My group members are Sumbal Mirza, Rhiann Johal & myself. I believe that we all bring something to the group as we all have different positives. I am good at the technical aspect of the music video which will come in handy with the editing and the digipack. Rhiann is good at the creative aspect which will help with the storyboarding and coming up with what our music video should include and directing it and Sumbal is good at the practical aspect, such as finding locations, actors and iconography for our music video and filming the music video due to her knowledge of camera skills.
First Meeting (choices of songs, annotating lyrics, artists)
In our first meeting we looked for what song we were going to use for our music video. The first thing we did was decided what kind of song we wanted, a slow song or a fast song. We felt this would help us cut down what genres we could pick from. We decided that we would do a slow song as we felt we could show off our technical camera skills as a slower song would require less fast paced editing and the viewer would see longer clips. Another reason why we decided to do a slow song was because we felt we would be able to do a more narrative music video and if we had a fast paced song then the narrative wouldn't be shown as much and with a slow song, the narrative can be shown and done fully. We also decided on what kind of artist we wanted to have and we all decided that we wanted a female artist as we are all females and we felt that we understood their representations better and that it would be easier for us to film too.
Once we had decided on those filters for our artist, we decided to brainstorm and come up with lots of different artist and then to look up their music and see if we liked any of them. The list consisted of the following artist:
Jump Cut: A jump cut happens when the video moves from when the artist, Drake is sitting on the bed in the white bedroom to the empty dark room whilst wearing grey clothes. The jump cut shows how fast everything changes and moves in his life and it relates to the lyrics too. One of the lyrics is "I know way too many people here right now, That I didn't know last year". This shows that the video and the lyrics are matched and in sync. Also, the video has a relationship with the artist as Over is the first single on Drake's first album 'Thank Me Later'. This helps to emphasis that when Drake is sitting in the bedroom, he looks normal but when the scene changes, the audience sees him dressed up and how you would expect a artist to look like.
Colour Filters: The editing of the colour overlap in the
time lapse shows how the artist's life is changing. The entire part of his body is coloured into a red/orange colour which connotes anger & energy. There is then another colour filter over his body of a blue fading to white with a lone figure, which is assumed to be Drake standing in it. This shows the difference that has happened in his life and it conveys the speed in which his life is changing to the audience. The blue and white cover filter shows him by himself and the audience can assume that this is him before the fame and before his career started. The red/orange flame colour shows how fast and how quickly his fame has spread, just like how fast a flame or fire spreads.
All of this represents how fast the rapper's life is changing and how his music persona is growing.
Camera Angles Close Up: A close up is used at the beginning of the video where the artist, Drake has his eyes shut and he looks up straight into the camera. This helps the audience to understand the artist and his emotions and this is important for Drake to establish himself as this is his first video so this is the first piece of work that he can be judged on. Also, the audience will get to make a connection with Drake as they will see how emotional he is and how he wants to tell his story directly to the audience with no interference, just him and the camera. This will also improve his fan base as this close up will make them feel like he cares more about them due to it being just him and the viewer and they will feel a better connection with him. Establishing Shot: There is a establishing shot near the beginning of the music video when there is an image of the city moving behind Drake on the back wall. This again represents the change in location and the change in his life that has happened. Also, as the projected image has the cars and lights zooming past, it also shows how quickly his career has accelerated. Mise-en-scene Location: Iconography: Lighting: Clothing: Dance - Flo Rida - Club Can't Handle Me (http://www.youtube.com/watch?v=SgM3r8xKfGE)
Editing
Jump Cuts: There was a really fast jump cut at the beginning of the music video where the editing is slow when the song is slow paced and when the song is fast paced, so is the editing. Straight cuts are used as well when the editing is fast. This keeps the viewer engaged and interested in the music video as they will want to make sure they don't miss anything. This is conventional for a dance music video as normally a dance song will have a fast beat, which means the editing will be quick and this is shown in this video.
