DIGIPAK ANALYSIS FROM ALTERNATIVE ROCK

The front cover of 1975 has a very eye-catching look to it. It is all in black and white which is eye-catching as it is plain yet simple to people are likely to notice it in a shop. The box on the front of the digipak with the bands name in has an illuminated white light around it which makes 'THE 1975' the first thing you notice. This means that people know the artist straight away and means people can easily recognise and locate this in a shop which increases sales. The front cover is very simple but is also effective as it is low key and sets the image of the genre of music and the look of the band. A lot of alternative artists are not on the front cover of their digipak as they would prefer an image that is more meaningful or intriguing to the audience.

The colour scheme being black and white gives an impression that the music is gothic however the font used on the digipak comes across as vintage and this keeps the audience guessing about the genre and the theme of the album.  

The back of the digipak keeps in with the black and white theme, this keeps with the theme of the digipak. The simple look is easy to see and find information about but also makes them seem mysterious and attracts customers.

The inside also keeps with the colour scheme.  The inside is an image of the band and this is how the audience will recognise the band and be able to relate to it. The clothing is causal and laid back giving off the image of the band and linking in with alternative rock as it is what you usually expect to see with this genre. The band can be seen to have a wider female audience but the theme running through the digipak could also appeal to males.

 

BRITNEY SHOTLIST

36-51 seconds of Britney Spears ‘Hit me baby one more time’

36s-37s = Long Shot of Britney and other students in a school corridor.

 

 

37s-38s = Close up of Britney’s face whilst she sings.

 

 38s-39s =Students throwing stuff out of their lockers. Close up of one person but can see long shot of people behind.

 

 

 

39s-40s= Mid shot of student taking off his blazer by his locker.

 

 



40s-43s- Close up of Britney’s Face and then a mid-shot of her and others dancing.

 

 

43s-45s- Close up of Britney against locker singing.

 

 

 

 

 

 

45s-46s- Shot of two boys dancing outside classroom.

 

46s-50s- Long Shot of Britney and others dancing. There is a zoom into a close up of Britney and then back out into the long shot of her.

 

 

 50s-51- Close up of Britney’s face.

DIGIPAK- KATY PERRY

A theme runs throughout Katy Perry's Digipak. The theme is pastel colours with a lot of occurrence of sweets and a 'dream' like image. The theme links in with some of the music videos to the songs included in her album and therefore people who have seen this video will be able to make a link when seeing the theme of the Digipak in a shop. There are two CDs included in this Digipak and both have the same theme running through them. One of the CDs is a donut whereas the other is a swirly lollipop. These again keep in with the theme that relates to Katy Perry's song 'California Girls'. The use of the lollipop is an occurrence of intertextuality as it occurs in California Girls. The use of sweets as the CDs are fun and related in with the genre of Katy's music which is pop and is usually related with bright colours.

One of the images included in the Digipak shows Katy surrounded by cakes again linking with California Girls, the shot also shows Katy's fun and care free personality which may make customers want to buy the album to see if her personality comes out in the song.

The shot of Katy laying on some clouds naked may widen the audience as it becomes an attraction to males instead of sticking with the female orientated images you see throughout the rest of the Digipak. This image is seen st the front of the Digipak and is a direct image from the music video 'California Girls' this therefore allows people who have seen the video to easily recognise the Digipak aswell as attract a wider audience.

The Tracklist at the back of the Digipak is in red. This allows it to stand out against the pastel coloured background of the Digipak and is therefore easy to read.

The middle cover is a close up of Katy Perry's face. This automatically shows the album is hers and by opening the Digipak up you are opening up into her lifestyle. The close up of the image shows her importance and how the album is all about her.

MAGAZINE ADVERT - JESSIE J

Jessie J's magazine advert for who you are is eye catching. 

Straight away we notice how the majority of the poster is made up of Jessie's face, this is presenting her as a solo artist who is important. It also means that it is eye catching Jessie's fans and also allows people to know straight away that she has a new album out. Jessie's Album cover for 'Who you are' is the same as the magazine advert which means that customers know what to look out for and can easily spot the album in a shop or online if they have seen the magazine advert.
 

"#1 International Smash" is used when talking about one of the songs on the album. It is telling the audience a little bit about the songs included but also how popular her music is which will make people want to listen to her. 
 

The album title "who you are" is repeated on the advert.. This is ensuring customers know the name of the album so they are able to find it easily. Also the one of the fonts is a font that some may struggle to read so ensuring it is in another font that is clearer is important to ensure that everyone is able to find the album. 
 

