In order to gain inspiration for our music video, I'm going to analyse three music videos from the pop genre, focusing specifically on the use of editing, camerawork and mise-en-scene.
The first video I am going to analyse is the video to 'Taio Cruz - Hangover ft. Flo Rida'. These two artists can easily be considered to make music in the genre of pop, and I believe that this allowed for a suitable video to analysis.
Editing
The first thing that I had noticed when watching this video is that there is the obvious cuts in time with the beat of the soundtrack. This obviously shows good use of base track editing. Another thing I had also noticed is that there were many stills being displayed, which sort of created an effect of looking through photos. These also incorporated quick zoom-ins, in order to draw attention to these particular shots. In my opinion, I think this is an original idea and a nice alternative way to display the happenings in the song as opposed to music visuals. These original ideas and atypical effects are a way of drawing more attention and appreciation as these small additions give music videos their authenticity. We should definitely incorporate cuts in time with beat as standard in our own production, and I also think zoom-ins would allow our video to draw more attention to certain aspects that we would like our own audience to see.
Camerawork
In this music video, I believe camerawork played an essential part in making the video how it is. The first shot, which is a wide shot of a mansion overlooking what seems to be a large town, is an effective way to introduce the song when incorporating visuals as it instantly highlights to the audience of where the video is set (or first set). We can also tell it is the break of dawn from the use of a wide shot which also allows us to see the horizon and sky, telling us what time it is in the video, allowing for a more realistic feel as the audience also gets a sense of time along with location. Furthermore, we see much camera movement in time with the music. Also, in the indoor party scenes, the way the camera moves is as if it being held in someones hand who is also partying along with the other performers in the video, which I think allows the audience to find it easier to feel the atmosphere that the song is attempting to project. Use of close-ups were frequent, especially with the main artist, which draws attention to him as the performer and enforces his image. Our use of wide shots in our own video would make it clear where each base track we use is set, and location may also link into the meaning of our chosen song. Also, use of close-ups will help draw attention to our artist.
Mise-en-scene
An important aspect of mise-en-scene which I think was a very strong branding technique in terms of branding the artist was the placement of the Union Jack flag within this video. We first see it in the mansion, hanging from the ledge, which may convey some more information about the artists nationality and country association.Next to this we see a flag for the USA, which may suggest the location of the music video to the audience, enhancing the audiences idea of the setting. We also see the Union Jack again later on in the video, on top a Mini Cooper car, and the fact that the car is a British manufactured one, this enforces the artists nationality. During the opening of the video, as the artist begins to wake up, we see wine glasses along with bottles of alcohol in the background; an important placement of props. This instantly links to the title and main body of the song; the idea of having a 'hangover' - waking up, wine glasses half full along with empty bottles behind you, and also to add to this, as the camera follows the artist as he gets up, we see a range of different props, such as road signs, barriers, roped poles etc. which obviously suggests that there was some sort of party happening here. It allows the nature of the video to become more evident, even though it is so early on in the video. The sunglasses the artist is wearing are seen being worn by him throughout the whole video, which is a prop that may also create a synergous image in other forms of promotional media. From this, I think we should make effective use of location and props because it gives the audience a better idea of 'what' is happening/has happened and 'where' it is taking place, and allow them to make links between the two.
The second video that I will be analysing is 'Ellie Goulding - Burn'
Editing
Again, cuts are made to appear in time with the beat. As the main body of the song is reached, it is evident that the frequency of the cuts increases gradually. This obviously signifies the buildup beforehand, and then the release of energy from this buildup is expressed through these quick, continuous cuts. Furthermore, it is also noticeable that many filters have been used in this video, particularly in the colour tones of dark blues, pinks and reds, which are colours also found on her album cover for 'Halcyon Days'.To add to this, at the end of the video, we see the lights that were placed on the field in arrangement to display Ellie Goulding's logo. This is an effective branding technique, creating synergy between two or more promotional products. It highlights the relationships these products have between each other, and allows consumers to associate accordingly, which may lead to increased sales. I believe use of colour tones and speed in which we see cuts are two important aspects that we should include in our music video. In terms of colour tones, it should be made clear that at least 2 or more colours run throughout all promotional material in order to create the synergous connections between materials, and giving a strong stance of branding for the artist.
