1. TEXTUAL ANALYSES
Music video
Georgia Wilson

2. MIND MAP
-The main purpose of a music video is to promote the release of a new album.
A music video will often represent a group or individual. For artists music
videos establish the artist into the genre, it shows the audience what they’re
about and what music messages they incorporate into their music. It increases
the fan base of that artist.
-To gain popularity some producers
pair big artists with upcoming artists,
which helps them gain their own fan
base. This was done with Emeli Sande
in Professor Green’s ‘Read All About
It’, it was effective because Emeli
gained popularity and since the music
video release she has re-released her
own version of this song and her
increase of popularity led her to
perform at the closing ceremony of
the Olympics.

3. MIND MAP
Music videos can be promoting sales of not
only albums but films too.
http://www.youtube.com/watch?v=zk4qJ3bzt5U
Will Smith made this video to promote his
film ‘Men in Black’, this video was made for
his large fan base that will then want to see the
film.
http
://www.youtube.com/watch?v=P4-732dLRCw
This video is promoting a band name
Skindred, they have taken into consideration
that the creativity of the video is a talking
point. Also using attractive dancers for visual
pleasure that draws in male attention, this is
more commonly know as the Male Gaze
Theory.

4. Phaeleh –Lament
http://www.youtube.com/watch?v=FuzHBSa_FDs
Codes and Conventions
The genre of this music video is Ambient/
downtempo. The video is slow paced and
filmed in exotic places such as the dessert, this
is because they are wide open spaces. It is
effective as they connote with peace and
freedom.
The women featured in the video are young and attractive, they draw in the
male attention noted from The Male Gaze Theory – Laura Mulvey, the men
want to be with the actors and the women want to be them. Maybe not just
through looks, but in freedom, these actors appear to be living a care free
life.
The use of exotic animals in this video may draw in viewers. It is effective as
it makes the video more exciting.
The colours used in the video are very earth based and they connote peace
with mankind and nature. Although I believe black is used to show that
there will always be a mysterious or down side.

5. Narrative
As the music video progresses in a chronological order it is a
linear narrative, although as there is no real comprehensive story
it could also be viewed as non-linear.
There are fiction and non-fiction elements to the video that
make it somewhat relatable for instance the real meaning of
wanting peace between nature and mankind and also everyone
longs for freedom. Yet, the fictional interaction between these
exotic animals and attractive women in slow motion almost
makes the video humorous as it isn’t believable.

6. Audience
As I have spoken about before, the video has a sense of the Male
Gaze Theory. It is effective as it draws viewers to the video, as men
will watch the video as they find the models attractive where as the
woman will want to be them.
In other Phaeleh music videos I believe it is aimed at a younger
audience, yet the actors in this music video seem to be around 25-
30. I still think that Phaeleh’s audience in general are free
thinkers and carefree, those in the younger generation. But the
content of this video suggests freedom and I believe it is sending
that message to those who are older.
The content of the video also suggests that the audience attracted
will be those who want to help the earth and are very nature
orientated. They will also want to bring peace to mankind.

7. Editing techniques
The music video demonstrates a slow motion
effect that is used continuously through the
video. It is effective as it adds to the atmosphere
and the surreal ambience feel.
There are many camera angles used throughout,
such as the wide angles shot that establish the
landscape, the close up of the actresses faces
which put across the emotion within the scene
and the many mid shots of animals, shot in HD.
It is effective as different shot types keep the
viewers interested. These elements make the
audience not only appreciate the professionalism
of the video but the emotion they are trying to
display.
There is also fading between shots, this is
effective as it compliments the slow tempo of the
music video and is more dramatic, making the
video more interesting.

