MTV

"Definition of a Music Video: A filmed or videotaped rendition of a recorded song, often portraying musicians performing the song or including visual images interpreting the lyrics."

MTV

Although the origins of music videos date back much further, they came into prominence in the 1980s when MTV based their format around the medium. The original purpose of MTV was to be "Music Television." The channel would play music videos 24 hours a day, 7 days a week, guided by on-air personalities known as VJs, or video jockeys. Over the years, MTV has enabled the public to view all types musical artists as well as their music videos. 

Expansion and Development

Throughout the 1980s, MTV expanded and introduced a range of new shows which effectively broadened the audience watching the channel. Some of these shows included; 

• "120 Minutes" - 1986, a show featuring alternative rock and other "underground" videos.
• "Headbangers Ball" - 1987, a popular after hours show featuring heavy metal music videos and news.
• "Yo! MTV Raps" - 1988, a hip-hop/rap orientated programme.
• "Dial MTV" - 1990, a daily top ten music video countdown show for which viewers could call the toll-free telephone number 1-800-DIAL-MTV to request a music video.

Throughout its history, MTV has also covered many global benefit concerts. For most of July 13 1985, MTV showed the Live Aid concert. Along with VH1, MTV broadcast the Live 8 concerts, a series of concerts set in the G8 states and South Africa. Nowadays, MTV and many other music stations feature (live) footage from music Festivals all over the country, some including; V Festival, Glastonbury, Leeds and more. 

                                                         

Online

MTV's website has been developed and updated allowing anybody to access information regarding latest music, videos, films and film events (award ceremonies), celebrity news and snap shots of today's most famous and idolised artists. The website even supplies games, downloads and competitions where a winner can receive free shopping trips, gadgets and tickets to concerts.

http://www.mtv.co.uk/

Distribution of Music Videos

Distribution

The distribution of the music video is a fascinating but complex process. In reference to mainstream indie, depending on the type of songs that are released it will either be located on the mainstream broadcasts such as MTV or 4Music, or if it is not so popular in the charts it may be found on TMF or MTV Rocks. So for bands such as The Fray, which have release several songs that have been played on various outlets – ‘How To Save A Life’ was on every station imaginable for the time of its release, however, ‘She Is’ was only found on TMF mainly at the time of its release. A lot of the time it is not band dependent but which audience the song is more suited towards.

Not only that but YouTube has developed the way it distributes its material as well. Since no longer are music videos just uploaded via the band or through illegal methods, cooperate companies such as VUE have bought music video rights so that the music video is now actively making money through the advertisements attached to them, depending on the popularity of the band and song released. This means that music videos are accessible at any time, any place, anywhere. Making distribution far greater than it has been before.

I feel that bands such as The Fray and Snow Patrol have successfully merged two style together, meaning they have a larger audience to distribute their new material to are extremely successful as they use all the methods available to them, even merely on their website, through having their music videos and singles on their website and how they access the new market through MTV, Radio and YouTube Channels.

Convergence: Music Videos

Music Videos

In relation to our chosen industry production, the music industry has to converge with elements of the film industry to produce products such as music videos, as the visual elements are filmed and edited similarly to a film or television show and the audio side of the production which of course stems out from the music industry. A music video does not stop simply at the convergance of the film and music industry's, but later introduces other media platforms into it's mixture when the video is being distributed and promoted.

When the music industry promotes it's products it has many choices, popular choices include convergence with radio, television and online sharing, engaging in a poly-platform infer structure. In relation to our chosen industry production, the music industry has to converge with elements of the film industry to produce products such as music videos, as the visual elements are filmed and edited similarly to a film or television show and the audio side of the production which of course stems out from the music industry. A music video does not stop simply at the convergence of the film and music industrys, but later introduces other media platforms into it's mixture when the video is being distributed and promoted.

