2. Introduction
• In this piece of research I will be looking music
videos from the broad electronic dance genre
in an attempt to see if there are any key
similarities between a variety of subgenres in
the genre we have chosen to base our
production within.
4. Analysis
• Genre: Trance
• Target audience: the target audience for this product is
male 20-30 (40 possible as artist is of this age) year olds
from the lower end of the socio economic scale. The reason
for this is the artist himself is 39 and the trance genre was
developed in the 1990’s, so this audience would of grown
up during the proliferation of the genre. The reason for the
lower end of the scale is there appears to be an emphasis
on wealth (location and the connotation of wealth from the
women's golden swimsuit).
• Storylines/themes: there is not much to go on in terms of
storyline, however this minimalistic approach may be used
to reflect the carefree lifestyle that the younger target
audience may be experiencing. The main theme that can be
observed is the sexual objectification of women, the
second of Weitzer & Kubrin five common misogynistic
themes, suggesting the TA is male.
5. • Use of technical codes: the video is shot at a slow
rate with the occasional use of slow motion,
which matches the tone of the song also the split
screen effect is used on a number of occasions to
show both characters at the same time, as Schulz
does not move this could be interpreted that
there is a form of interdependence between each
other in the video. Most of the lighting is natural
lighting as all of the video takes place outside
during the day.
• Persuasive techniques: Male gaze, a majority of
the focus is on the female in the golden swimsuit,
with most of the scenes including Markus Schulz
merely being him looking lustfully at her
(however this may just be an example of the
Kuleshov effect).
7. Analysis
• Genre: Gabba
• Target audience: the target audience for this product is
male 20-30 year olds from the lower end of the socio
economic scale (some C1 but most C2 & D). The reason for
this is; this subgenre of electronic dance is emotionally
fuelled, and heavily reliant on the audience matching its
energy as well as being open to an unorthodox style of
music. Due to this the audience is likely to be young adults
so it is unlikely in the majority that they would of reached a
very high rank at their age and also match the explorer
psychographic group. I assumed that the majority would be
male as this is quite an aggressive subgenre aggression
being associated as a male trait.
• Storylines/themes: again there is not much to go on in
terms of storyline and in this case themes as well as it is a
performance based piece.
8. • Use of technical codes: Throughout the video it
uses low key lighting to enhance the “dark” aspect
of the music, and also mixes fast paced editing
with the pyrotechnics to match the chaos of fire
(mentioned in the title). In terms of camerawork a
majority of the shots involving either close or
head and shoulder reaction shots of the live
audience or the artist with the rest being long
shots of the crowd or set.
• Persuasive techniques: As part of the artists
costume and brand is the hockey mask it adds an
element of mystery to the proceedings and
presents the artists as an enigmatic character.
10. Analysis
• Genre: Electro/progressive house
• Target audience: the target audience for this product is
15-28 year olds explorers psycho graphically and D on
the socioeconomic scale. The reason for this is the
artist has only been active since 2007 and the subgenre
is also relatively new so it favours the younger
audience (possibly students which gives reason for the
socio economic scale) who will be more active seekers
of new types of music which matches this artist.
• Storylines/themes: the narrative is split up into two
sections the first of which being a p.o.v film of a person
free running, and the second part being a performance
based piece due to this there was not an abundance of
themes to observe.
11. • Use of technical codes: throughout the producer
consistently uses a fast editing style, however it is
coupled with slowed down footage in the first half and
normal speed footage in the performance part. The
video is split in half in terms of lighting with the first
half using all natural lighting (outside) and the second
half using all artificial lighting (inside). In terms of
camerawork there appears to be a pattern of used
camera shots throughout which include close ups, mid
shots, p.o.v shots & long shots, all appear in both the
performance and narrative sections.
• Persuasive techniques: The persuasive technique used
in the second half could be seen as an emotional
appeal as it shows the audience having a good time
something that would appeal to the viewer even if it is
a hyper realistic exaggeration
12. Conclusion
• In conclusion some key similarities I observed between the
three is that the speed of editing should be tantamount to the
pace of the song in question. Another similarity I observed is
there should be a combination of shot distances with long
shots of the environment used to break up the close ups of
the artist/characters/audience. From this I have learned that
although it is conventional if it is not feasible it is not
paramount to include a mixture of both narrative and
performance based, and most importantly the speed of
editing should not exceed or be inferior to the speed of the
track.