8. Positives:
-The use of the Male Gaze Theory brings new audiences to the video, which will gain it popularity,
therefore selling the artist.
-The colours used are earthly tones which fits with the genre of the music video.
-The video speaks clearly to the target audience through the use of mise-en-scene and nature
elements.
-Slow motion effects add to the calming atmosphere of the video.
-Different shot types fit to the pace of the music keep the audience interested.
-The fading between shots is slow and fits with the music which adds to the dramatic feel to the
video.
Negatives:
-The interaction between the ‘wild’ animals and the attractive actresses is unbelievable and may come
across as humorous.
-The applied Male Gaze Theory may not speak strongly to women and may make them feel insecure.
-The fades in and out may go on to long making audience bored.

9. Boards Of Canada –
Everything You Do Is A Balloon
http://www.youtube.com/watch?v=dQEmaj9C6ko
Codes and conventions
The genre of this music is Ambient/ Electronica.
It’s this genre that suggests the video will be slow
pace as ambient music is about the calming and
intriguing effects of visual aids.
The music video was originally a safety awareness
video for bike riders, although there were elements
added and removed for the video itself such as the
narration as it is a music video and they added in
animations to show the drop in the number of
people, which is eerier than the original as it’s
basically showing a count down to death.
The last animation and the end of the video is a 1, representing the last child standing.
The children wear monkey masks and tails to represent the misunderstanding of communication,
in the way that if it were monkeys being told they would not fully understand just like these
children didn’t.
There is an antique grain added to the film that has been added to make the video look older, it
is effective as it goes strongly with ambient music because it adds to the hazy ambience that the
music makes you feel.

10. Narrative
This video shows a ‘situation’ to the audience. It is non-fictional
obviously due to the content of the video. Although the video is very
conceptual as it is about events that could happen. Visually the video
is linear because the ‘events’ happen in chronological order, there is
even a animated count down that allows the viewer to follow every
step of the video. Yet, as the video is non-fictional and has been
adapted to the music it had a non-linear element as it is a video
about a concept: awareness.
The original video tells the whole story of each child and what they
did wrong to end up dead. The music video has made each clip
more mysterious and quite sinister as you never find out what that
child did wrong to die, in a sense it is effective as it leaves the
audience wanting more. And then the one child who lives eats the
other children’s lunches, by not seeing the original video makes the
music video very dark.

11. Audience
The original video was made in 1963 and was aimed at children and parents, it was
sending a message of safety awareness. The video was then constructed to fit Boards of
Canada’s music in the 90’s, it brought in an audience as the video was considered vintage.
Due to the content of the video it was seen as quite visually stimulating as the band were
assumed to use psychedelic drugs, the way the video had been edited is considered to be
weird, dark and exciting. The word ‘trippy’ has been used widely by people who have
commented on Youtube , this refers to the psychedelic trips induced by drugs, a term used
since the 60’s, when the original video came out.
The expected audience to this music video are the creative and soulful people, maybe the
young generation with minds of their own, this is evident as the music video has been
adapted in such a way that it is matter of opinion of what the music video could mean.
“The monkeys are the wild creative desires born into us all. Over time, they die out. From
the cars, society's machines of system. From exhaustion; our natural state cannot keep up
with the artificial speed of the life. The pothole, a man-made danger, built-in to society. It's
a warning that the hustle and bustle of modern life is not at ease with our spirit and
nature.” – comment on Youtube

12. Editing techniques
As the music video is built by extracts from a safety awareness video
made in 1963, there aren’t many editing techniques that are the work
of those associated with Boards of Canada.
The narrative of the original video has been moved, removed, switched
and edited. So that the music video is more mysterious and would not
make sense if it was not for the music itself. Also, the voice over to the
original video has been removed.
The fact that these editing techniques did not come from those who
work with Boards of Canada shows that they already had a meaning
that they thought would fit well with the visuals of the original video.
However, they did add an animated countdown in between clips, they
do look like very old drawing, using soft colours, that fit with the video
well. I believe they added this countdown to make the video more
intense and ‘creepy’.

