1. The video I am analysing is Single Ladies by Beyoncé Knowles, its 3.19 seconds long. The Video was
directed by Christopher Stewart and Beyoncé Knowles herself. The music for this video belongs to
the R&B genre with a Hip Hop edge to it. The video contains many characteristics to fit into this
genre because of the constant up-beat tempo, the energetic dance routine, and the choice of lyrics
is symbolic of love.
Immediately as soon as the Track starts the
Artist starts her dance routine, Beyoncé
doesn’t stop dancing through-out her entire
song, so it would fit perfectly under the title
‘The song a dance number’ by Joe Gow from
his book ‘Music Video as Communication:
Popular Formulas and Emerging Genres,
stating that the video focuses on the physical abilities of the dancing performer(s) and the vocal
presentation of the song, usually through lip-synching techniques. The image shown at 35 seconds,
shows all three girls pointing to their index finger, this is to highlight the lyrics “If you like it, then you
should of put a ring on it” this motif is repeated throughout the video, to over emphasise the theme
to the song (an end to a poor relationship-love) and the visuals shown through the dance routine to
show the relationship between the two, which has been highlighted by media analyst Andrew
Goodwin in his book ‘Dancing in the Distraction Factory’.
The Track “Single Ladies” has a constant upbeat tempo throughout the song that doesn’t change,
the video cuts perfectly well to the beat, and because the song doesn’t change pace, neither does
the video. Many of the lyrics are repeated throughout the song, this maybe to have an effect on its
audience, so it has a permanent effect on them, as it’s a song that cannot be forgotten because of its
repetition. The lyrics hold a reference to women, as it’s referring to how men should treat them, its
reference to voyeurism, but also in the terms of systems of looking, highlighted by Andrew Goodwin.
At 1.05 seconds we are first introduced to a close-
up of Beyoncé, there are quite a few close-ups after
this one this is because the Record Company likes to
sell the artist through the video, as the target
audience wants to see the artist up close, which is
typical of the song genre, another fact highlighted
by Andrew Goodwin. The Record Company has also
sold the track by the repetition of motifs and lyrics joined together; an audience loves this
combination as they find it easier to join along with the song and make their own versions,
uploading them to sites such as YouTube. From watching the video you can see that it’s a
Performance based Music Video (One of the four music video types in Diane Railton and Paul
Watsons book ‘Music Video and the Politics of Representation). ‘Single Ladies’ is similar to some of
Beyoncé’s previous work, such as ‘If I were a Boy’ directed by Jake Nava, and also shot in black and

2. white. Both songs fit under the love theme, and the drastic feelings of separation, (which also fit
under ‘The Four Genres of Music Video’ by ‘Diane Railton and Paul Watson’). The video doesn’t
represent a change of image, as Beyoncé refers to love a lot through her music, she sometimes
portrays a ‘sexier image’ in some of her videos more-so than others, but never changes her image
completely, and her songs almost tie In with one another.
From the video you can see from the background and lighting that it’s shot in a studio. I
think shooting this video in a studio worked really well as it put more focus on the artist and her
dancers. The Artificial light also highlights the studio effect, and the fact it was shot in black and
white, it gives it a documentary effect (quoted by ‘Diana Railton and Paul Watson’). The costumes
used against this light worked really well, because when the lighting was dark as you can see if the
first image, it made their facial features and skin tone stand out, whereas in the second image where
the light is brighter, their costumes stand out more.
There are no direct sexual references within the video. The costume that Beyoncé and her dancers
are wearing implies some sexual display as it does not cover much of their body, a reason for this
could be to reveal as much skin a possible towards to light, as the colour contrasts work really well
together. The choreography of the dance piece could be seen quite sexual, as some of the
movements are quite revealing, but at the same time if the movement material in the video, was
slow and contemporary dance, it would not fit with the track tempo and beat. The choreography
and the track work really well together, especially well relating the lyrics to the visuals. The
camerawork in certain areas, such as close-ups of some of Beyoncé’s facial expression could be seen
as sexual to certain viewers, such as the one in the second image.

3. Single Ladies, ends with a close-up of Beyoncé, once again holding her hand in the shot – repeated
motif. The song has ended, and becomes diegetic sound, you can just hear Beyoncé breathing, and
then she laughs. It think this is a really interesting way to end a music video, as you a seeing the
artist in their natural form, also its bringing you back to reality after being pulled into the
choreography and sound track of the video. The lighting has also returned to black, which is also
good as you can clearly see her facial expression and complexion against the light.