Music Video analysis

Video	OK GO-THE WRITINGS ON THE WALL	Taylor Swift-Love Story	One Republic-Wherever I Go
Which genre? How do you know? What generic features do you see (e.g. dance routine: dance/pop music) Sound – genre, instruments, lyrics, emotion	Genre: The genre of OK GO’s music is pop, which relates to this song as well. This song is alternative rock and pop rock. Instruments: The arrangement of the song consists of two heavily distorted bass guitars and drums. Lyrics: The lyrics to this song were written around “that moment in a relationship when you realize it’s coming to an end”. The lyrics reflect the conflict and feelings of this moment. Emotion: Once knowing the context behind the lyrics, some people could relate to the situation. Although the video itself creates a captivating scene and entices audiences to keep watching through excitement and interest. Sound: The pop sound is created throughout this video.	Genre: The main genre in this music video is romance. It is shown through the use of lyrics, alongside the gentle sound. This is then reinforced by the narrative video to highlight and create an impression of a story-like video-much similar to Romeo and Juliet. This video is a hybrid between country and pop. Instruments: The band consisted of acoustic guitars, bass guitars and drums. Lyrics: Lyrics in this music video relate to a similar context to Romeo and Juliet, but are also in relation to a similar situation that Taylor was in at the time. Emotion: This is a heartfelt, sympathetic song, where by listeners are drawn in by the romantic elements and the storyline to go with it. Sound: The romantic elements are reinforced by the gentle, steady rhythm, created through the use of a country style sound.	Genre: The genre is pop rock and in the video you can see the band moving along with the rhythm and the beat of the music- but not a dance video. Instruments: The main instruments featured in this music video are guitars and drums, which fits in with the funk-driven rhythm. This instruments are played by the band themselves, where you can see them performing in the video. Lyrics: Ryan Tedder (lead singer) sings here of having the inability to find a love to match and equal a previous relationship that he once had. The previous relationship will always be a ‘ghost in the room’. Emotion: The emotions which are being conveyed to us in the video are obsession; it is an unnatural and unhealthy level of obsession, which can create discomfort or confusion. Sound: The overall sound created is a funky rhythm.
Performance/narrative/concept? How much of each? Which parts? (e.g performance in chorus, narrative in verse) How does this link to genre?	Concept Throughout the entire music video, the concept style is continuous. Optical illusions are created in order to reflect the mood created and to convey a meaning of a failed relationship due to conflicting views between a couple.	Narrative In this music video, the narrative is in relation to the song and the lyrics; there is intertextuality between this music video and Romeo and Juliet. Both the verse and chorus are similar in terms of lyrics, although our emotions are intensified when the chorus hits.	Performance This music video is a performance throughout. There is a continuous notion of focus on the band members, as well as using the same room for the entirety of the video. They are all performing with their instruments; it creates a realistic atmosphere that they are live.
Representation DRCAGES SETTINGS THEMES	D- disability has not been represented in their video. R-Ok Go are an American band, which highlights their ethnicity. C- no class has been represented in this music video, A-the members of this band are roughly middle aged, highlighting the age they are representing. G-they are a male band, resulting in only one gender focus. E-American band is being presented S-no sexuality has been represented throughout their music video.	D-no disability is represented R-there is also no regional identity represented either C-this video is representing the contrast between the higher and lower class. A-the context based around Romeo and Juliet suggests the age represented are teenagers or young adults. G-both genders are represented in this music video. E- Taylor Swift is American, suggesting American ethnicity is being presented to us. S- sexuality is not represented in this music video.	D-disability is not represented in this music video R-regional identity is also not shown C-they are wearing smart-casual outfits, which could suggest working class or business men. A-One Republic are middle aged men, suggesting the audience they are trying to reach out to are middle aged too G-gender is represented as they are all men, giving the impression that women are not as important or necessary. E-One Republic are an American band, so they represent American ethnicity. S-sexuality is not represented either in this music video
Camera shots – which types? What variety of shots is there? What are shots of? Are there shots of artist? How many? What are they doing/type?	Throughout the video the camera consists of a variety of long shot, middle, and close up shots. Half way through the music video the camera begins a rotating movement, which creates a confusion, but exciting mood. This is more captivating than just a single angle that doesn’t change position. The aim of the camera angles is to help create the illusions which have been used in the video. They are used to help trick the mind into thinking the opposite or to evoke a sense of loss or confusion based on our perception of what we can see.	At the beginning a wide shot is used to present the setting of the narrative. In addition to this, the use of the wide shot where Taylor is on the balcony alone, creates a sense of helplessness and in search for love; it depicts a notion of the girl wanting to look out for her love and doesn’t want to be hidden away and lose it. The medium shots that are used informs the audience that the two are deeply in love. Their facial expressions are both in focus and are clearly visible.	Majority of this music video uses an eye-level camera shot, which alternates between extra-long shot and medium shot. This is to ensure the audience keep focus on the artist and so they are in full focus the whole time. At the beginning of the video, there is a middle shot, where the focus is on facial expressions, but the background is still present.
Editing – How are camera shots edited? What is the pace like? How does the editing fit the music	The music video was completed in one shot, where the camera moves as well as the members of OK GO. This creates a flowing and steady pace. Moreover, it fits the rhythm of the music and the change in beats/ changes between versus and choruses are in relation to a change of a new illusion.	The pace of the editing flows with the rhythm of the music. They are also filmic and show many scenes in a short amount of time- without looking to sharp and sudden. Many lyrics match up with the scenes filmed; both the lyrics and video tell the same story.	Majority of the video and camera angles are stationary, to ensure the band are the focus of the performance. The lyrics do not relate to the editing that much, based on the idea of it being a performance video. Furthermore,
Mise-en-scene – comment on costume, setting, hair, props, make up, facial expressions etc How does this fit genre?	C-the costumes that are worn are changed throughout the video, because they match the illusions. L-the lighting is high key lighting in order to show a clear image of the illusion. A-the band themselves are featured in the music video, no one else. M-on certain illusions, their faces are painted to match the illusion and to blend in. P-there are multiple props used in this music video, such as a bike and mirrors. In majority of the shots, props have been used of all different shapes and sizes. S-this music video was set in a warehouse in order to have a big enough space to create an extensive range of illusions spread around with enough space.	C-the costumes worn follow a style similar to the Shakespearean era, to create an older appeal and reflect more on past events. L-there is a mixture of high and low key lighting throughout, the high key lighting could be to highlight the positivity of the music video and show that the ending is a happy one, whereas the lower lighting creates a notion of mystery and hidden love. A-Taylor Swift herself is featured in her own music video alongside a lead male actor. They are the main actors in this music videos, but many other people are used to help create a storyline and imagery. M-The make-up used is very subtle, because the creators don’t want to drag away the focus of the narrative onto their looks; they still look presentable and the make-up further reflects and works well with the costume choices. P-in the opening scene and end scene, Taylor is seen carrying books, which indicate she is a student at school or university. Moreover, candles and lamps are used throughout, which could depict imagery of hope and the power of their love. S-the setting alternates between a school/university and between the fairy-tale setting.	C-the outfits worn in this music video are smart-casual. The focus is not on the clothing, so they are all wearing the same colour black which can create a sombre mood. L-there is high key lighting used, which creates a positive outlook and impression on the music video. If the video is bright it could capture more attention than if it was a bleak, low key music video. A-there are not really any actors in their performance video, as it is only the band who are shown throughout. M-the band don’t seem to be wearing any makeup, reinforcing the casual element to the video. P-the props seen are a sculptures/statues in the background, wall art, lighting and a table. This depicts imagery of a home, which further creates a comforting feeling. Moreover, because they are all gold, this could imply a sense of wealth.  S-based on their use of props the setting could be a suggesting of a house. However, the bright lighting and lit up floor may depict imagery of a stage, which relates to the idea of a performance.
How does the artiste want to be seen? Does it link with any of their other videos? Who does the video appeal to?	OK GO are known for their optical illusions in their music videos, which remains consistent. They obviously find the idea interesting and a diverse way of presenting their music and captivating attention from an audience. This video can appeal to many people who enjoy watching more concept videos, or people who prefer to listen to pop or alternative rock.	Taylor Swifts main idea for this music video is to highlight her forbidden love that she had in the past. She wants to reflect and present to her audience that her past relationship was difficult to pursue.	The impression given is one which presents the band as though they are performing live and in clear focus. This could have been deliberate to show off themselves. This could relate to a theme, because many of their previous music videos are performances. However, it was important that this lead single was different from the rest of the album.