13. Positives:
-The use of a old video that has been chopped and changed around is effective as it gives a new
meaning to the old video, in this case they have made it mysterious which is very interesting.
-The grain effect gives an antique like look to the photo which fits with the music and idea behind
the video.
-The mysterious and dark elements to the video make it more memorable, increasing popularity.
Negatives:
-Using an old video meant that it was harder to put their own meaning behind it.
-Many associate this type of ‘trippy’ video with drugs which may encourage use.

14. Summary
Looking at both videos I have learnt that I need to be careful with planning
what I want to example within my own video.
From these videos my partner and I have decided that we want to make a
video that will not only be enjoyed by our target audience but by everyone,
thus widening the ‘target pool’.
I really like the old-time grain effect used on the Boards of Canada video and
hope to be able to include it within my video.
From the Phaeleh video I have decided against any farcical elements as I want
to avoid our music video becoming humourous.

15. TEXTUAL ANALYSISTEXTUAL ANALYSIS
DigipakDigipak
Georgia WilsonGeorgia Wilson

16. Boards of Canada –
Music Has The Right To Children
The genre of this album is electronic ambient.
The digipak sticks to the normal conventions such as
the album art on the front, a track list on the back and
the track list printed on the hard disk as well.
In a shop the first thing people will look for is the title
so they are able to find out what the album is called
and who it is by. The title is a simple text as it reflects
the calmness of the artists personality. The track list on
the back is so that people are aware of the song titles, it
is also printed on the front of the hard disk as many
people lose the cases and if that was the case then it is
handy for them to have the track list on the front as
they wouldn’t know which song was playing.
The album art isn’t bold and in your
face like many mainstream albums it
is subtle and effective as it stands out
because it is different from all the
other albums.

17. LetteringLettering - The font is rounded and small- The font is rounded and small
which, like the imagery, alsowhich, like the imagery, also
doesn’t stand out. It is effectivedoesn’t stand out. It is effective
because it’s different and itbecause it’s different and it
shows that this band are moreshows that this band are more
interested in their music thaninterested in their music than
their image and as a musictheir image and as a music
lover I respect that. And that islover I respect that. And that is
why Boards of Canada havewhy Boards of Canada have
earned so much respect fromearned so much respect from
their fans.their fans.
The modern text couldThe modern text could
represent the electronic soundsrepresent the electronic sounds
to their music.to their music.
They also haven’t used capitalThey also haven’t used capital
letters to show that they areletters to show that they are
different and to add to thedifferent and to add to the
relaxing vibes from the artists.relaxing vibes from the artists.

18. ImageImage
There is an odd familiarity to theThere is an odd familiarity to the
imagery Boards of Canada use. It isimagery Boards of Canada use. It is
warm and calming, which iswarm and calming, which is
noticeable straight away. The blue/noticeable straight away. The blue/
green hues that are present are usedgreen hues that are present are used
in a very different way to what theyin a very different way to what they
usually are which is effective asusually are which is effective as
normally these colours connotenormally these colours connote
coldness and sadness but the colourscoldness and sadness but the colours
present here show calmness andpresent here show calmness and
clarity of thought, even though thereclarity of thought, even though there
is a haze to the image. The hazeis a haze to the image. The haze
connotes memories and with theconnotes memories and with the
content of the image I would say it iscontent of the image I would say it is
a fond memory. The fact that theya fond memory. The fact that they
are faceless in the image is effectiveare faceless in the image is effective
as it suggests it is for the audienceas it suggests it is for the audience
benefit. That they will be able tobenefit. That they will be able to
place themselves as the model in theplace themselves as the model in the
image. This relates to personalimage. This relates to personal
identity of the Blumler and Katz’sidentity of the Blumler and Katz’s
theory of Uses and Gratifications.theory of Uses and Gratifications.
(1974).(1974).

