Music Video analysis

1. Electro Pop Genre Video Analysis

2. In the Previous presentation I researched about different bands/artist and how they follow up the electro-pop genre. In
this presentation I’ll be talking about how the electro-pop genre music videos are made, What are the common codes and
conventions that are seen in the videos of this genre. I’ll analyze the Ke$ha’s Video of tik tok. A song which falls into this
genre, Other than that I’ll be analyzing Gym Class Heroes Video of “Stereo hearts” another popular music video of the
electro pop genre
Ke$ha Gym Class Heroes

3. So Firstly I’ll be talking about Ke$ha’s Tik Tok. The music video of Tik Tok starts by showing Kesha sitting in a bath tub,
She’s wearing just one pair of her shoes. By this It could be depicted that Kesha was partying last night and as she was
too high she didn’t realized where she slept the whole night. The music video starts as kasha wakes up. She follows
the lyrics in her music video and performs action according to the lyrics, The evidence that could be provided to show
this is when the lyrics “Before I leave brush ma teeth with a bottle of Jack” Kesha is shown brushing her teeth, This is
followed up by she going downstairs and meeting a family ( Presumably Her own family ) who are having breakfast.
This also depicts the Rebel sort of character that all electro-pop video contains, Even some other genres too that all
her family (Kesha’s Family) is sitting having breakfast while she still haven’t got over the party she was at last night.
This is followed up by kasha going out of her house and rides a bicycle, during all this a viewer can see multiple
camera angles with kasha singing from a bath tub. However they are fast cut shots which changes places for example
at one time kasha is riding a bicycle and in another shot she is seen singing and sitting behind a yellow wall. In the
next scenes it is seen that kasha stops and greets few children on the roadside who are listening to a radio. However
editing is seen when desaturation is seen during the video, However this trend is followed up during the whole video.
However in the next scenes it is seen that Kesha meets a guy and rides with him to some club during all this, Multiple
shots are seen for example in one shot she is singing in the car while in other she’s behind the yellow wall. In next
scenes she is seen singing in a freezer room type of room. During the whole video the emphasis should be on the
clothes of kasha, what type of colors she is wearing. From the clothes she’s seen wearing clearly submits the fact that
her video endorses the rebel character. However the video ends how almost all electro-pop music videos end by
showing kasha finally reaches the club and starts partying again . The significance of the yellow wall is that the colour
yellow represents happiness and goodwill. This is why the yellow color is used to link up with the theme of the song as
Kesha is seen partying and is happy, The yellow color is also seen on the dress of the woman in who’s house Kesha
wakes up. Kesha’s t-shirt also represents the theme while the balloons too as both these things represents the
patriotism of being an American as a USA flag can be seen on kasha’s t-shirt and even the color of the balloons which
children have in the video, They do coincide with the general theme of the music video.

4. Further talking about the video multiple camera angles are used in the video from Close up shots to normal pan level
shots. The editing in the video is done according to the lyrics of the song, This is the general idea which is used in every
music video, In a scene where the kasha goes like “Drop top and playin' our favorite CD's Pullin' up to the parties
Tryna get a little bit tipsy”. The screen goes blurry, this is to show the drunk effect as the word tipsy means slightly
drunk. The setting of the video is in the street where Kesha has grown up, The props that have been used are the similar
to the one that which kasha used in her childhood such as bicycle and further the car which is used in the video is
kesha’s own car and why its color is golden as the color gold represents fame and even in the video a bill board sign can
be on which “money” is written. This represents the main theme which of the video which is the American dream
which consist of “ Fame, money and success” and all this could be seen in the video
Close up shots such as this one
Extreme Close up shots

5. The Yellow Wall Normal Pan level camera shot
The American T-shirt which Kesha is wearing
The balloons red white and blue representing the
American flag

6. The Car is Kesha’s own vintage car
Money board sign representing the
American dream
The dizzy effect where Kesha goes like “
tipsy “