Split Screen: A split screen is used when there are people dancing in the club on the left hand side and there is an empty street on the right hand side. This references to the title of the song and the lyrics "club can't handle me" as the people end up dancing in the street as they can't fit in the club. This is conventional for a dance music video as it shows the people having a good time and this is what the dance genre represents.
Camera Angles
Long Shot: There is a long shot when the artist drives to the outside of the club and he is in a expensive sports car, a Lamborgini to be precise. This shows off the whole lamborgini and it shows off the wealth of the artist.
Mid Shot:
Mise-en-scene
Iconography: There are various objects shown in the music video to show off Flo Rida's wealth. Expensive cars and the artist is shown to make it rain with money as he throws in it in the air without a care. Also when they are in the club, they have multiple expensive bottles of champagne which are carried to them, which is a intertextual reference and the brand of the bottle shows the wealth that the artist has. It is conventional for an artist in the dance genre to flash their wealth around and inflate their egos as it makes the artist look more powerful and higher up compared to a normal ordinary person and this makes them look more unique and more famous, which is conventional for a music video with a dance genre. Lighting: Looking at the lighting in this music video, we can see that the lighting in the club is low key but there is bright lights when they are dancing with everyone in the club. This bright lighting shows the expressions on the people's faces and it shows that they are having a good time and enjoying themselves. This is conventional for a dance music video as the song and video is meant to make people happy. Also you expect bright lighting as some point in the video as it makes the whole theme more happy and exciting. Clothing: Flo Rida wears a huge gold chain and a big gold watch and he constantly references to them in his lyrics, "They watchin I notice I'm rocking I'm rolling".
This shows that he wants to be the centre of attention as he is singing about objections that he owns and he is wearing them in the music video so that he is on the screen more. It is more conventional for an artist to be on the screen for less of the time and have more dancing performances, which this music video has as it was used in the movie, Step Up 3D but the artist is shown a lot more than is conventionally expected.
Positioning: One of the positioning methods that was used was when Flo Rida was on top of a podium when they were in the middle of the street and he was shown to be higher up than the other dancers that were in the scene. This has been done to make the artist, Flo Rida look more powerful. This also shows that he is of more importance compared to the other people in the video clip and due to his added height, the audience will realise this and he will be the main focus of the clip. This is conventional for the artist as using goodwin's theory, we can see that the Flo Rida makes himself the centre of attention in all of his music videos. Rock - My Chemical Romance - Welcome to the Black Parade (http://www.youtube.com/watch?v=RRKJiM9Njr8)
A music star is an artist who knows how to act to sell tickets and how they need to behave to get the most sales of their music. Stars have many different values to which they follow and these can affect how much of a star they are and who is a fan of them. Some common values are the following:
Youthful - A start will usually try to appear to be as youthful as possible as they will get more fans as normally fans will prefer younger artists.
Success against the odds - Artists are normally liked more if they have had a struggle to get to their dreams. This is why artists from shows like X-Factor and other talent shows normally gain many fans as people seem to like to know the journey that they go through.
Originality - When artists are unique, they will gain more fans and make more sales as people will like that they are different and they will buy their single if it is different to other artists.
Aggression/Anger - The amount of anger that a artist shows can change if they are liked or not. For instance, Justin Bieber has lost a lot of fans due to his behaviour and actions have been.
Rebellion - If someone rebels away from their record label and the expectation, then people can prefer their songs and want to go see them perform as they want to see what difference they have done and try to work out why they have changed.
Dyer's theory
Richard Dyer wrote about stars and said that they are just a image that are constructed through different media outlets. He also said that all starts are products and that they have a life span. Girl & boy bands have the shortest life spans compared to solo artists.
Stars use the subsidiary media to construct an image for their star that will be attractive to their target audience and the record label will make up the star's image from a range of different meanings.
Dyer also said that the star's image should be incoherent, which means that their image should be incomplete and should be able to change. Dyer said that this was due to two key paradox's, which are the following:
Paradox 1: The star must be ordinary and extraordinary for the consumer. They have to look normal in their everyday life but must be extraordinary in their talent.
