1. Music VideoAnalysis
Sia– ElasticHeart
https://www.youtube.com/watch?v=KWZGAExj-es
Commenton the followingaspectsinrelation to your music videochoice.
How will these techniquesappeal to the target audienceneeds?
Target Audience &
Needs
From watchingthismusicvideoIbelieve thatthe targetaudience hasnospecificage range asthe songisappealingtoall ages.
AlthoughIthinkthis,Ialsobelieve thatitmaybe aimedat people whohave adancingbackground as the videoisfocusingonthe
male and female dance partners.The musicvideoisalsobasedaroundSia’slife, andhowshe hasa wildinnerchildinsideher. The
younggirl dancerrepresentsawildandviciousside,whereasthe oldermale dancerrepresentsadulthoodandreason;this
meaningthatthe story line couldalsorelate toa wideraudience whoexperience the same feelings. Also,Idon’tthinkthatthe
videoisaimedata certaingenderorethnicity.
Lyrics (Meaning
Implied?)
The lyricslinkwiththe musicvideoasthe meaningof the lyricsare basedaroundSia’sthoughtsandfeelingsasisthe musicvideo.
For example,she singsaboutnottrustinganyone,orthatshe maysnap – thisimplyingthatthe lyricsare verypersonal.Also,she
singsaboutbeingunable tofindlove asshe has “thickskinandan elasticheart”. Each word whichissung inthe lyricsare
meaningful andexpressacertainpartof Sia’slife.The musicvideolinkswiththe songasthe dancersare literallydancing the
meaningsbehindthe lyrics.
Tempo The tempois slow butwitha heavybeatand verystrongvocals.
Genre The genre of the songitself isAlternative andElectronic.The genre of the musicvideoisnarrative,asitistellingastoryalongwith
the lyrics.The costumesare basic andnude coloured.Also,onlyone propappearsinthisvideowhichisagiantmetal cage which
showsto be the mainfocus againstthe plainwhite setting.
CameraTechnique The camera techniquesconsistof close ups,panningshots,mediumshots,zoominginshots,trackingshotsandlongshots.There
are manycamera techniquesusedasit showsdifferentaspectsof the dancing,aswell asthisthe musicvideoisveryactive.
Editing The editingisquite simple,asthe use of cuttingisusedto go fromone camerashot to another.
Use of Digital Effects The colour scheme throughoutthisvideoiswhite,brightandbasic.The coloursare alsoquite neutral asithas the natural light
