Real Music Video Analysis

To gain a deeper understanding of music videos and the different conventions, I decided to analyse a variety of music videos; from both Western artists and other types of music from other parts of the world. I think this will broaden my knowledge of the music industry on how different cultures create and promote their music videos. All of these music videos have elements in them that I'd like to use in our music video.

Artist: The Neighbourhood
Song Title: Sweater Weather

Genre: Alternative/Indie Rock - The rock genre stereotypically is known for heavy use of instruments such as drums and guitars. There are shots scattered throughout the music video of the group using instruments that fit the convention of rock music. However, the alternative/indie element is seen in the cinematography of the music video; shot in grayscale to fit their black and white theme that they used for their 2013 debut album I Love You.

Type of Video: I think the video is concept based, as they're isn't a set narrative plot line seen throughout, but rather little snippets of narrative seen at different times. The narrative when seen follows the group travelling through various places together, which paired with the editing style makes the music video aesthetically pleasing; and therefore more conceptual.

Representations: In the music video the main protagonists are The Neighbourhood, and so being a group of white men, there isn't any representation of other ethnic backgrounds seen. The main female role seems to be played by a women of latin descent, however it's unclear as the entire music video is shot in black and white. They don't conform to any stereotypical beliefs of white people; however they do conform to the stereotypical 'rock star' image - someone who goes travelling on the road, stopping off in small cities, drinking extensive amounts of alcohol and having sex with many women.

Group Image: The overall image that The Neighbourhood are portraying is one of subtle rebellion. This is seen through a multitude of ways such as the entire group travelling freely, drinking, partying; however there is an underlying message that feels as if the group is unhappy with the direction their life is going in which reflects the lyrics. This is communicated to the audience and used to sell music as the audience and their fans get the general impression that The Neighbourhood are a laid back group that care about the visual aspect of their music. Their music targets those who care about good cinematography and also people are enjoy conceptual music videos, albums and artists.

Intertextual References: There doesn't seem to be any intertextual references.

Camera Shots: There are many sweeping pans used in the music video that introduce scenes and locations and different members of the group. There is handheld shots seen throughout which give the impression that a member of the group or perhaps the female lead filmed those shots; overall this makes the video seem more homemade. At 2:52, an 180 degree rotation is seen and from that moment onwards various shots seen before in the music video is overlapped with each other, creating a mixture.

Intended Target Audience: I think the intended target audience is young adults as they'd be a similar age to members of the group and the conceptual music video is something that people of that age would appreciate. The entire concept of the music video, a group of friends travelling around, is something that people of a younger ages couldn't do and people in their thirties also wouldn't be able to do, and so therefore this resonates better with young adults.

Number of total shots: 20+

Artist: Childish Gambino ft. Chance the Rapper
Song Title: The Worst Guys

Genre: Hip Hop - The Hip Hop genre is stereotypically known for its use of girls, partying, alcohol and drugs; however this music video breaks away from the typical conventions as it depicts a group of friends who travel to the beach on a outing - which fits the partying convention which allows the audience to know what genre it is.

Type of Video: I think the music video is narrative as it follows a plot line of a group of friends including Childish Gambino and Chance the Rapper spending the day at the beach, which is a relatable concept for a music video.

Representations: The music video centres around the two protagonists Childish Gambino and Chance the Rapper who are both black and the rest of the group are various people of colour (POC). This highlights minority ethnic groups who are often overlooked in traditional Westernised music videos; it also portrays women of colour (WOC) and women in general as more than objects as in this video they aren't sexualised.

Group Image: The image portrayed is that both Childish Gambino and Chance the Rapper are relaxed artists who are content with a day on the beach compared to a loud, ostentatious party fuelled with alcohol and drugs. This sells the music as audience expect this laidback style from Childish Gambino and so the conceptual narrative fits the image and allows his music to sell. As an artist, it's important not to stray too far from your chosen niche, unless you're planning to change your musical image; this way as an artist you can gain a fanbase that know what to expect from your music - Childish Gambino does just this.

Intertextual References: There doesn't seem to be any intertextual references.

Camera Shots:
The handheld shots shown at the beginning of the music video create the type of feeling that Childish Gambino or a member of his group recorded it; which gives it an overall genuine feeling.

The out of focus, unsteady camera suggests eagerness and excitement which reflects perhaps the artist himself as this was the second music video released on his second studio album, Because The Internet, which propelled him into success; eventually gaining Childish Gambino a Grammy nomination for Best Rap Album in 2014.

The birds eye view at 0:38 filmed with a fish eye lens creates a dramatic feeling as it makes the artist and his friends look small in relation to the set, giving the scene perspective. It not only shows how alone they are at the beach, but also could symbolise how secluded they are in their own little world, not paying attention to the scene around them.



Intended Target Audience: Teenagers/young adults as they'd be a similar age to members seen in the music video and the narrative is something relatable to the gap year type travelling dream that a lot of youth have. Hip Hop is a genre of music that resonates strongly within young people compared to adults and those older and so this laidback style breaks away from the typical conventions, but still has the element of rap to entice the intended target audience.

