This is my music video research/analyses, including a variety of different music videos and artists.
The Link to my music video page which has my pre production, production and post production projects is below.
https://evetranter.wordpress.com/wp-admin/post.php?post=201&action=edit
Jonas Akerlund-Contempry Music Video Director
He started off as a commercial director, then fell into Music video and Short Film directing. He is known for his music videos being controversial. He makes ‘extended shorts’ rather than performance. Some of the music videos he has directed music videos like “Who’s That Chick” by David Guetta, “Walk on” by U2, “Miss You” by Blink 182. At the start of his career his budgets for his music videos tended to be very low, however, he includes a lot of product placement which increases the budget and revenue for his music videos, also the use of intertextuality within the video. He always caters to the artists needs rather than his own,but, he still needs to like the song or have an idea for it. Jonas is very prestigious within the industry.
Lady gaga- Telephone
Firstly in the video Akerland uses a lot of product placement due to the fact that the music video was extremely expensive .The companies pay to have their brand in the music video, because the audience may want to buy that product due to their idol either Lady gaga or Beyonce owning it and they want to be as much like them as possible. The products are Beats,as one of the guards in the prison is using the laptop, also Virgin, this may have been used as Virgin were in a lot of competition with other companies at the time in which the video was made. Another product placement is Chanel, as lady gaga wears Chanel sunglasses when she witnesses a fight in the prison. In addition when she is in prison she uses Diet Coke can as hair curlers, which again is product placement. Later on in the video when she is existing the prison the guard is looking on the dating website “Plenty of fish” this may have been advertised as at that time online dating websites were getting quite big. When lady gaga and Beyonce are in the car, there are a couple of product placements such as a drive thru fast food restaurant, also lady gaga takes photos of Beyonce with a polaroid this is because they were just coming back into fashion and they might have thought that it would be a lot different to just a normal digital camera. The scene in the diner the product placement is when Lady gaga is making the food, the mayonnaise and bread is certain brand. With the use of product placement it also indicates the age of the target audience, even though both Lady gaga and Beyonce have a wide audience, but it would be about teens/ late 20’s as they wouldn’t be using something like beats if it was aimed at older people because it wouldn’t sell.
There are a variety of different shots within the video, for example: extreme long shot when they are driving the car, medium shot and medium close up in several parts of the video like when she is in the prison and when they are in the restaurants. Also, close up of the man when he is poisoned.
Thirdly, in the video there are several intertextual references like the Shawshank Redemption and Silence of the Lambs when she walks through the line of cells and people are shouting things at her. Another intertextual reference is Kill Bill, which is the car which they actually got from the original film. They may have used the Kill Bill car to advertise the film even though it was extremely successful it is 20 years old so it reintroduces the audience to it. Similarly it also uses features of Thelma and Louise as it is two women on a killing spree and it enforces the idea of sisterhood. Another intertextual feature is pop art Andy Warhol as the credits are bright and bold, plus the filter of the video is extremely exaggerated bright colours. Some of the dance moves are very similar to the Thriller video by Michael Jackson, this might have been used as it is a very iconic dance and by using some of the moves it reminds the audience of the music video and make them want to watch it again. Finally, some of the styles that lady gaga wears are very similar to Madonna previous music videos.
The Costumes which Akerlund uses fit the artists style. For example the costumes that Lady gaga wears are very eccentric while she is prison exaggerates the idea that she is locked up, like the costume when she is in chains, when she is wearing the over the top striped dress and when she has the tape wrapped around her. In addition, when she gets out of prison and Lady gaga is making food her costume looks kind of medical like and thats when she poisons the people in the diner. Another costume that she wears is a leopard suit and this is just after she has killed everyone, so this could signify that a leopard never changes it spots, because she has been to prison already. Later on in the music video when they are being chased they are dancing at the back of the car the big in which they are wearing sticks to lady gaga’s image. Also, some of the costumes which she wears has features of a telephone, which is what the music video is called. Finally when they are dancing they are both wearing costumes with the American flag on, this could be patriotic of the country and show how they are both independent American artists. Akerlund may of got them to wear different costumes of the american flag show how that both of them as individuals are very different artists. Alternatively, the costumes that Beyonce wears are very different to Lady gaga’s. The first outfit in which you see her wearing is all black and edgy and this could show how her as an artist is quite feisty. The next outfit is when she is in the Diner and she is wearing all yellow which is the complete opposite to her first outfit so it could show her two personalities in the video.
