This blog post features a list of music videos that I have watched, detailing what I have learned from each one and highlighting the aspects that stood out to me. Alongside my personal insight, I've included some additional research on how different artists shape their branding and explore the meanings behind the lyrics. This blog post and research was independently conducted and written by me (Beatrice).
A music video is a promotional short film that combines visuals with music to enhance the song’s meaning, mood, or vibes. It uses elements such as mise-en-scène, editing, and cinematography to visually represent the music. Moreover, it can be analyzed through semiotics, narrative, and genre conventions, which engages the audience and market the artist.
My group and I have decided to create a music video in the genre of pop. Therefore, my research will be focused on the conventions of pop music, as this project emphasizes that specific genre.
Conventions of pop genre
1. Mise-en-scène :
Mise-en-scène is the most important and noticeable technical element in pop music videos because it shapes the artist's visual identity and emotionally engages the audience. In the pop genre, visual style is as significant as the song itself as it will help to construct the artist's image and branding. Mise-en-scène also enhances the narrative and emotional tone, with visual elements conveying deeper meanings.
- Vibrant colour palettes : One of the most noticeable mise-en-scène is the use bold and vibrant colours, which help set the tone of the music video. The use of bright colours not only enhances the mood but also create a visually appealing and energetic atmosphere, which makes the song feel even more exciting.
- Costumes : To portray and idealized version of themselves, artists in pop music videos typically uses high-end, fashionable clothing as it will affect the artist's image and branding. This aligns with Dyer's Star theory, which emphasizes how stars are built through media.
- Lighting : Pop music videos typically uses bright, flawless lighting to create a polished aesthetic that highlights the artist's features. The use of high-key lighting creates minimal shadows that contributes to a clear and smooth appearance. However, lighting can also take on a more atmospheric role through the use of chiaroscuro technique (the contrast between light and dark) to create dramatic or emotional moments.
- Stylized settings : High-end or idealized locations, such as luxury apartments, scenic cityscapes, or upscale environments, are often used to convey wealth, success, and other aspirations, while also offering a sense of escapism for the audience. This aligns with the characteristic of post-modern media, where reality is constructed to enhance both the performance and overall appeal.
- Props : In pop music videos, props are often symbolic and tied to the narrative or theme of the song. All the props are carefully chosen to reflect the song’s meaning. For example, in Olivia Rodrigo's music video, 'Good 4 U' (2021) props like burning photos and a flooded room are used as visual metaphors for rage and emotional devastation.
2. Camera angles and movements :
Camera angles and movements are essential in pop genre music videos because they significantly influence how audiences perceive the artist, the emotional tone of the song, and the overall visual narrative. Different camera angles can enhance or alter the way an artist is perceived, while also contributing to the visual narrative by guiding audiences' attention to the key elements of the music video.
- Eye level angle is the most common angle used in pop music videos. This shot is used to create a sense of equality and relatability between the artist and audience since by positioning the camera at the artist's eye level, it makes it feel as if the artist is directly engaging with the audience, which fosters a sense of intimacy and connection.
- Close-up shots are frequently used to capture the artist's facial expressions and emotions. This technique helps establish a connection between the artist and the audience, creating a sense of intimacy while highlighting the emotional tone of the song.
- Medium shots are often used to portray the artist while also showing the context or background of the music video. This type of shot allows audiences to observe the artist's gesture and body language, alongside their facial expressions, which help to convey the energy of the performance and reinforce the artist's identity.
- Wide shots typically don't have a specific focus as it is used to provide an overall view of the setting, showcasing the detailed environments that are often seen in pop music videos. This shot highlights the visual spectacle and can capture the scale of the performance, enhancing the audiences' sense of immersion.
- Tracking shots are often used during the artist’s performances to follow their movements, giving the scene a dynamic feel. By capturing the artist's movement, this shot adds both energy and continuity to the scene which enhances the overall flow of the performance.
- Panning allows audiences to follow the artist's motion or take in the full setting. This movement helps to add dynamism without cutting into a difference scene, maintaining visual continuity.
3. Edit :
Editing is an important element that shapes the narrative, enhances the mood, and maintain audiences engagement. It is mainly used to create a dynamic, visually stimulating experience that aligns with the energetic nature of the music. The main types of edits used are :
- Fast cuts are frequently used to create a sense of excitement as it reflects the upbeat tempo of pop music. This editing technique helps maintain audience engagement by providing a visually stimulating experience, aligning with Blumlerr and Katz's Uses and Gratifications Theory (diversion), where audiences seek entertainment and excitement.
