1. Music VideoAnalysis –The Knife,PassThisOn http://youtu.be/gKhjaGRhIYU
DeclanTyldesley
Commenton the followingaspectsinrelation to your music videochoice.
How will these techniquesappeal to the target audienceneeds?
Target Audience &
Needs
The target audience inthisvideoisverymixed because indemographicprofilingthere
isall differenttypesof groupsfrommiddleclasspeopletolowerclasspeopleandalsoa
lotof differentethnicity’smixedbyAsian,Black,White,Genderandage.Alsothe
people thatwouldmainlylistentothistype of musicare quite mature adults,because
theywill understandthe lyricsof the songmore and theywill alsosee whatthissongis
tryingto do,whichis bringingpeopletogethernomatterwhoyouare. Inmy opinion I
didn’treallyenjoythistype of musicmainlybecause thisisnotsuitablemusicfor
teenagersoryoungadults.AlthoughthisisanElectronicordance musicgenre itisa
quite calmand lowbeatmusicstyle sothison the otherhand will notbe as
entertainingforteenagersoryoungadults.
Lyrics (Meaning
Implied?)
Most of the lyricsinthissong wasjustrepeatedandtolda quite complex narrative
storydue tothe fact the mainlyricswere “I’minlove withyourbrother”.Due to the
fact that the singerisa transvestite itcouldalsomeanhe isgay because of the lyrics
saidin thismusicvideoanditis hintedatone particularperson.Althoughthere was
quite a shortamountof lyrics itquite easilyprovedtherewasashort dance part within
inthe songbecause itplayedquite groovymusicatthe time.Thisgotpeople up
dancingat the endof the musicvideo.
Tempo Throughoutthe whole songitplaysa verylow,calmor relaxingtempobecause itis
aimedat a specifictarget audience.Althoughwe have calledthisadance or electronic
genre itwas quite hardto establishbecause of the lowbeattempothatmightnothave
got people dancing,whichthe songismeanttodo as well asbringpeople together. The
tempoof thissong alsogave us quite a CaribbeanorHawaiianfeel tothissongdue to
the type of musicthat wasplayingwhenthe peoplewere dancingalong.

2. Music VideoAnalysis –The Knife,PassThisOn http://youtu.be/gKhjaGRhIYU
DeclanTyldesley
Genre We have establishedsofarthatthis songor musicis basedmore onthe side of
electronicanddance music.Thisgenre wasactuallyveryhardto establishforme
because mostelectronicordance musictendstobe upbeatbutit suddenlycame tomy
senseswhenIheardquite groovymusicbutstill relaxingthatplayedforawhile andgot
people upanddancing.AnotherreasonwhyIchose thismusicgenre isbecause there
wasn’tquite a lotof singingbasedinthismusicvideoandthe lyricswasrepeatedover
and overagain.
CameraTechnique In thismusicvideothere isquite alotof cameratechniquesusedwithinthismusicvideo
but itlooksto me that the camera ishand heldthroughoutthe whole musicvideo
because the camerais a bitshaky,throughoutthe musicvideo.The mostcommon
camera techniquesusedinthismusicvideoare close upshotsandmidshots.It doesthis
to showhowtheyare reactingto thistype of musicand howtheymove or dance,but
there isstill a lotmore camera techniquesusedinthismusicvideosuchas longshots,
twoshots andsome panningshots.The camera techniquesare also usedtoshowwhat
type of clothingtheyare wearing,togive usmore a stereotypical opinionof thatperson.
But it doesthistotry and bringpeople closertogether.
Editing This music video called Pass this on, has given us quite a lot of features so far. In the
editing of this music video they made it so there is roughly about two or three
seconds on each shot to give it quite a fast moving feel although it is a low beat
tempo and quite relaxing music. But they have also used a cutting technique so
when it cuts it looks very smooth and visible so we can still see what is happening on
screen as the music is playing.

3. Music VideoAnalysis –The Knife,PassThisOn http://youtu.be/gKhjaGRhIYU
DeclanTyldesley
Use of Digital Effects While using digital effects on this music video they have done a bit of colour
correction as most music videos use these days, when they was doing a bit of colour
correction they have used very low saturated colours to make the set a bit darker. By
them making the colours low saturated we get the sense that everyone isn’t in a
great mood because there is a use of low key lighting to make it a bit more intense,
but when the music starts to play it puts everyone in a better mood and brings them
together.