Analysis of a professional music video - The Saturdays - 'Notorious'
Analysis of a professional music video http://www.youtube.com/watch?v=d-OBAXHfgqE&ob=av2e
I have chosen to analyse a music video by ‘The Saturdays’ called ‘Notorious’. I chose this one as it is a by a girl band and features the key characteristics which could give us inspiration for our own production. Who created the production: The writers of this song were Ina Wroldsen and Steve Mac, who later went on to produce it by himself. Steve Mac Over 7 countries where the song was released, there were 3 record labels, Polydor Labels, Fascination Records and Universal Music. When it was made and released: The record was made in 2011 and was first released on the 22 nd May 2011. Target audience: I think the target audience for this song is young adults both female and male as the song genre is pop. Which is the genre that targets young people. I think females would like this music video for the fashionable costume the band members wear, the dance moves and the main focus of the production being about ‘when you step on the dance floor you turn into a completely different person, which you turn into a bad girl’ – Molly, band member of ‘The Saturdays’. However, I think the video also appeals to males as the band would want to broaden their audience by looking attractive and appealing to men.
Narrative structure The music video begins with an establishing shot of a large building that looks like offices. It then cuts to images of inside an elevator then a shot of all 5 of the girls from shoulders up. As the elevator doors shut the music starts properly. When the girls step out of the elevator it is the first time we see the girls properly in full length and realise they are all in smart office clothes all colour matching with black, white and red, to show they are all linked in a band. We then see the girls all working in an office lip-syncing and dancing quite robot-like to the beat of the music, perhaps trying to suggest that when they are at work they feel like robots doing what they are told. After this scene we then see the girls back in the elevator applying make-up and there is close up of the girls bodies as they get changed into their party clothes to show the girls getting glamorised, leaving the audience wondering where they are going and what’s on the 15 th floor. When they reach the 15 th floor they walk out looking stylish and there is images of what’s going on inside the party to set the scene. The rest of the video consists of the girls at the party, with dance moves, close ups and wide shots to show what’s going on in the party. Throughout the majority of the video there is quick editing to match the beat of the song and to make the visuals varied and interesting.
How it is identifiable as a genre product <ul><li>One of the main features included in this product is lip syncing, this is a feature that almost all music video contains, unless you don’t see the artist throughout the whole production. The genre Pop, is the most likely type of music to include lip syncing in a video, as the artists are well known and the producers want to show them in it to make the video popular and well known. Lip syncing shows which artist in a band sings each bit of the song, it is an opportunity to use close ups of the members when they sing their own bits. </li></ul><ul><li>Another feature included in this music video is the band members dancing, this is another key feature of a Pop music video as the genre is known for being quite upbeat and ‘The Saturdays’ song that I have chosen is lively and you can easily dance to it so they would want to prove this to their audience so they want to copy them. This also means the song can be played more widely, for example in clubs and at parties. </li></ul><ul><li>The fashionable costume that the girls wear is also a common feature in this genre product as the band members would want to look nice in order to appeal to young adults both females and males. There is also a costume change with a change of location from the girls wearing smart clothes working in an office to fashionable clothes when they go to a party. </li></ul>
Character representation + critical reception I think that ‘The Saturdays’ overall are made to look glamorised and stylish. I think they do this to appeal to a wide audience, as girls are interested in looking at their fashionable clothes and by looking attractive they also appeal to males. I think the band tries to be role models for young adults as they start off doing office work showing that they are hard working but then changes into fashionable, sexy clothes to go to a party. This song gained lots of positive reception ‘Popjustice’ described the song as ‘big’ and ‘quite amazing’ and ‘Music Entertainment’ said, “‘The Saturdays’ are back and they are bringing a tougher, edgier sound”. On the 29 th of May 2011, the song entered the UK top 10 on the UK singles chart at number 8.
Visual style In terms of camerawork, this video is mainly filled with close up shots of when each band member lip-syncs their own bit, wide shots and establishing shots to show the girls outfits and the setting which they are in. Throughout the majority of the video there is quick editing to match the beat of the song and to make the visuals varied and interesting. Costume, make-up and hair: the type of costume the girls wear is very fashionable and sexy to look attractive to boys and be a role model and to interest girls. The girls all look perfect with a full face of make up and hair done perfectly, when there is a change of scenery, from the office to the party, the girls put on more make up and change their hair style to look more glamorised for the appropriate location. Lighting: the lighting used in this video is mainly artificial. In the office and elevator is it very bright to make the girls stand out then in the party it is quite dark so there is no particular lights on the girls but there is colourful lights flashing to set the scene for a party. Actors performance: I think the band tries to be role models for young adults as they start off doing office work showing that they are hard working but then they change into fashionable, sexy clothes to go to a party to show they have fun and are girly as well. Props: The props the girls use are glasses, to fit with their smart costume, office equipment like the phone when they are working, then make-up in the elevator when they are going to the party.
What makes it a successful example of the genre? I think this video and song is a successful example of a pop song because it has a catchy upbeat tempo, contains dance moves, fashionable costume and contains well known artists. It also contains a lot of lip-syncing which is a key characteristic of a pop music video as the producers want to see as much of the artists song as possible so lots of people get to see the artists and they become more popular. I think this music video appeals to their target audience so they will make the most money and become as popular as they can from it. I have also been inspired for our own music video with the shots, dance moves and quick editing.