A black, white and gold colour scheme has been used on this magazine advert and this shows Jessie's style as a person. These colours are eye catching as they are all strong colours that represent Jessie's strong personality and present her to be powerful. Gold has connotations of royalty and power and is therefore presenting Jessie.
 

"Jessie J" is in the centre of the page, it is in gold writing and it a bigger size than any other writing on the page. This again shows Jessie to be important and a popular solo artist. 

Towards the bottoms of the page we see who featured in one of her most popular songs 'B.o.B' this will attract his fans into buying the album so is important to include on there.  

A website and company logos are ado included in the Music magazine advert. This allows the audience to know where to find more information about the album on as the real ease date is not clearly stated on the advert.

MUSIC VIDEO ANALYSIS FROM ALTERNATIVE ROCK

The Video starts off in a car park. The car park is empty and there is low key lighting with the odd flickering light. This is setting a mood for the video and linking in with the genre of the music video which is rock. At the start the pace of the camera is quite fast but soon slows down an seem to move with the pace of the song. The camera moves into the centre point of the lead singer of the band sitting in a modern chair which seems out of place in the car park. It moves into the lead singer who is singing the lyrics showing an element of performance in the music video.
When the instrumental comes in it shows the artist just sat staring at the camera with no emotion on his face. This is also showing the theme of the song, the song seems quite sad and his emotionless face shows us that this song is not a happy one. The camera moves into an extreme close up of his face which becomes quite scare but seems to fit with the setting and the pace of the song.  Once the camera has moved out from his face you can see the setting has changed but the singer is still there in the same chair. The setting looks rural and gloomy which again is fitting in with the lyrics of the song. The camera then moves out at a fast pace showing what looks like the 7 wonders of the world.  the setting is rather random with different things you would not typically see all together or on a day to day basis. This therefore doesn't make the chair look that out of place anymore as everything in the setting is random. The scene then flips and comes back through his eye and back into the car park. The camera then moves in from long shots to extreme long shots and then extreme close up until there is all the band sat on similar chairs in the same car park and the camera slowly moves back to an extreme close up. There does not seem to be a link between the lyrics and the music video but there is performance involved. As typical of a rock music video the setting is dark and with low key lighting. The artists are not setting a style like you would expect to see in a pop video. It is all rather gloomy and random which has aspects of the typical conventions of a rock music video.

OUR AUDIENCE

From research we have decided to aim our music video at people aged 18-25. This is a large age gap but feel that people from these ages are more likely to listen to this music genre so will aim it to this age. We feel that this age is mature enough to listen to the music and understand the lyrics.  I also feel that this music is alternative and different. I feel this is the age that people are experimenting with their style and their sub culture. This means this song would appeal to an alternative group of people and these ages seem to be where people experiment. Overall I feel that this song would appeal to males due to the artist and the feel of the song, it will also appeal to females but it may be more appealing to men.
The demographic group for our music video would be D/E (students and working class) we have chosen this because of the age group we have specified. We will target this group by keeping the music video as realistic as possible. It will not include expensive possessions and therefore will appeal to people who cannot afford expensive items. We will keep the music realistic and easy to relate to for this demographic group. Also this age group are likely to be this Demographic as they are not earning as much as older people.
We want to target people who go to University or work everyday and don't enjoy it. Therefore meaning they can relate to our video. We want this as in out video we link the lyrics with the visual as we show someone hard at work with the lyrics 'you're a slave to money then you die'. By aiming our video at somebody who works allows them to relate to the music video.
We will try to show the difference between working and partying to the target audience by using different lighting to show a dull and boring work setting and a fun weekend setting, we hope that this is something our target audience can relate to.
We aim not to use any audiences theories in our music video although there may be a slight use of Hypodermic Needle Theory as the song and video are 'injecting' the message that you are a 'slave' to money.

RESEARCH INTO OUR CHOSEN ARTIST

The Verve are a English rock band formed in Wigan in 1990. It was formed by vocalist Richard Ashcroft, guitarist Nick McCabe, bass guitarist Simon Jones and drummer Peter Salisbury The band's breakthrough was in 1997  with the album Urban Hymns, one of the best-selling albums in UK Chart history. The album features the hit singles "Bitter Sweet Symphony", "The Drugs Don't Work" and "Lucky Man". In 1998, the band won two Brit Awards.  In February 1999, "Bitter Sweet Symphony" was nominated for the Grammy Award for Best Rock Song. Soon after their commercial peak, The Verve broke up in April 1999, citing internal conflicts.

