Music Video Analysis Of The Alternative Rock Genre

The Killers music video 'Read My Mind' is a conventional rock genre video in many ways. It consist of  the typical conventions using mainly performance footage. This is a main feature of rock genres as they often have videos that are more performance than narrative. This means that they could be considered as commercial exhibitionists according to the 'modern mythic embodiment theory' although they do not fit all the features they are performers and use no narrative or editing work.Within the video itself it also features the band and the band playing there instruments this is a main convention of the rock genre. The video also uses different setting to vary where the band it playing and there is a sense of narrative as we see the band doing other things however it does not appear to be telling a story. The video can also be said to match some of the features of Goodwin's theory as it features dance within the video from the man dressed as elvis, as well as featuring a lot of close ups (record label demand). Overall this can be considered as a typical conventional rock video with bands performance being the main feature within the video.

Brandon Flowers video 'cross fire' is not a typical rock genre video as it contains a large amount of narrative along with performance making him more a televised bard according to the 'mythic embodiment theory' as he becomes a story teller as well as performer. This video also matched the features of Goodwin's theory with a lot of close ups from record demand, intertextual references to tomb raider, links between the music and video and the notion of looking by using windows and frames. The contextual rock genre features are the performance of the artist throughout although he is also the dominant feature in the narrative. The video does not use any instruments which is often seen within the rock genre. Overall this video may not be the conventional take on the rock genre however it works well in entertaining the viewer.

Digipak Analysis

This is a 6 paneled digipak for the artist myth. The digipak design consists of mainly photography which promotes the artist and gives a clear brand identity. The nature of the images emphasises  the abstract name of the artist by capturing him with a mask on. one of the conventions of digipak is the large amount of images used and some text.
The cover uses the artist logo so that the artist can be easily recognised by the audience. The image used on the front cover is a close up shot of the artist side on this makes it look as if he is speaking the text 'myth' which makes the cover overall more effective.
The other panels are also filled with close up images of the artist however the centre inside panel contains the  artist information. where the song list is written in orange with the describing text white which sticks to the colour scheme of the logo and cover. The image used with the text on this panel is very different to the other images used within the digipak. The image is very entropic as it features the artist sitting without a chair so he appears to be hovering which also emphaises the name of the artist by creating a magical image.
The inside left side of the pack is used to contain the CD/DVD with the close up image of the artist printed onto the CD to keep up the level of design. The cd also contains the logo and DVD print. There is also an image printed behind the CD which keeps the colour scheme following throughout the design.
Overall the digipak sticks to the dark images and grey background and keeps the colour scheme simple with the orange,white and black scheme taken from the colour of the logo. The images make the product stand out further and overall it is a successful packaging for a digipak.

This digipak is for the artist Ruby James and is another 6 paneled digipak. The digipak consist mainly of photography which empathises the country genre of the music. It also creates a sense of brand identity with her being the identifying factor of the artist. This allows the audience to easily recognised who the digipak is created by.
The cover of the digipak is very simple. There is one main image used on the front which not only identifies the artist but the genre of music as the medium long shot contains a dessert/ country background which empathises the country genre of the music. The mise-en-scene is a key part of the cover as the costume is also used to emphasise the country genre. The text used for the album name is also something you'd identify with a country genre.
The inside side panels are also filled with images though these don't show the music genre swell as the cover image. The left panel uses a close up of the artist creating a glamorous and warm image whereas the right panel contains a 2 shot of the artist and featuring artist in the digipak. This image paints a richer more glamorous look although the two images create an attractive layout.
The centre inside panel is used to contain the CD although instead of being mounted on another image of the artist as the designer chose to mount the CD on a darker landscape image. The CD itself has a simple graphic design upon it although has no photography. It does however keep the logo as a reacurring feature of the CD and the digipak design. This makes the CD identifiable with the packaging and also helps to identify the genre and artist.
Overall the digipak sticks to a warm and inviting look which is a lot different to the previous digipak. The variety of shots of the artist creates a variety of images to advertise and promote the artist and this helps the overall design making the digipak very attractive.

Analysis of Christina Aguilera - Not Myself Tonight Using The Modern Mythic Embodiment Theory

The Modern Ethnic Embodiment Theory is a theory from Sven E Carlsson which is the view from the artist of the music video artist and how they want to be viewed within there video. This consist of three main types of performances:

• Commercial exhibitionist - where the performer is trying to sell everything within the spotlight; the voice, record and look. This usually consists of a stardom quality and sexuality so that the artist is admired and wanted to be like
• Televised bard - where the preformed is the singer and story teller of the video (this means a lot of narrative footage within the video). The lyrics within the song is then used to match the content of the video
• Electronic Sherman - Where the artist creates a magical and mythical reality. For example using a lot of special effects like Cher's video 'Believe' where she uses lighting to create a magical look or an animated reality like in many of the Gorilla's music videos.

