2. Cinematography:
Within this music video the camera is
stationary; it continues to be in the same
place at all times. This has a really good
effect on the video because it looks like
the artists, Mcfly, are singing directly to
the audience.
As the camera stays stationary, the
people in the music video position
themselves to create long shots, medium
shots and medium close-ups. These shots
are conventions of music videos therefore
this is what the audience are used to
seeing.
The first four shots show each member of
Mcfly which introduces everyone to the
video and who’s it is. There are a variety
of shots used at the beginning from long
shots to mid-shots which make the video
more interesting.
3. Editing:
This music video is fast
paced and fits the beat of
the music. This is a
convention of music videos
to have rhythmic editing
because it makes video
more fun and looks great
too.
This video has been
montaged edited. I know
this because there are
several different things
going on within the video.
There is just under 15
different things going on in
this video from solo shots to
Michael Jackson which
makes the video more
exciting and make the
audience want to know
what is going to happen
next.
4. Sound:
This song is about love, but the video
is not a typical ‘love’ video. Instead
of making a typical video about
love, which normally can be
sometimes sexual, but in this case the
video represents the personality of
the band. It is a light, fun song with a
folky edge to it.
The sound is represented to look like
it is coming from their instruments;
harmonica, guitars and piano. This
shows that this band play their own
music and therefore makes the
video look more organic; because
they are playing their own music.
Also in the music video there is a
violin player and a jukebox which as
connects to the musical aspects of
the video.
5. Mise-en-scene:
Casting: As a convention of a
music video, we see the band in
the video which lets the audience
know who they are and the parts
in the song e.g. singing, playing
the drums. Also in this video there is
a sign man who is translating the
song into sign language. By using
this it appeals to a wider
audience. Also their is a woman
covered in tattoos with a purple
Mohawk, a Michael Jackson
impersonator, a violin player, a
group off old women, a younger
version of the group and a dog.
6. Location: The location is in a studio
which, continuously, throughout
the video has the same blue
background. The choice of the
colour blue connotes calmness
which contrasts with the different
goings on within the video. Also
the blue allows whatever is
happening in front of the
background to stand out more.
To make the set look different, their
was wide shots of the group with
various items falling from above
their heads such as coloured
powder, bouncy balls and small
pieces of coloured paper. This
makes the video more fun and
exciting.
Costume: The Mcfly members only
have one outfit throughout the
video which shows that the video
doesn’t have a main focus on
what they were. The other people
within the video wore clothing that
suited them and reflected their
talent which they show on the
video.
7. Cinematography:
The video starts off with an establishing shot
of a fraternity house which is assumed to
belong to the singers as it has their group
name on the front. This shows the audience
the location of the video and gives them
an insight on what could appear next.
Within the whole video the camera is, for
the majority of the time, hand held which is
evident because as the girls are jumping
and dancing around the camera does to.
This make the music video more appealing
because it makes you want to dance
along with them and makes the whole
video a positive one.
Whilst the girls are dancing, low angle shots
are used. This connotes that these girls have
the power over the boys, which are seen
at the beginning of the video, which gives
the message of girl power.
There is a lot of wide shots which is used to
show all the girls together which reinforces
the message of Girl Power.
8. Editing:
At the beginning of the video
the pace is quite slow and
steady. For example as the
guy is making cereal, it is shot
in slow motion which
connotes that he is dragging
out time and shows the
audience that he is making a
mess.
Although when the chorus
comes the video picks up
speed and is faster. This
rhythmic editing helps make
the video more fun and
makes the audience want to
dance along with the girls.
The number of edits within
the chorus is 37 different
shots. This shows how fast the
beat is in the song and is
quite fast paced.
9. Sound:
The video has a narrative that
relates to the lyrics of the song; its
about going out and having fun
with your ‘girlfriends’ (best friends).
At the beginning of the video there
is no soundtrack, just non-diegetic
sound of things like the birds
tweeting, cakes sizzling, the game
controllers, rustling of the plastic
bags and more. This makes the
video more realistic for the
audience.