Distribution of Music

Music Distribution
Advertising is probably the most vital resource that bands and artists' rely on (as well as having the talent) to gain and broaden their success. Without advertising artists wouldn't be able to promote or sell their music. It is important to take the product to the consumer as the chances of a respectable number of 'could be fans' searching for the products are unlikely. This is why the music industry must use the correct advertising to market their products and increase sales revenue. The Internet has made it possible for artists to boom in the music industry and has rocketed over the past 10 years, enabling artists' to reach their desired audience and further than that. Here are just some of the online programmes which enable the public (anyone) to browse, listen to and buy music and how it boosts the success of the artists.

Website 
Websites are a great promotional tool for musicians, however this online approach only has a large impact when for the use of the bands existing fans, or people who know how to find the website. Websites allow fans to buy merchandise such as T-Shirts, mugs, gig tickets etc. This of course allows the band brand to branch out, meaning everyone who wears the merchandise is endorsing the artists. Websites also allow for music to be bought and many independent musicians offer their music for an optional payable fee, where fans pay whatever they want for the products. This ensures fans are happy, and the independent musicians receive some funding to keep their careers going and enables them to expand in bigger and better ways reaching more people.

iTunes
iTunes of course is a huge advertising opportunity for musicians. The updates main page on the programme shows new albums releases by bands and any new singles that are released. This platform however does have its boundaries. The limited advertising space more than likely means that the cost will be high. This would indefinitely limit the usage by smaller less established bands and be dominated by the better known musicians.


Amazon/Ebay
When customers buy from Amazon or Ebay, there is a page displayed which has already analysed past purchases and recommends products which are tailored to the individual shopper. This is fantastic for musicians as it means they can rely partly on similar bands from their genre to advertise, and then be displayed in the 'products you may enjoy' section and intrigue consumers to try their products. This kind of sale will more than likely lead to website hits and further merchandise purchases meaning the band/group will receive increased cash flow.


Spotify
Spotify is a relatively new music streaming download which offers customers free music to enjoy with restrictions of use, as they can only listen to the songs on the programme and can not copy. Spotify like iTunes has advertisement slots which updates and is a good platform for consumers to get a taste of various genres and artists through suggestions and ads.

Media Convergence

What Is Media Technology Convergence?
Convergence in the context of media refers to the technology driven unification of different media channels. For many years different media were clearly separated: broadcast TV, broadcast radio, newspapers, books, video and film, recorded music etc. The internet and other digital methods of distribution have changed this dramatically over the last 10 years. A digital connection or physical medium can carry any type of content from a picture to a song to a video and can be distributed on a mobile phone network or over the internet. This not only means that different types of media are converging, but also that media and telecommunications are converging.

Henry Jenkins, an American media scholar and professor describes convergence as: 

"...the flow of content across multiple media platforms, the cooperation between multiple media industries, and the migratory behaviour of media audiences."

Multi-Play

'Multi-play' is a marketing term describing the provision of different telecommunication services, such as Broadband Internet access, television, telephone, and mobile phone devices, by organisations that traditionally only offered one or two of these services. Multi-play is a catch-all phrase; usually, the terms triple play (voice, video and data) or quadruple play (voice, video, data and wireless) are used to describe a more specific meaning. A dual play service is a marketing term for the provisioning of the two services: it can be high-speed Internet and telephone service over a single broadband connection in the case of phone companies, or high-speed Internet and TV service over a single broadband connection in the case of cable TV companies. A quadruple play service combines the triple play service of broadband Internet access, television, and telephone with wireless service provisions. This service set is also sometimes humorously referred to as "The Fantastic Four" or "Grand Slam". 

Audience Considerations

Audience Considerations
Due to the rapid growth in the music video over the last few decades, it has unsurprisingly caused an increase in demand from the audience’s to interact more with their favourite bands. Some people in the industry heavily critises the modern day importance of the music video, stating that it is a needless promotion that detracts from the music itself. Some bands, instead of using the music video as a promotional tool, they use it to create a platform of individuality. However, this is turn will promote an essence of the band and what style they are trying to exhibit, and could actively promote themselves to more rebel audiences.