19. RepresentationRepresentation
Boards of Canada are known for theirBoards of Canada are known for their
thoughts and views on society. It is evidentthoughts and views on society. It is evident
with their music. What they represent iswith their music. What they represent is
what the new generation are missing.what the new generation are missing.
Appreciation for the way we live. TheyAppreciation for the way we live. They
example all of our behaviour and how weexample all of our behaviour and how we
worry for the little things in life. This is whatworry for the little things in life. This is what
Boards of Canada are trying to show. ThatBoards of Canada are trying to show. That
society needs to relax.society needs to relax.
The imagery represents the ‘old days’ whereThe imagery represents the ‘old days’ where
things were simpler. They aren’t trying tothings were simpler. They aren’t trying to
show that their music is better than others ofshow that their music is better than others of
their genre or that they have more money,their genre or that they have more money,
girls, tangible objects, their digipak showsgirls, tangible objects, their digipak shows
that they are about their music, where asthat they are about their music, where as
other genres are trying to shove what theyother genres are trying to shove what they
have done down society’s throat.have done down society’s throat.
The blurred out faces are effective as theyThe blurred out faces are effective as they
could represent the new generation that havecould represent the new generation that have
lost their selves.lost their selves.

20. AudienceAudience
- As mentioned before Boards of Canada make their music becauseAs mentioned before Boards of Canada make their music because
that is what they love. It’s not for the money or popularity, it’s forthat is what they love. It’s not for the money or popularity, it’s for
their genuine love of music. The audience will be those who agreetheir genuine love of music. The audience will be those who agree
with their views and those already fans of the genre. There music iswith their views and those already fans of the genre. There music is
noticed by recommendation of those who listen to this genre ofnoticed by recommendation of those who listen to this genre of
music. There isn’t much advertisement for Boards of Canada asmusic. There isn’t much advertisement for Boards of Canada as
they don’t try to persuade people into listening to their music. Thisthey don’t try to persuade people into listening to their music. This
is why they are respected as they respect the fact that not everyoneis why they are respected as they respect the fact that not everyone
will want or like to listen to their music.will want or like to listen to their music.
- Those who will buy their music is people who example theThose who will buy their music is people who example the
thoughts and views of Boards of Canada. They will be people whothoughts and views of Boards of Canada. They will be people who
look to relax and will be calmed by the music.look to relax and will be calmed by the music.

21. Positives:Positives:
-The images, colours and text used really relate to the genre and the band.-The images, colours and text used really relate to the genre and the band.
-The use of symbolism really speaks to their target audience.-The use of symbolism really speaks to their target audience.
Negatives:Negatives:
-Although it is probably intentional the digipak looks dated which might not speak to theAlthough it is probably intentional the digipak looks dated which might not speak to the
younger generation.younger generation.
-The text isn’t particularly big which means it might not catch people attention.The text isn’t particularly big which means it might not catch people attention.

22. Aphex Twin-Aphex Twin-
Window lickerWindow licker
The genre of the album is considered ‘electronic’ yet AphexThe genre of the album is considered ‘electronic’ yet Aphex
Twin are also considered ambient. The thing with AphexTwin are also considered ambient. The thing with Aphex
Twin is that they love to confuse and shock the audience,Twin is that they love to confuse and shock the audience,
which is how they gained their audience in the first place.which is how they gained their audience in the first place.
It’s as if Aphex Twin are mocking the usual conventions ofIt’s as if Aphex Twin are mocking the usual conventions of
a digipak, they have taken a woman with an attractive bodya digipak, they have taken a woman with an attractive body
to put on the front linking to the Male Gaze Theory statedto put on the front linking to the Male Gaze Theory stated
by Laura Mulvey, yet they have used Aphex Twin’s (Richardby Laura Mulvey, yet they have used Aphex Twin’s (Richard
D. James) face, which has been superimposed onto the body.D. James) face, which has been superimposed onto the body.
It is effective as it is comical and shocking, it grabs theIt is effective as it is comical and shocking, it grabs the
attention of people who are just passing by.attention of people who are just passing by.
These comical and shocking elements
are also evident on the back as it is
plain white with a barcode. This is
effective at it shows that Aphex Twin
is about having fun and confusing the
audience. Which is why people like it.

