My Desired Song [Music Video]

http://www.unsigned.com/1wr

It is entitled "Faith" and I have emailed them for permission to use the song.

Music Videos - Generic Conventions [Task]

• What do you like about the style of the video (mise-en-scene, camerawork, editing etc)?
• What do you like about the narrative/storyline of the video? If it doesn’t have one, why do you like that?
• Who is the audience for the video and how can you tell this?
• How does the video add to the genre of the music (mise-en-scene, performance, locations, performers)?
• How does the video represent the artist (analysis, persona, adjectives)?

The mise-en-scene is quite earthy because Micheal Jackson wears a 'cheap-looking' costume that looks quite cultural (see 0:16).  It works well as it's made more authentic towards the audience. Therefore, it allows us the audience to look at "contemporary" issues in a less-developed world.

The editing and camera is quite 'limited' in terms of the variety. However, I think this help to go with the 'serious' theme of the video and the lyrics. For example, the long-take and handheld movement of the performer at 3:48 makes it more genuine to the audience. It gives the impression that the people are live a very fixed, deprived life and culture.

The narrative is solid.  For example, all throughout it has Micheal dancing with 'poor' villagers which brings in the theme of poverty.

The audience is quite 'universal' as the concept of the video affects the world. The message is quite simple - "they don't really care about us" in the poor countries. This affects all different everyone because it puts foward the issue of poverty in international countries.

The video is quite abstract in terms of style and belongs to the dance genre.

The editing is varied as we have fast paced cuts of the woman dancing. This gives a fun feel to the pacing of the song and allows the audience to follow through with the video.

The camera language is quite straight-forward. For example, we have a static, mid shot of the at 2:05 of the the two men 'looking in an exxagerated way at the camera. I think it uses this straightforward approach to make it quite easy to follow for the aduience.

The mise-en-scene is quite 'retro' in terms of the performance by Calvin Harris as he sings along to the lyric whilst wearing an 80s styled cardigan costume. This makes it very unusual but works well with the lyrics of the song so it's enjoyable to follow in the video.

There isn't a narrative. It includes jus different shots of the woman 'dancing' and 'posing' to the beat. It works well though as it matches the upbeat mood and tempo of the song.

The audience would probably be young boys and girls as it uses a  funny editing technique and is quite easy and chilled to follow.

 

This video is styled in a impressionistic way as a song from the alternative genre.

The editing is quite unconventional is like a 'mini- horror film' which I like. For example, at 1:05 we have the countdown in a 'film' type of video effect. This gives it an 'odd' outlook as a video from the very start and allows the video to offer an unusual concept to the video.

The camerawork uses a range of shots of mostly the little kid. It is used to show the process of childhood experiences. For example, the low angle shot of the boy being lifted up whilst crying at 3:38. This gives it a funny feel tot he audience and makes it entertaining because it is quite satirical and not meant to be taken seriously.

The mise-en-scene is a mixture of conventional and unconventional things. For example, the humans are dressed normally whilst the monsters are added to the normal setting to offer a mixed feel. It gives it a 'twisted' feel which I like.

The audience are probably male and female as it is meant to be a 'funny' video for everyone to watch due to the 'wierd' events taking place in the video. For example, the use of zombies and humans.

This styling is quite 'gritty' and 'raw' which conforms suitably to the rock/alternative genre.

The editing shows this as the slow pace adds a 'suffocating' feel as if we the audience have to endure the 'heavy' nature of that persona's exact feelings. For example, the long take, slow motion edit of the woman looking 'scared' at 1:55 precisely shows this.

 The camerawork is also quite 'aggressive' and 'harsh' but works for this particular genre. 

For example, the close up shot of the woman looking down in a painful attitude connotes hurt and pain

I like this as this it suits the type of audience that the video aims for, i.e. rock fans and mostly men.

The mise-en-scene is carefully controlled as we have the 'rockstar performers' wearing a 'black' and 'gothic' style costume. This connotes the harshness of the characters which suits the song very well. Especially as it is supposed to maintain a 'raw' type of feel.

The persona of the performers are quite 'serious' and 'fearless' so I think they carry out a 'bad boy' image to go well with the the 'rock genre' and lyrics. 

 

The style of the music video is quite chilled as it conforms to the dance genre.

The editing is fast paced to emphasise the upbeat vibe of the song. For example, there are a great number of cut transitions which connotes the action. 

The camerawork uses various as the video as there are long shots, close up shots and point of view shots. For example, at 3:04 in the video the long shot of the criminals gives us an overall perspective of the setting. This keeps us the audience engaged in the narrative and understand the various characters.

Overall, the camera language and editing allow us the audience to stay engaged in the video so we don't become 'bored'. Therefore, it definitely aims to gratify our entertainment needs.

The mise-en-scene carries out a casual, chilled tone. For example, at 0:43 in the video, we denote him wearing a leather jacket costume and cardigan. This signifies the 'laid-back' approach of the video which shows it's not meant to be taken too seriously. Therefore, it offers a sense of escapism as the audience are left to feel calm and 'unaffected' by the video events.

