Music Video Textual Analysis Comparison

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Jess Glynne - All I Am
  • I chose this text because it is a similar genre to my chosen song
  • I encountered this song through Spotify on recommendations
  • Conventions of pop music in this video include performance, direct gaze, lip syncing, slow motion, exotic locations and bright colours. Therefore, fitting in with the pop genre
  • The video doesn’t really have any specific narrative 
  • The sort of audience this song is for would be young and mainstream, making it typical of a pop music video
  • Assumptions of the audience could be they are young, middle class, female and British, plus interested in concerts/gigs and travelling 
  • A notable shift would be the change to black and white, therefore changing the mode of the song
  • This video expects you to feel happy and positive with yourself
Conventions 
  • This music video is predominantly performance based 
  • The locations featured in this song are on stage performances and footage of the artist in Rio, Brazil ( an exotic location)
  • The music video switches between black and white and bright natural colours
  • There is natural lighting during day shots and artificial lights during the night time shots towards the end of the video
  • It features casual bright clothing worn by the artist, with limited makeup 
  • Social groups include friendship, city culture in the form of a Brazilian market and possibly a historical group with the shot of a relic building
  • The video also features out of focus shots and lens flares
George Ezra - Don’t Matter Now
  • I chose this text because it is a similar genre to my chosen song
  • I encountered this song through Spotify on recommendations
  • The type of audience for this song would be a fun loving mainstream young person
  • Assumptions about the audience could be that they are adventurous as the video contains more exotic locations that they could possibly relate with
  • A notable shift in this music videos style could be the switch between the dance scenes and the rest of the video
  • This video has a positive energy/vibe, making it stereotypical of a pop video, due to its themes with friendship 
Conventions
  • It features lots of exotic locations, with vibrant pop colours
  • It includes both group shots and single shots
  • Low angle when people are jumping up, high angle shots of car at the beginning of the music video
  • Social groups include friendship, relationships, male and female
  • The cuts in this video are in time with the beat/guitar 
  • Starts with shots in the daytime, which contains very natural lighting, but ends with shots in the evening, where more artificial light is used
  • This video in particular also features small amounts of dance routines(making the video more performances based)
Ed Sheeran - Castle on the Hill
  • I chose this text because it is a similar genre to my chosen song
  • I encountered this song through Spotify on recommendations
  • Conventions I recognise in this text are a mixture of performance and narrative, range of camera shots, lip syncing, plus the editing matches the song
  • This video assumes that you may be going through some tough times, as the lyrics have a more deeper meaning
  • A notable shift in this video could be the change from day to night
Conventions 
  • This video is mainly a narrative video, with small elements of performance
  • Begins with a establishing shot to show the location of the video 
  • It features the artist themself, plus an actor for the narrative sections
  • The location for this video is less exotic, as it is set on an open marshy field
Similar elements across these three video include shooting in mostly exotic locations, small performances from the artist, variety of camera shots and beginning the video in the daytime and ending it i the evening or nighttime. They all begin with establishing shots of the location and their facial expressions are usually show them smiling or laughing, with the exception of Ed Sheeran’s song where it is mostly based on the narrative. Plus, some videos also feature product placement or contain references to other brands (intertextuality). 

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