- Match cuts are used to enhance the narrative flow by creating visual continuity. This editing technique also emphasizes key themes within the song, which makes the visual more impactful and memorable for the audience.
- Jump cuts are usually used to conveys a sense of energy and spontaneity. Typically, they highlight the artist's performance, making it feel more lively and engaging. This approach complements the playful and dynamic nature of pop music.
- Cross-cutting is used to create a sense of rhythm that enhances the overall visual experience of the music video. It builds narrative tension and highlights the relationship between different storylines or actions. Moreover, it can showcase various aspects of the artist's persona, which reinforces the artist's multifaceted image and appealing to various audience interests (Dyer's Star Theory).
4. Sound :
Sound plays a notable role in reinforcing the visual and emotional impact of the song. Both diegetic and non-diegetic sounds are used to connect with the audience while enhancing viewing experience. The song itself is non-diegetic as it is the key element that drives the narrative and visuals. In order to engage with the audience and create an emotional connection, the music is typically upbeat and has catchy lyrics and melodies. The main music track often sets the mood and tone of the video, reflecting the artist's image and persona, which helps shape their identity. Diegetic sounds, such as crowd chatter, environmental noises, or other background elements, helps to ground the music video in a sense of reality, which adds depth to the visuals. Audiences may relate to these everyday elements or aspire the captivating settings depicted, thereby strengthening the connection between the artist and audience.
Furthermore, non-diegetic sound effects, such a swooshes or twinkling sounds, are often incorporated to emphasize transitions or highlight key moments. These effects can add dramatic flair or excitement to make the visuals feels more synchronized with the song's rhythm and enhancing audience's engagement through heightened aesthetic. Additionally, voiceovers and spoken dialogues may be featured in the music video as a part of the narrative or story telling. These elements helps to provide context for the audience and gives the song's lyric more emotional weight, and making them more relatable. This connection between the visual narrative and audiences' interpretation aligns with Barthes' Hermeneutic code, as voiceovers and dialogues may add a sense of mystery or meaning to the narrative, further engaging audiences in the unfolding story.
5. Narrative :
The narrative in pop music often focus on simple, relatable stories that complement the mood, theme, and emotions of the song. In most cases, these narratives are designed to resonate with broader audience. It also plays an important role to shape the artist's image and emphasize on the emotional connection between the artist and audience, ensuring the audience engagement.
Pop music videos often follows a clear, straightforward narrative structure where the event unfolds in a chronological order. This linear approach makes the story easy to follow, allowing audiences to engage without any confusion. However, some pop music videos also has an abstract-styles narrative that focuses more on imagery and symbolism than a clear storyline. This makes the video visually captivating and open to multiple interpretations, aligning with Barthes' Hermeneutic Code, where audiences are intrigued by mysteries that aren't immediately explained. Romance is a common theme in pop genre music videos, as love and relationships are universal themes that appeal to a broad audience. As it is an emotion that most people has experienced, it makes the video more emotionally engaging as it makes audience relate to their own experiences to the song. This aligns with the Uses and Gratification theory by Blumler and Katz (personal identity), where audiences establishes a sense of personal identification and emotional connection with the narrative.
Additionally, pop music videos also features narratives related to personal empowerment, where the artist is expressing their identity or overcoming challenges. This narrative type frequently targets a younger demographic as it promotes theme of self-confidence and resilience. In some cases, surreal or fantastical narrative are also used, where the setting include elements of fantasy or dream-like sequences. Aligning with the diversion aspect of Uses and Gratification theory, This allows audiences to be transported into a different reality as it offers imaginative worlds.
6. Performance :
Performance plays a central role in pop music videos, as it is used to highlight the artist's talent, charisma, and star persona. Due to this, performance based scenes are crucial in shaping the artist's brand identity. Typically, performances make up around 70-80% of the total screen time, though this can vary depending on the artist's style and the concept of the video.
Pop music videos often feature artists lip-synching to ensure that the performance appears flawless, highlighting the artist's vocal abilities while enabling for visually detailed choreography and seamless editing. This creates a professional image, perfectly synchronizing sound and visuals, which ties into Dyer's Star Theory by building the artist's star image through a polished and perfected performance. Choreographed dance routines are also commonly used to create energy, excitement, and entertainment, reinforcing the artist's star status and engaging audiences as it showcases their physical abilities.
Many pop music videos also include live performances scenes, featuring stage setups, bright lighting, and energetic crowds to feature a more energetic performance. Artists also gives direct address to the audiences to give the impression that they are performing for them. This technique fosters a personal connection between the artist and audience, making the performance feels interactive and engaging on a more intimate level.