Other features in the music video are things like in the media there have been lots of rumours about Lady gaga being a man, however, in the video it sets the record straight and makes a joke out of it.
Also, in the music video whilst she is in prison there are lots of shots of them being filmed with a security camera. This could signify that they are constantly being watched, in addition it could relate to how lady gaga is always in the media and being constantly watched and judged by people she doesn’t know.
Finally at the end of the video it ends with the female sign, this shows the theme of feminism, as lady gaga is put into an all women’s prison. Also, the sisterhood she has with Beyonce. Plus, how they punish the man in the diner who sees women as a sexual object.
Dangerous by David Guetta
Firstly, both this music video is also directed by Jonas Akerland and has very similar to features to Telephone.The music video has a narrative and has a big build up before the music starts just like the telephone video. The music is part of the narrative. The music video also has high filters which exaggerate the colours, just like in telephone. Also, it uses product placement to increase the budget, some of the products are Vodaphone, Canon, Lotus, Scale Electric, Total and Pirelli.
Textual Analysis- Music Videos
Michael Jackson-Thriller
Firstly, the video is a Hybrid as it is has a narrative and is a performance video. The genre is a music video, but with horror and thriller features throughout the video.
The music video at first starts with a car breaking down in the middle of nowhere and in the car are two teenagers, they get out the car and the boy proposes to the girl, however, shortly after this happens Michael starts to turn into a werewolf, this references the film by John Landis ‘An American Werewolf in London’ as the start of the video is very similar to the film. The werewolf chases the girl through the wood and as it catches her. It suddenly flips to Michael and his girlfriend watching it as a film. They decide to leave the film and when they are outside Michael Jackson begins to sing Thriller to try and scare his girlfriend. All of a sudden the dead begin to rise from their graves, as the zombie begin the circle Michael Jackson he suddenly turns into a zombie and they start to dance. The girlfriend starts to run away and the zombies chase her, when they are about to catch her she wakes up and as her and Michael walk away he turns round and his eyes turn yellow.
Mis-en-scene
In the first scene Michael Jackson and his girlfriend are stuck in the wilderness the mis-en-scene then is the trees as it creates a creepy and eery effect that will make the audience sit on the edge of their seat.
In the second scene the mis-en-scene is the red cinema chairs, red signifies danger and implies that the characters may be in some sort of danger.
Next, the scene the mis-en-scene is the grave yard also the blacked out houses.
Another mis-en-scene is the covered chairs when the girl runs into the house, this is because it gives the impression that the house is abandoned.
Costumes
In the first scene, the characters are dressed as stereotypical high school students, as, Michael Jackson is dressed in a baseball jacket and jeans. The girl is dressed modestly and she is wearing pink and white which could convey the idea of her innocence.
In the next scene, Michael and his girlfriend are dressed abut more maturely. Michael Jackson is dressed in a bright red/orange suite which signifies danger. Also, it shows that he is the main focus of the music video and is dressed very differently to the other people featuring in the video.
Shots
There are a variety of shots in Thriller. For example at the start of the video there is a long shot of the car breaking down in the middle of nowhere. Also when the teenage couple are talking there are a few medium close ups, in addition when Michael Jackson is turning into the werewolf there are close ups and extreme close ups throughout the transition. Other shots include medium long-shot, medium shots, insert shots, over the shoulder shot.
Character types
There are a few character types within the music video.
