to her personality.

During the performance factor in the music video, close ups of Mileys’ face are employed when she is in her bird like costume which presents her performing and singing towards the camera. This adds a personal factor to the music video as the audience can build a relationship with her. Close ups of Mileys’ face are also present when she is lying on the peacock feathers. This shows her without the fierce make up on looking more natural and almost innocent. This almost represents another side to her as she has gone from a black bird, representing fierceness to a peacock, representing innocence and calmness.

As Miley has only just begun deviating from her innocent representation, voyeuristic treatment of the female body is barely evident in the music video. It is only slightly presented through an ariel shot employed when she is laying on the peacock feathers. The dress she is wearing is skimpy and reveals her cleavage, showing how she is becoming a woman and further edging away from the innocent Hannah Montana image she is most known for. This aspect therefore supports the concept of Dyer's star theory where he believes that stars adopt the common value of sexual magnetism which Miley is evidently beginning to take on. This allows her representation to be fully reversed therefore allowing her to appeal to a different audience.

Throughout the music video no intertextual reference is evident. This therefore shows how the music video was created for a purpose of changing fans perceptions of Miley as a person. The music video is primarily performance based which is evident through the dance routines throughout the video with Miley and her backing dancers. This presents Miley as an all round talented performing, dancing and singing towards the camera. This is also because the music video has no prominent storyline to it.

The Cant Be Tamed music video follows generic conventions of a pop video. This is evident through the various dance routines that are present consistently in the music video. This adds an extra element of entertainment as the video is performance based which will encourage fans to continue watching the music video more than once. The Cant Be Tamed music video allows Mileys’ image to slightly alter from her representation as innocent and child like being Hannah Montana. The music video allows her to deviate from the representation audiences already have of her and presents her as the real, teenager she is. The target audience for her Cant Be Tamed music video is teenagers. This could be already fans of Hannah Montana who would be able to form a relationship with Miley Cyrus herself and begin to grow up themselves alongside her. The message present throughout the music video is the idea that nobody can change who she is. Therefore it allows her to influence and provide children with the idea that they should be who they want.


Wrecking Ball

The Wrecking Ball song is of the pop genre. However the music video does not demonstrate many genre characteristics. This therefore shows how Miley is trying to create a new image for herself by breaking typical conventions. However there is a performance element evident throughout the music video as Miley is seen singing towards the camera with passion.

A relationship between lyrics and visuals is evident through the Wrecking Ball music video. The lyrics ‘Don’t you ever say I just walked away, I will always want you’ are directly linked to the extreme close up camera shot of her face. This shot presents to the audience that she is crying and shows that the lyrics and song have meaning, which could be significant to the relationship she is currently in. An ariel shot and a long shot are included of the wrecking ball smashing down the walls. This is in direct relation to the lyrics ‘all I wanted was to break your walls’; this could further be significant of the relationship she was in. The element of the wrecking ball smashing could relate to the aspect of aggression in Dyer's star theory. This aggression may have stemed from the relationship Miley was in and therefore she portrays that through her music to allow the audience to build a stronger relationship with her. A medium, long shot is then employed of Miley swinging on the ball linking with the lyrics ‘I came in like a wrecking ball’. This relation could be representative of Miley causing some sort of damage to her relationship, that of which a wrecking ball could. Another relationship between the lyrics and visuals is evident when Miley is seen with a hammer hitting the walls, as the audience are presented with the lyrics ‘I never hit so hard in love’. This could be significant of the effort Miley believed she gave to her relationship.

A relationship between the music and visuals is also present in the Wrecking Ball music video. The music is at a continuous, soft and slow pace as the song begins, and Miley is seen singing into the camera, this shows how everything is calm and normal. Camera shots then present Miley sitting, standing and walking whilst holding a hammer, which could signify that chaos may happen, representing the calm before the storm. Once the chorus come in the music becomes more powerful with the drums being used. The audience then see’s Miley lift the hammer above her head, portraying how she may use it. She is then seen walking, dragging the hammer against the wall. Further presenting this. The idea that Miley is holding a hammer signifies how she is rebelling against herself and maybe her ex partner which is an element of Dyer's star theory. The wrecking all then appears breaking down the walls and the rubble is seen surrounding her, illustrating that drama and havoc has occurred which continues throughout the song. The fast pace, powerful music is present when the damage is being made, whereas the slow pace, soft music is before and after it has happened. This could be significant of Mileys’ relationship starting, then hitting a rough patch, then slowly coming to an end.

