Analysis of My Song's Original Music Video

The song I have chosen for my music video is Kate Nash, Pumpkin Soup. This was a mainstream song when it was released, and many years after is still quite popular today for some dedicated fans. The analysis of my song is important, as I can then understand how to maybe interpret my performer when making my own video.

The opening sequence starts off very bright, and looks almost like a cartoon. The sequence seems very abstract, and features Kate Nash and the other character that features inside the actual animation. This connotates to the reader that this a a very fun, upbeat song from the start. Editing here is important as the song starts with a beat, and the shots cut on the sequence from one to another, mimicking the beat of the song in sync.

The video clearly has been made to go with the lyrics, and I believe the song is directed at a boy, which is symbolised through the video. I beleive this isnt a narrative, but it is a performance or maybe mixture of the artist. It's almost as if the lyrics are a conversation from Kate to a certain person. 'You chat to me, like we connect.' The establishing shot and establishing line are represented togther, and this a running theme through the video. It starts off as a close up of the artist, which makes the audience believe she is singing to the person through the camera, but then the shot cuts out to her and a boy sat on a giant red telephone. The giant red telephone is a big British ideological symbol, as it was the main use of communication in the older English days. This telephone also conensides with the message Kate is trying to get accross, which is the couples connection they have, like people have when connecting on the phone.

There are many mis en scene tricks used in this video which represent love, which is the main theme throughout the video. For example, Kate keeps carrying giant love hearts saying 'be mine' and also has a giant daisy in which she picks off the petals one by one. This medium long shot shows the audience how she is questioning her love for this boy, saying she loves him or loves him not. The colour scheme is reds and pinks, which definatley connotate love and valentines. It is an abstract video, with reds and pinks but also greens and yellows on the same shots. This creates an almost cartoon effect, and is visually pleasing for the audience.

There is a modern twist, however. This video seems to have a theme of love and romance, and the lyrics of the song themselves connotate love, but we can see a twist in them. I have highlighted the interesting lyrics that show the artist isn't interested in the love side of relationships, giving the song a modern controversial twist, as women were seen more to be about the emotional side of love than the physical. I'd like to also get this across in my music video, by making my model less interested in love with props, editing etc..

Editing:

The song is a fun, carefree song, but it does seem quite slow and almost calming when listening to it. It isn't a song you could dance to at a club, and this means the video has to be quite pleasing throughout to keep the audience watching. When watching the video, I wanted to observe the shots used which create a more exciting video to watch. The shots are all cuts, there are no fades or dissolves used, which I think is important, as if they was it would slow down the video a lot more. Here is what I also observed, taking into consideration how this would help me with my own shot choices:

- Cuts at the instrumental sequence that go with the beat of the song. I'd also like to include a sequence at beginning of my video that matches this sequence, with visual images of my artists body being panned upwards in these shots.

- Medium long shots to cut to close ups to the artist, then medium long shots of her and everything else around her. This keeps the rhythm going and keeps continuity.

-Pans upwards are used to follow the artist when she is walking to keep focus.

- Long shots of artist alone to signify independance

- Long shots of artist walking then cuts to medium shots of her walking to see her face

- Pans towards the artist, starting as a medium close up then panning towards her to make it a close up. This gives the oppertunity to see her facial expressions

- Pans out then cuts to close ups of her speaking, adding variety

- Close ups when singing so the audience can see the artist miming visually

-Medium shots of her body, to long shots then medium shots again

Genre

Genre is the catagorisation type of media text, which are shared by certain conventions and features. Music videos have their own genres which come with conventions. Genre allows audiences to make choices about what products they want to consume through acceptance in order to fufil a particular pleasure from watching. Over the years genres have developed and changed as the wider society produce them and change, a process known as geneic transofrmation.

Music videos are a medium intended to appeal directly to youth subcultures by reinforcing the generic elements of musical genres. This means they can directly appeal to different subcultures of society, such as Moshas/Emos/Indie ect... The videos can be seen as pop promos as they are used to promote a band or artist, and are post modern texts whose main purpose is to promote the artists persona, and this is where genre helps, as their style could also match their genre, which is shown through mis-en-scene ect... The videos dont have to be a literal representation of the lyrics though. Others do fit around the lyrics, like the video I have chosen.

