Product Research

1. This music video for ‘Kanye’ is a narrative video which is similar to
the narrative of popular children’s story, Cinderella, with the idea of
superiority and not being able to ‘go to the ball.’ The music video
features a female character as a maid, jealous over other girls;
which we believe to be of the same age, being able to go out at
night time and have fun. A sense of time and place is established
throughout the video with the cinematography and editing
techniques such as cutaways or time lapse.
The Chainsmokers – Kanye ft. SirenXX
When analysing characters throughout the video, the narrative is based around the female
character which is introduced at the start, making her the main protagonist. Other
characters who are shown are introduced in less personal ways and more to express the
concept of the nightlife being full of intoxicated people having fun. The main protagonist is
shown wearing a maid’s uniform cleaning, with a depth of field camera technique to
establish that she is in the room with two other female characters. Although the two femal
characters are not in the focal point, the viewer can still interpret that the characters are
dressed up, ready to go on a night out. This is also suggested when analysing the technical
and audio codes, due to the diegetic sound revealing the two females discussing boys
whilst the main protagonist is cleaning in the foreground. The way that the camera
techniques has shown this character as the main focal point suggests the idea that although
she is a maid and cleaning up after the girls, that the other girls are not superior to her; as
she has the audience’s full attention. This idea is further insinuated within the camera shot
centring the main character in the middle of the screen, such as at the party further in the
narrative. This gives the idea of importance towards the main character, as the people
around her at the beginning of the video didn’t notice her, whereas further in the video, she
starts to be the focus of everyone’s attention.
Focal point

2. As a technical code, ‘The Chainsmokers’ has been
positioned here in the iconic font to the artists in
terms of self-reference so that the audience will
become more familiar and remember this artist’s
music video and song.
When looking into the editing techniques with the
start of the music video, cross cuts are shown to
represent the femininity of this scene in the
narrative by showing shots with panning camera
shots of makeup and jewellery, iconic to the
female gender. This feminine representation is
further suggested with the non-diegetic sound of
the piano keys being high and the female, high
voice, showing delicacy. This suggests that the
target audience for this music and video may be
aimed towards mostly the female gender.

3. The music video continues to show iconography by
showing the main protagonist now looking like a
complete different character now that she is dressed up
with her hair and makeup done. The white dress is
symbolic towards the ideologies of purity and angelic.
This could also be to further influence the Cinderella
idea, with the ‘white ball gown’ style.
The narrative expresses the
‘Cinderella’ storyline idea further with
shots of the main protagonist in the
mirror putting dresses to herself and
looking at different types of outfits.

4. When exploring the technical codes, along with the
editing techniques, the narrative is explained more
with the time lapse techniques which are used to show
how time is moving forward. For example, the time
lapse of the cars and lights moving shows how the
characters are on their way to a night out. Within the
technical and audio codes, the video has been
carefully edited so that the time lapse shots move with
the beat of the music. I find this more effective when
explaining the narrative as the upbeat track
successfully shows the video being more upbeat and
faster itself.
Another example of the technical and audio codes explaining narrative is
with cut aways. However, instead of this time lapse effect, the cutaways
establish how time is moving forward but by showing different parts of the
music video. This explains the narrative but also the though process within
the main character’s mind, which I find powerful in terms of how it brings
a point of view narrative towards the video.

5. The editing techniques; with the use of explaining the narrative with fast
paced cutaways and shots of the night and the environment, is continued
throughout the whole video in time with the instrumental music. The fast
paced editing builds up throughout, getting faster and fuller each time in
terms of shots used in this montage of shots. The narrative is being
explained in ways that the audience can grasp the atmosphere of the
environment which the main character is in, for example the pool party.
Also, this montage of shots start to include past shots from the night, or
from the beginning of the video when the main protagonist is a maid. This
is effective in ways as it expresses character in an internal way, possibly
suggesting the thought process in this characters’ mind, reflecting back on
previous events.