Damsel in distress: Michael Jacksons girlfriend
Villain: Michael Jackson
False Hero: Michael Jackson
Location
The first location of the first scene is in a forest, it is very dark and gloomy which shows that the music video may have a horror theme. Also, in a lot of of horror films there is usually a forest where a character may meet their fate.
The next location an urban setting. Again, it is very gloomy and has an eerie feel to it.
Overall the Thriller music video is very effective and sticks in the audiences minds.
Elastic Heart- Sia
Firstly, the type of music video is a hybrid of performance and abstract, which leaves the audience wandering what the music video was about and what the people involved were doing.
The music video starts with a big cage in a room and two people facing each other, when the music properly starts they begin to dance around the cage, it some parts it looks violent, in other parts it doesn’t. At the end of the video the girl slips out of the cage and the man can’t get out and he tries to grab her to bring her back. The cage in the video i meant to represent the human skull and the personalities inside the brain like being loving to yourself or being angry with yourself.
Mis en scene
There is only one and it is the room with the massive cage in it, this is meant to keep the audience wondering about the meaning of the video.
Costumes
The video is quite simple when it comes to costumes as the people in it only wear one throughout the whole video. The girl is wearing a pink leotard and the man is wearing tan/pink shorts. This could signify how the people in the video are not really characters, therefor they don’t need proper costumes. Also, it is a very simple music video so the costumes should stay simple as well.
Shots
There are a variety of different shots within the video. The first shot is a extreme long shot of the cage and this is to establish the scene. Next, there are two close ups of the two peoples faces to show emotion to the audience. Next, there is a long shot of when the begin to start dancing, a birds eye shot of when the man climbs to the top of the cage. Other shots like medium long shot, medium close up, medium shot, extreme close up and over the shoulder shot.
The character types are different than usual, both of the people in it act as a variety of different character types like the villain, the hero, the damsel in distress and the false hero.
Location
Finally the location is a Warehouse with a cage in it, the video is abstract so it doesn’t necessarily have to make sense.
Old Pine- Ben Howard
The type of music video is performance video as the majority of the time it is just him walking and singing to the music. This may be because there wasn’t a big budget meaning that they may not have enough money to spend on making a narrative or making it abstract. Also, the music that Ben Howard makes is quite calm and laid back so with him just singing and walking fits in with his genre of music, rather than having a more extravagant music videos like some artists.
The music video is basically in the country side and there are just shots of the sea, fields and Ben Howard singing whilst walking down the road.
Mis en scene
The mis en scene is this music video are shots of the country side like the sea, woods and fields, this is supposed to give the impression that the music video is very calm and relaxing rather than having any action in it.
Shots
There are quite a few shots in the video like long shots of the landscapes. Medium shots of him walking down the country lanes, also, there are close ups showing emotion, there is also quite a bit of B roll footage of him laughing and running.
Character types
There are not any character types within this video due to not having a narrative in the video.
Location
The location of the video is in the countryside to create a peaceful and calm atmosphere for the audience.
The A Team-Ed Sheeran
The type of music video is a narrative, as you do not see ed sheeran sing in it so it isn’t a performance. Also, the song was a story so it would look weird if he was to sing it and not have a narrative as it is about a prostitute.
The video starts off with a woman with a sleeping bag, then it carries on to her begging for money in the streets and selling The Big Issue. Later on you see her getting dressed up to get money through prostitution, when she gets the money from that she uses the money to feed her drug habit.
mis en scene
The mis en scene is a busy street, where lots of people are walking along and walking past the woman begging.
Shots
There are a lot of close ups of the woman’s face to show her emotion like after she has had sex with the man there is a close up of her face crying. Also long shot of the busy street, medium shot of her begging, over the shoulder shot.
Character types
It is quite hard to identify the character types in this music video. In a way the money could be the “villain” as when she gets money that means she will be going out to go and buy drugs, which is why she is on the streets.
Location
The location of the video is city areas, this could be because the narrative is a true story, so by setting it in a city area it makes it more realistic to the audience and make it more believable.