Paradox 2: The star must be present and absent for the consumer at the same time. They are present in the subsidiary media but they could be absent whilst recording their music.
The three videos I decided to analyse Britney Spears.
I like how in this music video, it shows what you would conventionally expect from a group of teenagers to do when they meet up. They seem to be running around town on some sort of adventure, looking for something. I also liked the way the lighting was in this music video, how it was shown to be natural but the light was still on the focus in the scene.
In this music video, I liked the different camera shots that were used to film the artist, Ashanti. I like the shot of Ashanti in a glamorous silver dress, against a harsh brick wall. This shows a contrast in the location and the artist and it makes the artist look more extraordinary.
I like the couple scenes in this video and that even though, there isn't a set narrative for the scenes, the way they are edited show the love and the connection between the two people. It also shows the artist in his natural setting, there is no dressing up or any performances with dancing or on a stage, it is just casual and that's what makes the video so effective in conveying the theme of romance.
I like the plain scenes with the artist, Miley Cyrus is crying to the audience whilst staring straight at the camera. I feel like this makes the emotion seem more real and it makes the sole focus be on her emotion.
Music videos tell
us a lot about the artist and everything about the song that they are trying to
portray. You can find out so much about the artist themselves as the music
video will have the artist in it and it will give the audience a glimpse into
their lives.
Andrew Goodwin came up with a theory in his book, Dancing
in the Distraction Factory (1992). He had 7 points that he believed would be
shown in a music video. They are the following:
• Music videos should demonstrate the
genre characteristics – The music video should have some genre conventions so
that the audience can realise what genre the music will be without even hearing
it.
• There is a relationship between
lyrics & visuals – The music video should have a connection between the
two. For example, if the song lyrics mentions a tiger, you would expect to see
a tiger, or tiger print or something related to a tiger in the video somewhere.
• There is a relationship between music
& visual – The music video should keep in time with the beat and rhythm and
this will be done through the editing of the song. If the song is a fast paced
dance song, then you would expect to see lots of short clips changing quite
often.
• The record label will make the artist
do certain actions 7 the artist may create a motif which may reoccur throughout
all of their music video – Many artist have a motif which will help to make
their music videos recognisable to their fans. Jason Derulo always says his
name before singing in every single video and Pitbull always says “Mr 305” in
all of his songs.
• There will be a close up of a
female/male body – This is done in music videos to show off a person’s body and
it helps the audience to see what the artist would be looking at.
• There will be intertextual references
– There will be references to celebrities, TV shows, films or any other media
objectives that will help to make the video seem more popular and get more
media coverage.
• The video will be either a
performance, a concept or a narrative or a mixture – The song will have
percentages of all 3 of these or one or two of them.
1. The genre for this song is pop and this is shown when
the band is shown to be playing their instruments as this is a convention for a
pop music video. Also they have simple lyrics which is normal for a pop sing as
normally they are repeated lyrics so that it is easier for the audience to
remember.
2. They show the sadness from the singer over the heart
break with the women, which relates to the lyrics and the title
“Brokenhearted”. Also, there are magazine and TV news channels in the video
which talks about the break-up which matches the lyrics & visuals.
3. The shots move in time with the beat of the song, the
scenes only changes when the beat is right.
4. They have done close ups of the artists and the main
signer from the band as the record label would have told them to do this as
this will make the audience feel more bad for them and they will have a better
connection with the artist.
5. The female in the video is shown in a guy’s t-shirt
and she is shown in the bed with just the covers covering her body. This shows
the female body off and this will cause males to watch the music video too.
6. They have used fake TV shows & magazine’s to show
the break up between the singer and the women in the show and this helps to
build up the narrative and shows that the singer is famous as otherwise his
break up wouldn’t be reported on. Also, the instruments that they use have
branding on it so this is an intertextual reference.
