Music Video

The Music industry:

Performance:

• Lip synch,
• live performance,
• choreographed / free style dance,
• playing instrument.

Narrative:

• storyline
• theme
• motifs;
• linear
• non-linear.

Conceptual:

• abstract set of motifs that may have no obvious link to the lyric.
• A conventional performance / narrative style video
• A conceptual post-modern style video.

Things to analyse ( form and convention):

• Camera: angles, shot size, camera movement, framing
• Editing: cutting rate/ rhythm (to the rhythm / beat?), types of cut (matched, jump, cutaways), transitions, effects (including Special Effects SFX)
• Mise en scene: costume, make up, props, location, lighting

• Lip synch and authorage /  star quality, which links to…
• Representation: of the star, sexuality, gender, ethnicity / culture, subculture and genre, personality, celebrity and consumerism
• Audience: and how the video “positions” them; the male gaze; voyeurism.

Jorja Smith- The one:

• Repeated
• Love/Heartbeat, "the one"
• Performance and
  narrative
• Lip sync, woven into the narrative-naturalistic
• Non-Linear, loose narrative theme

Beyonce- Formation:

• Performance & Conceptual. 
• Culture, ethnic identity. 
• New Orleans- Mardi Gras
• Floods
• Martin Luther King
• Afro- Daughter
• Gender: Female dancers- Authorage
• Feminist: Objectified/ Male Gaze

Postmodernism:

By nature hard to define, but might include:

• A mix and match aesthetic, taking influences from a range of genres
• “Look” is as important / more important than “meaning”
• Blurring of time, space
• Unconventional, highly non-linear narrativemart
• Mixing up types of narration, for example first and third, which might lead to…
• Breaking the fourth wall
• Intertextuality: when there are deliberate references made to other media products, and the music video is only understood if this reference is understood by the audience.
• Mixing fantasy and reality (simulacra- Baudrillard)

Conventions:

• A relationship between the lyrics and the visuals, which illustrate, reinforce or contradict the lyrics.
•  Thought beats: seeing the sounds (the relationship between the music and the visuals, which illustrate, amplify or contradict the music.)
• Genre-related style and iconography present.
• Multiple close-ups of the main artist or vocalist: the creation of a star image to promote a recognizable brand image.
• Voyeurism often plays a major part, especially in relation to females.

Relation of visuals to song.

• Treatment of authority

• Love and sex

• Growing up / loss of innocence

• Political / social consciousness

• Reality v fantasy (and blurring)

Shelter

The print has a dull dark background with big red font in order for the the words to stand out, with the theme of summer and the beach which immediately stands out. The model is an attractive young man with facial hair, this represents that he is a stereotypical man as he has facial hair and looks sporty and fit, also in the image he is shown as very large and Is the main centre of the image. This may have been done to attract the audience to him, as he is meant to be seen as good looking. The model is also smirking with his eyebrow raised, suggesting the idea of him being confident in himself as he appears smug which could correspond with the brand, as he is confident because he uses old spice. The bright blue background represents the sky, this bright colour adds a warm and attractive tone to the advertisement. The theme of the deodorant is Bahamas, which is nicely demonstrated in the advert as there is an ocean and sand, however the advert can be seen as comedic, as the actor presented as a volcano, as his hair is edited to look like the top of the a erupting volcano and he and he has fire and smoke coming out of it, although the advert looks funny and attractive this idea of the volcano is not relevant to the brand or the theme, however looks very cool and would definitely attract the attention of an audience. 

January 2019

Judith Butler

-Feminist Theorist: Gender is socially constructed. We develop our sense of gender (masculinity/femininity/from society/culture conditioning

-Gender performativity- Our gender roles are performed, not natural.

-Butlers theory would suggest "The old spice" model is performing a very exaggerated form of masculinity.

Advertising: Post-Modernism
Mix & Match
Reality and Fantasy
Time & space is not fixed

Baudrillard:
- Style over content: You do not need to have a meaning for a media product to have value.

-Simulacre: Hyper-real- Exaggerated of the real world
Simulation/Version of the truth=Messages in the media

Lucozade Advert- Analysis 

Gareth Bale-Football
Real Madrid, ex Tottenham Hotspurs
Leader, "clean" reputation
-Grooming/style: Hair clean and clean shaven.
-Links to Lucozades as a brand
Expensive acquisition for Real Madrid
MCU- Shows his facial expression
Slogan: "In a different lead"
Double meaning: Bale: Transfer from premiership to La Liga
Lucozade: Superior product
Top Right- Player profile: authenticity (football cards,match attacks)
Colour scheme: Reinforces branding- Blue and yellow
Close up in the bottle right corner, of the product
Persuasive- Ethos/Credibility
-Barthes: mythical masculinity, strong, athletic leader
Direct Address
Logo portrayed twice

Lucozades Video Advert- Analysis
Anthony Joshua

Shelters context:
2010- Government cut in funding for social housing.
Effect on people who previously depended on affordable social housing