Research - Music Video (4)

There are a variety of camera shots used throughout this music video. The most predominant is the medium shot, where it allows the target audience to relate with the character/artist's costume and facial expressions. Aerial shorts are also used on the extra characters, possibly to represent their insignificance in comparison to the artist. However, low angle shots are constantly used when framing many of the extra characters, along with the artist; this could connote a sense of equal dominance between everyone within the location. The camera also pans down the female character's body, possibly to attract a male target audience, whilst also representing her dominance within the video. There is also a two shot which as been used when two female characters are framed together standing in the bath, connoting unity and closeness between the two.

The setting involved in this music video initially challenges the stereotypical conventions of the dance genre, as a club setting or a 'feel good' location isn't involved. The location is simply an old mansion, where upper class characters are invited. The idea to challenge the typical conventions of the genre will create an enigma for the audience, and will make the target audience carry on watching the video. However, the artist's influence upon the setting, alters the location, and turns it into a conventional setting where the dance genre is a power. This is evident due to the strobe lights, and the lack of natural lighting.

The main artist's costume is extremely simple in comparison to the other extra characters. This is unconventional as he does not stand out at all as the main artist. He is wearing a white shirt which connotes purity and innocence; however, this does not seem to fit the correct conventions of the dance genre as he looks insignificant. The extra characters are all wearing suits and dark clothing, connoting mystery about their characters, whilst also challenging their location, as they start dancing in a nightclub lit setting towards the climax of the video. Also, a handful of the female characters involved in the video are stereotypically represented wearing just a bikini, which is clearly in an appeal to the artists male orientated audience. There is also a female character who is dressed in complete black, who challenges the stereotypical view of gender in society, connoting her will for dominance within the video.

The framing involved in this music video shows the artist as the most paramount character, as he constantly dominates the frame. Also, the female dressed in black, with a deep red lipstick on (which connotes passion in this video) dominates the frame when she is framed, representing her as a female who challenges the stereotypical views of gender in society.

The main editing choices which have been used throughout this video are straight cuts. They have been used to create a simple narrative, and to give the narrative a linear motion. However, they have also been used in a successful attempt to make the soundtrack match the on screen actions. Other edits used include a slow motion edit when the car is pulling in at the beginning of the video, and when the female character is in the bath, these slow motion edits are so that the audience are able to identify with what is framed more intensely.

The main target audience that the dance genre aims at is predominantly the female gender (even though some dance sub genres, such as drum and bass, are aimed at a more male orientated audience). This video seems to target an audience of the male gender, as it represents females as stereotypical within a setting where the dance genre is in power, therefore promoting the video towards a male audience. On the other hand, the entire narrative of the video may promote the video to a more female orientated audience, due to the positivity of the clubbing scene. Altogether, this video has been structured well, as it is promoted towards a mixed gender audience.

The general mood and tone involved in this music video is positive, as it represents how the dance genre can alter a stereotypically tedious setting, and how it can change a characters persona. The strobe lighting and 'nightclub' setting also reinforce 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.

You could possibly apply Propp's character theory to this music video. 'The hero' could be viewed as the artist, as he is the one bringing happiness to the extra characters, also his dominance within the frame suggests this. 'The villain' may be viewed as the female character dressed in black, connoting death and mystery whilst also challenging the stereotypical views of gender; however, she does not involve herself in a sinful act within the video.