+ Lana Del Rey – Video Games Genre: The genre of the song in this music video is indie pop, which is a sub- genre of pop. The conventions of pop are: Artists wear modern and stylish clothing The artists look content and happy in their lives and is shown in the music video. The meaning of the songs are that it is either about love or relationships. It also aims for a target audience of teenagers, showing the unity. It is colourful to attract the viewer’s eye and to appeal to teenagers. Usually shows the artist
+ Conforms the Genre The video conforms to the genre as it shows the artist of the song, throughout most of it. The artist wears stylish and modern clothing Shows a happy setting Shows some unity About love and relationships It also usually shows the artist in the video. The video is fast paced and very bright. All the images show that it is colourful to attract the target audience which is teenagers.
+ Subverts the genre There are some black and white shots so not all of it is in colour There are no dance routines in the video There is a mixture of happy and content and some shots where the artist does not look happy, this subverts the genre as the majority of shots should show the artist in a content place
+ Representation Gender: Both men and women are represented as equal in this video which subverts the genre a little as usually the theory of the “female tease” applies to some pop music videos, which is the theory that the woman takes advantage of the “male gaze” theory and uses it to her advantage to have some sort of power. Age: There is youth, wealth and beauty being used as advertising in the video for the target audience which are teenagers since it is an age group where beauty is portrayed in the media to be something to be applied to in their lives. Location: The location of the video is LA where it is shown to be the sunny and where people can aspire for the “American Dream”.
+ Mise-en-scene Lighting: The lighting in the video is a mixture of low key lighting and high key lighting in the video, this can be a mixture of showing the audience that there can be scenes of tension and scenes of no tension. Costume, Hair, Makeup: The costume is really relaxed and casual, like what teenagers would wear therefore aiming for the target audience, it suits the situation, for both males and females, along with the hair and makeup, it looks a bit plain, it gives the artist a bit of an edge since she is wearing black eyeliner, but it is minimal, maybe showing to female teenagers that there is natural beauty. Location and Setting: It is set in LA, which is a sunny place where fame is and some teenagers aspire to be rich and famous like celebrities. Props: There are motorbikes showing the carefree attitude that teenagers have.
+ Narrative/Performance The narrative in the video is video clips of skateboarders, old shots from films, cartoons, there are also video clips showing parts of LA with clips of Lana Del Rey singing the lyrics to the song, looking at the camera. The narrative could apply to the target audience since the target audience are teenagers and it looks like they are having fun.
+ Camera Work Throughout most of the video, it’s just close-ups of Lana Del Rey, lip syncing to the camera like she is talking to the audience. There are long shots to show the buildings in the videos so the audience knows where the video is set. There is footage of an American actress called Paz de la Huerta falling over when she is drunk.
+ Editing There is a lot of editing in this video as it is fast paced and there are a lot of settings. It switches back and forth between Lana Del Rey lip syncing to the camera and the other characters in the video who are having fun. It looks like Lana Del Rey used Instagram for her video since some of the shots look vintage and the colour changes in places, she’s also changed the contrast to make it brighter.
+ Nelly Furtado – All Good Things Come to an End This is also an example of Pop. The conventions of pop are: Artists wear modern and stylish clothing The artists look content and happy in their lives and is shown in the music video. The meaning of the songs are that it is either about love or relationships. It also aims for a target audience of teenagers, showing the unity. It is colourful to attract the viewer’s eye and to appeal to teenagers. Usually shows the artist
+ Conforms to the Genre The video shows the artist mostly throughout the video. The artist shows stylish and modern clothing. The video shows some unity. It’s about love and relationships. It shows the artist in a more content setting.
+ Subverts the Genre There are no dance routines in the video. It is not very colourful like most pop videos, it just has some dull colours. There are shots of content in the video, the majority of the video shows the artist with sadness on her face, like she is missing her love interest. The video is also slow paced, showing the artist lip syncing.
