Jessie Ware is an artist similar to mine as she creates music of the indie pop genre. She is also female (obvious) and is quite young so would therefore have a similar target audience for her music. Therefore her music videos would be created with her target audience in mind. My video should have some resemblance to hers if I want to appeal to the target audience which I have chosen.
To do this music video analysis, I have watched the video and have taken notes on what has happened. After, I have described the purpose of the feature and the effect this has on the audience to make it a fun, captivating video for the intended target audience.
- Fast paced shots at the beginning of the video
This quickly grabs the attention of the audience and makes an impact to ensure that they keep watching the video. - Landscape shots at the beginning (flower, field...then the artist)
Quite interesting, clear, crisp shots which look aesthetically appealing. Therefore these shots grab attention and look nice in the eyes of the intended target audience, keeping them watching the video. - Shots then get progressively longer
The attention has already been gained and so therefore allows for the shots to be a lot longer as the audience are already captivated by the video. - Blurred image of the artists profile turns clear
First shot of what the artist looks like (not from the back of the head) and so grabs attention and makes the audience keep watching. As she is a fairly new artist, a lot of people won't know what she looks like and so therefore this will keep the audiences attention. - Same location, different pose adopted by the artist (lying in the field)
The different perspective of the location makes an interesting visual for the audience and makes it more fun to watch. The different perspective adds more colour due to the flowers which makes the whole video brighter and more attractive and fun to the intended target audience. - Different location, still outdoors but by a building
This adds to the continuity of an "outdoor" video, however makes for a more interesting visual for the audience ensuring that they don't get bored and stop watching. - Nature shots continue- treeInteresting visual, nature is associated with indie music as it is quite cool to include in videos and on album covers, therefore this links with the genre. The shots look very cool and crisp which make the quality of the video seem professional. The nature is all quite brightly coloured and so will keep the attention of the intended target audience.
- Outfit and hair changeThis is a typical convention of all music videos and makes it more interesting for the audience to watch. If she was in just one outfit throughout it would be quite dull to watch and so the outfit change is interesting for the viewer.
- Landscape shot of birds flying away
Continuity of the nature theme running through the video, however the movement of the nature is captivating to the viewer (mainly due to the fact it has happened naturally). - Singing starts, artist walks, camera (wobbly) follows her
This keeps the attention on her. The movement of the camera as she walks means she is the main focus for the target audience and makes her seem to be the star of the video as, up until now, it has mainly been about the location of the video. - Again a different outfit
Again, continuing to make the video fun and interesting to watch. This will continue to keep the target audiences attention on the video and ensures they wont stop watching it. - Extremely long shot
Makes the viewer try to focus on her meaning that although the location and natural mise en scene is the main focal point of the shot, they should look for the artist amongst the nature. - Close ups on parts of the artists body (fingers)
This is interesting and different, breaking up the shots of her singing making the transitions of the video seem ore fluent to match the vibe and sound of the song. - Artist reflected in the water as opposed to a regular shot
This is a fairly unique shot and is interesting to watch, this also links in with the nature theme running through the video adding continuity. - Shoes off- vulnerable?
Giving the full body shot with her shoes off could be something which the intended female audience could relate to and therefore make her more popular amongst them/gain a larger following. - Shot length fairly long
Giving the audience a longer time to look at her and engage with the star - Close up on back of head, side of head, straight after the other
These interesting/unique angles make the video seem more original and memorable perhaps? These shots aren't used in many other videos and may have been used to give the artist an identity in the music industry as it makes her seem quite quirky and original/ - Low angle watching her walking away
Keeping the angle not the same throughout makes the video more interesting to watch and keeps the attention of the intended target audience which is something that the music video needs to achieve unless it is planned otherwise (see following video). - Long shot showing the artist making shapes with her body
Adds to the interesting visual which the video needs to achieve to stand out and be interesting to the target audience, - Quick shot closer in
Continues to make the visual more interesting. Zooming in gives the audience more detail of what happened in the previous shot and would help to keep the audiences attention. - Blurred shot, artist dancing
The dancing is a stereotypical convention of music videos which is used to gain and keep the audiences attention in the video, the blurred shot adds means that the audience should try to focus on the star which they should be doing and keeps the attention on the artist. - Walking through the landscape- not lip syncing
Tells a story and continues on from the beginning where it showed the landscape which she is walking through. The landscape is very pretty and so would be aesthetically pleasing to the intended target audience. - Different effects- blurred landscape (flowers) but artist in focus