In modern day bands any successful music video gives the band a chance to express some of their personality, talent and most importantly increase audience awareness. Depending on the type of image you wish to present to your audience, depends on the style you wish to present to your target market will have. For instance if you chose an artistic style video, you will often appeal to more mature people from 16 older, stereotypically they will probably have an upper class background as well. There are several issues with creating a music video that is heavily weighted on concept music video in an artistic style, some audiences may deem the video as boring or may not even get the concept at all. This segregation caused by the video, could in turn either damage the reputation of the band in a particular part of the audience making the band elitist or just cause bad marketing for the song in general, decreasing the profit margin. However, there are several benefits from using an artistic music video as it allows the band to create a style that the audience will associate with the band no only that, it causes the music video to be watch repeatedly as they are trying to discover the meaning of the video and what it is trying to achieve. This style is a puzzle, which causes the audience greater exposure to the song, therefore higher promotion.


We felt that this artistic style may be beneficial to our music video, since we want to stick to the forms and conventions to main stream indie bands such as Snow Patrol; but to put a slightly different slant on them to give them a new image for the ‘Band’ that we create. Also, it will allow us to develop something more than a standard performance video, making the ‘Band’ stand out from the rest of the of the bands in this genre.

Record Labels

In the music industry, a record label is a brand and trademark image associated with the marketing and promotion of music recordings and productions and music videos. The record label company are primarily responsible for promotion and copyright protection of the artists' work and can also manage the production manufacture and distribution of the work as well. 


Within the industry, most recording artists have become increasingly reliant upon record labels to broaden their audience therefore it is important for artists and bands to be signed with a good and responsible record label. This will ensure that they gain success by having their work played and promoted on both the radio and television. A good record label will also secure the artist recognition with the public and more importantly - their target audience.


Types of Record Label
Labels vary from smaller, independent institutions to 'major' labels which are bigger and control a string of smaller labels, acting as a 'super power' within the industry. This of course has changed over the years as various businesses fight for market share.

Major labels (1988-1998)
1. Warner Music Group
2. EMI
3. Sony Music
4. BMG Music
5. Universal Music Group
6. Polygram

Major labels (1998 - 2004) 
1. Warner Music Group
2. EMI
3. Sony Music
4. BMG
5. Universal Music Group 

Major labels (2004-2008) 
1. Warner Music Group
2.EMI
3.Sony BMG (Sony and BMG joint venture)
4.Universal Music group

Major labels (Since 2009) 
1.Sony Music Entertainment
2.EMI Group
3.Warner Music Group
4.Universal Music Group

Male Gaze Theory: Reversed

Male Gaze: Reversed
It is possible, and becoming more common for the Male Gaze theory to flip on it's head and focus on the way men are perceived as 'sex objects'. A good, up to date, example of this is the recent Alpen advert for a breakfast cereal. The advert is shown below:




The clip begins with a group of young women dressed in nothing more than leotards, doing aerobics whilst holding a bowl of cereal. Several shots are used showing the women working out, close ups of facial expressions and body twisting and bending are featured in particular. This is to attempt the entice the audience into buying the cereal purely because of the women. A female over voice, after selling the cereal because of the women, says; 'Besides, it's sexist.' At that point, a group of men in shorts and fitted vest tops are shown stretching and working out. This is a clear example of how The Male Gaze Theory has, over time, been reversed and flipped so it can apply to both sexes. 

The Male Gaze Theory: Theorists

The Male Gaze Theory is the idea or 'theory' behind how people are 'viewed' weather it being on television or in a photograph, poster etc. It can include how men view women, women loom at women or how women view themselves. Many theorists have their opinions on what they consider to count as part of The Male Gaze theory. I have looked at Mulvey, Ferguson and Millum, three theorists who's beliefs I have researched in detail.


Laura Mulvey (1975)
Laura Mulvey is a British feminist film theorist. She studied at Oxford before becoming a professor of film and media in London. Mulvey is best known for her essay, 'Visual Pleasure and Narrative Cinema' written in 1973 and published in 1975. Her outlook on the Male Gaze theory involved purely men looking at women for visual satisfaction. She believes that women are completely passive in this topic and are only seen as sexual images for men (the 'lookers'). 