Music Videos Introduction

Where can you watch music videos

• YouTube
• Vevo-higher quality 
• on TV- music channels
• social media

Do you watch them?
Personally, I listen to the music itself more than watching the music video; If I enjoy the song I will then watch the video, but will often hear the song first.
On the other hand, other people may watch the music video as they prefer to visualise the music and the story that is being told.

What is the purpose of a music video?

• to gain a bigger audience
• political/ideological statement
• awareness
• sense of belonging for fans-star image (making stars accessible)
• for entertainment/escapism
• 'water cooler effect'-sense of belonging/social interactions
• sales, promotions
• creative and thematic direction for an artist and their album

Three types of music videos

Performance- live footage, performance clips

Narrative-tells a story/features in lyrics, or suggested lyrics/like a mini film with beginning, middle and end/can promote a film with clips from a film (intertextuality)

Concept-based around a single idea or concept/ usually unusual or obscure, even surreal for an audience/successful concept keeps audience engaged/ content attracts consumers

Charity Campaign:Shelter Powerpoint

Print Charity Ad

Charity Advertisement: An Understanding of Advertising Content

Old Spice Powerpoint

Lucozade Powerpoint

Magazine Vocabulary

Circulation- number of copies sold
Readership- not just who buys it, but total of who are likely to read it
Mass audience- readership on a large scale
Niche audience- narrow group of readers with a particular interest
Subscription- pay for a set of copies in advance at a lower price and receives them by post

Plug- text that 'plugs' a feature that'll appear inside of a magazine
Puff- a story that's given prominence on the cover
Cover star- the 'star featured on the cover
Anchorage text- text that anchors the main image and gives it context/meaning
Banner- text that runs across the lower section of the cover

Big Issue Cover Analysis

Big Issue