7. Gym Class heroes and their popular song stereo hearts falls into the genre of electro-pop, However their video is very
different from Kesha’s video of “tik tok” even though both the songs belong to the genre, This depicts the fact that the this
genre doesn’t follow a strict theme unlike other genres such as heavy metal and rock. The Video starts of with Travie
McCoy sitting on a staircase outside a house in the street, He’s tuning up his radio and when he’s done the music starts
playing, Now this part of the video is an important feature to note of, It shows how they have connected the name of the
song to the video as soon as it starts playing, This is also a big catch for the audience as this aspect of the video
instantaneously grabs the attention of the audience. The video then shows the view of the street, shadows of the people
walking around, The video keeps depicting that this all is happening in the afternoon as people are walking around, It also
shows the rest of the band members of Gym Class heroes singing along with Travie McCoy. As soon as Travie McCoy starts
singing, multiple scenes are shown in the video. There are fast shots such as one point Travie McCoy is singing with his band
behind the wall and in another shot he’s seen singing on the staircase. Behind the wall it is to be seen that the band
members don’t have any musical instrument with them but their shadows on the wall show that they playing music. This
trend keeps going on in the video and also we see multiple rewind shots, This shows the extensive amount of editing. Adam
Levine is shown on Tv sets in a pawn shop when his part comes to sing and the characters are seen walking while their
shadows are shown doing different things, This shows the main theme of the video that video is based on the idea of
shadows that how a person is doing something else while its shadow is showing an entirely different story. Then again this
trend keeps going on in the video. Gym Class heroes are seen walking down the street singing while the video keeps
showing adam Levine singing on TV sets in a pawn shop. There are also multiple camera shot editing there’s a part where it
shows the camera going upside down and depicting the reflection of Travie McCoy on the water on the road. The video has
the feel of a 1980s setting, with a break dancer and several payphones seen, though the actual setting is modern as
evidenced by the Mini Cooper in one scene. The basic concept of the music video is further explained by the bands
drummer as he defined the music video in relatively simpler terms that they were “ just being casual and being themselves
while there shadows get loose and start playing what they are think of “. Multiple camera angles and shots have been used
in this video. Theres a part where the camera angle is upside down showing the shadows of the band in a vertical way

8. Mostly the video contains medium level shots. However there are close up shots in the video
Normal medium level shot Extreme close up shots

9. Travie McCoy using the radio in the starting scene Travie McCoy being himself while the
shadows showing a complete different
picture
The shadows showing that the band members doing something else
while their shadows showing that they are playing The rewind shot, In which the video goes back and forth

10. The pawn shop which has the TV sets on whom Adam
Levine is seen singing A Long shot which is showing Travie McCoy sitting on a
mini cooper
The upside down camera angle showing the shadows of the band members

11. Party Rock Anthem was one of the most viewed songs in the whole wide world when it’s music video was released on
youtube, Sung by LMFAO. This song too falls in the electro-genre. The music video is misture based music video in which a
narrative and a performance are both being coincided however the video starts as a narrative and changes to
performance based music video. The video starts of with a title sequence showing that on March 1 both Redfoo and sky
blue got into comma after excessive “ Partying “ The next morning their track “ Party rock anthem was released into the
world. The title sequence later shifts “ 28 days later”. When analyzing this approach to start a music video is quite
different from how stereo hearts or kasha’s Tik tok videos started. Starting with a title sequence LMFAO completely
grabbed the attention of the audience instantaneously as the video started. After the title sequence both Redfoo and
skyblue woke up from the comma get rid of their of all the leads attached to their body, As they go out. They see that
people have left their cars as it as if some zombie outbreak has taken place, Director of this song Mickey Finnegan
described the concept , “ There's been an epidemic, the world has gone crazy, as soon as the song came out, everyone
got possessed and all they want to do is to shuffle, everyone is a shuffler.“ This point proves that both director and LMFAO
focused on the narrative excessively. The video itself is a parody of the horror film “ 28 days later “ and this could be link
upto to the title sequence in the start which also showed “ 28 Days later “. Both Redfoo and sky blue go out in a deserted
street and see a man who’s “ shuffling “ to their song, They try to question him where the rest of the people are at but he
cannot listen to them as he has his headphones on. They are grabbed by a man who happens to be Malcolm Goodwin.
Malcom Goodwin made a cameo appearance in the music video, He’s a famous actor who has acted in popular films such
as the American Gangster, Malcolm tells both redfoo and skyblue that their song has infected the whole population and
tells them that this a disease that would get into their ( LMFAO ) systems if it started playing. As soon as the song starts
playing he offers both redfoo and skyblue a pair beats headphones and tells them to “play along”. earphones for the
purpose of muting the song. Redfoo and Sky Blu insert the earpieces and are told to play along with the song. Soon, the
street is filled with "shufflers", including label mate Colette Carr, another musician who sings for the same label as LMFAO
Now again emphasis on the narrative that LMFAO introduced a cameo appearance of an actor just to make the narrative
of the music and also promotional activity has also been used in the music video as video endorses headphones by beats.