By using the method of Modern Ethnic Embodiment it's possible to view Christina as a commercial exhibitionist judging by this music video. The dominant feature within the video is her as she is onscreen the entire time and looks to be addressing the audience in the opening sequence. The beginning also introduces the sexuality of the video using voyeuristic  images. There is also a considerable amount of camera movement during the video with tilt movement used to move up and down her body in a suggestive manner as well as close ups creating a variety of voyeuristic footage. As well as using her body to attract the audience to aspire to have a figure like hers and attention she has within the video she also uses it to show her lifestyle. There are close up images of her in sunglasses and dressed glamourously to emphasise her fame and celebrity lifestyle which may make the audience to aspire to have a lifestyle like hers and admire her. Everything about the video is about her with her being painted as a sexual goddess and admired by everyone within the video this creates the need to be her. Overall she can be determined as a commercial exhibitionist as the video promotes her throughout selling everything about the artist.

Magazine Adverts

This is a full page advert within a magazine and within this advert we can easily see who the magazine is promoting as they use Lady Gaga's images as the brands identity. The magazine choice to use two close up images of the artist straight on which  allows the audience to recognise the artist immediately. They use two large but very contrasting images that are both of her. The two very different images appeal to different audiences as we can see the fashion icon and performer within the top image and the softer toned down lady gaga in the bottom image this promotes both sides of her music. The advert itself is split into 3 panels  which splits up the advert and makes it stand out more. The text is positioned on the bottom 3 panels as these are the more subtle images so the text stand out more. It uses a very simple font that is bold and stand out with 'LADY GAGA THE FAME MONSTER' standing out against the rest of the text as it is the artist that is being advertised.  There is also other text promoting the CD and the artists through the use of reviews. The bottom panel of the page is used to show the album and dvd covers which makes the advert clear. The important information on the page is mainly that the product is now available at all good music retailers however they also appeal to the audience by adding there is 8 new tracks and bad romance featuring Beyonce. This widens the audiences further by mentioning the featuring artist within the advert. Overall I feel this advert is successful as the full page would stand out within the magazine and the panels makes the text easily identifiable. There is also a strong brand identity within the advert which makes it clear what it is advertising and will attract the audience to purchase the product.

This is another full page advert advertising the prodigy's new album release. The first thing you notice about this advert is the image in the centre of the page however it does not use photography of the band to promote the artist although the graffti layout of the text promotes the bands new album name. The orange text also makes it stand out and the bright colours make the advert more eye-catching. At the top of the advert there is the bands logo this acts as the bands identity as the logo is easily recognisable and stands out against the pale background. The other main text on the page is the caption that the album is out now, reviews of the music and the album website. The reviews from a variety of media industries promotes the album as it makes the band sound extremely good. Like the previous advert I looked at the advert is also split into 2 panels. The panel acts as a frame to the text which makes the important information within the advert stand out after the initial image has caught the attention of the audience. Overall this advert is successful as the large image attracts the audience and the logo emphaises the advert making it clear what the advert is promoting. The continuous use of the logo font also works well as it makes the advert more attractive

This advert is another full page advert within a magazine. The thing that stands out most about this poster is the 4 panelled image which takes up the majority of the page. This image is used to show each member of the band which works well as it gives a sharp and professional look to the advert which would appeal to a middle aged audience. The majority of the members are also looking straight at the camera which makes the band stand out and allows them to recognised by fans within the audience. The main text within the advert is the bands name 'razor light' and the albums name 'Slipway fires' which is the most important feature of the advert as it clearly states what the magazine is advertising. Other important information within this advert is the date of realise and the ways the music can be purchased. There is also additional information that it includes there new single which is an extra pull for the audience. The advert also features links to bands website. Overall I feel that this is a very smart and sharp advert. The simple white on black text makes the information stand out and the image is very different for this genre of band however it works well capturing the audience and appeals to a different older audience. This works well and promotes the artist throughout the advert.

Analysis Of Entropic And Redundant Features

Redundancy is used to describe something we would expect as it either fits a certain genre or they are normal everyday things which seem normal.

Entropy is the unexpected. Things that seem weird and unnormal and would surprise you.

