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1. Kristian Fox Music VideoAnalysis
All Time Low – I Feel Like Dancin’
The videoI am lookingatispopularvideo “IFeel Like Dancin’”by popularyoungpop-punkgroup,All
Time Low.The videowasdesignedinthe fashionof mostof theirvideosandwassetto be a comic
‘dig’at modernartiststo showall popvideoshave the same aspects.The videoisintertextualwith
clearnarrative and performance elements.
There are several charactersincludedthroughoutthe clipbutthere are 5 of majorimportance which
are the 4 bandmembersandthe videosdirector.Firstlyare the bandmemberswhoare portrayed
verystereotypicallyforthisgenre of music.The characterschange costume throughoutthe video,
withthe aimof the videobeingtoparodythe major popvideosof the earlieryear.Firstlyisthe
bandsleadvocalistwho,throughoutthe video,changesbetweenvarioust-shirtsandjeans,common
yetpopularattire forthis kindof band.The other bandmembersdresssimilarlywithothercollisions
of popularclothinginboththe popand the punkgenrescolliding.The typical popclotheslike t-shirts
and jeansare worn butstuddedwristbands,neckerchiefsandchainedbeltsare alsoseen,whichare
clothingsynonymouswiththe punkgenre.There isalsothe aspectof the hair,withthe leadsinger
and guitaristhavinglongbrushedoverhair,aniconicstyle whichhascrossedbothgenres.Going
ontotheirmovement,theyare veryjokeyandover-the-topbutwithlittlemovingfromassigned
spots,replicatingdancesfromotherpopvideos,furtheringthe crossoverwiththe more rockstyle
videoof bandperformance andthe overzealousperformancesetsof the popgenre.Movingonto
the musicproducerand videodirector,he isdressedinasuitand looksquite smartthroughthe
video,showinghimasa character withauthority.He isstereotypicallycontrollingandmanipulative
as well asmoneygrabbing,adding tothe humourof parodyingthe typical popvideo.
+The narrative issplitbetweenthe songandthe story,withelementsof filmbeingincludedin
betweeneachverse andchorus.The narrative appearstobe splitinto3 sectionsclearlybygiving
each sectionatitle,aswell asthe introductionandthe conclusion.The introductioncontainsno
musicand simplyestablishesthe scene,showingthattheyare preparingtoshoota musicvideo,with
the producerrunningthroughideaswiththe band.The firstsectionisthenintroducedas'1. Product
Placement'.Thissectioninvolvesajokinglyhighamountof productplacementbythe popularenergy
drink,Rockstar,implyingthatthisisstepone toa successful andpopularmusicvideo.Afteranother
brief interruptionof the producerexplainingsteptwo,anotherstage of the videobegins:'2.Sex'.
This,again,isa parodyto explainthatsex isthe secondstage tosellingamusicvideo,made all the
more comical by the guitaristbeingmade uncomfortable ashe isharassedbytwo men.Finallyisthe
thirdstage,'3. StealingIdeas'.Thissimplyallowsthe bandtoimitate 3 popularpopvideosfromthe
yearthe videowasmade includingaLadyGaga song, KatyPerry's'CaliforniaGurls'andJustin
Bieber's'Baby'.The videoendswiththe bandlookinguncomfortable andhumiliated,furtheringthe
pointthat popvideosare ridiculousandalwaysthe same.
There are several iconsmade veryclearthroughoutthe videowhichshow boththe popside of the
genre andthe punk.Firstly isthe instrumentswhichare more of a rock style withthe guitars,
microphones,bassanddrums,showingthe punkierside of the bandwhile the propslikethe
imitationcostumesandrecreatedsetsare more symbolicof the popculture withthe brightcolours,
withthe costumesbeingrecognisedbythe audience asthe same fromthe videooriginals.There are
otheritemssynonymouswiththe popside asjokinglypointedoutinthe videoitself withthe

2. Kristian Fox Music VideoAnalysis
productplacement,oversexualisationandstolenideasnow representingwhatthe popvideo
culture standsfor.
The mise-en-scenechangesasthe videoprogresses,withthe same studiobeingshotoverandover
againbut withdifferentsetpiecesandcostumes.The studiosettingisarepresentationof both
genreswithevidence inbothsuchas GreenDay's 'Wake Me Up WhenSeptemberEnds',apopular
punksong and,as parodiedinthe video,LadyGaga's videosasa whole.Thissettingcreatesan
atmosphere whichisquite comical aswe usuallynevergettosee the set.It alsoplacesmore
emphasisonthe band,allowingthemtobe heldonpedestalstoshow theyare more importantthan
the othersinthe video.
The camera use is mainlytoadd to the humour,keepingthe comedyalive whilealsoimitating
popularmusicvideoswithcrane shotsaddingemphasistobandmembersandclose-upsboth
showingthe importance of eachbandmemberandbeingusedtogeta goodview of the humour,
such as the guitaristthrowingupinthe imitationJustinBiebervideo,the drummerescapingashe is
sprayedwithenergydrinkandthe uncomfortable lookonthe face of the guitaristashe is attacked
by half nakedmen.There isverylittle use of editingtoaddemphasisexcepttorecreate certain
scenesandto place the narrative togetherandadvance itforward.