Here are some examples of different genres of music:

Classical Music: Classical music is a complex form of music as it requires high musical skills, like learning the ragas and ability to coordinate with other musicians. One has to maintain the complex relationship between its emotional flows. If you wish to learn this music, then you have to go through proper training.

Rock Music: This music genre originated in the rock and roll era of 1950s. The vocals are accompanied by guitar, drum and bass. (Read information on musical instruments.) Certain rock groups also use piano, synthesizer, saxophone, flute, mandolin and sitar for a deeper effect. This type of music has several sub genres, such as hard rock, progressive rock and metal rock. All these types of rock music are popular till date.

Metal Music: Metal music emerged after the Second World War. Here the melody of the song is heavily influenced by the structure of the songs. While in rock music, songwriting is based within a form; in metal music, the central melody decides the structure of the song. It is also known as ‘information music’.

Hip-hop Music: Hip-hop music always includes the use of instruments such as guitar, violin, fiddle, piano, bass and drums. In these types of music, the bass is the main instrument. This can be used in different intensities to emote feelings of anger, pride and others. This type of music is the result of hip-hop culture and is known as hip-hop music. This music shows a heavy influence of Jamaican music. The roots of the music are found in African American and West African music. It was first played by a group of traveling singers and poets of West Africa.

Wedding Ceremony Music: Wedding music is used in the ceremonies like wedding. These can be classical and modern, according the tastes of people. Some people prefer country melodies, while others opt for classical music as wedding music. Such music varies from every culture.

Trance Music: This type of music is usually played in club houses and discotheques. It originated in the 20th century. This music is characterized by fast tempo and repetitious beats of the percussion. It has a hypnotic effect on the souls of listeners.

Jazz: This type of music is featured by strong and complex rhythms. The main musical instruments used for jazz music are cornet, trumpet or violin, that help carry the melody. This is a rhythmic music and has a forward momentum called "swing". However, in this music genre, the skilled performer interprets a tune in his own way. To know more about the musicians of this genre read on jazz musicians.

Folk Music: Folk music is a kind of traditional music that is handed down from generations in every culture. This type of music reflects the emotions of common laity. Popular music and tribal music are the two sub genres of folk music. This folk music shows the social upheaval that lies among various classes of people. This also portrays their struggle for survival and their culture.

Techno Music: Techno music is also known as fusion music. This became popular towards the middle part of of the 1980s. This is a form of electronic dance music and based on African American music styles like funk, electro and electric jazz. It features fast beats and this form was initiated by Juan Atkins, Kevin Saunderson and Derrick May.

Opera Music: Opera music first emerged in Italy in the 1600s. This genre has a remarkable combination of theatrical art and musical invention and is specifically played in the theaters. This has greater appeal for its delightful orchestral accompaniment. The preludes and interludes of this music set the tone for the action on-stage.

A theory from a man named Rick Attom argues genre’s allows audiences to make choices about what products they want to consume in order to fulfil a particular pleasure from watching. These pleasures could be separated into categories:

- Emotional pleasures
- Visceral Pleasures
- Intellectual Pleasures

Over the years genres have developed and changed as the wider society produce them and progress, a process known as genetic transformation. One of these changes could be the development of sub genre. A theory by Barry Keith Grant suggests that all genres have sub-genres, and this mean they are divided into more categories that allow audiences to identity them specifically, by their recognisable characteristics. Also, we know the general conventions of music videos, such as cuts with the beat of the music, the mis en scene fitting with the lyrics of the song creating a story and so on, but I will be looking at how the genre of song I have chosen is represented with these conventions, or how they might be different.

Codes of Music Videos

Codes:
- equipment used (cameras)
- symbolism, and how it is used to convey the message the artist wants to get across to the audience. For example, a rose can symbolise love in a music video, and connotates things that would be appropriate for a romantic music video about love.

Barthes suggested that the narrative works with 5 different codes, and the enigma code works to keep up the setting up of problems or puzzles for the audience. The enigma code is the code hidden beneath other codes, and the main.

- The Hermeneutic Code
The Hermeneutic Code refers to any element of the story that is not fully explained and hence becomes a mystery to the reader. The full truth is often avoided, or the audience is incomplete answers. The purpose in this is to keep the audience guessing, until the final scenes when all is revealed and all loose ends are tied off.