This means that the audience immediately focus on the artist which is the point of the music video- to create a buzz/identity for the artist amongst the intended target audience. - Artist looks directly at the camera
This gives the artist the chance to engage with the audience and keep the attention on her - Bright colours in the location- flowers
This adds to the interesting visual of the video and would appeal to the intended target audience as they will like to look at pretty things- shown in the video by the flowers. - Slowed down shot of her walking
Adds to the interesting visual, makes it more interesting. Difference in speed of shots makes sure that the audiences attention is kept by the video and keeps them watching through to the end. - Shot with artist standing off centre looking away in a different outfit
This isn't the stereotypical stance and makes it look a lot more interesting. Asks the question- "why is she not standing in the centre?" The outfit chance makes the visual more interesting for the audience. - Turns to look at the camera lip syncing
Again, engaging with both the audience and the lyrics of the song. This captivates the audience and makes them feel as though they can relate to the artist. - Flash back to her walking being followed by the camera
Continues the story which was being set up with this same shot at the beginning - Unusual close up exposing mise en scene- ear and earring
Unique shots make the artist and the video more memorable amongst the intended target audience. It is quite unusual which is captivating and therefore would keep the attention of the audience on the video and on the artist - Fairly quick paced shots
Keeps the video moving and keeps the visual interesting to make sure that the audience don't get bored when watching it. This keeps the attention on the star. - Location flowers shown in detail very bright
Continues to make the visual bright and interesting and therefore very attractive to the intended target audience. - Moving shot, slowly moves over her head and past her
Yet more unique, interesting shots making the video quirky and interesting as well as making it memorable to the audience. - Mid shot, artist placed dead centre on the bench
Captivates the audience, she demands their attention and looks authoritative which is unusual. The "strong woman" image that this gives to the intended target audience makes the artist seem unique and interesting and could possibly be seen as a role model to the young, female intended target audience. - Quick change, artist standing off centre different outfit and location
Because this follows the previous centred image, it is a very interesting shot sequence and would keep the attention of the intended target audience. - Lying down in a field
Not how the audience would expect a "star" to be in the video. Although this detracts from her fame and star quality, it makes her more "normal" and relatable to the target audience as they may believe they can be just like her. - Close up of artist looking at the camera and changing position of her face
This is fun to watch and the audiences attention is completely on the star which makes her more memorable and well known amongst the intended audience. - More blurred dancing shots
Changes the audiences focus which makes the video more interesting to watch - From behind, follows her from a high angle as she walks
The interesting shot gives a different perspective to the audience. The different shot continues to keep the audiences attention and makes the video more interesting to watch - Blurred shot, mise en scene, old car
Different mise en scene grabs attention, however the fact that it is out of focus makes the audience have to really look at it to see what it is. This keeps the attention on the video and makes it interesting to look watch - Behind shot, artist walking to the car
Continues the story (gives her purpose of where she was walking to from earlier in the video) and keeps the audiences attention on what she is doing. - Another person! (male) appears- continuous shot ends in an over the shoulder watching the artist getting into the car
The other person makes the video more interesting, however takes the attention away from the female singer. - Long shot, boy walks round the car
Allows the audience to see all of what is happening and keeps the attention of the video. - Over the shoulder, boy gets into the car and artist drives off
The fact that she is riving keeps the attention on her and makes her seem to be the more dominant powerful gender. This could be something which the intended target audience could relate to as they could see her as a role model- this is common with pop stars. - Panning shot follows the car. Smooth.
This continues the story and shows the audience what is happening. The shot is very smooth, as are the transitions, which makes the video have more of a professional quality. - Sun setting
More nature to continue the theme which has been shown and used throughout the video. The fact that it is setting links with the story as she started walking in the daylight so gives some concept of time in the video - Car driving
Again, this continues with the story which was being told throughout the video and keeps the audiences attention on the artist. - End fade out into the sun
Finishes on the nature theme, however the end fade gives the video an ending which makes it feel like a finished product.
Beginning with a shadowed profile of her face with some text on the screen, it is clear that the video will take a more minimal approach. This is a complete contrast to the previous video where there were so many shots within the first few seconds. Although these songs are both within the same genre, the videos are very different. This song is slower and more serious (lyrically) which could be the reasoning for using just one shot for the whole video. The styling in this video is a lot more minimal and (due to there only being one shot) there is only one outfit and one hair style. I think that this video would captivate the intended target audience as much as the previous video due to the fact that the panning shot is captivating and the only focus is the singer.
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