The document deconstructs a music video and website for the band The Vamps featuring Demi Lovato. It analyzes various scenes and elements in the music video, such as the opening titles emphasizing The Vamps over the featured artist Lovato, scenes showing the band playing sports to appear relatable, and shots highlighting Lovato during her verse. It also examines aspects of the band's website, like the use of sans-serif fonts appealing to teenage audiences, links to purchase new albums, and clear presentation of tour dates and ticket information.

1. Deconstruction of Music Video +
DigiPak & Website
The Vamps Ft Demi Lovato

2. The video I will be deconstructing will be music video ‘The Vamps ft Demi Lovato’. In the opening scene of this
music video it shows the names of the artist. ‘The Vamps’ is in a bigger bold than ‘Demi Lovato’ this is to
portray to the audience the importance hierarchy of the artist that are performing in this song. Due to Demi
only featuring on this song, The Vamps have more importance as this is legally their song. This is shown via the
position of their names, The Vamps being on top of Demi Lovato and the boldness of their names also. Also in
this opening scene the scene has been set as in the background is a peaceful sunset behind a calm ocean view.
This sets the mise-en-scene for a calm, peaceful song.

3. This scene shows the band playing football. Football is a stereotypical activity that is linked to males, so the fact
that the male band are doing this creates a sense of familiarity to the audience. This is because the audience
are used to males playing football. Also by doing this it portrays this band as being the same as any other
males, despite their fame and celebrity status. Also the band are dressed in casual clothes, short sleeves shirts
& t-shirts with shorts. This shows the type of season this video is shot in, summer.

4. In this scene, it shows a typical pretty teenage female staring directly into the camera, as if
she was staring at someone. This has created a sense of security and comfort for the
audience it is used to make the audience feel as if the girl is looking directly at them, making
them feel as if the song is about them and creates a bond between them and the song. This
can also be linked back to Laura Mulvey’s gaze theory, with her looking directly into the
camera it linked to male gaze, with the camera sexualizing her and admiring the features of
the girls.

5. In this scene shows the featuring star, Demi Lovato, in close up shot with a blur effect. This blurred effect to the
shot highlights the importance of her in this shot. The fact that the she is in the centre of this blurred shot, it
shows that she is the centre of attention and that the video intends to emphasise her presence. This is due to
her being one of the featuring artist and this is her verse. She also has a slight ‘glow’ to her person, this suggest
that she is being portrayed as a star figuratively (as she’s a celebrity).

6. In this scene it shows the band sitting around girls on a hot summers day drinking out red cups. This conforms
the stereotypical teenage summer activity. Mix gender activities are commonly known to be popular amongst
youth. The fact that they are drinking out red cups, suggest the could be drinking alcohol as ‘red cups’ are
known to be used by teenagers to hide alcohol in at party/functions. This also conforms to the stereotype that
teenagers love to drink. Doing this allows the teenage audience to feel engaged with the band, as they feel a
sense of familiarity and security as they can relate to the video.

7. The same style and theme have carried on
from the front page, onto the rest. This is the
pattern of roses, pink and red. This indicates
passion, affection and feminist.
The fact that she is
keeping her eyes
clothes shows that
she is purposely not
looking at the
camera. This could
be to not seem
‘vulnerable’. This
subverts from the
male gaze.
Red lipstick
conotes danger
and love. In this
image Rihanna
shown to be
seductive, this can
be seen through
the facial pose of
her.
The image is a
close up that fills
the whole front
cover. This
emphasises the
importance of
her as by using
this shot it makes
her the centre of
attention.
The text is very
simple and spread
across the bottom,
his makes it easier
for audience to
read. This is due to
it not clashing with
he image.This picture is portrayed beautifully,
with nice hair and good makeup. This
is to a emphasise her star image.

8. A san serif font
is used on the
opening page of
the one
direction page.
This is to appeal
to the intended
target audience,
teenagers. This
font will offer a
sense of
familiarity to
them.
The background on the opening scene is a picture of the
band themselves. This image shows they weren’t ready for
the picture, but was still used. This was portray them as
normal people and offer similarity to the audience.
In the middle of
the of the opening
page of the
website, it shows a
promotion link to
the band’s new
album. This is one
of the advantages
of modern web
2.0, a hyperlink
can take you
straight to
purchasing their
new album. This is
a typical
convention of
websites.

9. The black background, collaborates with
the white font colour, this makes it easy
for the audience to read. Again leading
on from the introduction page, the san
serif fonts has be re-used but in
different styles. This is to offer the
audience diversity.
Throughout the website, typical convergences are
used. Here are some. This is to show the interactive
part of website, offered through web 2.0. This is a
good advertising tactic as the target audience of the
band (teenagers) are the biggest users of social media.

10. The background on this part is a video of the band performing live, this links with what
is being presented. The dates are laid out in-front of the video clearly, with the
location and the ticket availability clearly visible. This reduces the chance of any clutter
on the website and makes it seem more professional. Also the dates will be more
appealing as it is behind a video.