By doing an expressive or emotional performance, the artist's performance often emphasizes on the face expressions and gesture to convey deep emotions, communicating the song's theme on a more personal level and enhancing the audience's connection to the artist and music. This aligns with Barthes' Symbolic Code as the artist's face expressions and gestures acts as a symbol that represents the underlying emotional states.
EXTENDED RESEARCH (2) ↓
BIRDS OF A FEATHER (2024) - Billie Eilish
Produced by : Finneas O' Connell
Distributed by : Interscope Records, Universal Music Group.
Genre : Pop
Sub genre : Alternative indie, alternative rock.
CONFORMING THE CONVENTIONS
This music video conforms to multiple aspects of conventions within the pop genre. One of the most obvious thing is the high presence of performance, with nearly every moment of the music video featuring Billie Eilish herself. It's estimated that over 90% of the video is performance-based, which is common in pop music videos to showcase the artist’s talent and star persona. The song's narrative also aligns with pop conventions, as it explores themes of relationships and connection (although it's not strictly romantic). These universal themes resonate with a broad audience, making the song more relatable and engaging to the audience. This aligns with Barthes' Symbolic Code, as it can symbolize deeper emotional complexities and human connections. Moreover, the constant use of intimate camera angles such as close-ups, medium shots, and eye-level shots reinforces the pop genre's focus on emotional engagement. These camera angles help create a personal connection between the artist and the audience, aligning with the "personal identity" aspect of Blumler and Katz's Uses and Gratifications theory by making audiences feel more connected to the artist on an emotional level.
Another noticeable aspect of conventions it aligns to is editing. With the song focusing on the inseparable bond between two people, the use of jump cuts and fast-paced editing reflects the energetic and dynamic style typical of the genre. These editing techniques keep the audience visually engaged and reflect the song's upbeat nature. Additionally, the catchy lyrics and melodies further enhance audience engagement. The mood and tone of the song also contributes to shape Billie Eilish's identity by reflecting her image and persona, in a way that is consistent with other pop artists.
SUBVERTING THE CONVENTIONS
Not only does the music video conforms to the convention of pop genre, it also subverts to them by the use of minimalized mise-en-scène. In the music video, Billie Eilish's opt for an empty room, with chair as the only prop to create a minimalistic and isolated atmosphere. This subverts to the conventions as pop music videos typically features high energy visuals, elaborate sets, or glamorous locations. This choice aligns with her personal branding of authenticity and emotional vulnerability, connecting with Barthes' Hermeneutic Code, which encourages and engages the audiences to interpret deeper emotional meanings from the simplicity of the mise-en-scène. This allows audiences to deeply connect with the song's emotional theme as the stark setting shifts focus to the emotions conveyed through her performance.
Another aspects that the music video subverts to is through Billie Eilish's costume and style. Like many pop artists, she uses clothing to build her brand and image. However, in this music video, she sticks to her signature oversized, baggy outfits, as it is a style she’s known for since the start of her career. This distinct choice sets her apart from other pop artists who typically wear high-end, glamorous, and form-fitting clothing. According to Dyer's Star Theory, this unconventional fashion choice helps construct her star image as someone authentic, rejecting traditional media expectations of femininity and maintaining control over how she is perceived.
Furthermore, the music video uses cool-toned, dim lighting instead of bright and vibrant lighting typically associated with pop music videos to create a moody and introspective atmosphere. This aligns with Stuart Hall's Encoding/Decoding Theory, where the preferred reading of the lighting is that it adds depth to the song, which further enhances the audience's connection to the song's message.
REPRESENTATIONS
As mentioned earlier, the theme of the song revolves around the nearly inseparable bond between two people. This theme serves as a universal representation of human connections, resonating deeply with audiences from various backgrounds. By exploring the complexities of emotional bonds that extend beyond romantic narratives, the song allows for broader interpretations of love, including familial ties and friendships. This relatability is significant, as many individuals experience these forms of connection in their everyday lives. In the music video, the character portrayed is solely Billie Eilish herself, which eliminates the potential for stereotypical representations. The absence of typical gender dynamics or romantic interactions reinforces a focus on personal identity and emotional expression. This approach allows the audience to engage with the song on a deeper level, emphasizing the importance of emotional connections over conventional narrative tropes.
