Andrew Goodwin

Amplification:

Nicki Minaj's video for the song 'Freedom' is an example of amplification. Amplification is when the film cuts on and off the beat to emphasise features. The images that you see on the screen during the song amplify the lyrics, in cases a specific narrative may be used that would not necessarily be picked up from reading the lyrics alone. The band image is usually the artist taking on a fictional role in the narrative. It usually has a performance and a narrative.




Illustration:
Illustration is the simplest and easiest to use when making a music video. This is because it is just a literal meaning to the song’s lyrics in visual form. Owl City use illustrative ideas in 'Fireflies' when the artist (Adam Young) is singing and as he says ‘fireflies’ the word fireflies comes up on the screen to a little toy gadget. The chorus shows illustration every time. 

Disjuncture:

Disjuncture usually ignores the song, genre and its content.

Grime music video analysis

This music video is an example of our genre- Grime.
The setting that grime video's are typically set in are the streets and cities that the artist has grown up in. The main artist is being followed around by other people dressed similarly to them who are from the same class of people as the artist. The typical clothing that is worn in grime music video's are jeans and tracksuits (usually black or dark coloured) The connotations of the colour black are connected with power, death and evil. This is similar to the lyrics that are usually spoken in the music video's.

The mise en scene is very specific to the brand image of the artist. It is important that the artist stands out in his own way and gains the audiences attention and respect. In this video you see a lot of different scenery such as parks, flats and alleys. All of these images that we see may relate to the songs narrative. There are shots in which the artist is standing in front of a brick wall down an alley. This gives the audience a sense of realism. Typically in grime music video's, the artist and the people within the music video will wear brands that link in to the youth culture of the recent time.

In most of grime music video's, in particular the one below. The artist are themselves in the video's which helps the audience relate to what the artist is singing/rapping about. You will find many of the audience will be able to relate in some way or another to the setting or the lyrics.

The shots used in this video are many close ups to show the facial expressions of the artist/s and mid shots so you still focus on the artist but also on the scenery in the background and whats going on around them. This is to show that they are everyday people and that everything that's happening/ has happened to the artist could happen to anyone and this is how he relates the lyrics and the song to the audience.

Grime music video analysis

Lunar C

Grime is a genre originated in London, it was constructed by combining U.K garage and hip-hop like genres. Some well known grime artists include Dizzee Rascal, Wiley and JME. The reputation that they gained for grime music around the world was huge in contrast to the underground name it took before. Hip-Hop is sensed in Grime but with a few differences. The clothing that is typically worn in Grime music videos are; hoodies, trainers, hats and jeans.

 Moreover it is seen that in videos they also wear big items of jewellery to replicate the characteristics of Hip-Hop. Ever since artists such as Chipmunk, Dizzee and others have gained MOBOS and other awards, reputation has been gained within Grime. The target audience for grime music is mainly the youth of today predominantly male listeners with the exception of a few female listeners.  

Carol Vernallis

Carol vernallis analysed and compared the editing in music videos to the editing in hollywood films, she stated multiple examples of how they differed. For example, she found that in music video's the order of shots are unconventional. That they shift more freely between shots in no particular order. this differs to hollywood film because in hollywood films there is a conventional typical order of shots that are used. Another example is the discontinuity in music video's is completely different to hollywood as it is used a lot. Pop videos draw us in away from the narrative by foregrounding other structures and elements e.g. the music. Conversely, Hollywood films draw the audience in to the narrative with the use of continuity editing.

A further example of when Carol Vernallis compared music video's to Hollywood films is in music videos the multiplicity of incomplete sometimes obscure paths in comparison to Hollywood filming in which there is a single clear path between shots.

Additionally, i learned that Vernallis said that the shots of the artist will encourage us to piece together a 'Phantasmagorical body' meaning that there are a lot of shots that flick from body parts of the artist into fully body shots and this is an example of objectifying women. This is used a lot when an artist is trying to gain the approval of male fans. This is seen in almost all of Rihanna's music video's. The use of 'phantasmagorical body shots' allows the audience to perceive the artist in whatever way they desire, building a picture in their head of what the artist looks like based of the multiple shots of what each body part looks like.

Below are two examples of which approve Carol Vernallis' theory.


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Analysis of a pop video 2.

Brief

A promotion package for the release of an album, to include a music promo video, together with the following:

• a cover for its release as part of a digipak (cardboard CD cover)
• a magazine advertisement for the digipak

Analysis of a pop video 1.

Analysis of a pop video 1:

Firstly, the use of cinematography in this music video makes the genre specific. An example of this is the establishing shot in which shows the setting of a lot of young people who are well dressed, surrounding expensive looking cars this highlights the wealth of the young people and therefore the artist, this is important because a lot of the time in pop video's the artist is showing off their possessions. This makes the audience want to be in the same setting that the music video is showing, idolizing the artist as not many people can relate to the music video which is a stereotypical 'American teenager' setting.
Additionally, There are close ups of Miley Cyrus standing in front of a car this illustrates her independence and youth. This is what young people aspire to be. There are dancers in the background but they aren't in the limelight of Miley which is important as in pop music video's the artist has to stand out and you will notice that most of the shots would be close ups of the artist.
Next, in most of the shots Miley is in the middle of the people surrounding her. This shows that her popularity is high and that she wants people to follow in her steps/ be like her.
In multiple shots Miley is standing in front of the American flag, this appeals to patriots and is indicating that America is the place to be. By showing her 'life' as exciting it makes the young audience envy her and with envy come the love of the artist.

Next mise en scene is used to show rebellion and youth, an example of this is the close up shot of Miley's feet when she sings the line 'Everybody's in stiletto's, guess I never got the memo' the close up shows a pair of cowboy boots. Not only does this show rebellion but it shows that she doesn't care about what people are going to think or say about her as it is followed up but a close up of her face that does not look bothered that she is going to stand out.
I also noticed that in the beginning of the song, she is dressed quite innocently but as the song progresses her outfits and actions start to become more provocative, this is seen when she is swinging on chains.

Furthermore, in her performance it always shows Miley smiling or laughing which relates to the lyrics and the upbeat song. This shows the audience that they should enjoy their lives and therefore listen to her music as all the people surrounding her are enjoying themselves whilst listening to her music. There are drops in the tempo of the song after the fastest tempo which could suggest that even when your having fun you have to have some kind of rest which the audience can relate to. The use of editing is important in this pop video to show the different scenes, cross cutting is used to show the different scenery and giving the audience a glimpse of the different things that are happening.