Her opinions on the Male Gaze are very intense, meaning there is no room for any changes on her views. Not everybody agrees with Mulvey, understandably, infact she has had criticisms on her thoughts on the topic and the material she publishes. The main criticism she has received is unfairness. Her bold claim that men are the 'only spectators' when it comes to looking at women has been said to be unfair and 'sexist' because since the 80's there has been a large increase in the sexual display of the male body for women's pleasure. This still is present today - particularly in fragrance adverts.

Marjorie Ferguson (1980)

Marjorie Ferguson has Four main looks which include; the Chocolate Box, Invitational, Super Smiler and Romantic/Sexual, these looks are mainly associated with female models. 
Chocolate Box
This is a look where a female model shows a slight smile, showing as minimal amount of teeth as possible, the lips tend to be closed and the face isn’t shown full on face forward.
Invitational
This look which focuses mainly upon the eyes, and mouth which will be closed although the model will be smiling with her head to one side, as if to be looking down upon the invitee.
Super Smiler
When a model is showing this look she’ll show her full face with a full teeth smile with either her head tilted forwards or backwards.
Romantic or Sexual
This look includes both a female and a male in the picture, it will seem as if it is a dream and it should be very sexual


Trevor Millum
Five main looks which he calls, Seductive, Carefree, Practical, Comic and Catalogue.
Seductive
When a model is posing in the Seductive look they should have their eyes slightly closed, the expressions will be small, but will still show through, they will also aim to look confident.
Carefree
A Carefree look, can be linked to sports because it seems as if they are active and healthy.
Practical
A pratical will include a model who seems to be concentrating something, so thier eyes will be focussed and their mouth will be closed but not tightly.
Comic
This will be seem as if the actor/model is being studpid, comical, funny and it will normally be exagerated, to make the most as if to seem that what they are laughing at is very funny.
Catalogue
This will make the model have their eyes wide open, with a big smile as if they are not stupid but quite dumb.

Applying Goodwin’s Theory (2)

Snow Patrol - You’re All I Have: Applying Goodwin's Theory


Genre Characteristics 
Goodwin’s theory states that each genre demonstrates key genre characteristics. In the indie genre, one of the main characteristics is a performance element in the music video. The music video for “You’re All I Have” is a pure performance video that demonstrates their instrumental skills and their image. Another key characteristic of the indie genre is that it is anti-mainstream. The band’s image, the location of the music video and the band’s music video itself is far from the “glitzy glamour” of some music videos. The band goes back to basics by just playing their instruments and demonstrating their talent and love for music. For example the medium long shot of the band playing their instruments in one frame unites the band and their talent. The medium close up of a band member playing the guitar demonstrates their skills and the medium shot of another band member playing the drum highlights their role in the group.


Relationship Between Lyrics and Visuals
There is a subtle relationship between the lyrics and visuals. For example when the lead singer sings “Electric shocks on aching bones”, a close up of the lead singer shows when lightning strikes on the microphone which causes the lead singer to step back. Also, I find that the whole location and atmosphere of the music video focuses on darkness and depression and the lyrics “There is a darkness deep in you a frightening magic I cling to “ highlights the dark and damp location of the music video.


Relationship Between Music and Visuals
There is a strong relationship between the music and visuals. For example when the lead singer sings a medium close up shot is used most of the time to show this. Also, at times when the beat of the drum is prominent, a medium close up of the drummer is used to highlight his input into the music video. Similarly, when the guitar beat kicks in with more passion and prominence, a medium shot is used to show the band member playing the guitar.


Demands of the Record Label
The indie record label demands for band’s to have a unique image. For example most of the time the band are seen wearing black shirts, jackets and trousers accompanied with washed out colourful t-shirts- this unique style establishes their fashion sense and image. Furthermore, it is common for indie bands to have long, casual and scruffy hair- this was evident in Snow Patrol’s earlier days however recently the band have adopted a more tidied up image which could mean that they are changing their style in order to keep up with the ever changing fashion sense of their target audience. Another demand of the record label is that many close ups and medium close ups of individual band members must be used to introduce the band members and their individual roles in the bands. For example close ups and medium close ups are used to introduce each band member at various points and medium long shots are used to bring all the band members into one frame to introduce them as a group.