+ Representation Gender: Both men and women are represented as equal in this video, although in the video, the artist is female and shows herself more than the male, so it can be argued that the female is trying to be more dominant. Age: It subverts the genre, since the age group is about middle to late twenties in the video, so it would appeal more to that age group than teenagers. Location: It is a mixture of locations, it is the woods and by the seashore.
+ Mise-en-Scene Lighting: The lighting in the video is a mixture of low key lighting and high key lighting in the video, to show the artist’s feelings, it could be a mixture of happy and content and sadness, mainly natural lighting. Costume, Hair, Makeup: The costume in the video is really casual and relaxed, along with the makeup and the hair, to go with the calmness of the sea where she is standing near. Location and Setting: It is set near the seashore and the woods, maybe to show to the audience how calm the people in the video are. Props: There are props related to nature and to the different shots in the video and to go with the setting of the video which is the woods and the seashore, there is a glass of water where the artist is seen near the seashore and water pours on the two characters in the video.
+ Narrative/Performance The narrative of the video is that the artist is going through a relationship, where she seems to be making the most of it, as it is shown in the video, she is remembering the good times and the bad ones in her relationship. This appeals to the target audience because it is showing love and relationships which conform to the conventions of this genre which is pop.
+ Camera Work There are a lot of tracking shots in the video to follow the artist when she is walking along the seashore and in the woods. There are some extreme close ups in the video to show the characters faces. There are some long shots in the video, an example being an extreme wide shot.
+ Editing There are some editing techniques in the video, one of them being the quick transitions from one scene to another, it shows the artist in different places by herself, sometimes wearing the same costume. There is also some effects used like quickening the sun to set to show the day and the night.
+ Rihanna – Only Girl in the World This is more of a subgenre, this song’s genre is pop. The conventions of pop are: Artists wear modern and stylish clothing The artists look content and happy in their lives and is shown in the music video. The meaning of the songs are that it is either about love or relationships. It also aims for a target audience of teenagers, showing the unity. It is colourful to attract the viewer’s eye and to appeal to teenagers. Usually shows the artist
+ Conforms the Genre The video conforms to the genre, it shows the artist throughout most of the song. It shows a happy and content setting, especially for the artist. The meaning of the song is about relationships. It aims for a target audience of teenagers, this can be seen because the video is really colourful. There is some dance routine in the video.
+ Subverts the Genre It doesn’t show much unity in the video, since it is only the artist. The artist doesn’t seem to wear stylish and modern clothing.
+ Representation Gender: It only shows the artist who is a woman throughout most of the video and there is no man in the video, this could be using the theories of the “female tease” and the “male gaze”. Age: It conforms to the genre because it is appealing to the teenagers as the artist is in her early twenties and popular in the target audience. Location: It seems to be in a desert, or it could be green screen as it doesn’t look like the artist is in a specific location.
+ Mise-en-Scene Lighting: The lighting in the video is high key lighting, since it is so bright, it also uses natural lighting from the sun. Costume, Hair, Makeup: The costume, hair and makeup in the video is really feminine, to go with the artist. Location and Setting: It looks like a desert, could be the Grand Canyon. Props: There are props used in the video, which are the flowers that the artist uses in the background.
+ Narrative/Performance The video links with the song as the song is “only girl in the world”, so the artist is in different locations and throughout the song so it does actually look like she is the “only girl in the world”. The song is about relationships, the artist wanting her boyfriend to look at her like she is the only girl in the world to him.
+ Camera Work There are a lot of wide shots in the video so that the audience can see both the artist and the background. There are close ups of the artist in the video to show her facial expressions. There are also extreme long shots to show the location where the artist is.
+ EditingThere might have been used editingtechniques to make the video brighterand change the colour as the colour inthe video is more of a bright red andbright pink.The artist may have used green screento turn the background into flowers andfor when the artist is on a swing usingthe sky as a background.