Music Video Analysis & Audience Research.

Media Studies- Music Video Textual Analysis By Zoyia Michelle Bhandari 13M

Keri Hilson Feat Kanye West And Neyo - Knock You Down Music Video

Forms and Conventions Genre: R&B, Hip-hop, Electro hop Video Director: Chris Robinson Date of Release: 2009 Type of Video: Performance and Narrative based
Adherence to an Hip-hop and R&B Music Video
Conventions:
Starts with slow paced beat but then kicks in with fast paced beat.
Rapping by Kanye suggests the hip-hop in the video.
Use of close- ups of artists facial.
Variety of camera techniques e.g. Close- up, Establishing Shots, Medium Shot, Long Shot, Point of view shot.
Variety of editing techniques e.g. Split Screen, jump cuts, strobe effect, shot reverse shot, slow motion.
Stylish clothes/ sunglasses.
Dancing individually (no specific dance routine)
Use of props.
Forms and Conventions Genre: R&B, Hip-hop, Electro hop Video Director: Chris Robinson Date of Release: 2009 Type of Video: Performance and Narrative based
Conventions:
Rapping by Kanye suggests the hip-hop in the video.
Variety of editing techniques e.g. Split Screen, jump cuts, strobe effect, shot reverse shot, slow motion.
Stylish clothes/ sunglasses.
Use of props.

Representation During West's line "This is bad, real bad: Michael Jackson", Hilson is shown mouthing the lyrics and grabbing her crotch in a Jackson-esque manner. The lines were referring to Michael Jackson's song "Bad". The jewellery (bling) and expensive shoes worn by the artists in the music video represents the wealth and high status. These are the conventions of R&B and Hip-hop. All three mainstream artists are represented as high status and portrayed as successful people with a lot of money. The jewellery (bling) and expensive shoes worn by the artists in the music video represents the wealth and high status. These are the conventions of R&B and Hip-hop.

Institutions Keri Hilson is signed to the label Interscope. Kanye West is signed to the label GOOD Music, Roc-A-Fella and Def Jam. Ne-yo is signed to the label Def Jam. The music video is incredibly well-known because all three artists are loved celebrities by their fans, which will allow the audience to see that one of their best artist is in the video, so they should watch it and that has took on to affect to many people in the audience as the music video on YouTube has been viewed by an outstanding 25,797,717 people. The music channel that plays this video would be MTV, MTV BASE, KISS. This would be because these are the channels that are known world- wide and is most viewed than any other music channel.

Audiences The target audience for this video would be the people who enjoy listening R&B and Hip-hop. It would be also targeted to people that can relate to the narrative in the music video. Another target audience would be the fans of either of the artists in the video. Polysemic reading of text , it could be argued that the female character is in control and empowered of the situation and the two male characters, which suggests the post feminist music video . However ambiguous ending to the video may portray that she is confused rather than being empowering.

Pussycat Dolls Feat Snoop Dog - Buttons

Forms and Conventions Genre: Pop, R&B, hip hop Video Director: Francis Lawrence Date of Release: 2006 Type of Video: Performance Based
Conventions:
Starts with famous hip-hop rapper Snoop Dog rapping.
Rapping by Snoop Dog suggests the hip-hop in the video.
Variety of camera techniques e.g. Low angle shot, Close-up, Medium Shot (to allow all the group members to be in the shot), Long Shot, Zoom outs.
Variety of editing techniques e.g. jump cuts, shot reverse shot, CGI.
Sexy/ minimal clothing for the females.
Sexy/ stripper dancing, using bar/rail to convey they sexy look. (No specific dance routine)
Use of props e.g. chairs, dancing rail.

Representation The Dolls, dressed in suggestive black outfits, progress through the video performing a striptease, which is for the male gaze. Snoop Dog’s clothing in the video is a convention of a hip hop and R&B music video, he wearing a customised hoody and a cap, which is traditional in the hip hop culture to have your name on every accessory, whether it being a car, clothing blinged out jewellery. Scherzinger, in one dance sequence in the second verse, uses a chair as a prop. On the chorus, five additional chairs appear in the scene, and five of the members of the group appear, and the dance continues

Institutions The Pussycat Dolls are signed on the record labels Polydor, A&M, Interscope, which are the subsidiaries of Universal Music Group. The music channel that plays this video would be MTV, MTV BASE, KISS. This would be because these are the channels that are known world- wide and is most viewed than any other music channel and also these channels are most suited for the genre of music. The video is somewhat admired by a lot of the audience, this is because already the group is famous and well-known but then they have the video featuring Snoop Dog, which will allow his fans to watch the video also. On YouTube the music video has been viewed 23,537,197 times and still growing day by day. The video is somewhat admired by a lot of the audience, this is because already the group is famous and well-known but then they have the video featuring Snoop Dog, which will allow his fans to watch the video also. On YouTube the music video has been viewed 23,537,197 times and still growing day by day.

Audiences The target audience for this music video is more for the male. As the artists in the video are not wearing much clothing, which attracts the male gaze. However, if we look at a more wider targeted audience then it would seem that the people that enjoy the genre of music that video is would enjoy watching this video, and also the people that like the artists that are featured in the video, in this case the Pussycat Dolls and Snoop Dog.

Tinchy Stryder feat. Taio Cruz – Take Me Back

Forms and Conventions
Conventions:
Rapping by Tinchy Stryder suggests the hip-hop in the video and the singing by Taio Cruz portrays the R&B.
Variety of editing techniques e.g. jump cuts, strobe effect, shot reverse shot.
Stylish clothes (hoodies)/ sunglasses.
Use of props (range rover portrays the money he has).
Genre: R&B, Hip-hop Video Director: Fraser T Smith Date of Release: January 19, 2009 Type of Video: Performance based

Representation The jewellery (bling) and expensive sunglasses and clothes worn by the artists and also the range rover in the music video represents the wealth and high status. These are the conventions of R&B and Hip-hop. The girls in this video are very sexual, and they are shown in little clothing. Using props like a stripper pole and wearing something like a swimming costume to seduce the male characters.

Institutions The music video is well-known and has reached the 3 spot in the UK charts. The music video has been watched by 2,883,241 and that keeps increasing by the minute. The main artist in the video is Tinchy Stryder and the featured artist in the video is Taio Cruz. They are both well known and successful artist in the United Kingdom (UK). The two record labels that Tinchy Stryder is signed to are Takeover Entertainment, Island Records. Taio Cruz is also signed by island records but is with Rokstarr Entertainment Division .

Media Studies- Audience Research

Target Audience Research Results

Target Audience Research Results What sorts of colours would you expect to be in a hip hop/ RnB music video? When asking my ‘Target Audience’ this question, the most popular answers were: Red Black Green White What is your favourite music video and why? There was a variety of genres in the answers when I asked this question, however the most popular answers were: Dan Black –Symphonies Asian Kung Fu Generation – After Dark Vampire Weekend – a-punk Beyonce – if I were a boy Akon – I wanna love you How do you think women should be shown in this video? Most popular answers were Sexy Strippers Respectful What types of places do you think this film should be shot? Most popular answers were Ghetto/ slums In the club Homes How do you think men should be represented in this video? Most popular answers were Sexy Wearing hoddies and with bling Dominant/ powerful

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