Textual
analysis of music video in our genre
Genre
The genre of this music video is alternative rock as this music
video is my genre as I am creating a video that is alternative rock. There are
connotations within this music video that suggest to me this video is
alternative rock. The black and white colour scheme throughout is one factor
and also the medium camera shots which show the characters waist area and the
instrument they are playing.Narrative
This is a simple narrative video and this comes across in the camera shots and editing techniques. The camera work shows a variety of close ups, mid shots and longs shots. The close ups are used as according to Andrew Goodwin's theory, the label record demand close ups to show the artists off. They do this as they want the most publicity on the artists. The camerawork is very simple and doesn't use any fancy camera shots or angles and this is because of the fact it links into the simple narrative of the video. Moreover, linking into the rather simple narrative of the music video, is the editing. The editing used within this music video is mainly the use of simple cuts with a few flashes here and there but this is not seen often. The straight cuts is to make the video more realistic and the flashes are used to make the video more interesting and it fits into the pace of the music beats. The special effects within this video is the black and white contrast and the flashing on the editing side. This is used to keep up the pace of the video to stop it being inconsistent.
Technical codes
There are a variety of camera angles and editing techniques used
within this music video which make it a good alternative rock video. The first
interesting camera shot which is seen at the start and it shows an establishing
shot of where they are filming. The shot is good as it shows the surroundings
for the audience and lets them in on the setting. Also, towards the middle of
the video, you can see a low angle of one of the main characters sitting in a
chair. This low angle connotes dominance within the piece and shows he’s the
most powerful.
Visual codes
The music video is set within a building which has an open area of
which they perform in. Due to the fact it is black and white it is hard to
differentiate between the different locations if there is more than one. The
dominant colour as stated above is black and white, this create an old, rustic
look to the music video which also goes well with the song itself as it looks
like it is set in the old times. Moreover, there are no use of typography
within this video which I like is good as it runs with the music video as in
the olden days you wouldn’t stereotypically see titles with within the video as
technology wasn’t as enhanced as it is now.
Audience
The target audience for this music video is mainly for people aged
between 20 – 45 as I know it has that old theme to it which will be liked by
the older audience and then it has the well-known popular performers who will
attract the younger audience. The audience can access this through YouTube and
iTunes which is the most common way for the younger audience. However the older
side of the target audience will probably access it via a store and will buy
the CD. This is the most common way of listening to a song for someone above 40
as they haven’t been introduced to the technology that’s around today such as
Spotify, sound cloud and ITunes.
Organisation
The record company play a significant role within the music video as
they want the most money from the video. Also, sponsors want their brand to be
shown off as much as sponsors therefore the use of close ups is important as
they are paying the artist to wear/use their product and therefore you have to
consider sponsors.
No comments:
Post a Comment