MUSIC MARKETING
TASK 1: PRODUCT ANALYSIS: Music Videos
Colombia
- James Arthur- ‘Say you won’t let go’
Goodwin (media language)
Semiotics:
-mise en scene
-cinematography
-editing
-sound
This music video is a mixture of linear narrative music video since it follows a storyline from
the beginning (when they meet as young people) to end (when they're both old and the wife is
lying in hospital) and performance since we see shots of him performing the song. The artist is
singing about a woman he loves and throughout the video we see snapshots of their life
together. We see a man figure which appears to be James- however younger with a woman
whom he is singing about. The music video cuts between two main settings- one being in what
looks like a living room where James is sat playing his guitar and singing. Then throughout the
whole video we can shots of a couple spending time together. According to the lyrics this is
how they met. The video begins with close up shots of the artist- James who is constantly
looking away from the camera, remembering all the times spent with the girl: this is specifically
what makes the music video emotional. Close-up shots make music videos very personal
which it effective in this case since the music video is about love. We see things from the artists
point of view. There are also times were extreme close ups are used. This further conveys the
artists thoughts and feelings.Majority of the feeling is made using an eye level camera
angle- this is to show us the world as we would see it in real life to make us more engaged in
the music video and feel like we are a part of it. As James sings the words of the song “Just
say you won’t let go” we see a baby grabbing onto a man’s hand. This scene shows the both
of them being together in the end and starting a family. This concept was explored by Goodwin
who stated that in music videos ‘there is a relationship between music and visuals’, in this case
it is to illustrate. The whole music video is made black and white- making it seem
the beginning (when they meet as young people) to end (when they're both old and the wife is
lying in hospital) and performance since we see shots of him performing the song. The artist is
singing about a woman he loves and throughout the video we see snapshots of their life
together. We see a man figure which appears to be James- however younger with a woman
whom he is singing about. The music video cuts between two main settings- one being in what
looks like a living room where James is sat playing his guitar and singing. Then throughout the
whole video we can shots of a couple spending time together. According to the lyrics this is
how they met. The video begins with close up shots of the artist- James who is constantly
looking away from the camera, remembering all the times spent with the girl: this is specifically
what makes the music video emotional. Close-up shots make music videos very personal
which it effective in this case since the music video is about love. We see things from the artists
point of view. There are also times were extreme close ups are used. This further conveys the
artists thoughts and feelings.Majority of the feeling is made using an eye level camera
angle- this is to show us the world as we would see it in real life to make us more engaged in
the music video and feel like we are a part of it. As James sings the words of the song “Just
say you won’t let go” we see a baby grabbing onto a man’s hand. This scene shows the both
of them being together in the end and starting a family. This concept was explored by Goodwin
who stated that in music videos ‘there is a relationship between music and visuals’, in this case
it is to illustrate. The whole music video is made black and white- making it seem
Audience: How it is targeted
Since the song suits a particular music genre for specifically from teenagers to people in their
early 30's, this is also how the music video has been targeted.
early 30's, this is also how the music video has been targeted.
- The Script- ‘Superheroes’
Mise en scene
The music video is set in Johannesburg, South Africa what looks to be a less developed area,
with people gathering around the band waiting for them to perform just when the music starts
playing. This music video is also a mixture between a performance video and narrative. The
majority of the music video is of the band performing their song in front of a bunch of people with
a story to go with it of a man leaving his daughter to go to work in a suit. The following shots are
close ups of his facial expressions which show feelings of exhaustion, sadness and possibly guilt.
Overall the music video uses the character of the father as the ‘Superhero’ and he is ‘working every
day and night’ to earn money for his daughter. The story ends when the father comes back from work
and they both join the live performance where the band is- symbolizing happiness.
Cinematography
with people gathering around the band waiting for them to perform just when the music starts
playing. This music video is also a mixture between a performance video and narrative. The
majority of the music video is of the band performing their song in front of a bunch of people with
a story to go with it of a man leaving his daughter to go to work in a suit. The following shots are
close ups of his facial expressions which show feelings of exhaustion, sadness and possibly guilt.
Overall the music video uses the character of the father as the ‘Superhero’ and he is ‘working every
day and night’ to earn money for his daughter. The story ends when the father comes back from work
and they both join the live performance where the band is- symbolizing happiness.