12. After they start playing along, they spot another young man, sporting an Atlanta Braves cap, tries to escape from a building
but he gets surrounded by the dancers in a style indicative of a zombie mob and re-emerges with new clothes and shuffling,
having been "infected". Both get frightened by the fact that the infection is real, They keep on dancing to the song, pretended
to be effected too, after they start dancing and when the After the line "No lead in our zeppelin", the shot cuts directly to the
front of the hospital (which appears similar to the cover of Led Zeppelin's 1975 album Physical Graffiti. The duo has openly
cited that Led Zeppelin was an inspiration and had major major influence on the duo. After this the screen goes full black and
LMFAO appears in the street as “ Infected “ They start dancing. The location changes to night and the audience see cameo
appearances by Goon Rock hwo doesn’t happen to sing while singer lauren bennett contributes to the song in terms of
singing. The music video ends with LMFAO being infected and performing with lauren bennet and goon Rock and other “
Infected “ People. The location of the of music video Warner Bros. Studios in Burbank, CA, USA. The primary location are the
streets in which we can see redfoo and skyblue performing, The hospital from which they woke up and in few shots we could
see LMFAO performing at night behind a car in the street with a foggy effect. Talking about the editing not a lot of editing
could be seen this music video as they are multiple fast shots that too place, quick camera switching at one point before they
get infected the screen goes black. There’s use of lighting as the lighting was set a consistent tone during the whole music
video except the part where they woke up in the hospital. “moderate sunlight” was being shown. This is not the case
everywhere in the video in the start the weather is seen a bit cloudy. Before the music starts playing there is use of diegetic
sound when Redfoo and skyblue are in dialogue with each other after the music starts playing there is only non diegetic sound
that could be noticed in the music video. Multiple camera angles have been used in this video from low angle camera shots to
high angle camera shots, However in most of the video we could see long medium level shots. There are medium level shots.
Pan movement shots could also be seen in the video. The props that have been used in the music video are cars, hospital beds
in the start. There is heavy focus on the costumes, hair and make up, as The costumes that all the people including LMFAO are
wearing are partying outfits with glittery shirts and pants to shorts with heavy make up and hair design done on the actors in
the video. This is a part which is heavily focused by LMFAO as the costumes completely interlink with the theme and name of
the song “ Party Rock anthem

13. The opening title Sequence of the music
video
The second title sequence which could be clearly link
up to the movie “ 28 days Later ” who’s parody was
Party Rock anthem
Both Redfoo and Skyblue waking up after
comma
The deserted Street they (LMFAO) find after
they get out of the hospital

14. When both Redfoo and Skyblue see the first person who
has been infected by their song “Party Rock Anthem”
Cameo Appearance by Malcom Goodwin,
Close up shots
Malcom offers them Headphones by Beats to “ Mute “ the
song, Extreme close up shots
When they spot a young man being infected by the
“shufflers” , Birds eye view shot

15. LMFAO starts playing along, A
medium level shot
The Part where they show a similar picture on the
Led Zeppellin’s 1975’s album cover “ Physical Graffiti
“ vertical pan Movement shot
Dancing After they are being infected, A long
angle shot Performing at “ Night “ Props that could be seen is car a medium level shot

16. Larent Bennett in a cameo appearance
Goon Rock in the cameo appearance
Heavy focus on the costumes as the audience could see that every performer is wearing entirely differently colours which
completely suit the theme of the song which “ Party music “