Analysis of a music video

Darrell Stenering

Track: Show MeArtists: Kid Ink featuring Chris BrownProducer: DJ MustardDirector: Chris BrownYear: 2013

https://www.youtube.com/watch?v=xKkb13IU_DE

Camera: Movement, Shots and Angles• The music video begins with quick cuts in

order to establish the location, which appears to be a party with a lot of females, and the track artist appears to be waking up, dazed as he doesn’t know what is going on.

• In the entire video, no cut goes on for over 5 seconds and this gives the viewer the idea that the environment is fast paced, and this links in well as there is a lot going on in the background.

• The angles used in the video are all either at head height so it focuses on all the movement but not the faces, or at a birds eye view to capture everything in one shot.

Editing: Transitions and Special Effects

• Due to the use of quick cuts, there is no use of transitions between scenes, however, the tempo of the song and when the cuts are made have a slight correlation some of them appear to be in synchronisation.

• The end of the video fades to black and that is the only use of transitions in this video, and this is because it is shot in a style that attempts to replicate an actual party atmosphere and there would not be any special effects at a party.

Mise-en-scene: Colour, Costumes, Props, Locations, Expressions etc.

• The lighting for the video is quite dark in order to replicate the party atmosphere

• Some shots are of just of the artist(s) infront of a black backdrop, this emphasises who the artist is and aids their promotion as a musician

• Whenever the artist is in shot, the light seems to be focused on them whereas the remainder of the shot is dimly lit

• Also, the artists appear to wear a lot of jewellery and this is a sign of wealth

Dominant Ideologies• An ideology which is widely

conveyed in this music video is that alcohol is required in order to have a good time, there are many shots where the actors either have red cups or bottles in hand

• Another ideology which is portrayed in this music video is that women are attracted to men with money, as they seem to flock to the musicians in the video.

Dominant Ideologies• The idea that women

are objects for men’s pleasure is very strongly portrayed in the video as there are many shots of the women’s body parts, or them engaging in acts in order to please men.

GenreThe genre of the song is R&B with a “booming beat and clapping snares that was described as being tailor-made for the clubs and radio alike. (Wikipedia)” and this is shown in the video as the party that is depicted in the video you would expect a song of this style to be playing. In addition to this, R&B music is usually connoted with people of an urban origin and the artists and actors chosen appear to fit into this stereotype. All the males in the video appear to be of African-American heritage but with the females there is a variety, with Caucasian and Hispanic women as well as African-American and mixed heritage females.

Intertextuality• Intertextuality links in with the Hypodermic

Needle theory, which states that audiences might be directly influenced by media products. Therefore by companies placing their product in music videos, the consumer would be more enticed to purchase them.

• In the video, there are signs of intertextuality present, for example, there appears to be a product placement for a specific kind of alcohol, as it is the only one used in this video. This is because alcohol and having a good time tend to be linked therefore, the makers of this drink may feel as this is a marketing opportunity.

• In addition to this, there has been a product placement of a set of headphones in the video, and this may come across to the viewer that if the musician uses this specific brand when listening to music, it may be the best one available on the market.

Audience Reception

• This music video has little depth or meaning behind it and therefore is unlikely to provoke a negative reaction, aside from the objectification of women.

• The Pluralist theory states that the media operates on a supply and demand basis and therefore the director of this video may believe that the audience want to see attractive women dance.

Why might the audience watch/enjoy this music video?

• The audience may watch this video because they could enjoy the good spirits, idea that they are having a good time and the attractive women shown in the video.

Does Andrew Goodwin’s theory apply?• Music videos demonstrate genre characteristicsYes. Pretty girls, demonstrations of wealth• Relationship between lyrics and visuals. Lyrics represented with imagesThere is a slight correlation • Relationship between lyrics and visuals. The tone and atmosphere of

the visual reflect the musicYes. Everyone is in good spirits, up tempo song• Demands of record label include need for close ups of artistYes. Artist close ups are featured a number of times in video• There is frequent notion of looking and particularly voyeuristic

treatment of the female bodyYes. Many shots of female body or of the actors admiring the female body• Intertextual referencesYes. Branded alcohol and headphones feature frequently

Can Laura Mulvey’s theory be applied to the video?

• Laura Mulvey’s theory states that all women in media are objectified. She is a feminist that believes all women are shown through the eyes of men and are seen in voyeuristic ways.

• The video adheres to these ideals as in the video the women are seen as objects. Some of the shots only show the women’s bodies and not their faces, and this gives the idea that women are used just for their body rather than them as a person.