Music video - Analysis

1. Purpose
• Why was the productmade, what is it doing? How is it selling what ever the
productis that it is designed to sell / advertise?
The productwas made to make watchers/listeners buy the track or even the video.
It does this by making the video look like a short movie by all the codeand
conventions the video uses and its editing techniques.
• Can it generate any income as a productor is it just to promote?
It’s mainly to promote Eminem single Stan.
Genre
• Genre of the product(type of music video etc.). This could include sub-genres;
include the genre of the video and also the genre of the song.
The genre of the song is Horror core hip hop/rap. It’s a narrative/performance
video.
Content
• Dialogue – scripted or unscripted (improvised).
The dialogue in the video is scripted. Singer Dido and actor Devon sawa act in
the video beside Eminem himself.
• Presenters – local talent or celebrities the effect these people are having on
the overall video.
Eminem, Devon sawa and dido are the celebs in this video. Devon sawa (actor)
Dido (singer) and hip hop artist/rapper Eminem.
Format
• Length
Eminem - Stan (Long version) 8:10

2. Short - 6:03
• Video / DVD / Website
Music video. Mp4
Meaning
• Viewing context e.g. home, business, company promotion.
The label Eminem is signed to is aftermath/interscope records. The company is
also shown in the music video description for viewers to know what company
helped in the making of the video and for company promotion.
• Purposeto entertain, to inform, persuade or educate who is the target audience?
The purposeof the video is to inform about obsessionand the effects of what being
consumed by obsessiondoes to a person mentally. In the video it tells us about an
obsessedfan named Stan who wishes to be Eminem and circles his entire life
around him. Stan idolizes Eminem so much that this gets in the way of him and his
pregnant wife relationship. With Stan being furious and frustrated of Eminem not
replying back to his letters Stan inevitably kills his pregnant wife and himself by
driving his car into a bridge.
With this I would say that the audience is aimed towards 15-25 year olds. The
reason beside this is becauseas youths we look up to role models and we idolize
them as we aspire to be them. Evermore, the video reaches to this target audience
as it conveys key themes that around our age we are all familiar with. Beside this,
this video was made for Eminem fans. As Eminem just doesn’twant his fans
taking everything he says so literately and being so obsessed suchas Stan and
doing something to themselves so horrific such as; self-harm, suicide or anything
that’s out the ordinary.
• What is the meaning of the product?What is conveying does it suggest it could
better your life, make an impact on society, and involve any themes within
the product?

3. Due to Stan obsessionwith Eminem, Stan takes Eminem lyrics literally and
as a person Stan finally founds someone he can relate to. Stan clearly is sick
whereas Eminem is not. The meaning of the video is to show that as a fan its
ok to idolize your favourite celebrities but it comes to a point where as a
personits not right to become overly obsessed with someone. Eminem also
says about the video that he receives crazy letters such as the ones in the
Stan video and that he wishes his fans not to take his lyrics so literally or
harm themselves anyway.
• How is the video appealing to its target audience, consider the codes and
conventions used and how these are being used in relation to the target
audience.
The video is a narrative/performance as it tells a story about a man named Stan that
is obsessed with Eminem. The video also involves the artist Eminem acting in the
video besides singer dido and the Stan actor Devon saw.
In the setting of the video, Stan is mostly at his house in his basement. The colour
of the basement appears as grimy green. The use of this colour used for the
basement suggests that the basement has something crepuscular about it. Beside
his basement being this colour his house in overall is quite dark due to it being
nighttime and the video in general is mostly never at daytime but at nighttime. The
use of the dark colours used in the video for could suggest that there’s something
unsettling about Stans life, as everything settled around him tends to be something
dark. Also the use of dark colours in the video is good as it shows dark imagery
and its good at creating a dreary feel to things for the audience in suchways a
horror would do.
In addition to the dark colours used in the video it thunders and rains. The thunder
and rain works well with the tempo of the song and emphasis to the already
haunting video. The thunder and rain is also effective to depict characters such as
Stan as in one scene of the video when it thunders and Stan in his basement the
thunder light reflects off Stan’s face, which makes him appear as dark/sinister and
the rain in the background, makes it as if Stan life is melancholic.
The video also does a variety of camera shots and editing. The use of transitions in
the video is effective in this video as it makes the music video like a short movie-
showing from when stans in his house obsessingover Eminem in his basement, to
his wife being lonely upstairs, to Stan going to see Eminem in his concerts and
meet ups with his brother, to stans ripping up posters off his wall of Eminem due to

4. Eminem not replying back to the letters and to the final death of Stan and his
pregnant wife and in general its effective in making the video a narrative type of
video. Also the slow cut editing works well in certain scenes as when Stan is in the
basement us as audience have time to focus on the posters on stans room of
Eminem and see how obsessedStan is towards Eminem and the fast cut editing is
effective in another scene where Stan is ripping up the posterof Eminem from his
wall in the basement.
Target Audience
Age range: 15-25+
Gender: All
Socio-economic grouping: E, D, C2, and C1