1. Music Video Analysis
Comment on the following aspects in relation to your music video choice.
How will these techniques appeal to the target audience needs?

2. Target Audience &
The target audience are people who enjoy clubbing, partying and electro/house music so the age range for the song would typically be male and
Music Video Analysis
needs
females from 16 to 25 years old. The video needs to reflect youth culture and their need to be wild and free, literally being ‘animals’ and appeal
through what is happening and the mise en scene. The video also needs address the pace of the music, matching the build up from slow to fast
beats and the several climaxes during the song. The song itself must be catchy, easy and enjoyable to listen to but, fast paced and suitable for a
party/club. The video features men and women kissing and seductively licking each others bodies. This would attract and hold the attention of a
young person who may be watching it.
Lyrics
House music is mostly pure music and this is reflected in ‘animals’ as there are virtually no words spoken. This matches the target audience and
genres needs as a song with many lyrics would not be as fluid to dance to at a party or club. The words that are spoken are fast and spoken in a
deep-robotic dubbed voice: “we’re the fucking animals”. This is supposed to relate to the listeners and emphasise their young age as they are
the animals by partying, dancing and drinking. As the lyrics are spoken after a build up of tempo and just before the beat ‘drops’ they must be
effective and the sharp, shortness of them does this along with the type of voice they are spoken in. The lyrics need to be addressed in the video
usually by actions of people that feature within it. This is done as during the build up a group of people in animal masks are seen slowly walking
to a huge gathering before the song changes and the line “we’re the fucking animals” is played they begin break dancing. Later on when the
lyrics are spoken again, they smash and burn a car. This is to show they are animals, and viewers will like the violence and destruction of the car
as it is rebellious and matches the youth culture of today.
Tempo
The video needs to match the tempo of music and follow it closely as it changes constantly throughout the song. It needs to be fast paced in
both aspects (video and song) to create excitement for the viewer/listener. The song builds up from slow singular beats to a mixture of sounds
before the beat ‘drops’ and the song reaches its climax. The song’s beat dropping is the pinnacle of the song as an instrumental with a good
rhythm instantly follows it. As a house/electro song that would typically be played at parties or clubs the video must closely follow the song
through what is happening corresponding to the tempo of the music. The video goes from the group of ‘animals’ walking to the gathering,
followed by them dancing and finally them smashing and burning a car. This narrative suits the audience of younger people as they want an
exciting build up followed by sharp, fast-paced editing.
Genre
The song would be classed as house music but, can also fit under variants of this genre such as electro-house and progressive-house. It is a more
modern style of music so this should anchor the target audience of younger people, who would generally listen to this. The genre is generally
only music-based with very few lyrics, as it is typically played in clubs and is a song that is meant to be danced to rather than listen to. The video
matches the genre of music as it too is fast paced often following the song. There are a lot of things happening in the video, such as dancing,
partying and people literally being animals.
Camera Technique
There are tracking shots of the animals walking towards the party followed by long shots of the group of people dancing to establish where they
are. Throughout the video there are many close ups of people’s faces, screaming and shouting along to the music. This is to show that they are
happy being ‘animals’ and are enjoying dancing and partying. There are mid shots of many people dancing at once, with the camera usually only
focusing on the people with animal masks. The ‘animals’ are the focal point of the video as they are first seen walking towards the party, before
dancing and then burning a car. Due to the high amount of shots of them they are almost instantly established as main characters in the video.
There are mid shots of them break dancing and jumping to the beat of the music as well as standing on the stage and directing the partying.
There are close ups of the windows being smashed and the car being jumped on, before being set alight. This adds to the chaotic feel of the
video as it is generally very fast paced throughout.
Editing
There is a lot of editing in the video such as at the start when the ‘animals’ are walking towards the party in slow motion. This matches the song
as it begins slowly before the tempo increases and they begin running and dancing. There are rapid cuts back and forth between a girl
screaming and an animal face on someone’s jacket. This is meant to relate to the fact she like everyone else there, is an animal at heart. The
song has been edited to suit the pace of the music as there are many cuts between people dancing and jumping. Some cuts where people are
dancing last less than a couple of seconds to show how quick everything is happening and how wild everything is with the number of people
there
Use of digital
There are a very little amount of digital effects within the film as most of the effects will have been made through shot editing and lighting. The
effects
video doesn’t really need digital effects as it would almost be too much for the video, as it is meant to be a realistic interpretation of a party and
the addition of something digitally would possibly hinder this.