Although, the video lacks much of a concrete narrative, I would say it's quite enjoyable. It does co

ntain mini storyline in different scenarios. For example, it starts off with the boy shooting a firework at the caravan and then it changes by character to character. So I think it's fair to say that the video just gives us random events where we shouldn't take ourself seriously. This makes it quite interesting to watch.

I would say the audience is a young male and females because the events that take place is aimed at young characters. The tone of the song and video is quite immature as well for example, the caravan man at 1:35 slips on marbles. So the video doesn't really take itself seriously which makes me think that young people will like this.

The persona of the characters are quite 'rebellious' as they are sort of mocking different situations in the video. For example, the man is quite 'big' and dressed up in an exxagerated way with the 'ice cream' costume. This makes me think that the audience are also 'poking' fun of the character.

The editing is very different as it uses an "animation" effect which makes it come across as quite visual. I think this is why I enjoy the music video as it is very different from the norm in this genre. For example, right from the start we see the performer (Kanye West) in an animated action singing with the song and the beat. This gives it a high-concept vibe which is very appealing to the mainstream traditional audience as it takes the original clips and alters it into an entire animation.

The camerawork is very simple as at at 1:10 it uses a long-take of the performer just him moving around in to fit the slow pace of the melody. This makes it very interesting for the audience as it is more central at the "visual" content of the music video, such as the animation and the whole storyline.

The mise-en-scene is just an animation type of performance which gives it a theatrical feel. It seems like it involves more of the audience  and them understanding what's going on within the piece. This seems to go well with the soulful lyrics of the song and matches the slow tempo.

The narrative is quite clear as it basically the performer and his "heartbreak" over his ex-girfriend. I like this as it's quite easy to co-operate with when watching and engaging with the actual content of the video.

I would say most of the audience would be a broad market of males and females of a young age. I say this as the animation styled content allows for a wider interest and is quite interest. I also say that because it's quite unconventional in the genre as the male gaze isn't purely based on the fact that it follows an unrealistic convention (animation).

The style of this video is quite abstract for the soul genre.

The editing is in black and white which is gives it an odd look for a traditional music video within the soul genre. This uses an "less modern" in terms of the conventions. making it less traditional. However, I like it as it gives it more a creative outlook and makes it more focused on the lyrics of the s9ong.

The camerawork uses a lot of zooms which has probably also been digitally altered online to create a more high-concept approach. For example, it zooms into the abstract imagery such as the performer at 2:07 and the illusions in the background . This makes it fun for the audience as it's quite unusual but also easier to experience the performer's experiences e.g. "i make you crazy".

The mise-en-scene is quite odd too. The performance overall is quite "odd" and it seems very central to the performer's thoughts (as revealed with the ever-present imagery). This helps to give it more of a solid meaning i.e. the laidback attitude of the perfomer.

There isn't a narrative. For me, it's like an animation slideshow with various clips portraying his range of thoughts. For exdample, the dark colours connote mystery and at times pain. Therefore, it's quite unconventional for this genre as it's more impressionistic and down to the audience to interpret it in their own way.

The audience I think would be universal as the whole music video is more down to individual interpetation. It may also attract an older type of audience as the performer himself is over 30 here. It would definetly also attract those who are enthusiastic of the soul genre as the music provides this form of "entertainment" gratification.

Style & Conventions - Music Video [Task]

Performance

In terms of the style, the video offers an impressionistic vibe as the video relies heavily on the techniques such as the significant fast-tempo beats. For example, we denote fast-paced shots of women dancers in a sexual costume and the performer himself being to cut to a lot of times. This enables the song to fluidly match the melodic arrangement & dance riffs of the song.  To some extent, this also creates enigma as there's an element of surpise within the video. For example, we denote at first a strict-looking woman shopkeeper until the video cuts to calm-looking suggestive female character.

The Hollywood institution use this style as it is more safe financially to conform to there use of generic conventions. This means that it's used a lot within the dance genre, making it more easier for 'commercial' success. This ranges from the use of its party location - bright colours as these upbeat conventions attract a broader audience. This promotes the escapism ideology as it includes fun and uplifting conventions for their mainstream audience. It also conforms to the uses and gratification theory as it uses 'entertaining' scenes such as dance routines that can match the pace of the song.

If I am to use this dance genre, I'd probably subvert to all the conventions in order to make my media product seem "realistic" and "ground-breaking" to the audience. This would make my video come across as very creative and well thought out. I may subvert the party location and shoot at really 'urban' areas to make it seem very meaningful to the real world. I may even add in a more lengthier narrative to make it seem like there's a message to take from my product.

On the other hand, at this stage of the planning process, I may decide to go with a different genre. In addition, by subverting most or all convention may make it only appealing to a niche audience. For example, by creating a lengthier narrative would require a certain level of intelligence or appreciation from my audience which could make it harder to gain a mainstream appeal. It would portray more realism rather than escapism as I think it would be relevant for issues within society today such as: issues in the current affairs. Another I had was the recent issues of social media websites as I could explore 'online bullying' which is more of a problem these days.