23. LetteringLettering
- It is obvious that Aphex Twin doesn’tIt is obvious that Aphex Twin doesn’t
take himself too seriously. Which istake himself too seriously. Which is
what people enjoy about him and hiswhat people enjoy about him and his
music. The album is a single so theremusic. The album is a single so there
wouldnwouldn’’t be much text anyway but It be much text anyway but I
think the reason there is next to nothink the reason there is next to no
text is because it is supposed to betext is because it is supposed to be
confusing.confusing.
- There is the small text of the title, it isThere is the small text of the title, it is
a modern text and it does reflect thea modern text and it does reflect the
music.music.
- There isn’t much to say about theThere isn’t much to say about the
lettering for obvious reasons but thelettering for obvious reasons but the
simplicity of it all could be arguedsimplicity of it all could be argued
more effective as it’s shocking whichmore effective as it’s shocking which
makes it memorable.makes it memorable.

24. ImageImage The image straight away allows theThe image straight away allows the
audience to see the oddness andaudience to see the oddness and
humour of Aphex Twin’s personality.humour of Aphex Twin’s personality.
And strangely it does example theAnd strangely it does example the
music, it shows that it will be different.music, it shows that it will be different.
The reason for this picture I believe isThe reason for this picture I believe is
to make the audience uncomfortable.to make the audience uncomfortable.
Applying the Male Gaze Theory, MenApplying the Male Gaze Theory, Men
will look straight at the woman’s bodywill look straight at the woman’s body
but will then realise Aphex Twin’s facebut will then realise Aphex Twin’s face
which will be disturbing for them butwhich will be disturbing for them but
after that the humour of the picture isafter that the humour of the picture is
what they will like about the image. Iwhat they will like about the image. I
think it is women who will appreciatethink it is women who will appreciate
the humour of the image more as theythe humour of the image more as they
may be envious of the body but theymay be envious of the body but they
certainly won’t be envious of the face.certainly won’t be envious of the face.
Overall, the image is effective as it is soOverall, the image is effective as it is so
odd that people will want to know ifodd that people will want to know if
the music reflects it, so it is in fact athe music reflects it, so it is in fact a
selling point.selling point.

25. RepresentationRepresentation
- Aphex Twin challenges normal stereotypes by using himselfAphex Twin challenges normal stereotypes by using himself
on the front of his digipak, where as other artists from thison the front of his digipak, where as other artists from this
genre will most likely use a piece of artwork.genre will most likely use a piece of artwork.
- He has used a woman on the front that has a lot of skinHe has used a woman on the front that has a lot of skin
showing this is not commonly seen in electronic/ambientshowing this is not commonly seen in electronic/ambient
music, where it is regularly seen in hip/hop, pop and generalmusic, where it is regularly seen in hip/hop, pop and general
mainstream music.mainstream music.
- I think what he is trying to show is that not everything needsI think what he is trying to show is that not everything needs
to be so serious. I think he does share a similar view toto be so serious. I think he does share a similar view to
Boards of Canada.Boards of Canada.

26. AudienceAudience
The people most likely to buy this album are those who enjoy aThe people most likely to buy this album are those who enjoy a
joke and don’t take themselves too seriously. ‘Life lovers’. Theyjoke and don’t take themselves too seriously. ‘Life lovers’. They
will be young as stereotypically this genre is seen as just ‘noise’ bywill be young as stereotypically this genre is seen as just ‘noise’ by
those of an older generation.those of an older generation.
People who will buy the CD will be those who like Aphex TwinPeople who will buy the CD will be those who like Aphex Twin
or are major fans of the genre, it is rare that people would buy aor are major fans of the genre, it is rare that people would buy a
CD because they liked the image or the front or that the textCD because they liked the image or the front or that the text
looked interesting. With this genre making a digipak is just aboutlooked interesting. With this genre making a digipak is just about
what the artist likes, instead of trying to make people buy it.what the artist likes, instead of trying to make people buy it.