Notions of Looking
There is no reference to the female body in the lyrics and in the music video. Furthermore, there are no screens within screens. This could be that the band want their target audience to purely focus on them. To include a female in the video would be a distraction for the target audience as they would focus on the female, not the band.

Applying Goodwin’s Theory (1)

Snow Patrol - Chasing Cars: Applying Goodwin’s Theory 


This music video is mainly a narrative this is because its made up of a positive format story and sharing his emotions to audiences based on how he feels about his relationship.


Visual and lyrics
The lyrics used in this track “would you lie with me and just forget the world” this quote implies to the audience that he does not care and pay no attention to reality through love. 
“Lets waste time chasing cars around our heads” this quote signifies that he would wants to chase cars with his love and forget the actuality and wants to have a peace mind.
Based on the whole track this song is based on how he feels about his lover this is because the fact that he cannot be together with his lover in the busy world so he would rather lay on the ground together so they can share their feelings and passionate to each other and forget everything that’s keeping them separated and apart from the reality. 


Visual and music
The location of this music video was set in a busy town area this implies that reality is trying to keep the friendship/relationship distance apart. 
However he’s the only character laying in the city this signifies to the audience that the world is focusing on his love life confusions. The visuals of this music video shows the a male character laying on the ground feels lonely without his lover which implies to audiences that he feels lost and insecure.


Need to sell the artist 
The use of costume used in the chasing cars music video e.g. grey T-shirt blue jeans signifies his masculinity. His body language and the words he uses to describe his feelings “Let's waste time, chasing cars, around our heads” this quote implies to audience he’s from a middle class background status. 
The language that is mainly used in this song is an elaborated code which also signifies his middle class environment.
Bird-eye-view shot is mainly used in this music video which signifies to the audience that the male is in a god like position which makes him look powerful to audiences onscreen.
High key lighting is used on his face which connotes that he’s a bright and well-mannered male who hopes to achieve his dream laying next to his lover in a peaceful environment. 
However his facial expressions onscreen shows audiences his vulnerability and his powerless. This is because he cannot explain his true emotions to his girlfriend.


Intertextuality 
The Intertextuality of the Snow patrol music video has a similar narrative based video compare to James blunt- Beautiful this is because in this music video James talks about how the most beautiful person makes you feel good in the inside. Whereas this reflects to the Snow patrol music video chasing cars this is because he talks about how his love has made him feel good in the inside which is the reason why he feels as though love is more important than reality and the whole world. 
These two different shots show their emotions to how they feel about love. James blunt sitting on a ship taking off his expensive watch and valuables which signifies that he feels that the beautiful girl is more valuable and means more to him then anything else. Likewise Snow patrol chasing cars the male artist lays flat onto the pavement and the road which implies to audiences that he feels that peaceful love comes to his mind and he would lay anywhere just to achieve his target.

Andrew Goodwin - Media Theorist

Goodwin's theory allows us to analyse or compare a music video/s in depth and cover all the vital elements that a video will contain or be a part of. It allows us to see trends and connections between genre and content. His theory is based on eight main principles; those principles are:


Links between Lyrics and Visuals
Links between Music and Visuals
Genre characteristics
Intertextual reference
Notions of Looking (objectification of women)
Voyeurism (direct gaze, other people looking at artist, insight into artists life, screens and mirrors)
Demands of the Record Label (representation of the artist)
Performance based, Narrative based or Concept based music videos.

Kings Of Leon Video Analysis

Kings Of Leon – Use Somebody


Kings Of Leon, a rock band originally from Tennessee, formed in 1999 and the band consists of three brothers and their cousin. Caleb Followill, lead vocals on the band, wrote this song about longing for somebody to have a cuddle with while feeling lonely on the road. He said on his band’s website: “It’s about being far from home.”