Camerawork
The video begins with an extra wide shot, similar to the way Taio Cruz's video begins with a wide shot. Again, the main purpose of this shot is to establish the location/setting with the audience. It is essential that we use a wide shot somewhere in the beginning of the music video that we will create, as it is an effective way of setting the scene. Furthermore, close-ups are used on the artist, something which we see frequently in this video as well, and most likely for the same reason; enforcing the artist image, and attempting to channel the audiences attention on the main performer. Also, in terms of camera movement, an original technique which I had spotted is when the artist sings 'we can light it up, up, up...', the camera subtly moves in the upward direction to display the lights 'lighting up'. Interesting camerawork relating to the lyrics.
Mise-en-scene
For mise-en-scene, one thing that particularly stands out for me is the use of the orb lights in this video. It makes the video very distinct and unique. Since Ellie Goulding talks about lights frequently in her song, it is clear that this was a very appropriate prop to use. In terms of props for use in our own music video, we must think about props which can possibly relate to the lyrics in some way, and I think this will have a positive effect on the way the music video is received by our audience. Costume is very urban, ranging from hoodies to snapback basebal caps, expressing youthfulness. Since our artist may appeal to a different target audience, somewhat older, we carefully considered costume in our final decisions. We have decided to use dresses, and jeans with the possibility of high heels to maintain a smart and presentable image of our artist, which links in to the way we intend to brand her.
For the final video I will analyse, I'm going for a song from the artist which we will get our artist to cover one of her songs. This will give us a better idea as to what editing, camerawork, and mise-en-scene is incorporated in her songs. I am going to analyse the video to 'Cheryl Cole - Promise This'
Editing
From the beginning of the video, we experience fast-paced cuts, which obviously indicates that the song will be upbeat. This a good way of introducing the nature of the song, as it will give the audience a first indication of what to expect. What we also see is the use of a an artificial background, in this instance to display clouds passing by behind the artist. To make this effect possible, the use of a green screen would have been adopted, which will then enable adding an artificial background with the relevant editing package. Furthermore, there are shots where symmetry is added, such as the silhouette of the man jumping. These additions of symmetry continue throughout the video to add to the appeal of the video and improve the overall style. Towards the ending of the video, I also noticed a negative filter being used in quick successions. It would certainly be suitable to use the symmetry in our own music video. Although we can still cut to match in time with the beat for our chosen song, it won't be fast paced as this video demonstrates, as our song is much slower and not upbeat.
Camerawork
At the beginning of the video, we are met with an extreme close-up of the artists hand turning the knob on a door. As this is an action, it is evident that the producer wanted to draw the audiences attention on this. As the beat of the music drops, we begin to see slight movement in the camera in time with the music, allowing for a more synchronous feel. There are more extreme close ups, this time of the artists eyes and other facial features. Something that is also worth highlighting is that when the artist sings '...the last to kiss my lips' an extreme close-up shot, particularly focusing on her lips appears, which is again, a camera shot in relation to the lyrics, similar to the technique used in Ellie Goulding's video. Wide shots have also been adopted, which are used several times.One of these shots is used to display all dancers along with the main artist dancing all together as a sort of multiple shot. I believe this makes the video more lively and more enjoyable to watch.
Mise-en-scene
In the beginning of the video, there is a close-up of the artists feet, showing her wearing red high-heels, which is a part of costume. Straight after, her upper costume is revealed, and she is shown wearing a black lace-like tree branch design dress, which links in well with the video as there are silhouettes of tree branches throughout the video. Other performers are seen smartly dressed. The main artist is shown in light several times which signifies her importance and gives her a somewhat empowering image. The smart dress, use of heels and lighting is something which as a group we have taken into consideration. Our artist will perform is some base tracks wearing a dress to appeal to our target audience.
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