Number of total shots: 15+

Artist: Beyoncé ft. Chimamanda Ngozi Adichie
Song Title: ***Flawless

Genre: Described as 'Alternative R&B' and 'Trap', which is defined by 'its aggressive lyrical content and sound, where the instrumentals are propelled by 808 kick drums and other faster time division hi-hats, layered synthesizers, and "cinematic" strings'; Beyoncé's music video lives up to the definition of trap music. Sticking to the conventions of Hip Hop, her music video contains a large group of people partying, drinking alcohol, fighting; whilst she doesn't force the image on the audience it's clear to see she is demonstrating her wealth with her jewellery and grills - a piece of jewellery which gained popularity through Hip Hop culture from the early 1980's onwards.  

Type of Video: The music video has an embedded structure, as it begins with the conceptual idea of Beyoncé starring in an old 1980's TV show 'Star Search' from 0:00 - 0:16, before cutting to the actual music video which is more performance based and filmed entirely in black and white. The music video is mainly focused on Beyoncé as she lip syncs and parties with the other actors in the video. At 3:53, it cuts back to 'Star Search' where it announces the winners of the competition being a boy group called 'Skeleton Crew', rather than Beyoncé's group 'Girls Tyme'. 

Representations: Beyoncé features a variety of actors in her music video, people of all different ethnic groups and genders; therefore allowing her to represent both social minorities and majorities. This fits with the message of the song and the fact that Flawless is often referred to as a 'feminist anthem'; therefore by promoting equality for all, it only makes sense that Beyoncé's music video includes all types of people. This could also be the reason why the music video was shot in black and white; a symbolic technique used to reference that whilst colour is important - it's not of great importance, accepting who you are, loving yourself and standing up for yourself is what is. 

Group Image: Flawless was a single from Beyoncé's 2014 self titled album; however the album and its content created controversy, but also a lot of social and commercial success. Whilst some criticised the sexual content of the album, others praised it for her brazenness. In the music video, it's clear that Beyoncé doesn't care for criticism; she proudly shows off a 'tough girl' image, which creates the impression that as an artist she's not afraid to portray a darker, gritty personality that may be new to some of her fans. 

Intertextual References: There is one crucial intertextual reference seen at the beginning and end of the music video. It features Beyoncé's girl group 'Girls Tyme' on a show in the 1990's called 'Star Search' at the end of the music video it's revealed that her group lost to an all boys group called 'Skeleton Crew'. This references the message of the song, noting that often in society, womens' achievements are often dismissed in favour of men. It also directly references the show, which even though it ended in 1995, still bought publicity to the old American TV show. 

Camera Shots: 

This is a mid shot, however it's from the perspective of an over the shoulder shot. This shot is effective, because even though there's masculine figure in the foreground which should capture the audiences' attention; it's in fact Beyoncé who does despite being in the background. As she stands defiantly in the doorway almost challenging the audience, the attention is drawn to her. The shot itself is also slightly tilted creating a slightly disorientated feeling, which could represent how Beyoncé hoped to disorientate and change the way people view her as an artist and her music. 


One of the main editing techniques used was slow motion, which added a new element to the music video as it focused the audiences' attention on certain minor details seen in the set that they might have otherwise missed. The music video frequently interchanges between normal pace, slightly sped up and slow motion; which once again disorientates the audience, reflecting the point made earlier on how Beyoncé wants change the way people view her and her beliefs. 

Intended Target Audience: I think Beyoncé's intended target audience is teenagers and young adults. I think she wants her music to influence and make an impact on young people by sending a strong, powerful message to them. Teenagers, often easily mislead and impressionable look up to people as powerful as Beyoncé and so by using her status to educate others is something that her song and music video does. 

Number of total shots: 20+

Artist: Kisum ft. Jooyoung
Song Title: You & Me

Genre: K Hip Hop - The Korean Hip Hop genre differs from the common Westernised Hip Hop genre made popular in America. Having gained growth from the early 1990's, K hip hop hasn't got any set conventions; however there is a distinct difference between mainstream and underground. 

Type of Video: I think this video is more conceptual; as there is a slight narrative, but overall the music video is more about the aesthetically pleasing aspect. The pastel wash used over the video creates a softer look, while Kisum matches her outfits with the set several times. 

Representations: There are only two people seen in the music video; Kisum and Jooyoung who are both of Korean descent. While this highlights minority groups, there isn't much representation of any other ethnic background or culture. However, this fits with the genre of Korean Hip Hop.

Group Image: Kisum maintains an overall positive image; there isn't anything in the music video that would give her a negative representation. As a rapper, her music video doesn't stereotypically follow the conventions of Hip Hop videos; so she breaks away from convention by creating a video that is completely different. 

Intertextual Reference: There are no intertextual references; however Kisum is seen at one moment wearing a 'Coca - Cola' top, which could be seen as product placement, but due to the lack of screen time it's given, it appears this was chosen for aesthetic reasons rather than promotional.

Camera Shots:

A wide shot is also used at 0:32 which shows Kisum in the centre of the shot; however there are other elements that are going on behind her - which should technically take the attention away from Kisum but it doesn't. 

There are several over the shoulder high angle shots, seen at 0:54, of Kisum; which draw the audience's attention, as usually you don't see the back of an artist in a music video - the camera angles are usually focused on their face. This camera shot is something we hope to use in our music video, as it's different than what you usually see.  

Intended Target Audience: I think the intended target audience is people in their late teens and twenties; as they relate to the same age demographic as Kisum. The song tells a story of two people who are going back and forth in their relationship, but at the end of the day they both care for each other; which is something people of that age can sympathise with.

Number of shots: 20+