7. The music video is narrative – 30% due to the story of
them breaking up and seeing each other again at the end. It is 10% concept as
it is showing the bad effect the media has on a relationship & the video
has a 60% performance as the band are playing their instrument, they are
singing to the camera and B.o.B raps to the camera whilst sitting down.
1. The genre for
this song is pop, dance and r’n’b. You can see the genre is pop due to the
simple repeated lyrics. It is dance as they are dancing & partying through
the entire music video and the song is r’n’b due to the beat of the song, the
actions that Miley does are actions that rappers would normally do in a video
and also the clothes that she wears.
2. The artist in lying and dancing in a bathroom which
goes with the lyrics “And everyone in line in the bathroom”. Also they are
having a house party which goes with “This is our house” & “we like to
party”
3. When Miley puts her grill on, the music gets more
intense and the music starts when she cuts the ankle tag off & when the
hand gets cut and the pink blood comes out, it is in beat with the song.
4. One of her motifs is to touch and play with her hair,
as she made worldwide news on
5. There are many different closes up of the artist,
Miley Cyrus' body. When she is lying on the bed, she is grinding around on the
bed. Also she is wearing minimum clothing, which is done through the whole
video with all of her difference costumes. When she is doing her lip gloss and
kissing the guy's chest, we are spying on the artist and it's as if we are
watching the artist without them knowing.
6. She uses a beats headphone pill and a eos lip gloss
and she has probably paid for the advertising in the music video and it refers
to the company and helps to give them publicity.
7. The music video has a 50% performance, 10% narrative
& a concept 40% rate.
This blog post & research will help me with my own music video
as I will be able to apply Goodwin’s theory to my own video to make sure my
video is conventional and fits in with the genre. It will also help me to analyse and evaluate what I am inputting into my own filming. This will help me to be more organised as I can be more critical of my own ideas before we start filming.
Censorship of music and music videos is when free access to artist’s work is restricted and this may be due to various factors, such as religious, political, morally or offensively.
Ofcom are the company who regulate and look after censorship many things in the UK, such as radio, television, mobiles & postal service. Ofcom operate under the Communications Act 2003 and one of their main legal duties is the ensure people who watch TV and listen to the radio are protected form harmful or offensive material.
To get around the censorship issue, many artist’s and record labels come up with a radio edition or a clean version. This means that the artist can still get their message across and let the audience learn more about the artist and their life whilst the TV and radio station get to keep their good reputation & people won’t feel the need to complain.
There are many artists who have had their music videos go through the censoring system and are deemed so unacceptable that they have been banned all together.
M.I.A released the music video for ‘Born Free’ on the 26th April 2010 and it received worldwide acknowledgement and resulted in the video getting banned from YouTube in the UK & US and most music video channels also banned the video too. The video portrays genocide against red haired people in a 9 minute video which was filmed in California & none of M.I.A’s record labels (XL, N.E.E.T & Interscope) were told about the filming. However, the music video did get a positive critical reception about the portrayal of the militaries force, violence and brutality.
There has been a debate about censorship for a long time and there are many different views and opinions. For example, if we look at Eminem, there are many different points.
The Artist (Eminem): Eminem has done an interview on censorship before and he has been very vocal on his opinions about it. He believes that songs shouldn’t be censored as his and most other artist’s songs are about their life experiences and the hard lives that they have had so if the songs are censored, then part of the story is being brushed away.
His Fans: His fans do have different opinions. Some believe that there should be some sort of censorship but that it shouldn’t be so strict that the song’s meaning and message is changed. However, other fans believe that there shouldn’t be any censorship on Eminem’s songs as his songs are about his life experiences and his fans will learn from his mistakes and that they are unlikely to copy him.