The songs starts to play as a song on
the radio then a different noise is
played like something is going to go
wrong then the soundtrack starts to
play.
To end the song we hear the
engine of the car as it is driving
away which shows that the girls
have all gone out and the video
has finished.
10. Mise-en-scene:
Casting: At the beginning of the video
there are the girls from G.R.L and then
there are some boys. This continues the first
impressions of this being a fraternity house.
The girls are seen cleaning up were as the
boys are sleeping/playing video games
which is stereotypical of both genders.
Then at the end of the video there is a
guest appearance of the famous Spice
Girl Mel B. This is a good effect on the
video because, going back to the
message of girl power, as she was in one of
the biggest girl group of all time it is like
they are like the Spice Girls.
Location: Fraternity Houses are usually an
American thing so the audience instantly
assume this video is set in America. The
main colour in this shot is pink/purple which
connotes that this is a girls house. The tree’s
and the garden in front of the house look
like they have had a party which also gives
an insight to the state of the house.
11. Mise-en-scene:
Costume:
The girl group change their costumes three
times in the video. The first costume set are
quite casual but have a girly edge to them.
Each outfit reflects on the artists personal
style but they have something that another
artist has on. For example one girl has denim
shorts on and another has red shorts on.
The second costume set is when they are all
in white clothes in front of an American flag
which contrasts well and also represent that
they are all American. Also white connotes
innocence so it represents that these girls
are not doing anything wrong.
The third costume set is their ‘going out’
clothes where they are all dressed up and
are ready to go out after cleaning up their
house. Also the blonde singer has a union
jack corset which is similar to a dress which is
worn by a Spice Girl, Geri Halliwel, which
connotes that they are alike the Spice Girls.
Also it connects with Mel B because she
appears in the video and she was also in
the Spice Girls.
12. Cinematography:
Within this video, the main camera shots used
medium close ups, mid shots and wide shots. By
using these shots it makes the audience feel more
closer to the artist and is more ‘In your face’ which
makes the video more fun and appealable. The
first shot is a medium close up which lasts for 15
seconds which is quite long but manages to make
it appealable because they want to know what
happens next.
Also during the dance scenes, the camera is
placed at the sides of the frame which allows the
audience to see where the dancers ends up after
they have finish their moves.
13. Editing:
The editing in this video is fast paced to
match the beat of the song; rhythmic
editing. This makes the video more fun
and makes the audience want to
dance.
There is also alot of special effects
within this video from mirroring the
artist, making more of Beyonce to look
like there are the same person next to
each other and using a grid to present
them.
Also through editing the shots together
it is made to look like Beyonce’s eye
make-up and body suites keep
changing colour which creates a fun
vibe for the video.
14. Sound:
The sound in this video is just the
soundtrack, there is no extra
sounds added, unlike the
Vacation video I spoke about
before.
The lyrics are about making your
man ‘happy’ but I don’t think that
the video story matches the lyrics
because it is a performance video
which means it she is just basically
dancing.
During the song we can hear
fingers clicking which is a way of
making the audience want to
participate in the video by clicking
their own fingers.
Also the music looks like it is getting
played during the video by the
band that is playing which makes
the video look more organic and
real. By organic I mean that is fresh
and realistic.
15. Mise-en-scene:
Casting: The artist, Beyonce, is the
main person in the video which is
obvious because she sing the song.
Also in the video we see the band
and the dancers. There are a
minimal number of people in the
dance group and band which
make the video more intimate feel
to the video.
Location: There are 3 different sets
for this video; a studio, a dance
room and classroom. For the last
setting there is an establishing shot
of where Beyonce is at the point.
16. Mise-en-scene:
Costume: There are several costume
changes within this video which
keeps the video exciting and
wanting to see what Beyonce will
wear next. She also has different hair
cuts and style which also keeps the
video exciting. The main colours
used in her costumes are black and
white which connotes basic but also
monochrome contrasts well with the
bright colours in the video.