Textual Analysis- Artist Re branding
Kylie Minogue
We looked at three different music videos of Kylie Minogue and tried to identify the differences.
The main differences that I noticed was that as time went on through Kylie’s career that as she got more established her budget for her music videos got wider and wider. In the first music video she is mainly just getting followed around and it is more or less shot in one attempt, however in her future videos the shot types vary a lot more, this is also due to having a much higher budget. In the first two videos they are just performance videos, however in her 2010 video it is a hybrid of all three narrative, abstract and performance. Also when her career started out she was not sexualised, but as she has evolved she has become a lot more sexualised, so she has re branded herself to suit her target audience. In addition her styles in the music videos suit the time in which the music video was made.
Her image has evolved, as when she first became famous she was very innocent, but as she became also more established she became a lot more sexualised and mature. This is because her fans have grown up with her so to keep the fans she has to rebrand herself to suit the target audience. So her image has became a lot more mature over the years.
The differences in budget are big differences, due to her first music video in the 80’s having a very low budget, as she was not very established and the record company was not one hundred percent sure if her song was going to sell. However, in her 2000 video she has become a much more established artist meaning the record company can afford to spend quite a bit of money on the music video because they know it will sell. In the 2010 music video Kylie is extremely famous and the record company can spend millions of pounds on the music video as it is guaranteed to sell.
The target audience is teenagers in the 80’s who have grown up with Kylie. So as they grew up so did she and she changed her style and her style of music videos to keep the same target audience.
The conventions that are used in the first video are things like her lip syncing the whole way through, performance, dancing and makeup/ fashion and the clothing and her style in the video fits the time in which it was made, this helped her develop an image as being quite innocent and “girl next door”. Next, in the 2000 music video the conventions are again lip syncing, dancing, but the dancing is a lot different and provocative than the earlier one. The fashion and makeup is a lot different and is way more revealing and more mature than the previous video. Thirdly, in the 2010 music video it is a hybrid video of performance and abstract. There is still lip syncing in the video but not throughout the whole duration, there is dancing, sexuality, fashion/makeup.
The “brand” of Kylie Minogue has changed dramatically over the years. In her first music video her “brand” was perceived as an innocent “girl next door” character also the music video was extremely simple and had a low budget. In her 2000 music video her “brand” has changed, as she has got older and a lot more sexualised and mature, she has no longer go the “girl next door” perception her target audience have grown up.She has become a much more established artist so her record company could afford to spend quite a lot of money on her as they knew it would sell. Finally in her 2010 video her “brand” is still sexualised and she is also seen as somebody to be fighting for gender equality.
The impact of the target audience is shock that she has transitioned from the girl next door to her a lot more mature and way more sexualised. Also,by her constantly re branding herself it will get people talking and want to watch her music video, so overall more money for the record company.
Kylie’s first music video is a lot different to artists now as music videos generally have a lot more money spent on them.Plus the technology and editing skills are better now so the music videos tend to look way more impressive.
Miley Cyrus
I also looked at three music videos of Miley Cyrus’s career over the years.
Firstly I looked at “Nobodies Perfect”, this is when she was Hannah Montana and this music video is a just a performance video, with a low budget as it looks like it has just been recorded from several shots at one of her concerts. However, this is an accurate representation of Miley at that moment in time as it fitted the the target audience. The next video that i looked at was “Can’t Be Tamed” which was a few years after Hannah Montana and unlike “Nobodies Perfect” the type of video is a hybrid of performance and narrative. Also, you can tell that the budget was way bigger than the previous video, this is because Miley was becoming a lot more popular and having a much wider audience that didn’t watch her when she was Hannah Montana, plus it shows how she has had to re brand herself to maintain the same audience as before and move away from people seeing her as Hannah Montana. In addition the video is a lot more mature and her clothing is a lot more reveling than it was previously. Finally the third video that i looked at was “We Cant Stop” this is completely different to the other two, first of all the type of music video is a Hybrid of performance and abstract. This was a completely different look than what she had previously had before and this was the first music video of her re branded look. The budget was again a lot wider than the first two music videos as Miley was an established artist so she was guaranteed to make money and especially if it was going to be so much different to what she had done in the past. Other differences was that the music video had a lot of sexual references and Miley’s look was way more sexualised.