ANALYSIS OF MAGAZINE ADVERT

David Gilmour's music advert for 'Rattle that Lock' is very informnative. It has a bold eyecatching look to it. The advert involves a dark and gloomy setting on what looks like some cliffs. This setting shows that his music genre is most likely rock as it sets a feeling and theme of this and shows the genre. The dark clouds give a sad look and sets an idea to what the lyrics and mood of the song will be.
'David Gilmour' is in a bold but edgy font at the top of the advert which straight away informs people that it is his album and therefore fans of his and other interested in his work will know straight away this advert is to do with him. The use of birds flying out of a bird cage into a dark gloomy setting shows they are being set free and they are escaping which could show what the album is to do with. Also the birds that are escaping from the birdcage are crows and similar birds which usually have connotations of mystery and horror.  There is then a triangle with information about David Gilmour being the voice of Pink Floyd. Triangles like this are a symbol of 'Hipsters' so this could draw attention to the advert for people of this subculture and therefore mean they may listen to his music. It also attracts people are a fan of pink Floyd to listen to the music.  'Rattle that lock is placed under the birds and is in bold easy to read font that draws attention to it. This is telling us the name of the album so it is important for it to be bold and eye-catching. Under this in the same font but just a little smaller is the date that the album is going to be released. This is under the title so is easy to see and bold and therefore sets the date in peoples minds. What you are able to purchase the album on is underneath this which informs people on where they can get the album. There is also a logo on the side informing people that they can purchase it on iTunes which is a very popular way of purchasing music in this day and age and therefore it is important that it is advertised people can purchase It on here.

MUSIC VIDEO ANALYSIS- EMINEM

'Love The Way You Lie' by Eminem featuring Rihanna. The video seems to revolve around the 'If she ever tries to fucking leave again, Im'a tie her to the bed and set this house on fire'. We can see this is the main theme through the use of fire that is taking over the house. First we see Rihanna which may show how she has been in an abusive relationship and she can relate to this song. We are then shown a couple in the scene and is shows the male being violent towards the female. Stereotypically the woman would not fight back because she is timid but here we see the female stand up for herself against the man,

 

 The female character is seen holding a flame frequently throughout the music video possibly showing that she has control and that she could 'set this house on fire'.

 

 We see Eminem as a character in this music video which seems strange due to him being the performer and main singer along with Rihanna. He is shown in a field which presents him to be free in the video which is different to the feeling of being trapped throughout the rest of the video.

There is a theme of being trapped throughout the video. There is low key lighting throughout the video and we only see high key lighting from shots of natural light and outside shots. The low key lighting could be symbolic of their relationship and how they are in a dark place. It could also present dreams.  At the end of the video It shows them in bed together which Is the same as the firs time we see them in the video.

 

 

The actors used and artists are very popular. Megan Fox is the woman in it and she found her fame in 2007 with transformers and has become a 'sex symbol' from there. Therefore her fans will want to watch and buy the video similarly with the huge following of Rihanna and Eminem.
Close ups are used on Rihanna and Megan Fox which I believe shows their feminine inferiority and their weakness. The close ups are used to highlight their emotion and display how they are feeling down and hurt. There are not as many close ups of the males in the music video showing that the audience should side with the women and evokes sympathy for the women and makes the men to be the bad guys. I feel that this is to show how typically women are the victims of domestic violence but not all the time so this could show how the video is being biased.

 

 

 

MUSIC VIDEO ANALYSIS- ED SHEERAN

Within this music video there are a lot of close ups of the main character. This shows her emotion to the audience making them feel sympathy. There is also a link between the visuals and the lyrics with the idea of 'wasted life' which makes us feel more sympathy for the music video. The video has a strong narrative throughout the video and includes performance of a band. The video starts at the end and is telling the story of a girls life from another perspective. I believe that the target audience for this video are the younger aged from 15-26 as this is a similar age to the characters in the video and the artist himself.
The song revolves around drugs and being able to pay for the drugs. This would appeal to younger ages because the topic is something that is a reoccurring topic for these ages and something people their ages get caught up in.

The music video starts with the girl dead obviously killed by the drugs. There is a long shot of the girl lying on the bench with the sleeping bag showing she is homeless. This automatically causes her to be pitied by the audience and the audience want to know more about her. The audience becomes curious about her life. There is then a close up of her wiping her face and pulling the sleeping bag up and around her. This shows she is suffering because she is cold and therefore creating more sympathy for her.