There are a number of extreme close ups of Miley singing into the camera with a white background. This is so the attention is all on her and the audience pays attention to the lyrics as they are meaningful. Some close ups are present where she is seen holding a hammer. It is employed to present to the audience her new image i.e.; she now has short blonde hair, the signature red lip and the use of the hammer which shows how she has changed to a completely different person. A significant shot throughout the music video is a sequence of close up shots which slowly reveal Miley ‘licking’ a hammer. This could be viewed as extremely inappropriate and sexualized, as it could be significant for something not suitable for younger fans to view. This relates to the aspects in Dyer's star theory where he states that stars will have common values of sexual magnetism and also have a disregard for social values such as drugs and sex. This therefore allows Mileys representation to be completely changed and therefore attracts a new, older audience to her and her music.

Throughout the duration of the Wrecking Ball music video, there is frequent reference to voyeuristic treatment of the female body. A long shot of Miley walking with the hammer shows she is in knickers and a skimpy top that shows she is not wearing a bra. This shot helps to reveal her new transformation as she has worked on her body, and also the idea that she has become more sexualized. There are then various medium shots of Miley swinging on the wrecking ball in this outfit, which further presents her as sexualized. Then a medium shot is presented of her singing into the camera in front of a white background which shows she is not wearing any clothes. This is then continued as another medium shot is employed which shows Miley naked performing ‘sexy’ movements on the wrecking ball, presenting the audience with an intricate insight into her figure. This would immediately change the public’s perception of her as she is usually seen as innocent and child friendly. This shot is then further followed by another several shots of her swinging naked on the wrecking ball. A zooming out shot is then included which begins as a medium shot presenting her face and breasts (as she is still naked) and then slowly reveals her whole body naked on the ball. This presents her complete transformation to become a more sexualized individual which caused complete controversy to the general public. Miley Cyrus' new transformation follows a number of values in Dyer's star theory. Miley rebelled against her old representation and therefore became a sexual figure which in result became a success against odds. If an artist tried to branch out to the extreme like Miley Cyrus in the past years they would have been slaughtered for it and therefore would have lost their fan base. However, the sexualized transformation has somehow worked in Miley Cyrus' favour bringing her an array of media attention and in turn increasing her fan base.

The only intertextual reference throughout the whole music video is branding of the Dr Marten Boots she is seen wearing. The use of this footwear will encourage her fans to buy the exact product increasing their chances of being just like her.

Miley Cyrus is seen singing to the camera various times throughout the music video with shows the performance side to the video. However the concept of love is present throughout as the passion she has for the song is evident and is presented through the use of the setting, props and her facial expressions. For example a wrecking ball is used to demolish the walls and she is seen crying in a close up, which signifies her relationship she is currently in.

The Wrecking Ball music video breaks the typical pop music video conventions. Miley is

seen as being extremely sexualized and is dressed provocatively which is inappropriate for

a typical audience of pop music. However Miley still puts on a performance through her

music video by singing towards the camera, which allows viewers to build a relationship

with her and understand the meaning behind the song.
 

The Wrecking Ball music video completely changed the public’s perception of Miley. In the music video she is presented as extremely sexualized wearing very minimal clothing and performing provocative moves. This therefore presents how she has changed from the innocent Hannah Montana persona she is known for, therefore meaning that she is no longer ideal for younger audiences. The target audience for the music video is older teenagers, young adults. This is due to the explicit images presented throughout the duration of the music video. The message and values present are only that of Miley trying to change the public’s perception of her as she tries to deviate from her typical innocent image.

Planning Ideas For Music Video

Planning for music video

The first song I could use to create my music video to Ed Sheeran – Small Bump. This is because the song has a slow rhythm to it and the lyrics can easily tell a story. However the fact the song is of a slow pace throughout minimises how creative I could be when producing my music video. For example; most of the camera shots I could employ would be prolonged and of a slow pace to compliment the music. This could therefore mean my music videos’ success would decrease as the video would be repetitive and may not keep the audience attracted to it. An example of this is shown in the music video itself. The main body of the music video is filmed with one continuous camera shot which is of Ed Sheeran sitting in a hospital waiting room. The camera moves around Ed as opposed to the reverse, and he is sat still as things happen around him. This therefore reduces the activity going on in the video and may lack appeal to certain fans of the song. On the other hand, the employment of a single shot is correlation to the pace of the song, allowing the music video to tell a story to the audience. 

 

Goodwin's Music Video Theory

Goodwin’s Theory

 

Music theory is important to analyse to understand certain elements that are universal to music videos. It also allows the audience to further understand the themes and concepts that the songs and music videos are trying to portray. 

Andrew Goodwin writing in ‘Dancing in the Distraction Factory’ (Routledge 1992).

