Research - Music Video (3)

There is initially an establishing shot, where the camera frames the fireworks in the black sky. This explosion of colour reinforces and follows the typical conventions of the dance genre. There are many medium and close up shots of the female artist character used throughout the video, to allow the audience to relate to the artist's character, costume and facial expressions. The camera also tracks this female character when she is in the white limo, connoting her dominance within the video. The low angle shot is also used a number of times, to represent the female character's dominance, as she is looking down upon us as an audience. It also allows the audience to be able to identify with the setting (fireworks). Two shots are also sometimes used throughout the video, when both female characters are framed together, suggesting the unity between the two characters.

There are three types of setting used in this particular music video. There is the outdoor setting which may connote the feeling of freedom, and the idea that the artist is attempting to reach a wider audience. There are also fireworks throughout the outdoor setting, which reinforces the dance genre as they are colourful light displays, which usually occur at venues which hosts the genre of dance. The other setting is the inside of the limo, which represents the wealth and glamour of the characters within the video. The other location used within this music video is a nightclub like setting, where the lights are artificial, representing a location where the dance genre is a force, therefore conforming the the stereotypical conventions of the genre.

The framing used within this video is reasonably straightforward, as all of the characters involved are usually framed within the same shot, creating a sense of unity and friendship between the characters. However, the female character with dark hair seems to dominate the frame the majority of the time she is framed, connoting her importance to the narrative. Also, the lighting is influenced by smoke in the nightclub setting, creating a typical setting where the dance genre is popular, possibly so that the target audience can relate to the setting used.

The chosen costume of the female character is black, connoting negativity and mystery, and not very stylish, which clearly challenges the typical conventions of the genre, which usually incorporates bright colours and extravagant costumes. However, this female character doesn't wear a great amount of clothing, which may be an attempt to access the male target audience. The other characters involved also wear sunglasses, therefore not allowing the audience to be able to identify with them; however, this intensifies the relationship between the main character (artist) and the target audience, as she wears no sunglasses. The other two male characters involved are also wearing yellow t-shirts, which connotes an extroverted character, suggesting the conformation of the dance genre within this music video.

Many straight cuts have been used throughout the music video, some to continue the narrative, but some have been used cleverly so that the video follows the soundtrack with precision. For example, at some parts within the narrative there are three to four straight cuts within eight to ten seconds of footage, which clearly ups the pace of the video, and therefore representing the dance genre positively, as an upbeat genre. The genre of dance is communicated well throughout the entire video, personally. As it allows the audience to relate to the setting, costume and the characters. There are also a handful of slow motion edits used to create emphasis on certain parts within the video, such as the female character's dancing. Another edit is also used, where three frames are included within one large frame, allowing the audience to be able to view three differing scenes within one frame. This form of editing increases the pace and tempo of the video, as the audience is attempting to view all of the three inner frames.

The main target audience when dealing with the dance genre is usually female; however, when it comes to music videos, it seems as though there is a push to involve a higher amount of the male target audience. This is possibly because video producers believe that it is the video that will attract the male audience rather than the actual song. I believe this specific music video is targeted at a more male orientated audience. The use of the female character in little clothing is used to attract a male audience. However, you could say that the positivity and feel good factor about the video could attract a mixed gender audience, therefore increasing sales and profits.

The general mood and tone involved in this music video is positive, due to the constant happiness shown by the characters, and the unity that it presents. The strobe lighting and 'nightclub' setting also reinforces the typical conventions of the dance genre. Also, the straight cut editing used in rapid succession intensifies the pace of the video, which also reinforces the dance genre, as it is stereotypically seen as an upbeat, quick genre.

There is little you can say about applying a narrative structure to this specific music video. You could possibly apply Propp's character theory to this video, where 'the hero' is seen as the main, female character. However, this challenges the stereotypical view of gender within society. Also, the other characters the accompany the main female character (the artist) could be seen as 'the helpers'.