The use of costume shows her to be unfortunate. She is wearing heavy makeup which has connotations of her being promiscuous and shows she may do anything for money. Her tights are ripped showing she cannot afford a new pair and she is wearing a mans coat which is too big for her. This shows she is desperate to find anything she can to wear. We see the girl has turned to prostitution where you can see her applying makeup in a flat and then a long shot of her showing her legs the get a car to stop for her. This shows her to be desperate. The lighting is all natural throughout the videos which makes it more realistic than a video with lighting that is not natural.

The girl, the protagonist, has no power in the video. She is seen as weak and she uses drugs to escape from reality.  There is a scene in the video where she Is alone and there is nobody around her. This panics the girl, we can see this when she starts to look around to see if anyone is following her. This changes when she looks up to the sky and smiles. She opens her arms and this shows her to have freedom which contrasts with the rest of the video this presents the girl to be trying to escape. This seems to be the reason that she takes an overdose at the end of the video.

RESEARCH INTO OUR CHOSEN GENRE

Alternative rock  is a genre of rock music that came from the independent music underground of the 1980s and became widely popular by the 1990s.
The term "alternative" emerged in the 1980s to describe artists on independent record labels that did not fit into the mainstream genres of the time. As a musical genre, alternative rock consists of various subgenres, such as grunge, Britpop, gothic rock, and indie pop.
Though the genre is considered to be rock, some of its subgenres include folk music, reggae, electronic music and jazz.
 
Alternative rock music became popular in the 1990’s but had history before this. Before Nirvana brought alternative rock music to the mainstream audience, the music genre had been gaining popularity with the college crowds and music underground.

From research we feel that this genre is aimed more at people 18-25. This age is mature enough to listen to the music and understand the lyrics. The music is alternative and different and at this people are experimenting with their style and their sub culture.  Overall its clear to see that this genre appeals more to males and has more male artists than female.
I chose this genre as I feel that it has interesting music videos and I wanted to be able to create something interesting and unique. I also am a big fan of this genre and therefore felt I would enjoy the task more.



Examples of Alternative Rock Artists are:

Nirvana:

The Foo Fighters:

 

 

 

Oasis: 

LIP SYNCING

Lip Syncing is an important technique used to allow artists to mime along to a track.
Lip syncing is the movement of the mouth to make it look like the person is singing the song. This gives the appearance of a live performance. I found this image that helps ensure that the lip syncing is good as it gives you the mouth shape you should make to ensure it looks good.

We were given a task to film a video including lip syncing.  This allows us to learn about lip syncing and how to get it perfect. Ensuring that the lip syncing is perfect is very important as it means that it looks professional. It is also important to ensure that any instruments used are synced in with the song to make it look like the instruments are being used.
In our music video we have to ensure that the lip syncing is perfect and it actually looks like the person is singing the song.

DIGIPAK- RHIANNA

The digipak features just Rhianna who is the artist. She is shown in a close up of her face on the front of the album with bright red hair and red lips giving connotations of danger and being promiscuous. Red is a bright bold colour linking in with the name of the Album 'Loud'. Rhianna is looking down in this and not looking at the camera, this presence her to be shy and innocent which does not match the typical image of Rhianna or other RnB artists as they are usually presented as 'sexy' and 'seductive'. Rhianna has gone against this on this digipak and is presenting herself to be 'pure' and shows a more innocent side to the theme of love that occurs in her album. Rhianna is shown in White on the inside photo  which again presents her to be pure and gives the theme of fairy tales.

Roses are iconic ally used in this digipak as they are show on the CD itself but also the inside picture. The rose symbolises love and innocence and gives an idea as to what the album may include. Despite this the red of the roses and Rhianna's hair and lips presents danger and could show the more risky and sexual songs found in the album.

This may attract customers as it is different to other RnB albums and could become intriguing to fans and also new customers. The red stands out and therefore is eye-catching. It would be easy to find in the shop due to the close up of Rhianna's face which means you don't have to read who the artist is you can easily see it is Rhianna which will attract fans. The colour scheme presents love and lust and for people who enjoy that sort of song the colour scheme should jump out on them and make them want to buy the album.



PURPOSE OF A MUSIC VIDEO

The Purpose of a music video is to:

• Sell the song and artist
• Invoke a reaction so people remember the song
• To give the listener a better and clearer understanding of the song
• To entertain
• To sell CD'S 
• Extension of income
• Extension of outlets

This is Taylor Swifts Music video for bad blood. The video has a lot of close ups of Taylor Swift to sell her as the artist. It sells the song and  gives the viewer a better understanding of the song.

