Wednesday 28 August 2013
Thursday 1 August 2013
MUSIC VIDEO ANALYSIS
CAPITAL CITIES- SAFE AND SOUND
I like this video because it is fun and random which I think is important with an upbeat song. I intend to use an upbeat song in my music video so I need to have the same kind of fun and energy as this video in mine.
Genre: indie pop
Genre characteristics: dancing, effects, band shots, variety of shots, variety of costume changes
Relationship between lyrics and visuals:
Relationship between music and visuals:
Are there close ups of the artist/star image motifs:
Is there reference to the notion of looking:
Are there inter-textual references:
Is the video illustration, disjunction or amplification:
EXTENDED ANALYSIS
1 Why did you chose the text you are analysing?
I chose this text because it is a fun music video to watch and I want to convey the same energy which they do in the video. I also like how all of the scenes intertwine as it is seamless and links in well
2 In what context did you encounter it?
I encountered it when I was watching a video on YouTube and it was suggested that I watched it so i clicked on the link which took me to the video
3 What influence do you think this context would have had on your interpretation of it?
I don't think that being on YouTube would have influenced my interpretation as much because I would still have enjoyed watching the video if i saw it somewhere else like on a music channel on the TV
4 Which conventions of the genre do you recognise in the text?
- Bright and colourful
- Shots of the duo used throughout the video
- Special effects have been used
- Dancing
- Some black and white shots
- Costume changes
- Variety of shot length
- Location changes
5 To what extent does the text stretch the conventions of the genre?
I don't think that this video stretches conventions of the genre as it uses a lot of the conventions which are expected so therefore the conventions are followed, not challenged. The story of dance-battle is more hip hop than indie pop however the dancing is more fun and so therefore links back to the conventions of a pop video
6 Where and why does the text depart from the conventions of the genre?
Throughout the video the story seems to be that different groups of people are having a dance off. Stereotypically, indie pop music videos don't use dance off stories as this is more of a hip hop genre convention however I think that it works well and is fun to watch for the intended audience
7 What sort of audience did you feel the video was aimed at? And how typical do you think this is of the genre/style of music?
I think that this video was aimed at teenagers because of the fun genre (which teenagers stereotypically like) and the video was enjoying, entertaining and fun to watch. I think that this audience is typical of this genre as it is known to be a genre which is aimed at teenagers
8 What sort of people does it assume you are?
It assumes that you are young and are interested in the song. The singing duo "CAPITAL CITIES" aren't a massive duo and so it would assume that you are fans of theirs as well as a fan of the genre
9 What assumptions have been made about your class, gender, age and ethnicity?
The video assumes that you're quite young as the people who indie pop videos are usually aimed at are teenagers. It doesn't seem to specify a gender, class or ethnicity as I think (other than the age) the video is open to a wide audience
10 What interests does it assume you have?
11 What relevance does the text have to you?
The video isn't really relevant to my life other than it is a music video and I enjoy music. Also its relevant as I am the target watcher/listener and so I should be watching and should be enjoying the video
12 What knowledge does it assume?
It assumes that:
I am a teenager who enjoys this genre of music and finds the video entertaining and fun to watch so I think that I resemble the ideal listener well
14 Are there any notable shifts in the videos style? If so, what do they involve?
There are only notable shifts in the style of dancing which is involved in the video- Charleston, tap, roller skating, ballet, disco etc
15 What response does the video seem to expect from you?
To enjoy the video and to have fun. This could then lead to me watching other videos posted and performed by Capital Cities. This could then lead to the viewers wanting to buy the music or watch the video again
16 How open to negotiation is your response? Are you invited, instructed or coerced to respond in particular ways?
My response to negotiation is very open to response. When i first saw this video I thought it was really weird but i watched it again and realised how much fun it was. This 'fun' is something I want to convey in the video which I make as I think it captivates the audience and makes them want to watch it more which is the point of a video- as well as to make the song fun to listen to/ see the song acted out visually
17 Is there a penalty for not responding in the expected way?
There isn't really a penalty for not feeling a certain way, however the main point of the video is to have fun (as the song is quite fun to listen to and the people included in the video are having fun) so it is expected that you have fun when watching it. If you don't have fun there is no penalty it just shows that you are not the expected target audience
18 To what extent do you find yourself "reading against the grain" of the text and the genre?
I don't really find myself reading against the grain of the text and genre as I just watch the video and get engrossed in it because it is so captivating. The bright colours are eye catching and draw you into the video and it is so busy that you don't really have time to think about anything.
19 How typical do you think this video is of music videos?
It assumes that you are young and are interested in the song. The singing duo "CAPITAL CITIES" aren't a massive duo and so it would assume that you are fans of theirs as well as a fan of the genre
9 What assumptions have been made about your class, gender, age and ethnicity?
The video assumes that you're quite young as the people who indie pop videos are usually aimed at are teenagers. It doesn't seem to specify a gender, class or ethnicity as I think (other than the age) the video is open to a wide audience
10 What interests does it assume you have?
- Music
- YouTube/music channels
- Indie pop genre
- Capital Cities as a duo
11 What relevance does the text have to you?
The video isn't really relevant to my life other than it is a music video and I enjoy music. Also its relevant as I am the target watcher/listener and so I should be watching and should be enjoying the video
12 What knowledge does it assume?
It assumes that:
- You are interested in the indie pop genre
- You like the band/duo
- The video keeps you interested
- You like the videos concept- dancing
I am a teenager who enjoys this genre of music and finds the video entertaining and fun to watch so I think that I resemble the ideal listener well
14 Are there any notable shifts in the videos style? If so, what do they involve?
There are only notable shifts in the style of dancing which is involved in the video- Charleston, tap, roller skating, ballet, disco etc
15 What response does the video seem to expect from you?
To enjoy the video and to have fun. This could then lead to me watching other videos posted and performed by Capital Cities. This could then lead to the viewers wanting to buy the music or watch the video again
16 How open to negotiation is your response? Are you invited, instructed or coerced to respond in particular ways?
My response to negotiation is very open to response. When i first saw this video I thought it was really weird but i watched it again and realised how much fun it was. This 'fun' is something I want to convey in the video which I make as I think it captivates the audience and makes them want to watch it more which is the point of a video- as well as to make the song fun to listen to/ see the song acted out visually
17 Is there a penalty for not responding in the expected way?
There isn't really a penalty for not feeling a certain way, however the main point of the video is to have fun (as the song is quite fun to listen to and the people included in the video are having fun) so it is expected that you have fun when watching it. If you don't have fun there is no penalty it just shows that you are not the expected target audience
18 To what extent do you find yourself "reading against the grain" of the text and the genre?
I don't really find myself reading against the grain of the text and genre as I just watch the video and get engrossed in it because it is so captivating. The bright colours are eye catching and draw you into the video and it is so busy that you don't really have time to think about anything.
19 How typical do you think this video is of music videos?
I think that this video is very typical of music videos as there are lots of conventions included (such as performance and dancing as well as digital effects). This doesnt make it very unique, however the colours and effects make it very original and originality is something which should be there in all music videos.
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