TECHNICAL ELEMENTS
The technical elements in this music video works together to convey the complexities of human relationships. According to Steve Neale's genre theory, genres evolve by incorporating new conventions or subverting existing ones to keep the content fresh and engaging for the audience. In this case, the music video uses a minimalistic mise-en-scène. This deliberate choice allows the focus to remain on the emotional narrative rather than being distracted by the complicated visuals. The setting, often an empty room or office, with a single chair as the primary prop, may symbolize emotional emptiness or isolation, which contrasts to the song's upbeat rhythm. Moreover, the cool-toned colour palette is used to create the feeling of emotional dissonance, hinting at the deeper emotions beneath the surface of human relationships. The use of the cool tone connotes detachment or introspection, aligning with Barthes' Symbolic Code, where visual elements subtly suggest complex emotional states.
The camera angles also plays an important role in creating meanings. Close-up shots and eye-level angles are frequently used to draw attention to Billie Eilish’s facial expressions, emphasizing vulnerability and fostering a personal connection with the audience. These intimate camera angles helps to enhance the emotional depth of the performance, as it allows audience to directly engage with Billie Eilish's emotions. Furthermore, the use of fast-paced editing helps to create a sense of dynamism and maintains energy that aligns with the tempo. This creates a sense of urgency and movement, while also ensuring that the visual storytelling remains engaging and impactful. By syncing the editing to the beat, the video intensifies emotional moments and keeps the audience captivated throughout.
Feather (2023) - Sabrina Carpenter
Produced by : freenjoy
Distributed by : Universal Music Group
Genre : Pop
Sub genre : Dance pop, disco.
CONFORMING THE CONVENTIONS
This music video largely conforms to the conventions within pop genre. with one of the most prominent aspects being its mise-en-scène. The use of vibrant, bold colors, particularly pink, are used to evoke positive emotions and make the visuals more engaging for the audience. The music video also features idealized settings, with pink vintage convertible car as a prop to complement the light and dreamy tone of the music, creating a sense of escapism to reflects the song's theme of love and connection. This aligns with post-modern media characteristics, where reality is constructed to enhance the overall appeal. In addition, Sabrina Carpenter uses high-end, fashionable outfits throughout the music video to solidify her personal branding, further conforming to the genre conventions. The upbeat music, with catchy melodies and relatable lyrics, typical of pop songs, are accompanied by non-diegetic sounds like echoes, subtle instrumental layers, and soft ambient sound which help emphasize key moments in the narrative and transitions. Additionally, the gradual increase in volume and intensity (crescendo effects) allows audience to feel the growing, emotional weight of the song. This aligns with Blumler and Katz's Uses and Gratifications theory, where audiences seek emotional experiences through media. When it's combined with the mise-en-scene together, it creates an uplifting and energetic atmosphere, aligning with Barthes' Hermeneutic Code, where sound elements add depth to the narrative.
Since the narrative revolves around universally relatable themes such as relationships and connections, it resonates with a broad audience, aligning with the personal identity aspect of Uses and Gratifications theory, where audiences find connections to their own experiences. The simplicity of the narrative makes it easy for audiences to follow. During the performance, Sabrina Carpenter emphasizes her face expressions and body language to deepen the emotional connection to the song's themes, aligning with Barthes' Symbolic Code, where her expressions serve as symbols of the narrative's underlying emotions. These performances are captured by using close-ups and medium shots to foster a personal connection between the artist and audiences. Furthermore, the shots are also used to emphasize her interactions within her environment, which helps to enhance the narrative further. This variety of shots also helps maintain audience engagement by reflecting the performance’s energy, contributing to the overall dynamism of the video.
SUBVERTING THE CONVENTIONS
Although this song largely conforms to the conventions, it also subverts certain elements, one of them being the editing pace. Unlike the fast-paced editing typical in pop music videos, this music video employs a more measured editing style. This subversion allows for greater emotional depth, giving the audience more time to absorb the song's theme, connects deeper with the narrative, while also being able to focus on the visual details. Furthermore, this music video also has a different performance style compared to other pop music videos. Furthermore, the performance style in this music video differs from conventional pop music videos. Although the performance takes up 70-80% of the screen time, there is noticeably less choreographed movement. Instead, the video opts for more spontaneous, natural movements. This deliberate choice subverts the expectation of polished performance, aligning with Barthes' Symbolic Code, where the unfiltered portrayal of emotion becomes a symbol of authenticity. By presenting a raw and more vulnerable performance, this music video allows audiences to connect with Sabrina Carpenter on a more personal level.