27. Positives:Positives:
-The use of the humourous elements are refreshing as it is a really unique idea.The use of the humourous elements are refreshing as it is a really unique idea.
-Using himself on the front cover will publicise him more.Using himself on the front cover will publicise him more.
Negatives:Negatives:
-The text is very small and would not grab attention.The text is very small and would not grab attention.
-The lack of text may be confusing to the audience and a hassle.The lack of text may be confusing to the audience and a hassle.

28. TEXTUAL ANALYSISTEXTUAL ANALYSIS
PosterPoster

29. Aphex TwinAphex Twin
 I would say that the posterI would say that the poster
somewhat portrays the genre of thesomewhat portrays the genre of the
music as it has visually conceptualmusic as it has visually conceptual
elements to it that has been thoughtelements to it that has been thought
carefully by the producer but there iscarefully by the producer but there is
the unfamiliar elements in there tothe unfamiliar elements in there to
promote the artist. The blues and thepromote the artist. The blues and the
star are effective as they are there tostar are effective as they are there to
connote peace which is usually inconnote peace which is usually in
ambient music but the red hues andambient music but the red hues and
the very industrial lookingthe very industrial looking
background are there because theybackground are there because they
are different just like Aphex Twin.are different just like Aphex Twin.
 There seems to be a anti-There seems to be a anti-
establishment theme to this posterestablishment theme to this poster
that I think many of the youngthat I think many of the young
audience will like.audience will like.

30.  There is a website on theThere is a website on the
poster which is effective as itposter which is effective as it
informs the audience thatinforms the audience that
there is extra informationthere is extra information
available.available.
 The layout of the text isThe layout of the text is
effective as it makes it easyeffective as it makes it easy
to read and makes sure theto read and makes sure the
the audience will seethe audience will see
everything on the pageeverything on the page
however, I find thehowever, I find the
background too distractingbackground too distracting
and think takes attentionand think takes attention
away from it.away from it.

31. Boards of CanadaBoards of Canada
 This poster is eye-catching not onlyThis poster is eye-catching not only
because it’s bright and plain butbecause it’s bright and plain but
because it will take a while for thebecause it will take a while for the
audience to read the text. In fact someaudience to read the text. In fact some
people won’t know what it says untilpeople won’t know what it says until
they read the name underneath. Ithey read the name underneath. I
think this is effective because it grabsthink this is effective because it grabs
the attention of the audience andthe attention of the audience and
keeps them there for long thuskeeps them there for long thus
making the poster memorable.making the poster memorable.
 This poster reflects the music veryThis poster reflects the music very
well because it challenges thewell because it challenges the
audience just like their music does.audience just like their music does.

32.  There is a ‘seeing double’ effect to the art workThere is a ‘seeing double’ effect to the art work
that may link with Boards of Canada’s positivethat may link with Boards of Canada’s positive
views towards psychedelic drugs, they mayviews towards psychedelic drugs, they may
have used this to symbolise the dreamy andhave used this to symbolise the dreamy and
odd sounds to their music.odd sounds to their music.
 The pink and blue used is effective as itThe pink and blue used is effective as it
symbolises the audience and how it is notsymbolises the audience and how it is not
aimed at one sex. I think it symbolises theiraimed at one sex. I think it symbolises their
effort to connect everyone.effort to connect everyone.
 Even though the artwork may be crazy I feelEven though the artwork may be crazy I feel
the poster is very simple and straight to thethe poster is very simple and straight to the
point which is effective as it shows that theypoint which is effective as it shows that they
care more about their music than promoting it,care more about their music than promoting it,
they are in it for their enjoyment which I thinkthey are in it for their enjoyment which I think
is inspiring.is inspiring.