2. Here I will be looking at some iconic and influential
music videos by very well known artists. I am going
to do this because such videos are great examples
of the power of music videos as a form of
promotion. The videos are directed by big names in
the industry, and so would be technically skilled and
interesting. I will use the videos as inspiration, by
taking some ideas for shot types, editing
effects, mise en scene, effective framing, and
content balance (for example ratio of lip synching,
acting and dancing).
3. Rihanna- “We Found Love”
• The video begins with a narration, to set the scene for the narrative plot of the
video. This engages the audience with the story, as well as building suspense as
the audience are presented with the artist but can not yet listen to the song.
• The entrance of the music is announced by a dramatic bolt of lighting, capturing
the audiences attention and adding interest.
• There is blue lighting and use of a smoke machine, which creates an interesting
atmosphere.
• The mise-en-scène includes a number of different settings, which helps to
sustain audience interest. The settings are unconventional as they are run down
and everyday rather than being at all glamorous- the scenery featured includes
a chip shop, a car, a small room, a supermarket and a tower block
neighbourhood.
• The sources of lighting are varied and interesting- as well as the conventional
lighting, there is use of fire, fairy lights, and sparklers.
• There are also projected moving images over the artist and a wall behind her,
which creates a very interesting, nice shot.
4. • Many of the shots have a “home-movie” like feel, with the use of shaky cam
and with the actors shot in a very natural fashion rather than being
obviously posed. This enforces the story of the lyrics as it presents the
relationship between the artist and the actor as genuine.
• The acted use of drugs is emphasised by the use of whip shots, blurring
and fast forward effects, along with a quickening of the pace of the backing
song and cuts. This is disorientating but effective.
• Another editing effect used is colour changing effects, which have been
used on cutaways to pills, a cigarette and a dilating eye; this gives an
animated interesting look and draws attention to the controversial
activities.
• There is frequent use of close-up and extreme-close-up shots, which draw
the audience into the action and the song, as well as facilitating a stronger
‘connection’ between the artist of screen and the audience.
• There is also use of shot-reverse-shot to show reaction shots, empathising
their relationship (and the break down of the relationship as the video
nears it’s end).
• The cuts used are mostly very fast and in time with the beat, which draws
attention to the song so that the music is not overshadowed by the story
shown on screen. I think that this is particularly effective.
• Cutaways are also used at intervals throughout, which helps to add interest
and detail to the video, keeping the attention of the audience.
5. Beyoncé- “Single Ladies”
• The music begins playing before anything is shown on screen- this builds
suspense and immediately makes the audience focus on the song. The first
shot is then introduced through a fade-in transition effect, which has a
strong impact.
• The whole video has edited with a black and white effect, which has
connotations of drama and sophistication.
• The level of lighting is varied throughout, flashing brightly at times to draw
attention to the artist, and dropping so low at other times that the artist
and the dancers become silhouettes, adding a sense of drama and
mystery. The changes in lighting are fast and in time with the song,
drawing attention to the track.
• There is lip-synching in every shot, and the video shows a continuous
dance routine. This is simple but very effective, particularly as the
choreography is very fast paced and distinctive.
• The costume is very distinctive and revealing. The artist is distinguished
from the other dancers through the use of costume, as hers is slightly more
revealing and reflects the idea of “power dressing” with the mechanic
hand and padded shoulders .
6. • There is frequent use of tracking shots, which draw attention to and
emphasize the importance of the artist.
• Beyoncé and the dancers are also heavily airbrushed- this presents
the artist as being more attractive and less flawed. (conventional of
pop/ R&B videos).
• The Zoom function is used, to periodically draw attention to the
artist. This is also achieved through framing as Beyoncé's position is
central.
• There is use of a green screen in some shots to remove the
background completely- this holds attention on the artist and creates
an interesting, very bright shot.
• The transitions are very smooth in order for the choreography to flow
nicely.
• There is direct address from the artist to challenge and connect with
the audience, whilst representing her as a very strong woman, in
keeping with the lyrics.
• This is in contrast to the final shot, as here the artist laughs naturally
at the camera, which softens the ending of the video and makes her
relatable and likeable for the audience.
7. Lady Gaga- “Bad Romance”
• The establishing shot is unusual and somewhat disconcerting, as
the artist and actors are completely still, whilst an isolated, strange
twinkling tune is played.
• Zoom is then used to focus in on Lady Gaga, developing to an
extreme close-up shot to emphasise her importance.
• The use of extreme close-up shots is frequent, drawing attention to
aspects of her costume- this emphasises her distinctive style and
reinforces her “image” as an artist. – this is again emphasised by
the numerous costume and make up changes.
• The lighting is varied, which adds interest. I found the spreading
light that moves across the room in one shot very effective. The
lighting is artificial and is highly contrasted with either very bright or
hardly any light to give a dramatic effect. In some shots, there is
backlighting to create a silhouette effect, adding drama.
• The setting is very bright, giving a sparse, sterile look.
8. • The mise en scene used to develop the narrative is very eccentric,
and almost creepy.
• The use of make up often distorts her face, such as the use of
contacts to appear to have extremely dilated eyes, however these
shots are juxtaposed with shots of her looking more natural, with
direct address- this would help the audience to relate to her.
• There are fast cuts, in time with the music.
• In one shot Lady Gaga is surrounded by diamonds suspended in the
air, suggesting extravagance.
• The final shot is disturbing due to the mise-en-scene which includes
a charred skeleton on a burnt bed besides the artist. This creates a
chilling image that helps make the video memorable.
