Music Video Analysis

Comment on the following aspects in relation to your music video choice. How will these techniques appeal to the target audience needs?

Target Audience & Needs

From watching this music video in depth, I believe that there is no specific age range for the target audience, although I do believe that it may be aimed towards Taylor Swift’s fans. Also, the music video appears to star many different celebrities which will bring a wide variety of audiences together who may be fans of these celebrities, such as Selena Gomez, Ellie Goulding, Cara Delevingne and Jessica Alba, as well as many more. The music video itself appears to have an action theme as it involves fighting, villains, weapons and destruction. As well as this, the video isn’t aimed at a certain genre or ethnicity.

Lyrics (Meaning Implied?)

The meanings of the lyrics are apparently aimed at Katy Perry who is a rival of hers. The lyrics imply that at some point they were both friends and Taylor trusted her, “I was thinking that you could be trusted” “Still got scars on my back from your knife”.

Tempo The tempo of the song has a fast pace to fit in with the action packed music video.

Genre The genre of the music video is narrative. The story is based around a group of girls who fight against villains as well as having the ability to do different things (super powers).

Music Video Analysis

Camera Technique There are many camera techniques used throughout this music video, such as long shots, tracking shots, close ups and medium shots. Whilst both singers Taylor Swift and Kendrick Lamar are singing a close up is used on their face to show their emotion and expression.

EditingCutting shots are used frequently throughout.

Use of Digital Effects Throughout the music video a dark theme is used throughout to show the conflict between the two groups of women.