REPRESENTATIONS
In this music video, Sabrina Carpenter represents female empowerment and emotional liberation. As this song's narrative revolves around breaking free from burdens and toxic relationships, she expresses it through her carefree actions throughout the music video (e.g., leaning on a pink convertible). This confident demeanor marks a departure from vulnerability, with the car symbolizing forward movement and freedom. Sabrina Carpenter also challenges traditional representations of femininity by embodying independence and emotional strength as she rejects societal expectations that often cast women as passive or restrained, particularly in romantic contexts. The absence of a dominant male counterpart reinforces themes of self-reliance, as she handles the emotional journey alone. This suggests that empowerment is self-driven and not dependent on others. In addition, this music video reinforces masculine stereotypes by featuring men fighting and doing boxing in the background, reflecting society’s association of masculinity with physical strength and combativeness. This serves as a contrast to the central focus on Sabrina Carpenter, whose carefree nature defies these traditional gender roles. This dynamic aligns with Stuart Hall's Representation Theory, which suggests that media constructs meanings based on societal norms. In this case, the men boxing embody conventional ideas of masculinity, while Sabrina Carpenter, as the female lead, subverts these norms by challenging the audience’s expectations through her carefree portrayal. Moreover, aligning with Dyer's Star Theory, Sabrina Carpenter's expressions and body language position her as an empowering figure for the audience. By presenting her as a symbol of emotional resilience and independence, the music video allows audiences to see her as an aspirational figure who has transcended the need for external validation.
TECHNICAL ELEMENTS
To convey the song's theme, this music video uses a set of technical elements to ensure the audience can easily grasp its message. Extravagant, idealized settings, along with high-end, fashionable outfits and expensive props are used to symbolize wealth, confidence, and self-assurance. The use of bold, vibrant colours evokes positivity and freedom, positioning Sabrina Carpenter as the vocal point of the visuals. This aligns with Barthes' Semiotic Theory, where colours convey specific meanings (e.g., bright colours connotes freedom). These visual markers associate her with success and independence, subverting to the idea that women needs romantic relationships to feel fulfilled. Additionally, slower-paced editing helps to emphasize Sabrina Carpenter's control over her surroundings. This allows audiences to focus on her personal journey of freedom. Moreover, it reinforces her calm detachment which contrasts sharply with any chaos that might come from toxic relationships.
Furthermore, the subtle use of tracking and trucking shots of men following Sabrina Carpenter reflects societal pressures and the way male figures often try to influence women's decisions or take control of it. Her nonchalance towards their presence represents her self-determination and rejection of such pressures, reflecting feminist ideals. Zoom-ins emphasizes Sabrina Carpenter’s personal space, while the close-ups highlight her facial expressions, particularly her confidence and emotional detachment from negativity. These camera angles and movements emphasizes her personal feelings, which are central to the narrative.
SHORT RESEARCH (6) ↓
Mirror (2021) - Sigrid
A song about self-acceptance and love. It conveys how she chooses to focus on her own worth and confidence instead of focusing on the loss of a relationship.
Target audience, and how are they appealed to ?
The target audience of this music video are likely to be young, female audience in their late teens to early twenties as well as individuals drawn to themes of self-empowerment, independence, and emotional growth. This demographic, often navigating self-identity and relationships, resonates with the song's key message of self-love. This music video can appeal to them since young audiences may relate to the emotional turbulence of relationships, as it is a common experience at that stage of their lives. According with Barthes' Symbolic Code, the mirror can be used as a symbol of self-reflection and personal growth, which audiences may decode as an encouragement to embrace self-love despite any setbacks. Moreover, the song's narrative is simple yet powerful. For example, lyrics like "I love who I see looking at me" may resonates with young audiences that are facing with insecurities, offering them a sense of comfort and empowerment. This aligns with Blumler and Katz’s Uses and Gratifications Theory, as the song helps the audience find personal identity by connecting with their own experiences. Moreover, the song lyrics are straightforward and simple, making it easy for young audiences to understand, ensuring the song's meaning is clearly communicated and allowing the audiences to come up with different interpretations, while still maintaining the dominant reading of self-empowerment.
The music video also subverts traditional depictions of women in media, with Sigrid taking control of her self image, emphasizing themes of self-awareness and independence. This makes it empowering for female audiences who are weary of media that objectifies women. Furthermore, the bright, uplifting melody may also appeal to young audience as most of them are accustomed to energetic tracks. Aligning with Stuart Hall's Reception Theory, this demographic would likely have a preferred reading by interpreting the song as a celebration of freedom, resonating with their own experiences. On top of that, the visually captivating mise-en-scene and flowy camera movements further enhance the music video's appeal to a visually-oriented audience, especially in this era where aesthetics play a significant role in content consumption.
What would you like to use in your music video from this ?