Goodwin produced a theory of music videos that included seven stages to it as follows;

• Music videos demonstrate genre characteristics (e.g. stage performance in metal video, dance routine for boy/girl band).
• There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting).
• There is a relationship between music and visuals (either illustrative, amplifying, contradicting)
• The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).
• There is frequently reference to notion of looking (screens within screens, telescope, etc) and particularly voyeuristic treatment of the female body. 
• There is often intertextual reference (to films, TV programmes, branding, etc).
• Whether the video is primarily performance based, narrative based, or concept based and how elements of each are used in it. 

Ed Sheeran – Give Me Love Music Video Analysis

Ed Sheeran's song Give Me Love is of an Indie genre. Various characteristics of this music genre are presented in the music video as it is of a slow pace and reflects emotion throughout as it relates to the idea of love. This is evidence of point 1 of Goodwin’s Theory. However Ed Sheeran is rarely present in the music video so certain characteristics such as the artist being seen playing the guitar are not present.

Throughout the Give Me Love music video the lyrics and visuals directly relate on a number of occasions to amplify the story that the song and video is telling. The song begins with the lyrics ‘give me love like her’ as the image of a woman is revealed. This is suggestive that she is significant to the story being told in the song and therefore provides the audience with an insight into the remainder of the music video. Further into the video the lyrics ‘I just wanna hold ya’ are accompanied with the image of two wooden figures in a hugging position. This evokes a sense of passion and the idea of love which is a main aspect of the whole song. The lyrics; ‘give me love’ which is the title of the song, are directly linked to the visuals in the music video. It relates to the idea that the woman in the video has become cupid and is seen ‘giving love’ to those around her. Additionally towards the end of the music video the lyrics ‘the taste that your lips allow’ relates directly to the visuals as the audience are presented with everyone affected by ‘cupid’, kissing. This further illustrates the theme of love that is present throughout the video.

On the first beat of the music the visuals change to that of when the audience is first presented with the woman in the video, who is hidden behind a wall. The visuals after this are prolonged and slower which correlate with the fact the music is slow. This allows the audience to concentrate on the story being told in the video and to become familiar with the woman. As the music begins to increase in pace, so do the camera shots. This is apparent when the woman discovers she is becoming cupid and therefore evokes her emotions of distress and confusion to the audience. Throughout the music video there are various occasions when the camera shot changes at the same time as the beat in the music. This is mainly used to allow the music video to flow evenly, especially when the location changes. For example when the woman goes from the location of inside to outside when she becomes cupid. It is also evident that once the woman becomes cupid the visuals of the arrow hitting people are exactly when the beat in the music happens. This is to connote the impact of how the arrow will affect each individual. 

Throughout the music video the artist Ed Sheeran is rarely present in the visuals. However two camera shots are employed of Ed Sheeran in the cafe, one medium shot and one shallow focus, which allow the audience to distinguish the artist of the song. Nevertheless this deviates from the 4^th point in Goodwin’s’ theory.

During the music video, which is primarily based around the female, there are a number of camera shots which can be seen as voyeuristic treatment of the female body. This is mainly apparent when the woman is on the bed and first realises something is happening to her. There is a sequence of shots employed, with her back towards the camera, of her pulling her clothes, which on occasions, reveals her bra. This can be seen as voyeuristic treatment as the audience are presented with the female in minimal clothing in the video. 

During Ed Sheeran’s Give Me Love music video intertextual reference is only apparent at the end. Branding is evident through the employment of the Ford car as an emergency service vehicle. Therefore the video is not used to entice the audience to gain interest into any products that it may feature.

Ed Sheeran’s Give Me Love music video is primarily narrative based. This is because the artist is only evident in the music video on two occasions, and therefore does not provide a performance element to the video. The narrative that is presented to the audience provides the ideas of love and lust. The theme is told through the female character that gains cupid like attributes and helps people to fall in love. The fact that the music video is more narrative based means the audience can be entertained and build a relationship with the woman which helps them to understand the story running throughout. 

Goodwin’s theory will assist me with my research and planning for my own video as I am now more aware of the elements that are combined to create a music video. I will be able to plan my video and include various aspects to create a music video that would be of a high standard and that would appeal to my target audience. 

Research Into Music Channels

Research into Music Channels

Every music channel appeals to a specific target audience through the type of music it plays. It features a set genre of music with specific artists that are within this genre. The logo of each music channel is designed to specifically appeal to its target audience and gives the audience an initial insight into the genre of music it plays.