The single seems to try to retract a stereotypical viewpoint on popstars and people in the industry whom are all forsaken to be above themselves and believe they are better than everyone else. It is in some ways a plead to let all the fans out there know that deep down they are lonely at times...just like everyone else. This tells us they are down to earth which is a factor which can relate one to want to listen to their music as ‘they can relate to it’.
The first shot is an " inside out shot" showing a man in the frame, most probably a key person as he is the first person to be shown in the first shot. Through the windows you see the New York skyline which has several connotations such as night life, fun, excitement etc. This could signify the kind of life styles the band hand or in turn the kind of lifestyles we the viewers believe the band to have...
There is a combination of ELS, Aerial shots tracking and swooping into and over the action of the busy illuminated city at night, something which relates to their lifestyle as they are always busy and on the go...on the road as it seems very lonely.


The low-key lighting acts as a tool for enigma, the band are wearing sunglasses at night and get out the car, which likens them to 'stars'. They appear as exciting as the New York views with their placement central in the frame. Lighting is very important in this video and is predominant in the first 33 seconds of where the camera goes in and out of differently coloured lights from different sources, such as buildings etc.
Fast paced editing suggests their fast pace lifestyle, along with the sped up footage of road and cars, suggesting movement and that they’re constantly on the go. Intercut between that and them playing live performances with live audiences etc... complements the other locations where we see their 'rock star' lifestyle.
The montage sequence of editing is achieved mainly by cuts but the first time we hear words being sung, is when we see an overlap, which introduces the singer as the main singer, slowly with an overlap connecting two places together. he is the light, stars are sources of light, and he is a star, this is where editing and visuals and lyrics are all intertwined.


The shot of the airplane along with the sped up footage of the cars on the motorway seems to suggest a journey which they are on, maybe a journey to another performance as this is what we constantly see throughout. Along with this the desperate plead is made obvious when he sings “you know that I could use somebody” and looks up into the sky as if looking for God to help him, putting the audience in a position to feel sorry for him.
After these words the key man in the video sings the video cuts to a flash image of him on top of a girl in bed and cuts straight back to him on his chair. This is reality showing us his past thoughts which is why this affect has been done fast so we don’t get it mixed up with reality. He then goes on to sing the same line, only this time he is looking at the camera putting us the audience in a position to be sincere and open our hearts out to this clever gesture.
The video goes black and white for about 20 seconds as we see shots of the band rehearsing and hugging each other before a performance and just laughing with one another. This signifies that they are just as normal as the next guy, only they have a lot of money. This makes them as a band seem very down to earth and can help people relate to them, this is the boys, not the pop stars. The music at this point is very slow but the tension along with the beat begins to pick up until we see them actually performing live and the colour comes back, this is the return of the pop stars.


This video attracts its key audience by capturing live footage of the band playing whilst on tour and of them back stage socialising and being ‘themselves’. This gives the audience a chance to connect with the band, or at least create that impression, because they are shown doing everyday, normal activities which removes anything intimidating about the band and frames them as ‘real people’. The use of dimly lit rooms, rock star life-style images and various means of transport all contribute to form a video which would appeal to the genre of music’s (indie/rock) target audience. 

Paramore Video Analysis

Paramore - Brick By Boring Brick

This song by Paramore is called Brick By Boring Brick and was released in December 2009. 
The use of mise-en-scene, specifically the use of a swing and the lead singer in a dress, expresses a child-like and fairytale theme to the video, linking in with the lyrics of the song. Its also expressed through the use of the tones/shades of: gold, red and brown, stylising an ‘autumn’ or ‘fall’ style to the settings. By using these colours (as well as CGI falling leaves) Meiert Avis has created a sense of ‘ending’ or ‘change’ to the settings, following the ‘storyline’ within the lyrics (of burying the castle and a world someone has forgotten). Settings indicates a fantasy/fairytale theme, linking in with the lyrics of the song, describing various childhood fairytales (such as Prince Charming and the 3 little pigs). 
The lighting of this shot, the over exposure, emphasises the surrealistic style of the setting and emphasises the fairytale style. Also, by using warm tones, the settings appear ‘harmless’ or ‘friendly’ which later contradicts with the tones of inside the castle. 
In order to keep with the message within the lyrics (of a forgotten childhood) Meiert Avis has incorporated various forms & conventions made by Andrew Goodwin. Such as the incorporation of the band and the narrative style of the video. 