I really like how the music video uses bold, contrasting colours like reds, yellows, and blues, as it stands out vividly against the background. The vibrant colour palette helps to create an energetic and lively atmosphere that complements the song's theme. I also like the strong use of colour theory, especially in the way complementary colours are incorporated between the settings and outfits (e.g., dark blue clothing with orange walls, or a hot pink dress with natural green background). This allows the artist to stand out while evoking certain emotions. This creates visually striking scenes that enhance the overall impact of the video.
What would you like to avoid in your music video from this ?
Although I find the mirrors and reflections visually striking, I would like to avoid this as I think it requires careful coordination of lighting and editing to avoid unwanted reflections of the cameras. As we have limited resources and time for the project, such intricate visual setups might be too challenging for us as it requires advanced editing skills. I'm trying to opt for a simpler editing technique.
Cardigan (2022) - Taylor Swift
A song about the lingering emotions of past relationships, delves into the theme of romance, loss, and nostalgia. It conveys the complexities of young love, when even after moving on, the memories and emotional impact remain.
Target audience, and how are they appealed to ?
This music video targets a broader audience of young adults and adults, particularly to audiences who are drawn to introspective and emotional narratives. This song may appeal to audiences who appreciate storytelling and nostalgia as the lyrics tap into the emotions of first love and heartbreak, which are themes that deeply resonates with individuals who have encountered similar experiences. Taylor Swift uses detailed, personal storytelling to foster an intimate connection with the audiences, offering a sense of relatability. Furthermore, through Barthes' Hermeneutic Code, the song's lyrics subtly hint at the emotional journey of the artist, encouraging audiences to reflect on their own experiences. Lyrics like "When you are young, they assume you know nothing” evoke curiosity and encourage audiences to engage with the underlying emotions of the song. Audiences can also project their own feelings and experiences onto the song, particularly those related to youthful mistakes and vulnerability. Furthermore, this song can also appeal to more mature audiences that are seeking emotional depth. The soft, slow tempo of the music enhances its reflective tone, creating a deeper emotional impact that resonates with audiences who appreciate both personal and universal themes.
What would you like to use in your music video from this ?
The use of warm colour tones, with yellowish hues in this music video, greatly inspires me as they contribute to an inviting atmosphere. As warm colour tones are often associated with safety, comfort, and nostalgia, it makes the audience feels as though they're stepping into a cherished memories. I also like the use of dim-lighting in the scenes, which balances the visuals by preventing overly bright illuminations. This low-key lighting works well with the warm color palette, further reinforcing a cozy mood. It helps create an environment that feels both personal and emotionally safe. If it aligns with the music that my teammates and I ultimately choose for our project, I would love to incorporate similar techniques to evoke a comparable feeling.
What would you like to avoid in your music video from this ?
While I find the detailed set designs and visual effects eye-catching, the limited budget and equipment we'll be working with won't allow for that level of sophistication. Therefore, I’m choosing to focus on simpler, more achievable production values and creating straightforward settings instead.
Girls Just Wanna Have Fun (2009) - Cyndi Lauper
A song about women's right to enjoy life on their own terms, being free from societal expectations or restrictions. This song encourages women to embrace their individuality, have fun, and live without feeling constrained by traditional roles.
Target audience and how are they appealed to ?
As an anthem of female empowerment and independence, this music video primarily targets teenage girls and young women. The playful and rebellious narrative resonates with this demographic's desire for fun and freedom during their personal growth, allowing them to challenge traditional expectations often placed on women in media at the time. The music video uses bright and vibrant colours throughout the music video to emphasize the energy and excitement, while also creating a sense of liveliness atmosphere that appeals to its youthful audience. The quirky fashion style, such as the bold makeup, wild hairstyle, and mismatched outfit style shown in the music video became an iconic look as it subverts the conventional beauty standards. This encourages individuality and resonates with audience who admire Cyndi Lauper's confidence and self expression. Moreover, to ensure that audience feels engage and excited throughout the music video, it uses fast-paced editing to reflect the carefree spirit of the song. Furthermore, the setting constantly shifts from the home to the streets. symbolize the idea of the breaking of boundaries and traditional roles. This dynamic representation may appeal to younger audiences by signaling that they, too, can break free from societal expectations.
What would you like to use in your music video from this ?
I like the playful and fun energy that the music video conveys throughout its scenes. It radiates a positive and carefree spirits that appeal to the audiences' desire for enjoyment and freedom. This lighthearted approach creates a relatable and enjoyable viewing experience, making the project feels more engaging to the audiences. Moreover, the genuine emotions expressed in the music video enhance the storytelling by making the characters more relatable and engaging, as they showcase common feelings of youth and freedom. This approach fosters a sense of authenticity, fulfilling the audience's desire for connection and entertainment, which aligns with the personal identity aspect of Uses and Gratification Theory. Therefore, I aim to replicate this energetic vibe in my music video.