6. The camera shots of this video tend to show point of view shots and angles from the main
protagonist’s view. This gives a more personal aspect to this video, showing more in the
narrative how she is the main character. Iconography is further shown in the shots of her
walking into a club with the red lighting, following the man. The red lighting suggests danger
and rebellion. Followed by the quick paced cut aways along with the fast paced music further
suggests the idea of possible rebellion and youth with the shots of alcohol, girls dancing and
cocktail shakers, suggesting the character is at a club or a party. This is further shown with the
use of lighting, flashing lights are shown such as strobe lights and projections of lights on
people’s faces whilst dancing, along with lighting from objects such as chandeliers, suggesting
youth in terms of the party and clubbing style of environment, however due to the props such
as champagne and the chandelier, this shows that the party is still formal and a respectable
environment, juxtaposing majority of pop videos which may feature the ideas of misuse of
drugs and alcohol.
Camera shots are used specifically to establish
location and explain the narrative often
Another example is the use of tracking and
panning in the music video when the main
character is going from one style of party to
another, being a pool party. The environment in
still similar in terms of people, socialising and
partying, however, the panning and tracking
techniques explains the narrative in terms of
how long and eventful this character’s night is.

7. When analysing character, towards the end of the music video, a second
character is introduced. I found this important within the narrative as the first
time you see this character, the audience would not tend to notice her, showing
irony in this narrative. The second character’s clothing is similar to the clothing
of the main character at the start of the video, wearing a white shirt and a black
skirt, as though she is catering at the party. This character is noticed when she is
knocked over and drops drinks on the floor. When studying the narrative, the
audience sees how this has been done to reflect back on the music video, giving
the idea of ‘not forgetting who you are.’ The way that the main character gives
the second character her crown helps to bring across the point of there being
no such thing as superiority, as although the main character is now out partying,
she still shows appreciation to the second character.
I find this effective in terms of narrative due to the characters as this causes the
audience to remember this music video more as it forces them to think about the
narrative and reflect back on it. This is done through character, but also with the
editing techniques with the cutaways and montages of different shots from the
video.

8. The use of lighting helps to establish narrative in terms of time
and location. This example shows how long the night is and the
main protagonist’s journey home with the lighting going from
lights from the buildings at night, to natural daylight, as though it
is early in the morning.
This specific scene of the music video continues the narrative in
the reflective effect again with the cutaway editing techniques.
However, this editing technique is now used to suggest that the
night is nothing but a memory now and shots are now put
together in a different style of way. The shots begin to cut from
the night out, back to present day, and repeat; this could be
referring to the character’s thought process again, in the way that
she is thinking back to the night.

9. Towards the end of the music video, a complete different location is
established as the character is arriving at her house. The camera
shots help to reveal it is her house with the way that there are close
up shots of specific things such as a child’s paintings, showing a
more personal side to the character, and expressing how there is
more important things than just partying, which is an effective way
to express a message or deeper meaning through the narrative.
The way in which the main character is going through her
house is almost as if she is sneaking in. This could be a
further reference to the theme of youth in this video
which has been suggested throughout. Two more
characters are introduced briefly, however due to the
camera shots, the audience can understand how these
characters must be the main protagonist’s husband and
child. This is effective with the narrative, as the audience
learns more about the main character but also suggests
the idea that you can still have fun and feel youthful
when you’ve grown up.

10. Todorov’s 5 stages of narrative theory could be applied with this music video in the concept of ‘exposition,’
‘rising action,’ ‘rising action,’ ‘climax,’ and ‘falling action.’
The exposition is shown with the introduction of the main protagonist, being a maid and doing her job. The audience
understands that this character seems fed up and tired of her job, suggesting a possible jealousy towards the other
female characters in the background.
This is where the rising action is shown. With the main character trying on dresses, this creates a more rebellious and
sneaky characteristic towards this character.
The rising action is continued after the main character is all dressed up and then goes on a night out with some other
people. The way that the camera and editing techniques establishes settings and atmospheres, showing that the main
character is having fun and partying.
The climax is then suggested with this main protagonist helping the female character who is seen to be catering at the
party. The audience can tell how the main protagonist is considering about what really matter, which is shown more
when this character is walking back home.
The falling action is towards the end of the music video. The audience is then aware of how the character has decided
about what she really thinks is more important, such as her family. The music video ends with her at home with her
family, and then a close up shot of her uniform, suggesting the narrative going back to reality; reflecting back on the
exposition.