General Introduction

   The core purpose of a music video is to create entertainment as this is what draws the attention of a large audience whilst also benefiting what the artist has to offer (such as their talents). A more entertaining video means there will be a  larger audience as the public are to spread their opinions worldwide and re-watch time after time which also interpreters and encourages an advertising response. Furthermore branding/identity have a large function as they speak volumes within the way you are wanting to present yourself visually. The branding is usually the first purpose to give an impression to the public as this is how you are to communicate with them therefore you want to connect strong visuals that express your band to reflect their talents musically. Lastly


There is many types of genres that consist for a music video purpose but each genre is associated by a signature style through the use of conventions. For example Taylor Swift " I knew you were trouble" 

http://www.youtube.com/watch?v=JnaZW5Hf9_0

The video is known as a parody which imitates the style, keeping the same tune but allowing the change within the lyrics to create humour attracting the audiences attention. The song is originally about Swifts previous experiences and Bark Baker takes this into consideration and uses the popularity of Taylor Swift having a variety of past boyfriends therefore he plays on this to make the video comical.

Other examples of genres includes:

• Many rock videos using live footage from there performances
• Narrative videos tell a story containing a beginning, middle and end
• Referencing, refers links between a film and the music video itself accommodating the visuals of the singer/band
• Influence of commercials use advertisements strategies to carry a narrative
• Interpretive which interprets the visuals to match the lyrics

In 1992, Andrew Goodwin wrote a book known as  "Dancing in the Distraction Factory" in which he observed a motive in the way music videos are built and interpreted his opinion on the matter. He included that music videos demonstrates genre characteristics and that there is a relationship between the lyrics and the visuals as well as the music and the visuals. He further included that there is demands for close up of the artists which still exists today as this reflects the development of the visuals. An example of this would be "wrecking Ball - Miley Cyrus" as it features many close up's of the artists face as an allusion to promote and increase her sales which have been successful as she has reached number one on the charts. Goodwin marks that music videos repeatedly include intertextuality references contrasting one thing to something else in which producers see something they think is effective, steal the idea and use their own interpretation to build up on the design. Artists do this to shape their own signature style into someone else's to transform their branding and increase their sales.

Music Video Analysis:

http://www.youtube.com/watch?v=IcrbM1l_BoI

Avicii - Wake Me Up 

Meaning and Content:

• Involves levels which creates an emotional attachment to signify a connection in the lyrics contrasting to the visual
• Two sisters appear as outcasts searching for a place where the truly belong
• The belief that there is no limits in life and to enjoy living the journey
• To take chances and gamble for the future, to not be afraid

This is all interpreted from the lyrics, and example is the verse shown below:

                   “ They tell me I’m too young to understand

                       They say I’m caught up in a dream

             Well life will pass me by if I don’t open up my eyes

                                    Well that’s fine by me”

                

His style is to express feelings of being a misfit and finding out who you are.

Video Anaylsis:

—Links to Aloe Blacc – For his motown voice, Avicii wanted someone to assist that would bring new talents forward in his music career

—Identify himself (Avicii) as a risk taker - Huge step forward, musically as this isn't his usual style of music

—The music video was directed by renowned fashion & celebrity photographer Mark Seliger

—Narrative genre is used to comply the story of two sisters who are outcasts and decide to travel to a festival in which they realise they best fit in comparison to their Californian town where there known as misfits to create a relationship with the lyrics and visuals

—Co-branding is shown as well known brands are noticed within the music video – Ralph Lauren Denim & Supply - (Integrates with advertising popular brands)

Beyonce - Why Don't You Love Me

http://www.youtube.com/watch?v=QczgvUDskk0

Meaning And Content:

    Involves a 1950's cinematic narrative to reflect the ideology of a perfect, obedient and diligent housewife which is portrayed through the visuals to link into the musics lyrics explaining how she couldn't be more perfect yet she still isn't good enough for her man casting the contrasts in the dates and the reason for a cinematic style to be chosen. Prime examples of this include:


 Cleaning the dishes as women back in the 50's did.

I even put money in the bank account
Don't have to ask no one to help me out
You don't even notice that

Referring that she is an obedient housewife as well as able to go out and get a job to ensure there is always money and standing out as a desirable woman to males

I got beauty, I got heart
Keep my head in them books, I'm sharp

Referring that she is very smart as well as being attractive and keeps up this appearance by practising her reading and sustaining her knowledge which overall makes her question herself over her love interest trying to convince herself that she is the best woman for him

Formal Elements:

The track is very upbeat in contrast with her sadness in the video on how she can't sense what more she can do to please him, feeling alone and heart-broken that she tries so hard and as a result isn't even noticed. The song is drawn from the R&B genre with a creative retro-style to influence the background of her music video. The elements also include a energetic tribal beat with drum loops and funky baseline. 

The formal elements of a 1950's homemade video are included:

• Credits on-screen
• Subtle colouring
• Artificial lighting
• Costumes and props

Combing to moving shots such as; cleaning,gardening,cooking and fixing vehicles.

Camera Angles:

• Many long shots to emphasis the body of the BB Homemaker (sense of voyeurism) abiding by Goodwins theory of reference of notation of looking
• Close-up of BB wiping her face with a spanner in her hand to show the exhaustion in her face and contrasts to a juxtaposition as it's usually the males who deal with the handy work
• The soft focus reflects on BB calm nature despite taking on the role of both a man and woman
• Many medium shots are used to create a natural effect on the video, showing that BB is acting like a woman would in the 1950's
• The introductory section includes happy upbeat 50's music to create an overjoyed essence to foretell a story before unveiling that BB is in fact the opposite and is in a state of depression
• To add age to the cinematic 50's style music video, parts of the movements seem distorted
• The way she carries herself and highlighting that she smokes at the begging creates an illusion of power before hitting the chorus which defines the total opposite that she is in a fragile state which is reinforced when we see her on the phone pleading with tears strolling down her face conveying a well done woman coming undone.

The music video is created by Knowles herself as well as Solange Knowles and produced by Bama Boyz also adding synergy when we seen the co-branding of Knowles dusting off her grammy awards in comparison to the amount she has promoting the grammys as well as how successful she is as a solo singer.

Add another music video and compare/contrast