His Record Label: The record label would say that Eminem doesn’t need to censor his music and that they believe in his selling power as an artist so they are on the side of not censoring music videos. Eminem sold over 10 million copies of one of his album’s which had no censoring on it. This was a diamond record as it sold 10 million and this shows that the public still bought the songs and liked the album as it went to diamond. Also, Eminem has won a Grammy for his music, which shows that the music industry approves of him and if they didn’t approve of his songs and the amount of censorship that he does, then they wouldn’t have given him the prestigious award.
Parents (For): Most parents believe that Eminem’s videos should be censored due to the language that he uses that will offend children. Plus, children will look up to Eminem as their idol and role model and if they hear about the drugs that he has done and the language that he uses in the videos, then they might decide to copy him to be as cool as him.
Parents (Against): Some parents say that music videos don’t have to be censored as it is down to the parent’s to make sure that their children are watching appropriate music videos and aren’t watching anything that isn’t for their age range. Plus Eminem talks about his mistakes and how he is lucky to be alive so parents could use him as an example for their children and for them to learn from his mistake and not do the same thing.
TV Channel (MTV): MTV believe that music videos should be censored but they only believe that because they want to keep their reputation clean and don’t want to offend anyone. The Parents Television Council has argued that MTV don’t censor their music videos very well as it is very obvious that the words have been edited and this will only feed children’s curiosity and cause them to go and look for the uncensored version.
Radio Stations (KISS FM): KISS FM believe that songs for the radio should be censored for their bad language and if they mention stuff like rape and murder. However, they have said that sometimes people go too far with censorship and that you should still hear the song for what it was, just without the bad language.
Radio Stations (AKA): They believe that music videos shouldn’t be censored at all as they believe that the artist deserves to be represented as their true selves and their message shouldn’t be edited.
MTV has a target audience of teenagers and young adults. This
has changed as in MTV’s earlier years, they use to aim their channel to just
young adults but they decided to change that to have a wider target audience.
MTV mainly play mainstream chart music on their normal schedule. However, they schedule main different programs such as MTV Unplugged where they play different genres as acoustics.
Katy Perry
Justin Bieber
One Direction
Drake
Flo Rida
MTV has many different channels that their owner, Viacom own,
i.e. Nickelodeon, VH1, CMT and Comedy Central.
They broadcast to many different countries and are well known
internationally. They hold many award shows, such as MTV EMS’s & MTV Video
Music Awards, which many artists attend and hope to win an award from.
The logo for MTV has changed over the years. Their logo is
their main branding and it has been constantly changed over the years. The only
thing that they kept the same was the shape and proportions of the 3 letters;
the colours and images would always be changed.
VH1
VH1 is a music channel, which is aimed at young adults to
middle aged people. VH1 is owned by the same people who own MTV but was made to
be just like MTV but have a older target audience. This was done so that MTV’s
TV coverage was wide spread and this meant that the company would make more
money.
Nowadays the show is less like a music channel and more like
a normal TV network. Whilst it still shows top 20 countdown style videos, they
show more reality shows such as Mob Wives, Love and Hip Hop & Basketball
Wives.
VH1 started showing Hip Hop & Rock music as it’s main
genres but recently due to the pressure of rating, it has started to target pop
culture artists.
VH1 currently had a widespread range of artists, who come
from many different genres. They play a lot of the following people’s songs:
·Sara Bareilles
·Gavin DeGraw
·Eminem
·Ellie Goulding
·Katy Perry
·Shakira
VH1 is currently owned by Viacom Media Networks who also own
all the different MTV music channels, VH1 & CMT, which is a country music
channel. However, when it was first created in 1985 Warner-Amex Satellite
Entertainment owned it, which was a subsidiary to Warner Communications.
VH1 has expanded since it was first created. They now have a
breakfast show, which reports the daily news and discusses the current pop
culture. It has 4 different sister channels; VH1 Classic, VH1 Megahits, VH1
Soul, VH1 Uno. They also broadcast around the world.
VH1 has had 5 different logos since it first launched in
1985.
VH1 has had 5 different logos since it first launched in
1985.