The target audience for MTV is teenagers/young adults. This is because MTV mainly plays popular genres within this age group e.g. pop & dance. MTV mainly plays songs that are currently in the charts or previously have been as they are popular amongst their target audience. Examples of artists regularly featured on MTV are; Justin Bieber, Rihanna, Beyonce, Lady Gaga and One Direction. MTV operates a group of channels under the name MTV networks e.g. MTV Dance, MTV Classic, MTV Rocks, etc. On some of these channels a number of television programmes are aired as well as music videos. MTV also owns their own official website which allows fans to access news podcasts, interviews with celebrities and other information. MTV also owns a magazine providing fans with further access to music information. MTVs’ logo appeals to their target audience as it has bold font for the M and more fun font for TV. This connotes how MTV provides entertainment and amusement for their viewers.

VIVA has a target audience of teenagers/young adults. It mainly airs music that is current in the charts and of a pop/dance genre as this is what teenagers/young adults tend to listen to. Artists aired on this channel include; Justin Bieber, Olly Murs & Katy Perry. VIVAs’ logo appeals to their target audience as the channel name is in bold, capital font. The colours used are green and pink, which are bright and reflect how the music channel appeals to the younger generation. Also the use of green and pink conveys how the music channel is aimed at both males and females. 

Scuzz is aimed at older teenagers/young adults who listen to rock music. During the daytime the channel tends to play more pop-punk, current metal and up and coming artists, whereas in the evenings the channel plays predominately heavier music including; traditional heavy metal, hard rock, punk and death metal. Examples of artists on this channel are; Enter Shikari, Young Guns, You Me At Six, Deaf Havana and more recently Lower Than Atlantis. Scuzz has had a number of logo revamps, first on April 1, 2006, where the old black and white logo was changed to a blue, smokey look. After this the channel begun to air more special, dedicated shows. Then as of 31 December 2007, Scuzz was revamped once again, being given a more industrial style look. The channel runs weekly competitions, giving viewers the chance to win brand merchandise, signed guitars and concert tickets. Scuzz is owned and operated by CSC Media Group and has a number of sister channels including; Chart Show TV, Bliss and the Vault. Scuzzs’ logo font is silver and in capitals. The font has a sharp appearance with spikes off of some of the letters. This appeals to their target market as the silver connotes the heavy metal music and the sharp, bold letters conveys a punk side to the channel. 

Flava has a target audience of young adults. It broadcasts 24 hours a day and play music from the Hip-Hop, R&B, Garage and Drum ‘n’ Bass music genres. This is because this type or music appeals to young adults. Examples of artists music aired on this channel is; Kanye West, Drake, Ciara, Nicki Minaj and Chris Brown. Flava is owned by CSC Media Group who own a number of other music channels. Therefore Flava has a number of sister channels consisting of; Bliss, The Vault, Chart Show TV and several more. Flava’s logo is big, bold font in capitals. The font is gold which appeals to the target audience as Hip-Hop & R&B genres feature elements such as money and expensive cars. 

VH1 is targeted at a slightly older audience than its sister channel MTV, focusing on the lighter, softer side of popular music. VH1 occasionally plays music videos and the Top 20 Video Countdown, but its overall focus is on pop music in order to appeal to the target audience of 18-35year olds, and maybe even older. Some of the artists featured on this channel include; Rod Stewart, Tina Turner, Elton John, Sting and Olivia Newton-John. Both VH1 and its sister channel MTV are currently part of the Viacom Media Networks division of corporate parent Viacom. VH1 also has a website that fans can visit to access further insights into the music they play. VH1s’ logo appeals to the target audience, as it is made up of bright colours including; orange, pink and blue. This therefore means the logo appeals to both male and female and does not limit the age of audience members it may attract. Also the use of the colours connote a fun, joyful impression which relates to the fact the channel plays pop music. 

MTV is broken down into different channels to appeal to the various target audiences and the specific genres/music they enjoy listening to. This therefore allows MTV to play the correct music that appeal to the certain target group that they are aiming towards. Music channels are important in appealing to a target audience so that they provide the audience with playlists of the genre of music they specifically enjoy and want to listen to. Therefore audiences don’t have to waste time flicking through channels to discover a song of their desired genre. I think there are a variety of music channels so that each one can appeal to a specific audience. In turn this would mean audiences would be more content as they would be able to turn on the channel which played the music they enjoyed and appealed to them the most, without wasting time trying to find a song they enjoyed. From analysing music channels I have learnt of how there are various music channels that specifically appeal to a particular target audience as it plays a certain genre of music. This will therefore allow me to differentiate between various target audiences so that I can specifically aim my music video production to a particular audience who enjoy a certain genre of music.