Research - Music Video (2)

This particular video involving David Guetta and Kid Cudi, includes many two shots of the two artists, connoting their unity as a collaboration within the dance genre. The camera also constantly tracks the one male character (Kid Cudi) throughout many different locations, suggesting his importance to the music video. There are also close up shots of the male character, so that the audience can relate to his facial expressions. There is also a close up iconography shot of a mobile which is recording within the club setting, connoting the idea that it should be remembered, and also representing a younger audience, as a mobile phone is used rather than a camera.

The main setting used throughout the video is outside, connoting a feeling of freedom for the artists, and the idea that they want to approach a much wider target audience. The outdoor setting is also bright and sunny, connoting a feel good factor about the music video, and inviting viewers in. However, the outdoor setting isn't fixed; it alters from different location, representing the artist's ability to promote music in all different places. The other setting used within the video is in a nightclub setting, where the lighting is artificially coloured, therefore reinforcing the dance genre, along with creating a sense of realism for what the dance genre is like in full effect. There is also a hairdresser's setting, which has little impact on the narrative. However, all the characters within the hairdressers are wearing white, connoting innocence and happiness.

The chief character (Kid Cudi) wears a dark zip up jacket with his hood up at times, and his hood down at times. This has probably been done to represent his extroverted persona. He also wears sunglasses at times throughout the video. These sunglasses do not allow the audience to see into his eyes, possibly in an attempt for the audience to want to know more about him, as they cannot directly identify with him as they cannot make eye contact. Kid Cudi acquires two costumes throughout the narrative. Both costumes are clearly in fashion and show him as a stylish, up to date artist, therefore representing his music as the same. The other male, David Guetta, is dressed in two costumes throughout the video. One costume being extremely eccentric and colourful, suggesting his extroverted character, which is common within the dance genre. On the other hand, his other costume is very simple, suggesting that he is down to earth.

When the two artists are framed together, Kid Cudi dominates the frame, suggesting he is more dominant within this video. This is possibly because he performs the vocals. Also, when both artists are framed singularly, they are dominant within the frame, connoting their significance to the video.

There are many straight cuts used within this video, some more rapid than others. They are used to continue the narrative within the video, but are more so used cleverly to allow the soundtrack to fit the actions in the video to perfection. Also, as Kid Cudi is being tracked by the camera, there are many straight cuts of him altering his location, but the camera still tracking his movement in the same direction. This could represent his power as an artist, as wherever he is the camera still tracks him. There are also slow motion edits when in the hairdresser setting, possibly used to emphasise the actions on screen, within the frame. there is also a transition between two frames, where artificial lighting is used to create a bridge between two frames, which reinforces the dance genre very well.

The most predominant target audience when promoting the dance genre is usually the female audience; however, with music videos, the dance genre seems to attempt to attract a more male orientated audience, due to the stereotypical views of females in attractive settings etc. However, this certain video seems to attract a mixed gender audience, as it simply promotes a feel good factor, rather than choosing a gender and promoting it to their stereotypical likes and positive views. The structure of this video is well designed, as it will attract both genders, therefore increasing profits for the single.

The tone and mood of this video are represented positively, due to the natural lit settings, the stylish costumes and the positive facial expressions of the two artists. The dance genre is seen stereotypically seen as one of the most upbeat, positive music genres of all time, therefore, this video has closely followed this, and reinforced the typical conventions within the genre.

The only narrative theory that really applies to this music video is Propp's character theory. Kid Cudi could be seen as 'the hero' throughout the video, as his dominance within each camera shot represents. In addition, David Guetta may be viewed as 'the helper', as he supports the main artist, and is not as dominant throughout the video when it comes to costume, and dominance within the frame.