Next, her image has evolved so much in such a short period of time of her being famous. When she was Hannah Montana her look was very innocent just like her target audience and it would be acceptable for a 6+ girl to wear. Secondly, her look in “Can’t Be Tamed” evolved a lot as she was no longer Hannah Montana she was Miley Cyrus and her look was slot more revealing and mature as her target audience had grown up and so had she. Thirdly, her look in the “We Cant Stop” video had changed completely. Her clothes were a lot more revealing and sexualised and her look was completely different to Hannah Montana.
There are major differences in the budget as in the first one there was a very low budget as it was just shot at one of her concerts and there was just things like dance and lip syncing , this is because even though she had a fan base it was only kids who watched Hannah Montanna so it wasn’t that wide, so she was not guaranteed to make a lot of money. The budget for “Cant Be Tamed” was a lot wider as it had several actors and a huge set, this was because she had been moved past her Disney Chanel phase and be put on to main stream TV, so she would make more money, plus as well her look had changed a lot so it would shock her current fans into buying the song. Finally, the budget was wider than the previous two as it had several extras. Plus, a variety of different sets and shots. Also, there was product placement within the music video which would have made the budget a lot bigger as the company pay the record company to feature there product for example the Beats Pill. Her look had dramatically changed as well, so the record company knew that they would make money as lots of people would be talking about it.
The target audience are kids 6+ in the first video. Next, the target audience may be the same kids but grown up, so teenagers or pre teens. Finally, the target audience are a lot wider, it might be the same target audience as the other two plus maybe older people and rather than just girls teenage boys may like her as well.
The conventions in the first video are things like lip syncing , dancing , makeup and Fashion, this helped develop the image of Hannah Montana as quite innocent, cheesy and not an artist in which adults would want to watch. The next video “Cant Be Tamed”, there were a few more conventions than the first one for example things like there was a narrative, much more extravagant clothing/makeup/hair and also a lot more sexualised . Plus, unlike the first video there were special effects and CGI when she covers her face with her “wings”. Similarly, there are lots of extras and backing dancers, there was much more of a performance put on and much more theatrical, also there were different settings rather than just one, this helped develop the image of Miley at this point as being more mature and wanting people maybe to take her more seriously, rather than just Hannah Montana, she may have also wanted a larger audience to like her not just the younger generation. In the “We Cant Stop” music video the conventions that are used are, performance, product placement, for example Beats, Again a much more provocative Hair/ Makeup and outfits are worn, things like sex and sexuality, interesting locations, acting/ drama, lip syncing, there are a lot of conventions used in this than the other, which could show she had become a much more established artist, so this helped to develop her image into someone who has completely changed since Hannah Montana and showing that she is a lot older and is trying to prove that she has grown up and has completely changed, also she may be trying to target a much wider audience through many of the conventions listed.
The “brand” of Miley Cyrus had dramatically changed over a short period of time. In “Nobodies Perfect” her “brand” was seen as innocent and quite immature and cheesy. She was someone that 6+ children would look up to as a role model. In “Can’t Be Tamed” her “brand” had changed a lot since Hannah Montana, she was much mature and someone who teenagers would look up to rather than younger children. Finally in “We Can’t Stop” her “brand” had changed completely she was seen as very sexualised and no longer much of a role model for her fans, she may have been seen as a good girl who went bad, so rebellious.
The impact overall for the target audience of Miley re branding may have been positive and negative as it turned some of the fans who have grown up with her against her, due to such a massive change. But, her new look in “We Can’t Stop” may have introduced a different target audience to Miley Cyrus like teenage boys.
Eve Tranter 