What would you like to avoid in your music video from this ?
Even though I find the artist's fashion style very eye-catching, I would like to avoid this aesthetic in my music video, as it comes across as too bold and exaggerated. I would like to use a more modern approach in my music video. In addition, I discovered my research that this song was released back in 1983, with the music video uploaded to YouTube back in 2009. As a result, technical elements such as the editing style and mise-en-scène might be perceived as outdated, lacking impact, and cliche in today's context. Therefore, I would like to avoid these approaches as they don't align with the aesthetic that I'm aiming for in my project.
Sailor Song (2024) - Gigi Perez
A song about the emotional struggle and the complexities of love. It explores themes of feeling lost at a sea metamorphically and yearning for a sense of direction.
Target audience and how are they appealed to ? :
The target audience for this music video is likely young adults, as this demographic tends to appreciate emotional narratives that explore universal feelings of loss and nostalgia, which is an experiences many in this age group can relate to. The music video appeals to this audience by using soft, semi-dark lighting to create a moody atmosphere that makes the audience feel as if they're stepping into the same emotional state as Gigi Perez. This ethereal quality invites audiences to connect with Gigi Perez's feelings of isolation, aligning with Barthes' Hermeneutic Code, as the lighting prompts audiences to ponder Gigi Perez’s emotions and encourages deeper reflection on the underlying meanings of the narrative. Additionally, the use of vintage editing styles, featuring Instagram-like filters, evokes a sense of nostalgia while tapping into post-modern aesthetics. By merging these older visuals with contemporary emotional themes, the music video resonates with modern audiences who appreciate nostalgic imagery and metaphors that reflect personal experiences. Moreover, the beach and sea setting serves as a metaphor for drifting in life and feeling lost, further connecting with the audience's experiences of uncertainty and challenges during young adulthood. This aligns with Barthes' Symbolic Code, as the sea represents the unknown, adding layers of meaning to the narrative. The open-ended symbolism allows audiences to interpret the song's themes through their own experiences, making the content more personal and relatable.
What would you like to use in your music video from this ?
I like how Gigi Perez uses beach and seas settings as symbolic imagery to convey a deeper narrative, one that may not be immediately obvious, allowing for a deeper interpretation. This approach reflects Barthes' idea that imagery can carry connotations beyond its literal meaning, adding layers of depth to the narrative. I find this technique inspiring because it keeps the audience engaged, encouraging them to uncover the underlying themes within the story. However, I would avoid overusing this approach in my own work, as too much symbolic imagery might risk confusing the audience, detracting from the clarity of the message.
What would you like to avoid in your music video from this ?
As Gigi Perez wants her music video to focus more on the storytelling, it felt like there were no clear branding or artist persona. I'd like to avoid this as pop music videos typically focus on the artist image and persona to strengthen their connection with the audience. Moreover, since I want my project to appeal to a broader audience, I plan to create a music video with a clearer, more accessible narrative. For this reason, I would avoid Perez's approach, as her use of abstract symbolism and less direct narrative elements could make the story harder to follow.
Ceilings (2022) - Lizzy McAlpine
A song about unrequited love and the disappointment when it comes to romantic fantasies. It expresses the bittersweet emotions tied to romantic disappointment as it explores the feeling of wanting someone but isn't meant to be.
Target audience and how are they appealed to ?
This music video primarily targets female teenagers and young women, as the narrative revolves around romantic discouragement. Lizzy McAlpine sings about the disconnect between the idealized version of love and the disappointing reality that often follows, which reflects a shared emotional experience that resonates with the audience. Due to this, the music video offers a sense of comfort and relatability, aligning with the personal identity aspect of Blumler and Katz's Uses and Gratifications Theory. The music video also uses natural, diffused lighting in outdoor scenes to create a soft and balanced atmosphere, blending the warmth and melancholic feelings. This lighting choice appeals to the audience since most young individuals are drawn to soft and natural colour palettes, as it's able to convey an authentic sense of beauty. Furthermore, Lizzy McAlpine's simple, casual clothing and appearance enhance the narrative's relatability. By showcasing an everyday aesthetic, the music video feels more personal and authentic. This helps the audience to form a deeper connection with the artist and the emotional journey of the song.
What would you like to use in your music video from this ?
I really like how the music video uses nature-based settings with soft, natural lighting, as it creates a gentle, ethereal atmosphere. This lighting technique not only enhances the visual aesthetic but it can also evoke emotional depth by adding a dream-like quality to the music video. Furthermore, naturalistic style allows audience to focus more on the narrative rather than focusing on the overly complex visuals. Hence, I find this approach appealing, as not only does it adds authenticity to the music video, it's also something realistic for my team and I to achieve with our available resources.
