1. Video Analysis 3
Name: Stephanie Greenacre
Class: 12GME
Date: 15th October 2010
G324 Pre-production – Video Analysis
Video Information
URL of Video: http://www.youtube.com/watch?v=U8D9xCBcfzw
Artist/Band: Kelis
Title of Song: Acapella
Genre: Electro/Dance
I would say the video for this song is a mixture of narrative, performance and concept because there
are sections where she is performing, (mainly the chorus), sections where she is portrayed hunting, and
the whole video itself has been edited to look unusual – bright colours, edited shots, use of green
screen, different filters etc, as well as the singer herself – she is wearing headdresses and there is one
section where she is painted gold.
There is not really a structured plot line in the video, it is mainly Kelis performing in an
African/Amazonian/Desert setting with different positions and styles, but there is a small section at the
beginning where she is shown hunting in a forest. I think this is a connotation of a strong alpha female,
showing that she can survive by herself in some of the toughest environments.
This song is from Kelis's 5th studio album, Flesh Tone. There is a definite change in image with herself
and her style of music. Before her music was more urban and laid back, but this song has more beat
and an electronics substance to it.
Technologies used; I would say that it could have been filmed using one camera, in a fixed position, as
the shots are mostly, close up/full length, and there is not really any panning/tracking used, except for a
few seconds. 4 locations are used, however it could of all been filmed in one studio on green screen.
The lighting is not natural, it is quite low, and simple. There is also a black and white scene at the
beginning which looks old fashioned, however this is parts of her outfit which has been coloured in, to
show a modern contrast.
Star/Artist
The immediate type of image that I got of the artist from this video is that she is portraying a strong,
independent woman, as she is seen in all these locations where people struggle to survive. Her outfits
are reminiscent and traditional of African/Amazon traditions, I.e Headdresses, nose piercings, flowing
materials, baby being carried on her back. This projects a feminist vibe, basically saying anything men
can do, she can do just as well, as there is also shots of her hunting, something in an African nation
would normally be done by men. On the 2nd verse she is seen painted completely gold which reflects
wealth and power. However the flip side of this is that there are creative and modern elements, thrown
in, such as the scenes where she is floating on a black background with white flakes falling, and quick
cut shots between her in black and white with colour/her with a silver mask on in front of a blue
background. It is cut so that it fits in with the beat of the music. As a whole the,video contrasts against
the genre of music because dance/electric is a modern style heard more in America/Uk whereas her
video is set in a 3rd world country style where it is not as widely heard of or accepted.
Again the Record company is trying to sell Kelis as a strong independent woman, probably to fit in with
the fact that in a modern day society woman doing a man's job is widely accepted. They show this in
2. the video through her hunting, having power over wolves, being alone in a desert with a baby and just
the general fact that it is only her in it.
There is a change of image, style, and genre in this video however there are factors that relate to
previous videos; The fact that she is a strong character in her video, (she has been in her other popular
songs, Trick Me, Milkshake, Caught Out There etc) is prominent in this one, her use of unusual outfits
and hairstyles (she is someone who is contently reinventing herself) and her singing style is still the
same.
Recurring motifs; The scene where she is floating on the black background with white flakes is repeated
on most of the choruses - which is quite surreal, the wolves breathing and panting, - connotation of her
protectors in her habitat, different headdresses and tribal jewellery to show she is respecting of African/
Amazonian tradition.
I don't think that Kelis is stereotyped in the video because the type of character that she is playing
reminiscent of African woman, would normally be shown as a housewife, cooking, cleaning, looking
after children, however she is represented as the alpha, hunting, having animals be respected of her
etc. The wolves are also represented as a protector to her, when stereotypically they would be against
her. This is basically to show to the audience that she is a powerful woman not to be messed with.
Audience/s
Directly, I would say the target audience for this video would be teenage/adult woman who can relate to
being independent, or who enjoy the dance genre. They would find this video appealing as she is
shown as an alpha, and because of the bright colours, floating movements, (something that resembles
a euphoric feel), and quick editing cuts that fits in with the beat. Young males may also find this video
appealing if they like dance music and because she is wearing quite revealing outfits and seen in a
range of positions. Indirectly people who are from different backgrounds and cultures could be a fan of
this video because she portrays them.
I think that the audience viewing this video are meant to feel a sense of either empowerment by her, as
she is strong and stable, or a sense of power because they feel she is a role model. There could also
be a euphoric feel, as the beat I laid back, and she is seen floating and breathing slowly so it has a
relaxed feel.
Lyrics/Music
Relationship between lyrics and visuals:
–The use of the word 'acapella', which means the loss of a musical accompaniment, although could be
connotative of something big, I.e a lover, and her being alone in the video.
–When she sings 'so come and revive me', she breathes in and out, amplifying that she needs
somebody to help her survive.
–When she sings 'so deafening' her head shakes first so that it is a blur.
–There is a contradiction of when she sings 'when colours was just like the others', she is painted in
unusual, bright colours.
To me, the lyrics contradict themselves from what is shown in the video, because they have a negative
connotation in that her life was bleak and missing something before they came along, whoever she is
seen as powerful and surviving in the video. There is also the way it is sung sounds positive, as it is
quite high pitched and sang in a major key. In terms of colloquial language, at the end of the song there
is a section where she sings the words fast one after the other.
The artist sings with a slight American accent, which is heard more when she sings in a lower key,
however, it is disguised quite well otherwise as she sounds high pitched and floaty in other parts.
Editing
The editing rhythm is very appropriate as the beat of the music fits in with the cut shots, at the
beginning. When the music goes into a higher key in the chorus, it cuts to the shot of her floating.
3. There is an obvious use of green screen with the floating shot, as this would be near impossible or very
expensive to do in reality. Most of the locations have probably been green screened to, as if not it would
cost a lot of money to film in each location. Something that gives this away is that the lighting is not
natural.
There is not really much use of transitions in this video apart from the scene with glitter, however at the
beginning the light flickers, as if it is a torch which fits in with the style of hunting. There are also
sections in the song where there is blurring and uneven focus, to show a surrealist element.