PURPOSE OF A MAGAZINE ADVERT

The purpose of a magazine advert is to:

• Promote the artist
• Promote the album
• To be eyecatching
• To promote the album to fans 
• To drawn attention of album to the wider audience
• To give information of when it is released
• To give information on how and where it can be purchased
• Sometimes gives information on price 
• Sometimes to tell the customer what songs are included
• Using colours and pictures to show theme of album and artist

PURPOSE OF A DIGIPAK

The purpose of a Digipak is to:

• Promote the album
• To make the CD eye catching and noticeable
• To list the content of the music CD
• To attract fans and wider audiences to the album
• To express the message of the Album through images
• To tell us something about the artist and the album
• To store additional promotional material
• To use the corporate identity of the artist as a recurring theme

QUESTIONNAIRE

I will hand the questionnaire out to ages between 15-25. I feel this is the prime age for people to listen to pop music although I may hand a handful out to older people as I believe that Pop is becoming more and more appealing to the older generation due to their children listening to it and more technology allowing them to listen to it. From my results I hope to find out what my Target Audience expect and enjoy in music videos.

1. Do you expect a Pop/Dance music video to involve Performance? If so do you like music videos with performance in or not?

2. Do you like a clear Narrative in Pop/Dance music videos? Explain your answer.

3. Are characters and artists in these Music Video seen as stylish? Is it important that they have the latest fashions on?

4. Do you expect these music videos to be based around love and relationships?

5. Do you prefer music videos that link In with the lyrics? If so how much should it link in with the lyrics?

6. Do you expect bright colours or dark colours in these music videos?

7. How often do you expect a new shot in these music videos?

• 1-2 seconds
• 3-4 seconds
• 5-6 seconds
• 7-8 seconds
• 9-10 seconds

8. Do you prefer low key or high key lighting in these music videos?

9. What do you feel is important to include in these music videos?

PITCH IDEA BASED ON LYRICS

We were given a set of lyrics from a random song that we had not seen the video for. We then had to make a rough plan on a music video for this song. This helped us with coming up with ideas for our own music video and how to work with or contradict the lyrics.
My initial ideas for a music video was to show him repeating what he is doing. I plan to show the journey the couple take and keep it simple. The lady hands him her number and name and I will ensure the actress fits the description made in the song. I think this genre is a pop song as it seems lie quite a fun song but also shows love and relationships in them. I think the audience of this song will be teens and young adults most likely females.
This is the actual song:




:

STUDENT VIDEO

This music video involves a lot of interesting aspects to it that show a high level of understanding of music videos and comes across as quite professional. To start with the  time lapses which were shown in the sky as the cloud movements were sped up shows an effective way of presenting time. There is a real show of emotion in this music video. For example the low key lighting when the boy is singing and him being alone on the bed. it represents loneliness and a sad emotion. The use of black and white could show a reminiscence of the fight between him and another boy as I feel a lot of the video is based on reminiscence. 

Throughout the music video the actors come across as professionally and industry standard and is possibly what made the video such a high standard due to the professionalism of the actors.
By analysing a music video it allows our group to see the sort of standard we are aiming for and helps us gain inspiration from this. From this video I will pick out lots of things that I feel I could use or that could help me with our music video and also things I will try to avoid.

WHAT MAKES A GOOD STUDENT MUSIC VIDEO?

A good music video should be as professional as possible. It need to be creative and imaginative to ensure that it has a good and easy to understand narrative. Student videos should use different locations as it makes it look more professional and like money has been spent on it. They should ensure that their lip syncing is perfect so it looks like it is actually them singing. Also it is important for the narrative to link in with the lyrics in some way and for the video to appeal to the target audience, for example if they were to do a heavy metal song it is unlikely that people who enjoy this music would want a music video with a light hearted teenage love story.

BRITNEY SPEARS STORYBOARD

 

 

This is the Britney Storyboard. This allows us to know the shots that are used and how it runs making it easier for us when making filming as we are able to follow this, It also helps when editing to know which shot goes where.

MUSIC VIDEO AUDIENCES

The video should be appealing to the target audience of the music genre.
Demographics need to be considered in music video target audiences. The demographic is a set of characteristics that describe a group of people, people who will want to watch a certain type of music video.
To find out about the target audience for a certain genre of music primary and secondary research is needed. Primary research includes surveys, interviews and questionnaires. Secondary research includes internet and magazines.
The characteristics to consider are age, gender, class, ethnicity, location, sexuality and even education and lifestyle. The two most important characteristics are age and gender.