What would you like to avoid in your music video from this ?
Although I like the simplicity of this music video, it feels somewhat lacking in depth. The absence of performance-based scenes is noticeable, especially considering that in the pop genre, these scenes typically dominate the screentime. I believe performance-based scenes are important, as they allow for a stronger connection between the artist and the audience, and it also highlights the artist's presence. As a result, I would avoid this approach in my own music video. Additionally, I would also avoid the slow-paced editing, as it contrasts with the energetic nature of the pop genre. Pop music videos often rely on fast cuts to maintain a dynamic and engaging flow. Therefore, by using slow-paced editing, it could make the video feel low in energy and less impactful.
Ribs (2013) - Lorde
(Fanmade Music Video)
A song about the fear of growing up and the passage of time. This song explores aging, capturing the nostalgia and anxiety that comes with the realization that childhood is momentary and adulthood is approaching. It revolves around the melancholy of leaving innocence behind and the overwhelming feelings of change.
Target audience, and how are they appealed to ?
This music video predominantly targets teenagers and young adults, particularly those who are dealing with the emotional and psychological transition from adolescence to adulthood, as this demographic resonates with themes of nostalgia, growing up, and the fear of losing the simplicity of youth. Moreover, the song explores a universal theme; the bittersweet nature of growing up, which is a feeling that many young audience can relate to. Lyrics like “It feels so scary getting old” connects directly to the audiences' anxiety about adulthood. This reinforces the concept of personal identity, aligning with the Uses and Gratifications Theory as it allows audiences to reflect to their own experiences Furthermore, the music video employs a muted colour palette, such as blue, greys, subtle yellow, and even use monochromatic (black and white) scenes, with lowered saturation to evoke feelings of nostalgia and the bittersweet emotions tied to youth. In some scenes, the soft and dreamlike colour scheme are used to enhance emotional connection and the feeling of long for the past. This aligns with Barthes' Hermeneutic Code, where audiences would be drawn into the emotional narrative through subtle colour cues.
What would you like to use in your music video from this ?
I like how slow motion is used to highlight her facial expressions and movements throughout the music video. This technique heightens emotional moments, allowing the audience to linger on her expressions and deepening their connection to the song's theme. Additionally, it fosters a sense of shared experience, making the music video more impactful. The slow motion also creates a dreamy, ethereal quality that enhances the overall visual aesthetic. As a result, I would like to incorporate this technique into my project.
What would you like to avoid in your music video from this ?
I find that the use of monochromatic schemes and lowered saturation in some scenes lacks the visual vibrancy that colorful imagery typically provides. As a result, it can make the video feel less dynamic or engaging, particularly if the audience expects a more colorful representation of the song's emotional nuances. Moreover, since pop music video conventions favor bright and vibrant colors, this approach subverts those expectations. It is often perceived as visually dull or uninteresting. Therefore, I would prefer to incorporate more color into my music video.
→ The advancement of technology has led to the rise of prosumerism, enabling audiences to create fan-made music videos like this one, reflecting their artistic vision and connects with audiences on a deeper level. This shift highlights the evolving relationship between creators and consumers in the digital age, which emphasizes the power of technology to foster creativity. The quality of this fan-made music video is likely the closest to what we aim to achieve, as it is more cost-effective and less complex than professional music videos.
Reflection : Initially, I found it challenging to do the extended research , especially when trying to find accurate information about the companies that produced and distributed the music videos. There were different websites that provided different information, which made it difficult for me to determine which sources were reliable. Additionally, it was quite challenging to find music videos that fit my criteria for analysis, as I wanted to explore a range of videos with aspects I both liked and disliked. This would give me a broader perspective and more ideas for my project, allowing me to identify elements I wanted to incorporate as well as those I wanted to avoid. I also wanted to avoid repeating the same points in my analysis, so this process took longer than expected, particularly because I wanted focused solely within the pop genre, which required me to watch each video in detail. Moreover, many of the songs I thought would be ideal for this research turned out not to have official music videos. As a result, I had to analyze songs that were less familiar to me and delve deeper into the artists’ music styles and branding to understand their creative choices better. However, once I completed the extended research, analyzing smaller research became easier. I gained a clearer understanding of how technical elements work together to create an impactful music video, and this made the subsequent research more straightforward. I also realized how integral the audience’s search for personal identity is in the reception of music videos. Eventually, this research has given me a clearer direction for my own project.
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