The use of costumes brings life to the lyrics (‘or the wolf’s gonna blow it down’). The hazy lighting of the shot creates the sense of surrealism, adding to the fairytale style the director is aiming for. The costumes in this shot coincides with the idea that the song is about childhood fantasies/fairytales, brought to life via the ‘wolfman’ & the ‘grandmother’ (from the fairytale of Little Red Riding H00d). Incorporating these ideas gives the audience the sense of surrealism which surrounds the video. The contradiction between the costumes and the settings (a field of over grown mushrooms) emphasises the absurdity of the setting and the childhood fairytale style. 

Throughout the video, the settings switch between the ‘autumn’ styled scene (where Hayley Williams sings) & following the little girl through the woods & to a castle. The introduction of the castle can be taken literally from the lyrics (‘To bury the castle’). However it is also the change in the style of lighting and mise-en-scene the moment the girl steps inside. The outside coincides with the ‘autumn’ and fairytale theme Meiert Avis has chosen. The moment the little girl (the focus of the ‘storyline' in the video) enters the castle, the lighting and colours change to darker more foreboding tones, following the crescendo of the song. 

By duplicating Hayley William's face in this shot, puts value to lead singer within the video. Following the forms and conventions of Andrew Goodwin, by involving the band within the video (through cameo roles or playing instruments/singing). This also brings in the idea of the Male Gaze, by using Hayley Williams, as one of 2 focal points (the other being the little girl) the audience will be drawn to watch the video, as fans of the band, or in male interest (towards Hayley Williams). The lighting contrast between the mirrors and the inside of the castle, makes Hayley Williams stand out more and draws the audience’s attention towards her. By becoming the focal point, the director has again implicated the Male Gaze. 

The Streets Video Analysis

The Streets – Don’t Mug Yourself

This song was released on the 8th July 2003 and was a great success. The band are known for making music that was new and unique and got given the genre UK Hip Hop. The video is very down to earth and follows the story of the morning after a night out and how he should now act towards a girl he met that night. This video, as well as many other videos, has the artist themselves featuring and singing in the video. 

In this video, the artist performs continuously on screen throughout the duration of the song. This could suggest male dominance especially with the meaning of the song itself which basically is saying for the man to take control of what is going on in a relationship and not to let the women dominate. To achieve this the framing of the majority of shots have the artist centered in the screen but it doesn’t focus all attention on them, the background is currently changing to everyday scenes are scenarios, this helps the audience relate to the video thus enjoy it more.
The video starts by entering a cafeteria described as a ‘Greasy Spoon cafeteria” which is associated with working class people. A crab shot is used to follow the singer through the café whilst singing into the camera, the whole song is as if the guy in the video is talking to you the audience like you’re a friend making it quite personal, this is done in many ways, for instance having a close up shot of his head talking directly to the camera. 

This shot is especially effective as the actor has his head turned as if he’s turned his head to speak to you in the club he’s in. A few shots later it talks about having a full english breakfast which is again widley accocaited with the working class. Friendship is also a key theme throughout this video showing the comradeship between two friends. This is shown by them sharing time together in the café, Sitting down having a cup of tea in one of their apartments, going to the pub together and having a drink and playing darts with each other.

Generally the working class are thought to have a good sense of community and looking after one another, this is clear through the friendship of the two guys but becomes more apparent when the people from the whole pub start commenting and reciting the lyric “Hold it down boy your heads getting blurred, I know you can stop thinking of her, by all means you can vibe with this girl just don’t mug yourself that’s all don’t mug yourself”
Which in other words is saying we care about your well being and we want you to go and have fun just doesn’t get hurt in the process.