- The Proairetic Code
The Proairetic Code also builds tension, referring to any other action or event that indicates something else is going to happen, and which hence gets the reader guessing as to what will happen next. The Hermeneutic and Proairetic Codes work as a pair to develop the story's tensions and keep the reader interested. Barthes described them as:

- The Semantic Code
This code refers to connotation within the story that gives additional meaning to the story and the word actually used. This could be used within lyrics. An example is 'Like a Virgin' by Madonna. This is a prime example, and the song I am using as the lyrics can have many different meanings, and it is up to you to choose the one you think is right.

Textual Analysis Examples

This video is named One in a Million, and is by the known artist Ne-Yo. This video is based around the convention of a narrative type music video, and is interesting as it is a sort of film based montage of 3 videos put together, which all form the story. The story is about Ne-yo and two of his friends, and this is a theme that runs throughout the album 'Libra Scale.' Ne-yo uses many devices in this music video that make it more interesting for the audience, and we can also see his influences from the past that are shown by some of his actions and the directors choices.

The video starts off with the an opening title to introduce the video, which ireplicates the beginning of a movie sequence. The first few scenes after this have quite symbolic codes that come across throughout also. The misenscene creates symbolism, as Ne-yo is dressed like a 50's gentleman, smart and sophisticated with braces and a suit. He also wears a black hat, and the mannerisms he has when wearing this hat to replicate Michael Jackson, as he did wear this hat back in his youth.

From 1.24, we can see the story progress, as we realise at the beginning Ne-yo is trying to woo a lady sat at the table. At 1.50 Ne-yo tries to send the lady a rose, and roses symbolise romance. She then rejects this, and he then begins to follow her down the street not giving up, which does create humour for the audience. This could definatly symbolise Michael Jackson's 'The Way you make me feel', as the narrative is boy chasing girl, and the setting is important as both were set down a street which is very iconic. The difference is, at the end Ne-yo doesn't get the girl at all, and he sets a modern twist on the storyline to make it his own by having magic powers to stop the taxi from driving away. Also, the fact Ne-yo is influenced by the legend Michael Jackson, and how he has also used his iconic movements in his video, such as Michaels walk as we see in 2.08, shows how Ne-yo also wants to go down in history as being 'legendary' and also how music videos can be so influencial later on in the future.

The editing is important too. At 3.00, the sequence here is quite significant, as the camera shots cut from one to another with the beat of the music. This makes the music video more cutting edge and entertaining, as it's totally in sync with the song. The sequence itself is significant as we see Ne-yo dancing with his friends in the street, and this sort of goes quite well with a musical sort of theme.

The lyrics of the song also fit the theme of the video and the mood. The tempo of the song is quite upbeat, and the lyrics of the song are positive and upbeat. 'Baby you're the best I ever had.' This line really sets the scene of the video, as it replicates the idea of Ne-yo wanting this girl so much as she is the best of the best, and he'd do anything to have her.





This video, taken from the Gentlemen Prefer Blondes,a 1953 film adaptation of the 1949 stage musical, starring Marilyn Monroe as the gold-digging Lorelei Lee. Monroe's rendition of the song "Diamonds Are a Girl's Best Friend" is considered an iconic performance that has been copied by the likes of Geri Haliwell, Kylie Minogue, Nicole Kidman and of course, Madonna. Mariyln has always been an influencial 50's star, and Madonna has also copied her image in videos such as Vogue, where she is seen wearing a smiliar dress to what Marilyn was wearing at the time of the 50's and the hair style she had.

If this had to come under any convention for a music video, even though it was featured in a film, it would be a narrative, but also performance, as the artist is involved in the story of the video, but the audience are getting pleasure from viewing the artist. The codes in this video show how Madonna sees herself as influencial, just like Marilyn was.

The analysis of the two videos together show how artists from this generation can be inspired by older icons, and see themselves as just as important. We can see the codes and conventions of both videos being very similar. The two videos do start differently, as we see Marilyn getting straight into the routine, but Madonna choses to have two narratives going on at the same time, and starts by having a an establishing sequence of a director admiring Madonna on a tv screen. This symbolises her importance from the start, and the medium shot of the two men having a conversation gives the audience a chance to see Madonna on screen doing the routine in both videos before it even starts.