When creating a music video you should consider the costume, prop, dance routines and locations and how these will appeal to different audiences.  By referring and studying Andrews Goodwin's Theory you can see what it typically included in a music vidoe and therefore what appeals to audiences.  

From doing research I have found that pop and rap music videos are more exciting to watch whereas soul and rap music videos are not as good.
Pop and Rap music are more mainstream therefore have a wider audience and more money coming in. This means they can afford more expensive music videos which are more exciting and have better effects and props that more niche genres.

Our music video is alternative and is therefore aimed at a more niche audience which may enjoy different codes and conventions that people who listen to pop music. 

MUSIC MINDMAP

This is a mind maps that has a large amount of information I need for making the music video. I have don't this to refer back to and to revise from.

By creating a music video mind map it gives me an easy to refer back to peice of work that has Andrew Goodwin's theory on it and the generic conventions on it. This allows me to ensure my work is to the highest of standards as i refer back to this.

BRITNEY SPEARS RE-MAKE

We made the Britney Spears re-make to help us understand how music videos work. It gives us ideas to use in our music video and helps us with editing. It also helps us with shot work and how to use time efficiently. It also helps us understand how to lip sync. This will have an impact on our music video as it has  improved our skills and understanding of how they work.

HIT ME BABY ONE MORE TIME

We as a class did a re-make of Britney Spears's 'Hit Me Baby One More Time'. My group remade the video from 36s-51s. This allowed the hole class to experience making a video and helped us understand how videos ran, how long the shots were and lip syncing. By doing this it is giving us the knowledge we need to make our own music video. We faced problems in this as lip syncing was difficult and learning the dance routine was hard.

WHAT MAKES A GOOD MUSIC VIDEO?

Doing a presentation on music videos allows me to understand them and gain knowledge on how they work. I now gave knowledge on the different types of music videos and this will help me with my music video and being able to understand how they work.

PLAN B

 

The Genre of Plan B's 'Writings on the Wall' is Pop.  Plan B's typical music is pop/rap/soul so this song is not a surprise and is a similar genre to  his other songs. The music video has a narrative of a man and wife and how he is a well known singer  called 'Strickland Banks'  and has an affair/stays out late and therefore does not spend much time with his wife. There is an intertextual reference to Stevie Wonder 'Superstitious' in this video. In the music video the wife cooks a meal or her husband whilst he is out with other women and having affairs from this we get the theme of love/ heartbreak. In the music video we see and equilibrium with the man and wife, disruption which is the man having the affair and recognition when the woman puts the phone down. The video reflects the lyrics of the song, this is shown by the fact their relationship isn't over but he is having an affair telling us that their relationship wasn't good to start off with.

There are representations of gender in this, men are not seen in a positive light due to cheating and lying and the females are seen as naïve and domesticated where they are caring for the home while the man earns money. The most stereotypical gender representation in this is the woman in the kitchen cooking for her husband. The artist 'Plan B' has been presented as a star. He is playing a character called 'Strickland Banks' who is a singer and similar to 'Plan B'. He is seen as successful but being held back by the woman. 'Plan B' is seen as a celebrity in his music video but he is a fictional celebrity.
The video is set partly in a nightclub where 'Strickland Bank' is performing this gives connotations of rock and celebrities. The low key lighting and dark clothing gives off connotations of being sinister, secrets and lies.  The other part of the video is set in a home where the wife is. The bright clothing gives connotations of innocence and the white room connotes purity. The text on the nightclub also gives us pre-conceptions of 'Strickland Banks' and the video. The fact his name is written on the venue tells us he is performing there and the fact it says 'Sold Out' shows that he is popular.
There are shots used in the video that helps show power of characters, high angles are used on the wife to show her to be powerless and vulnerable, whereas there are low angles on the male showing him to have power and dominant. Close ups and long shots are used in the home to show how the wife is feeling. The close up of the saucepan bubbling and rising shows the increase of anxiety and the rising of love. There is then a long shot of the woman burning herself on the saucepan showing she is being burnt by love.
I believe the target audience of this video is teens to early 20s. This is because the characters used are young and the clubs are usually associated with this age. The storyline is relatable for these ages and therefore may appeal to them more.

There is a promotion of '679 Warner Music Group Record Company'  which promote a fictional character of 'Strickland Banks'. The character is promoted as a celebrity within the video and shows him getting everything he wants and is promoted as a celebrity. 
 


This will help me with my music video as it allows me to understand the typical qualities of music videos and how they should run. It also gives me ideas for my music video.