2. SHAKIRA- SHE WOLF Forms and conventions:
Video release date: October 9, 2009
Directed by Jake Nava
Genre/Sub-genre: Dance-pop, electro pop, Latin
pop, world.
This music video contains both performance and
concept type modes. Performance is seen
throughout as we see the artist(Shakira) dancing
throughout the whole music video. The concept
of this music video is of a she wolf.
Mise-en-scene- This includes her outfits, the
setting/location (bedroom, wardrobe, and
club), props, lighting(manmade lighting) and
make up and hair style.
Editing- This video includes fade ins, jump
cutting(axial cutting), straight cutting as well as
crosscutting.
Cinematography- This video includes wide
shots, extreme close ups, close ups and
mediums shots, this video also uses cutaways as
well as a point of view shot. A weather shot is
also included in this music video. The techniques
used subvert from a typical music video from
this genre as point of view shot are not usually
used but apart from that aspect this vide adhere
to a typical music video from this particular
genre.
3. Representations:
Shakira is represented as a highly skilled performer as she is even able to use
Michael Jackson anti gravity lean which was made famous in his Billie jean
music video. She is also represented as a predator through the use of mise en
scene, for example her nails growing long which could be suggestive of her
predatory animal like nature within the music video. The use of the cage could
again suggest that Shakira is a wild animal(She Wolf) that needs to be
contained.
Cutaways of Shakira nails growing long and sharp as well as the inclusion of a
point of view shot adhere to the representation of her as a wild predatory
animal(She Wolf).
Institutions:
Music label: Epic records
Distributed/Consumption: digital download, iTunes , Sony music
unlimited, through games consoles, You Tube, Vevo and TV.
Channels: Massive Hits, Greatest hits, Dance Channels, Mtv, Smash hits and
Chart Show.
Audiences: The target audience would be dance fans as they would enjoy the
video the most, it could also be said that audience form the same culture as the
artists would also enjoy this more as this type of dancing is more familiar with
that culture. Audiences how are fans of the artist would also be included as a
part of the target audience.
Audiences may watch this video to enjoy the type of dancing being performed.
Audience theories do apply her as this video could be associated with male
gaze due to the fact that the artist dressed so that she looks attractive.
Feminist may argue that Shakira is giving men pleasure through watching the
music video due to the way she dances and how she is dressed.
4. JAY-Z FEAT ALICIA KEYS Forms and conventions:
Video release date: October 20, 2009
Directed by Hype Williams
Genre/Sub-genre: Hip-hop, R&B
This music video contains both concept (the theme
of New York City) and performance (Alicia keys
playing the piano) type modes, so in this case this
video is a hybrid.
Mise-en-scene: this would include the
setting/location New York City, props which are
present in many scenes during the music video
(piano), the use of man made and ambient lighting
and the various different outfit/costumes which have
also been used throughout the music video.
Editing: This music video uses fast cutting to quickly
show the various scenes of New York City, this video
also use straight cuts and jump cuts, this video also
use a lot of fade ins and outs (dissolve).
Camera techniques: medium shots are mainly used
in this video, close ups are also include and during
the end of the video a wide/two shot is used to
capture both artist.
The techniques used here adhere to a typical music
video of the same genre as this video contains a lot
of editing as well as various shot of both artist.
5. Representation:
Both artist are represented as highly knowledgeable about the City of New York, they both look
highly fashionable, they are both represented as highly talented at what they do, Jay
Z(rapping) and Alicia Keys (Pianist and singer).
Mise-en-scene could suggest both artist patriotism of New York City, for example Jay Z wears
Yankee hat.
Camera and editing contribute to the already constructed representation of both artist as
highly patriotic about New York City. For example the use of fast cutting to show a lot of scenes
of new york as possible, this could also seen through the over head panning of the various
skyscrapers in New York City.
Institutions:
Music label: Roc Nation, Atlantic
Distributed/Consumption: digital download, iTunes , Sony music unlimited, through games
consoles, You Tube, Vevo and TV.
Channels: Channel AKA, Aassive R&B, Flava and Mtv.
Audiences:
The target audience would generally be the mainstream audience but more or less
teenagers, audiences who are a fan or then genre or the concept or audience who are fan of the
artists.
Audiences may watch this video to see the breath taking shots of New York City.
No audience theories can be match to this music video.
6. Beyoncé – Single Ladies Forms and conventions:
Video release date: October 12, 2008
Directed by Jake Nava
Genre/Sub-genre: R&B and dance-pop
This video only contains a performance type
mode, the whole video show Beyoncé and her
back up dancers dancing for the whole video.
Mise-en-scene: the setting is just a white
background, props used include the ring on
Beyoncé finger a well as the robo-glove, the
outfit used is a leotard and lighting was also
used.
Editing: this music video uses fade in, straight
cuts and fast cutting near the end of the video.
Camera techniques: This video mainly use wide
shots but also shows extreme close ups, close
ups, medium close ups and medium shots. This
video also use a three shot (As they are 3 people
present in 1 shot), this video also use a lot of
zoom ins and outs as well as panning. The shot
also only appear in black and white only.
The techniques used subvert from a typical
music video with a female from the same genre
as the video contains only simple editing.
7. Representation:
Beyoncé is represented as sexy through the choice of outfit (Leotard) which show of her
legs, the robo-glove could suggest she is strong or powerful, from the video we can tell that
she is highly skilled at dancing as the video incorporates J-Setting choreography .
