Music Video Analysis

Blame It On The Boogie



Mise-en-scene = Level 3

I gave this a level 3 because of their attention to detail in the use of costume, they wore clothes that were popular in that era, including bright colours and shaped sunglasses. Also the use of props such as a electric guitar, microphone on a stand and drumkit were appropriate and also applied to the era in which the song was made. They also had a good range of locations considering the actual video was only two.

Conventions = Level 4

This video conformed to the conventions of the medium and related what they did to the genre and typical expectations. For example the visual effect they used when dancing is iconic to the time the song was made.

Target Audience = Level 3

The bright colours and playfulness in the video makes it clear that the target audience is for a younger age group such as teenagers. Although the video has a sense of maturity to it suggesting the age group is more late teens - early 20s. There is no specific reference to and genger in the song lyrics and also both males and females star in this video, connoting it is aimed at both genders.

Creativity = Level 2

This video completely follows the conformities of the genre at the time it was made and basically copies the original video to the best of teir abilities. Therefore there was not much creativity or originality. Although the performance aspect was accurate and typically expected.

Technical = Level 2

All shots were heald steadily and the shot types (although there was not a range) were accurate. The original video by Jackson 5 is simple with limited shot types and angles therefore it would be a lot easier to make this video original because we now have better equiptment to experiment.

Narrative/ Representation = Level 2

The video was based off a basic, one outfit, one location, limited shot types & angled video and appeared to be an attempt of cloning that whereas logically it would have been a perfect opportunity to be original and creative with the video. The narrative was simple and typical and non imaginative considering the possibilities.

Overall = Level 3

Beyoncé - Single Ladies




This is a professional music video by the A-list celebrity, Beyoncé.
Star appeal is also important in a music video and can compensate where other typical aspects would lack, for example Beyoncé had one location and one outfit yet has won awards for this video because of who she is. Therefore, generally locations and outfit changes are not necessary in making a sucessful video.
Also this video was not very creative, there were no props except the metal glove on her hand, the lighting simply went from light to dark, the shot types and angles were limited and there was no narrative structure. It can be argued that because the video lacked all of this and simply had 3 women dancing that is what makes this original and creative.
The full dance rountine ha attracted many followers and a chain of youtube duplicates. Her video has repeatability, making viewers want to watch it over and over again to learn the dance rountine or simply because they like the song. A catchy tune or dance routine can also compensate for technical weaknesses.