Video analysis - #3

Song: Hello by Mallory Knox

Genre: Rock

Directed by Daniel Broadley
Produced by Kode Media

Cinematography is used in the video in the form of an extreme long shot with a zoom showing the full band playing their instruments. The conventions of the performance can represent the genre through the cinematography of a hand held camera giving the video a rock vibe.

Conventions of this video can be seen by the use of the live performance of the band playing the song. This is typical in most songs of this genre and can be seen in many examples. The band are also wearing stereotypical band clothing of dark clothes, skinny jeans and denim jackets.  The story section of the video seems like it breaks conventions of a regular rock video as the band are walking around a seaside town hanging out with some girls. It then follows conventions by showing them break into an abandoned house and trashing it. The use of props also represents the genre as there is a full set of instruments and equipment which is typical of the genre.

The song is a happy song which gives off happy connotations which can be seen in the video as it is based on a summer’s day; the sun is shining and the band and the girls are having a laugh and they all look happy which is unconventional of this genre as stereotyping would make you believe that rock music is about sad ideologies with dark, gloomy videos but this video tests that stereotype. Tessa Perkins’s theory on stereotypes confirms that stereotypes can always change and I think that the typical rock stereotype is changing in modern day rock videos. This gives the connotations of a happy, positive band who enjoy making and playing music.

The audience of this music is quite limited as this is quite a new band who have just signed but the typical audience of this band would be 15-25 mixed group of males and females.

The ideology of the video is to have fun whilst you’re young and live without responsibilities whilst you still can.

Editing has also been used by cutting in time with the music which connotes a fast paced, live experience. This is a convention of most music videos.

Representation of a few theories can be seen within the video; John Berger’s ‘ways of seeing’. He says that women are there to be looked at. In the video the women are dressed up nice to be looked at.

Video analysis - #2

You Wanna Know – Don Broco

Genre: Rock

The video is mostly performance with some sense of abstract with dancers. The video starts with a long shot of the band standing still as the music is calm. The set has vibrant background colours with silhouettes of the band connoting that the band are quite classy and eloquent maybe connoting towards higher class.

As the music kicks in the colours start to flash and the band start to move connoting that the band are very good live performers. There also some close ups showing the band members individual performances reinforcing their live personas.

In the first half of the video you can not see the whole of the band as they are mostly in shadow connoting that they are dark and mysterious and that you should not know what to expect.

The band dress in unconventionally smart clothes which you wouldn’t expect from a rock video as the genre is about rebelling against being normal but the costume may just represent their class.

The second half of the video shows the band in a separate performance area where you can see them without any silhouettes with flashing lights which could connote a stage or a party showing that the band are wild party animals.

In terms of editing the shots cut to the beat of the song which make the song fast paced. This is a convention of music videos especially with performance aspects.

The video appeals the audience as the video is fast paced with a griping live performance which catches the eye and may make them want to see them live. 

One theorist you could link to would be Laura Mulvey's theory of male gaze. She says that women are represented as sexual objects. This can be applied to this video as the body of the dancer is shown whereas her face is not. 

Video analysis - #1

Love And Drugs – The Maine

Genre: Rock

The video has a very cinematic feel to it which can be represented through the use of mise-en-scene, at the beginning there is the title of the song which gives connotations of a title sequence of a film. This gives the effect of a very narrative heavy music video with no performance or trace of abstract.
Through the use of cinematography at the beginning, there is a long shot of the band riding bikes, with girls. This shows that the band are in tight unity and live the same lifestyles; giving the effect of brotherhood and loyalty.  Also, the mise-en-scene of the bikes, clothes and the setting of a sunny day in urban America gives connotations of youth and summertime.
The next scene shows the band and the girls hiding behind a car as another car drives out of a garage. The cinematography of a close up followed by the pan makes us involved with gang and their plans.
When the protagonists enter the house, the mise-en-scene is very dark connoting to the dark sides of their lives. This setting contrasts to the bight mise-en-scene of the streets giving the effect that maybe they do not enjoy the dark side.
The protagonists are shown doing different things within the house; through the cinematography we see a medium close up of one the protagonists looking at a piece of art and then we see another protagonist through a close up of him sat in a car. Also a close up of one of the girls picking up a watch is used followed by the diegetic sound of “it’s Rolex” as she gives it to a protagonist. These connote that the protagonists are poor and cannot afford material things like the family in the video supporting Karl Marx’s theory that the ruling classes exploit the lower class via media; the lower class in this video are represented as thieves as they shown stealing material items, food and beer.   
A close up is used on a protagonist as he is looking out of the window giving the connotations of him looking at the other side of his life, giving the effect of him wanting to change his life style. He is then led back into the dark side by one of the girls, who leads him onto the bed. When they lay down, the protagonist notices a little boy hiding in the wardrobe. Through editing, an eye line match is used between the protagonist and the little boy; this shows similarities between the protagonist and the little boy connoting that the boy is a symbol of good in the protagonist’s life.
The non-diegetic sound of the music stops as we see the mise-en-scene of the car’s lights, showing us that the family are returning home. We hear diegetic sound of a protagonist saying “guys, we gotta go” followed by emphasised use of footsteps connoting a rush. The video then cuts upstairs and shows the mise-en-scene of the girl leaving the bedroom but the protagonist does not leave.  We hear the diegetic sound of the family saying “call the cops”.  The protagonist says to the child “I’m not going to hurt you” connoting that he is a good person. He then says “go to your dad” showing that he may be leaving his old life behind. There is also a close up of the protagonist as the child leaves the room and we see a sad emotion on his face maybe connoting he knew the child. He then goes to the balcony whilst taking off the Rolex and as the non-diegetic sound of music comes back in, he then jumps into the pool and we hear the diegetic sound of a splash connoting that he has jumped into his new life. We then see an eye line match between the protagonist and the mum, they share a look like they know each other as she shakes her head at him, connoting that maybe he is the father of the child explaining why he was so attached to him.
Through cinematography, we see an extreme long shot of the band without the main protagonist showing that he has left that part of his life and he is moving on. This is further connoted by the use of editing; a shot reverse shot is used between the girl and the protagonist showing that they know he has left his life behind.
The last shot is a long shot of the protagonist facing the city showing that he has left his urban youth behind and is growing up. The cinematography makes him seem isolated connoting that may be it was not the right choice. 
Levis Strauss’ theory of binary opposites can be seen throughout the video as the contrast between the upper-class family and the lower-class youth. This is done through mise-en-scene such as costume as the family are wearing smart, respectable clothing and are clean cut whereas the lower-class youth are wearing cut off denim, dark clothing and have long hair and beards. This video could also relate to Tim O’Sullivan et al’s theory that all media texts tell us some kind of story about ourselves.  The audience could relate to this text as it tells a story of growing up.

Brief

A promotion package for the release of an album, to include a music promo video, a cover for its release as part of a digipak (CD/DVD package) and a magazine advertisement for the digipak (CD/DVD package).