I came across this video when browsing on Youtube for inspiration for my group and I's music video. This music video is by a group named Flyorder and produced by a company named Jstar entertainment, the song is named 'Papers from trees', it is an English sub-genre grime accompanied with rap genre. As soon as the music video starts a shot of Carnaby Street is shown which automatically allows the audience to know what location the music video is in. After a group of young black youths are walking along the street looking around at shops which implies that they are prepared to spend a lot of money, as Carnaby Street is known for shopping.
One of the boy's start to speak, this allows the audience to identify what role he plays in the music video, as it plays on it is obvious that he is the main character also that he is possibly the only artist as the rest of the group merge into the background and he is singled out whilst rapping.
The lighting creates verisimilitude within the scene as London is usually dull and grey, the scene has not been edited to look darker, lighter etc because they wanted to emphasise the location that they are in despite the 'Carnaby Street' sign exposed.
The next scene shows breakdancers flaunting their talent this is most likely in South Bank, the dancers have been edited and slowed down to emphasise their talent, again this emphasises the significance of London culture; breakdancing is an unrecognised talent because of the time period that we live in, in the 1980's people embraced it and was seen almost everywhere and especially in the media, therefore most people that still breakdance do it in urban areas such as a small area Trockadero where people can express themselves through their creative talents such as graffiti or dancing.
As the video goes fast cuts are used to show the different shops on Carnaby Street such as Office, Refuel and Vans. From this I can understand who their target audience is because the stores shown are those that youth would wear also the members of the group are young and wear brands that regular teenagers would purchase.
They are also filmed entering G-Star Raw which is not a store that regular teenagers would walk into but would admire and look up to people that have enough money to go into, this gives the artist value and respect amongst the target audience.
There is a point of view shot where the camera man appears to be in the centre walking along with the group. This allows the audience to feel engaged and actually with the group whilst walking through London.
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This music video falls under the pop/indie genre. The music video fits the codes and conventions of this genre as the band are in casual clothing, messy hair and overall a casual appearence. The colours used in this music video consists of white (for the environment), pink, purple, yellow, orange, blue and green, which is effective as the white background allows the colours to stand out. The colours shown are those that are in the rainbow and therefore gives off a vibrant and happy atmosphere which accommodates with the music. Props used such as the guitar, drums and and a main singer are also are conventions of an indie/pop music video which creates realism, other props such as the photo frames and paint pots/brushes are artistic tools which keeps the audience intrigued. The editing used is excellent and cleverly used, for example the band are dancing within the photo frames which is used with a green screen, although it is easily done students are unlikely to edit something like this together as it may seem complicated.
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The third music
video that I have chosen is by Beyonce and named “who runs the world” which is
a pop genre so would typically involve creative shots, choreographed dancing
and revealing clothes.
The video starts
off strong as straight away the camera jerks from side to side and the camera
goes static which gave me the idea that I was watching the news and a camera
man was trying to get away from a possible attack and the news feed was
interfered somehow therefore it allows the audience to be intrigued as to what
is about to happen. Soon after there is a shot of a girl is dark clothing and fanatical
hair who is carelessly hanging onto a tank possibly full of dangerous
chemicals, this already gives the audience the impression that she is of a villains
character and could be the cause of the news interference.
A shot shows
another girl in a field surrounded by dark flowers and tall grass, the
character is also is dark clothing and a black cape, which gives the audience
the impression that she is the main character, later on we see that on her
command other girls rise up from the tall grass and begin to dance on her
accord. Effects are used throughout this scene which makes it look l disorientated
and gives a sense of disturbia. All of the characters wear dark and revealing
clothes which automatically makes them attractive and taken seriously.
The main
character demonstrates a drill command which relates to the song message which
is that girls are more dominant than boys. Again in another scene the main
character is in front of an American flag and a wearing a camo jacket which automatically
makes the audience think of the army and relates the importance of women to the
army.
Another scene is
shown where the main character is wearing a skimpy baggy top and flaunts
herself on a sofa whilst in front of a animal head decoration which is used for
sex appeal. The main character almost slaps the camera into another scene which
is highly effective; the next scene is of the main character in front of a fire
background which has been created with green screen this again creates sex
appeal and a gothic atmosphere.
The scene is
switched to the main character in a bath whilst wearing nothing but underwear
surrounded by red water which creates a gothic element which is not a
convention of pop which makes me reconsider the genre as well as another scene
showing the main character in a bed surrounded by money which is considered to
be a hip-hop convention of money and video girls.
Lastly a scene is shown of the girls dancing
in a camo attire which insinuates that the girls are ready to battle and
challenges people that opposes the songs message .
In conclusion I
think this was overall a great video and belongs in the band 4 category because
of the creativity, the conventions and the overall effort put into it. The only
criticism I have is in the fire scene a studio light is shown in the shot that
could have been edited out or filmed again.