Box Television
The Box is known to play current hits and official top 50
chart shows so I would say that their target audience would be the mainstream
part of the population who want to keep up with the current hits and don’t just
stick to one genre of music .
As the channel mainly focuses on the charts, the type of
music would mainly be pop as that is what is stereotypically what is in the
charts, however there will be sub genres such as hip hop & rock.
·Katy Perry
·Beyonce
·Justin Bieber
·One Direction
·Macklemore
The Box Televison not just only
broadcasts it’s own channel but also has many different sister companies that
are owned by Box Television. They are the following:
·The Box
·4Music
·Heat
·Kiss TV
·Magic
·Smash Hits
·Kerrang!
Scuzz
Scuzz was launched in April 2003 and it is the highest rated
rock channel on British TV. Their target audience would be people who are
interested in the rock genre and I believe that the target age would be roughly
11-40; people who are aware and involved in social media would be a part of
their target audience. Scuzz doesn’t have its own website, instead it has a
twitter and tumblr page and I believe this shows that their aim is more modern
and people can interact with them better.
Scuzz is the highest rated rock TV station in Britian and
they are known to broadcast rock, pop-punk and metal and normally they show the
more hardcore music. They show a lot of developing and they help bands and
artists to get their big break.
·You Me At Six
·Bullet For My Valentine
·Paramore
·Slipknot
·30 Seconds to Mars
Scuzz is owned by CSC Media Group and they have many sister
brands such as The Vault, Flava, Chart Show TV & True Movies 1.
Also, Scuzz has a partnership with many different rock
festivals such as Vans Warped Tour USA & UK, Download Festival, Sonisphere
and Hellfest France.
Scuzz has 4 different logos;
Kiss
Kiss has a target audience of teenagers and young adults,
which it has had since it was first launched in 1998. This demographic was
picked as due to the choice of music genres, as this age range would have
listened to and enjoyed the channel the most.
Kiss is known for playing hip hop, r’n’b and dance music with
the last one, dance only recently becoming a part of the main genres of music
that they play. Currently, hey do a lot of hip hop and r’n’b charts shows and
they also do shows about hip hop and r’n’b music from the 90’s and 80’s.
·Will.I.Am
·Calvin Harris
·Little Mix
·Rihanna
·Drake
Not only is Kiss TV a popular music channel, it has a much
more well known radio station called Kiss 100. They play the same music genres
as the TV show but they are known for also helping developing artists be heard.
Kiss has
the following logo from their launch in 1998 until 2006, when they had a
re-vamp in their image and tried to make their logo more modern.
They use
this logo with many different colours and they just keep the shape and font in
all of them.
Definition:A filmed or videotaped rendition of a recorded song, often portraying musicians performing the song or including visual images interpreting the lyrics.
There are four things that you must look at when trying to analyse a music video:
1) The purpose of the video
2) The style of the video
3) The codes & conventions of the video
4) The target audience of the video
PURPOSE
The purpose is all about what the artist is trying to achieve with making and distributing the video. The main purposes for most artists are the following:
A market tool to promote a artist/song – this is the obvious purpose as releasing a video will help the artist to gain publicity and attention from the public and this will promote both them and whatever is in the video, i.e. song, actors, dances, the video itself.
A short narrative or representation of the artist – An artist’s music video lets the audience find out more about the artist and their style of music.
To buy into the audience’s lifestyle – This is where advertising and endorsement deals come into a video. If a fan sees their favourite artist with a certain set of headphones, then they are more likely to go buy it as they will believe they will be more like the artist if they own the same product.
To show the generic conventions of a genre/music video – this gives the audience a view of what kind of music the artist does without even hearing or having to go and search about it.
For the audience to remember the music video – no artist wants to make a music video that everyone will forget in a day. They want it to be memorable as the more memorable it is, the more people will go and talk about the video and bring more attention and viewers to it.
To build a relationship with the artist – The music video helps the audience to create a connection with the artist and find out more about them on a personal level. Even though artists have social networking sites where they can communicate with fans, a video reveals more about their actions and their musicality.