With this video the what is being said in the lyrics often tends to relate to what’s on screen, an example of this would be when he says “Get my phone out, ‘bout to give this girl a shout” and it shows him getting out his phone and again with “Girl brings two plates of full English over”
Drinking cups of tea, which is a typical British thing to do, also this is showing the two friends together, companionship is a common trait when conveying the working class.
Going down the local pub for a drink is again anther example of the bonding between the two friends.

The scene is set in the local pub most people in there know each other and are friendly with the pub landlord, the dimly lit lighting helps give a sense of warmth and kindness, this trend is continued when displaying the other people in the pub.
Being in these locations it shows that the lead character does not consider himself to be better than anyone else there and hasn’t let the fame of being a pop star get to him and influence his everyday activities, this is also done with the lack of high tech video effects but more a down to earth video. To keep the personal feel going between the people in the pub a lot of close up shots are used to get the audience up close and personal with the people, the close up shot is often used to help the viewer feel more comfortable with the people on screen.

R. Kelly Analysis

Usher Feat R. Kelly – Same girl

R Kelly and usher are well known for their music, dancing and lyrics. They are wealthy individuals and this is shown through the beginning establishing shot of their houses and cars. The close ups of the phones show their wealth, the use of sports cars promote their wealth again as well as their clothing. It is a typical R&B videos which show glamorous cars and jewellery. The song is a narrative and the lyrics are sung at a slow tempo so you can understand the story it is trying to tell. Not only that but the video isn't complicated in denoting what is being said. The girl is used as a centre of attention and the artists are infatuated by her in the video and it is based on her, this is used in many R&B videos and she is used as eye candy or something the artists wants.

There are a number of different techniques in which they use editing shots for example showing all three people on the screen at once in different locations. This puts the girl at the centre of attention as she is in the middle and it matches the lyrics being sung along with the narratives of the song as she is shown in video and verbally to be coming in between the two friends.

The video is successful in showing the desire of the girl by these two artists and the video is easy to watch and tells the story well. The lyrics and video synchronize well and it is easy to interpret what happens almost without listening to the lyrics, I tested this by watching the video without the music and I was able to grasp the general concept of thee music video. The girl used in the video are all glamorous which is what is normal of all R&B music videos. I can take certain aspects of this music video and incorporate into ours.


Analysis This is the opening scene, it’s a medium shot and the Mise en Scene of the sofa, table, lamp and window tell the audience that the scene is in his house. The next shot is a long shot establishing where it is and confirming that it is in a house. Typical to other R&B songs, its about a girl and this is displayed by the song title being displayed on the screen. The singer is plating with his ring and is hidden. This ring could be something important in the music video, this would explain why it is being focused on. The ring could be incorporated into our video, as it is round and it goes with our song title. It would relate to our motif. Although no lyrics have been sung, the audience are able to configure what is happening just through clips of props and equipment. These two extreme close ups tell the audience the reason for the phone call, the girl is the subject of the issue. These close ups could be used in our video to reinforce her attractiveness towards the boy.
A different shot to the other but they both display the same thing/person. Rarely in R&B songs camera shots show the full figure of the girl. There is normally snippets scattered around the music video. We could possibly add a prop to the girl in our video as shown in the song. This shots holds two people in two different places, this shot confirms their conversation and that its about the girl. Another close up shot of the girls body part. The lyrics tell us what Is happening. As he says “tattoo on her ankle” the scene shows exactly what is being said. The story begins to unfold and he audience begin to understand why the song is called ‘same girl’. These shots link together as they depict the same thing but with different people


Consistently in this video a conversation is filmed and it tends to be in a house, the Mise en Scene of the house is the fireplace and the chairs. The song ends with a fade out and the audience understand the revelation that the artists have made. The song ends the same as it begins, with both artists together. The clothing throughout the video is similar in both artists. Various shots are used throughout the song, for example tilt shots were used a lot to display the artists and the subject of the song which is the girl. This three photo clip shows the dilemma they are in and this could be used in our video to reinforce the link of the video and the song title