Mis En Scene:

Marilyn is wearing a pink dress, and so is Madonna, which clearly is an iconic dress and connotates feminimity, as pink can be related directly to females. This symbolises how the women are being dominant in this video, as seen in some of the shots later o, and reflects the lyrics of the song. Madonna has chosen to have her hair and makeup/costumes the same to represent how she sees herself as important as Mariyln in this music world.

Props are used interestingly in both videos, such as red hearts being carried around by men in formal attire. This could indicate how the men think they have a hold on the women's hearts, but in reality they would just like the finer things like diamonds, hence the song title. The red carpets used in both represent royality, and shows how both women have big enough egos to show to the audience that they are seen as something above others. Both are shown to stand out, not just with the pink dresses but also with the lighting that is used, as in some point of both videos, each woman is stood in some spotlight in the middle of the room, indicating how they should be the centre of attention.

The misenscene in Madonna's video does have some differences to Marilyn's. Madonna, as I said, has chosen to have a narrative to her video, and to fit the conventions of a narrative music video, has decided to have cut to cut shots of two different settings, one of a man chasing her, and one of her glamourous lifestyle. In these cut to cut scenes, we see for example, Madonna strolling along in a red sports car, and she is also wearing 50's style red clotheing with both indicate how she is has the money to buy these things. 'We are living in a material world, and I am a material girl.' The lyrics of the song fit the convention of the narrative, as both videos are trying to convey that the way to women's hearts is through money, meaning they dont need sentimental males to keep them going.

A male is driving the car however, and we see this when a medium long shot after the drive in shows that. The 50s clothes styling and choice of colour could represent to the audience how Madonna sees herself as something iconic, just like 50's filmstars where. The man who is chasing Madonna in the cut to cut scenes is dressed in all brown, which connotates poorness and how he can be seen as quite ordinary. Madonna is also seen at the end of the video wearing white clothing, and this could symbolise how she is seen as godlike, as white can be related to the theme of doves, which then relates to the theme of peace.

History Of Music Videos

Conventions of Music Videos

Conventions:
the way things are done within the video, and this also describes the genre of the music video. The conventions of a music video vary depending on genre of music. However, some general conventions are:
- the lyrics of the song influence what is shown in the video
- the pace of editing fits the pace of the music and mood
- and the codes of dress reflect the mood of the song

Also, specific catorgories can be made for the conventions:

Narrative – a series of actions that has a cause and effect chain occuring in time and space. When this relates to music videos, it can mean the stroy and running theme throughout the video. The linear sequence of A.B.C.D is followed usually, and could even include many other stories which is called a Multistrand.
Narratives have a high degree of narrative closure, as everyone finds out everything in the end, which makes the video more interesting as you do want to find out what's going to happen.

O' Sullivian et al (1198) suggested a theory about narratives for any type of text. He claimed that narratives have a certain structure:

- starts off with an establishment of the plot and theme
- this is then followed by the development of the problem to increase tension
- then the resolution of the plot

These narratives can become ambiguious and linear, making them boring and uneasy to watch, but others can become more compelling and interesting. An example of a music video that has this sort of narrative is 'Drake- Find Your love' He begins telling a man about how he would love to see this one girl again, but we know by the dialogue the man says back to Drake, that there is some danger in doing this. He then meets the girl, which is stage 2, as this creates tension, and then by stage 3 the plot is concluded, and Drake dies.

Performance – where the band or artist is playing

Mixture – a mix of both narrative and performance qualities

Cameo – the band or the artist is featured in the narrative but doesn’t perform

Animation – the video contains digital features such as flash and stop frame.

Editing- The editing in a video is important as it creates suspense, excitement, and expectations from the video. It also sometimes goes along with the beat, which makes it more excitable (like the Neyo video I analysed)

The Brief & LIIAR

- A promotion package for the release of an album, to include a music promo video, together with
two of the following three options:

- a website homepage for the band

- a cover for its release as part of a digipak (CD/DVD package)

- a magazine adverstisement for the digipak (CD/DVD package)