Analysis of Coldplay - Paradise

Redundant features

• Elephant in the zoo - this is a redundant feature as we expect to see elephants in the this habitat
• Band featured in the video - this is also redundant as bands are often featured within there videos to promote there music
• Link between the lyrics and video - use of cardboard with the lyrics on connects the song to the video
• Instruments within the video - this is a redundant feature of this genre of music 
• Elephants in the wild - redundant to the natural habitat of the elephant
• Live performance - gives the element of performance within the video

Entropic Features

• Band dresses as elephants - this is entropic as you do not expect the band to be dressed as elephants within there music video
• Elephant riding a bike - this is another entropic element as we do not expect a elephant to ride a bike 
• Elephant in the city, using the underground - this is very entropic as this is not there natural habitat
• Elephant riding a unicycle - very entropic as you would not expect an elegant on the road or riding a unicycle
• Mainly narrative based footage - this is entropic as Coldplay is known for its higher performance based however this is entirely narrative

Analysis of All Time Low - Time Bomb

Redundant Features

• Performance and narrative based - this is redundant of most music videos
• Artist Singing- this is a redundant feature of most music videos, especially this genre
• Instruments being played - redundant as it is typical of this genre 
• The video matched music beat - this is also a redundant feature you'd expect within a video

Entropic Features

• Preforming on a roof - this is entropic as it is not a place you would expect to see the band preform
• Police shooting - this is also entropic because we don't expect the police to fire at people without a known reason 
• Narrative runs through performance - this is interesting as it makes the narrative and performance based combine which we would not normally expect
• Girl glowing - this is a very entropic feature as we do not expect people to glow

Analysis of Beastie Boys - Sabotage

Redundant features

• Shots of the car conventional to cop films - The police/cop look of the film makes the shots used a redundant feature as its what we would expect in that genre
• Intertextual references - to detective films and Beatles which is a redundant feature in music videos
• Violence/ bombs - predictable to cop/action films which the video is similar to
• Location of a city - redundant to an action/cop narrative as you would expect this kind of narrative to be based within a city where theres more crime
• Band featured within the video - very redundant as this is the feature of most music videos

Entropic features

• Like a film - this is entropic as the music video is see like a film which is not typical to music videos
• No performance - there is no performance by the band which is the main feature in most videos
• Text - another entropic element as the song is written as if its titles and credits to a movie
• Bad coppers - this is entropic as we expect the band to be the good guys within there video but they come across as the bad cops
• Chef as the villain - almost makes fun of the conventional cop films by using flour and an evil chef

Analysis Of Music Video, Jar Of Hearts by Christina Perri Using Godwin's Theory: Jar Of Hearts - Christina Perri

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After applying Godwin's theory to Christina Perris music video Jar of Hearts I found that his features could be applied easily to the video which supports his theory of music videos as I found there is links between the lyrics and visuals in this video as well as genre characteristics, record label demand, notion of looking and in textual reference which supports all of his features within the theory.

Textual Analysis Of All American Rejects Music Video : Gives You Hell

The music video for All American Rejects 'Gives You Hell' is typically a performance and narrative based piece which is typically amplifying; as the lyrics often match the movements and gestures of the video for example ' I wake up every evening' is accompanied by the shot of him waking up as the neighbours go to sleep illustrating the lyrics with the camera shots.

The mise-en scene is very light and airy painting the image of a perfect neighbourhood as a setting although uses the redundant feature of a house you'd expect to see in the neighbourhood and the bands house which is an entropic feature as the house is painted in bright colour amplifying the song title 'gives you hell' as they are painted as the neighbours from hell. This is empathised throughout the video as the body language and over exaggerated facial expressions are redundant to the type of person you would expect in the neighbourhood however the band is seen in contrast with very relaxed expressions. Props within the house also add to the contrast between the neighbours as the scene is messy within the bands house and tidy and clean within the neighbours. It also uses props such as mobile phones and beers as product placement and to advice the brands.

The costume within the video is very smart for the neighbours whereas the bands dress is very casual which emphases the difference between the neighbours although there clothing smart in the performance shots and often dark as you expect to find in this alternative genre of music. They also use instruments within the performance based footage and synchronous singing which is also expected within this genre.

The camera shots within the image are rather simple using a establishing shot of the neighbourhood to set the narrative. The shots are mail close ups and mid shots focusing on the narrative however the preformance based footage is shot at a high angle with the band looking up at the camera. It mainly contains closeups of the lead singer  establishing a band identity and advertising the band. The video also has clever composition using a frame within a frame with a over the shoulder shot of the neighbour looking into a mirror. There is also a lot of camera movement within the video suggesting a high budget production with panning open at the beginning of the clip from one house to the next as well as following the band members. They also use tilt movement to go up and down the body of the women neighbour which suggests some voyeuristic treatment of the female body.

The editing within the video consists mainly of straight cuts which make the video run smoothly and give the high budget look. However there are a lot of jump cuts within the performance footage and when the music speeds up typically within the chorus so that the footage syncronises with the beat.  There is also a lot of shot reverse shot used within the music video especially between the neighbours during arguments. There is also eyeliner match used when the neighbouring couple are a game and we follow the mans gaze to see the band outside.

Overal the music video compliments the music and is a high budget production judging on the clean editing and camera movement which makes the video look  more effective and appealing to the target audience of 16 - 21.

Introduction

For my A2 media project I intend to research music videos and advertising so I can go on to promote an unsigned band by creating a fresh music video and market the band using digi-packs containing the music and music video.