For the audience to understand more about a song – The music video is basically a extension of the song itself. Without the song, it would just be another video and not a music video.
There is an advertisement, which falls under the buy into an artist’s lifestyle.
There is the publicity stunt of the stolen footage, which shows clips of Justin as a child and stuff from his everyday life, which goes building a relationship with the artist.
The fact that the artist has directed, written & shot the video makes it memorable for the fans as they will believe that the video is what he wants it to be and will include what he will like, which makes Beauty And A Beauty fall under making the audience understand the song and artist more.
STYLE
There are 3 different styles that a music video can be,
Performance – This is when the artist is singing or dancing.
Narrative – This is when the music video tells the audience a story
Concept – This is when the music video sells an idea or theme to the audience.
It has the performance side when Christina is singing in the room by herself.
It has the narrative side when the audience see the difference lives of the different people and what they go through in a day.
It has the concept side, though the song trying to sell the idea that being difference is good and that you shouldn’t feel bad or insecure about it. The concept is shown to be successful due to the people in the video being happy and showing that they don’t care what other people think.
CODES & CONVENTIONS
All music videos are made to present an artist’s song and every single song will fit into a music genre. Each genre has different codes & conventions that will help the audience to recognise which style of music they are watching and listening to. Looking at Trey Songz’s music video, Heart Attack (http://www.youtube.com/watch?v=4r3MZNCGzVY), we can see that his music videos has certain codes & conventions that fit in with the R’n’B genre.
Both his and the actress wear clothes that fit into the genre, i.e. he wears a snapback cap, a diamond earring & he wears gold chains. The women is seen to be carrying a designer bag, which shows off her wealth and this is a convention in an R’n’B video.
Also the actress is Kelly Rowland, who is a famous singer too and this shows off the artist’s connections & this can be used as an example of a purpose of a video.
This is a dance song and this is shown through the use of the bright lights in the club in the video. This connotes that the song fits in the dance genre as it shows a place that you would expect the song to be played.
Also, the suite that the artist appears to be staying in shows off his wealth and this helps to show that the song is also an R’n’B song too.
A short narrative of the artist – The video is showing what seems to be a normal day for the artist. This shows a story and also lets the audience see that the artist is normal despite his fame and fortunes.
To buy into his lifestyle – One of the actresses is shown to be wearing a brand of headphones when she is on the boat ride. Many fans will go and buy the headphones as they believe that Calvin is associated with them and that they will be more like him or would be closer to him if they use the same items as him.
To remember a music video – When Calvin Harris & Ellie Goulding were filming this music video, many gossip blogs and newspapers speculated whether they were really as close as they were for their filming and this caused publicity for the song and music video as people wrote that the reason why they were together was because of it.
Build a relationship with the artist – The audience gets to see how the artist is when he isn’t working and what he likes to do. This means that the audience will feel more connected to the artist and they will become more invested into what he does next.
Style:
I would say that this music video is a narrative and a performance music video. I believe that it is a narrative one due to the clips of the different people lives when they take the camera after finding it. The performance side of the video is shown when Ellie Goulding is lying on the bed & singing the song as she is performing and singing to the camera.
Codes & Conventions:
“I need your love” goes under the dance genre and this is apparent throughout the music video. One of the locations for the filming for the music video is in a nightclub when the artist, Calvin Harris is dj-ing for the partygoers. This is conventional for a dance music video as there will most probably always have a night club setting in their video.
In one of the scenes, there are some girls in bikinis relaxing on a boat and this is conventional for the dance genre as women are normally seen to be scantily dressed and seen as sexual objects in dance songs.
Near the end of the music video, the artist Calvin Harris appears to take the camera off the women in the club and he turns the view into the crowd where all the people are holding glowsticks. This is done to show some bright different coloured lights which is also conventional for a dance music video as bright lights connote energy and this is one adjective that would be under a dance music video genre.