Cinematography
The video uses a lot of close up shots of the man when he is walking to work potentially to
illustrate his exhaustion at having to work so hard and possibly to create a sense of sympathy
in the audience's mind.
illustrate his exhaustion at having to work so hard and possibly to create a sense of sympathy
in the audience's mind.
Representation
The music video is trying to represent the poor people in Africa who live in almost poverty.
At the start of the music video we see them gathering themselves around the band to listen to
their music. They all seem to be enjoying themselves and having fun despite of their living
conditions. Later on in the music video we see a father leaving his daughter in order to go to
work which further amplifies the struggle these people have to see. As the video progresses
we see that the father waking miles in order to get to his work and finally ends up collecting
rubbish. The music video is, overall, attempting to portray the pain and struggle of these
people and present them as the real ‘superheroes’ who have to leave everything behind and
go to work in order to provide for their families.
At the start of the music video we see them gathering themselves around the band to listen to
their music. They all seem to be enjoying themselves and having fun despite of their living
conditions. Later on in the music video we see a father leaving his daughter in order to go to
work which further amplifies the struggle these people have to see. As the video progresses
we see that the father waking miles in order to get to his work and finally ends up collecting
rubbish. The music video is, overall, attempting to portray the pain and struggle of these
people and present them as the real ‘superheroes’ who have to leave everything behind and
go to work in order to provide for their families.
Parlophone
- Coldplay- ‘Hymn for the weekend’
Mise en scene
The music video is set in Mumbai, India where the video highlights indian culture as bright
and colourful. The setting also appears to be natural and relaxed. Beyonce, who features
in the music video is portrayed as a Bollywood actress with all flashy clothes, loads of jewellery,
an awkward headgear and hands decorated in henna. The use of high key lighting shots
highlight the bright and vibrant colours of the indian culture.
The music video is set in Mumbai, India where the video highlights indian culture as bright
and colourful. The setting also appears to be natural and relaxed. Beyonce, who features
in the music video is portrayed as a Bollywood actress with all flashy clothes, loads of jewellery,
an awkward headgear and hands decorated in henna. The use of high key lighting shots
highlight the bright and vibrant colours of the indian culture.
Cinematography
The music video starts off with an establishing shot to give an overview of the whole setting.
It begins with a few medium shots which cut to a few close ups to show Martin singing.
Throughout the whole music video the camera moves in a smooth and unique way to
reinforce a sense of ease and comfort- possibly which is used to represent the Indian culture.
Slow motion is used when we see a boy doing a backflip, this shows how careless life is
and the use of slowing the video down gives a feel of their fun lasting forever.
Sound
At the start of the music video natural diegetic sounds are used when we hear the sound
of birds and traditional music to show the peacefulness of India
How is audience targeted?
Since the music video contains context of India's culture, this would appeal to 30+ year olds.
The music video starts off with an establishing shot to give an overview of the whole setting.
It begins with a few medium shots which cut to a few close ups to show Martin singing.
Throughout the whole music video the camera moves in a smooth and unique way to
reinforce a sense of ease and comfort- possibly which is used to represent the Indian culture.
Slow motion is used when we see a boy doing a backflip, this shows how careless life is
and the use of slowing the video down gives a feel of their fun lasting forever.
Sound
At the start of the music video natural diegetic sounds are used when we hear the sound
of birds and traditional music to show the peacefulness of India
How is audience targeted?
Since the music video contains context of India's culture, this would appeal to 30+ year olds.
- Paul Mccartney- Queenie eye
Semiotic analysis
Performance music video- main artist is playing on the piano and singing the song
With every verse a new person is added which also reflects the music becoming more fast
paced and upbeat. When we look at the scene from the music technicians point of view who
is standing upstairs- we don't see those people anymore. This shows us that the whole music
video is happening in Paul Mccartney’s head. The music he is playing is making him imagine this.
paced and upbeat. When we look at the scene from the music technicians point of view who
is standing upstairs- we don't see those people anymore. This shows us that the whole music
video is happening in Paul Mccartney’s head. The music he is playing is making him imagine this.
Sound
Dialogue before the music video starts- acts like an introduction to what is going to happen.
Cinematography
The camera zooms in to give a close up shot of each individual- they’re all either
dancing to the beat of the song or signing on the floor with their headphones on and vibing
to the music.
dancing to the beat of the song or signing on the floor with their headphones on and vibing
to the music.
Representation
The people are all of different ages and ethnicity- showing a sense of community
and how his music brings people together.
and how his music brings people together.
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