Mise-en-scene could suggest that Beyoncé is confident in her body as she can dance in a
leotard.
Camera and editing empathizes how skilled Beyoncé and her back up dancers are at dancing.
For example camerawork has been use to capture the performers as they dance at different
angles which could also be suggestive of how good of a dancer Beyoncé is.
Institutions:
Music label: Columbia Records
Distributed/Consumption: Digital download, You tube, Vevo and TV
Channels: channel aka, massive R&B
Audiences:
The target audiences could be dancing enthusiasts as well as fans of the artist or people who
just enjoy the genre.
Audiences may watch the to enjoy the type of choreography being performed.
Audience theories such as feminism could apply here as the outfits that have been used are a
bit revealing. This video could attract a male gaze due to the fact that all women present in the
video can be considered attractive.
8. KANYE WEST FEAT RIHANNA & KID CUDI Forms and conventions:
- ALL OF THE LIGHTS Video release date: January 18, 2011
Directed by Hype William
Genre/Sub-genre: Hip-Hop
Modes used in this music video include concept and
narrative. The concept is the music video theme of
lights while the narrative is told through the lyrics of
the song and scenes within the music.
Mise-en-scene- This video contains the use of
props(Police car), the setting and location seem to
varies from black background to streets and an urban
landscape, this music video mostly uses manmade
lighting, this music video also uses filmstock as parts of
the video is in black and white and there are also parts
in the music video were scenes appear
multicolored, some of the setting and props could have
also been computer genreated.
Editing- This music video starts with an intro, editing
techniques which are present are straight cuts and
jump cuts.
In the actual video editing techniques which have been
used include straight cuts, jump cuts, cross
cutting, fast cutting and dissolve (Fade ins and outs).
Cinematography- This video seems to consist of mostly
medium close ups, although medium shots, wide
shots, establishing shots and close ups are also include.
This music video also include cutaways and cut ins, a
two shot is also included.
This music video follows the typical conventions for a
music video of the same genre as the editing is fast
paced, most of the shots are close ups and the outfits
are fashionable.
9. Representation: The artist in this music video are represented as highly fashionable due to
there costumes, they also appear to be good at what they do in terms of music, for example
Kanye West(Rapping), Rihanna(Singing) and Kid Cudi(Singing).
Mise-en-scene could suggest that the artists are fashionable, it could also suggest that Kanye
west is above the law as he is seen standing on top of a police vehicle.
Camerawork and editing help construct a representation of the group as cool and fashionable
as through editing we are able to see the group in many different ways, camera work captures
the artist at many different shots to make them more appealing to the audience.
Institutions:
Music label: Roc-A-Fella and Def Jam.
Distributed/Consumption: digital download, iTunes , Sony music unlimited, through games
consoles, You Tube, Vevo and TV.
Channels: Channel Aka, Massive R&B, Flava, Mtv, Smash hit, Chart show and 4Music.
Audiences:
This music video would probably be targeted at the mainstream market as all the artists in the
video are largely know around the world.
Audience would watch the for the narrative as well the opportunity to see the beautiful
Rihanna.
Feminist could argue that Rihanna is being objectified as she is the only artist that is wearing a
scanty outfit, this could also be linked to the male gaze as men would find Rihanna attractive.
10. WILEY- HEATWAVE Forms and conventions:
Video release date: 27 July, 2012
Directed by Rohan Blair-Mangat
Genre/Sub-genre: Eskibeat/Grime and
Dance
Modes which are present in the music video are
concept and aspects of performance. The concept
of the video is summer, performance can be seen
through the various women which are seen dancing
in the music video.
Mise-en-Scene- This includes the
setting/location, ambient lighting, props such as the
pool and the costumes which are mostly bikinis.
Editing- This music video uses straight cuts, fast
cutting and cut ins.
Cinematography- This music video mostly use
extreme close ups, cutaways are also used a lot in
this video, this video also includes close
ups, medium close ups, middle shot and wide
shot, this video also includes a weather shot.
Techniques that have been used adhere to a typical
music of the genre, editing is fast paced so that
audiences do not lose interest, while camerawork is
show a lot of cutaways so that this video adheres to
it concept of summer.
11. Wiley is represented as cool and young as the props used in the video would mostly appeal to
the younger generation.
Mise-en-scene is used to suggest the theme/concept of the video to the audience, the props
and location used here suggest that the actors are enjoying the summer weather.
Both camerawork and editing are used to contribute to the artists representation as cool and
young due to the fast cutting and the use of cutaways and a weather shot which are also use to
connote the theme/concept of the music video.
Institutions:
Music label: Warner records
Distributed/Consumption: digital download, iTunes , Sony music unlimited, through games
consoles, You Tube, Vevo and TV.
TV Channels: channel AKA, Massive R&B, Starz music and Flava.
Audiences:
The target audience for this music video would have been teenagers but more specifically
males from the age of 16 to 24 due to the fact that this video contains a lot of females who are
only wearing bikinis.
Audiences may watch this video to gain satisfaction from viewing many females in bikinis, they
also might have watch this video if they have an interest in the genre of the artist.
Audience theories do apply here, for example feminist may argue that women are being
viewed as the object of men desires as they are not dressed in very much, what could also be
considered is that the main artist is male and appears to be fully dressed, this could suggest the
women are alone present to attract the male gaze.
