Your task this week is to textually analyse 10 music videos. Each music video should be of a different genre and artist. With each video you need to analyse the following;
· Who is being represented?
· How are they being represented?
· Impact and message of this?
· Binary oppositions?
· Is the video conventional/unconventional
1- Blue lights - Jorja smith - R&B/ pop/ jazz
Who is being represented? More deprived demographic in rougher parts of London, Only men in this music video, of a variety of ages. From a young baby to teenagers, to an old man.
How are they being represented? This music video gives a very honest and true view into some of these people's lives. Shows the lack of recognition there is in the more deprived areas with more poverty, showing the challenges they have to face with crime, growing up with crime and ageing in this community. Majority of the people that are featured in the music video are from an ethnic background. However there are some white minority in this, showing that in this close community race is less significance and does not define an area.
Impact and message of this? In this music video there are many wide shots of deprived areas of London and council flats, many of shots look very similar to the area around Grenfell tower (the 24-storey Grenfell Tower block of flats in North Kensington, West London) which burnt down 14th June 2017. The contextualisation of this adds deeper meaning and adds a personal level of emotion onto the message of this video. Emphasising inequality in London.
Binary oppositions? Because there are only men in this music video, there is binary opposition between men and women and immediately separates them even when the singer is a female, there are oppositions between these people's lives and crime and the police force, the 'blue lights' that Jorja is singing about could represent 'blue lights' from a police car which is trying find someone.
Is the video conventional/unconventional? This music video is not a typical mainstream music video, and is very unconventional, there is no miming for the lyrics, you never see the actual artist and there is so convention of dance or even seeing the instrumentalists in the music video.
Is the video conventional/unconventional? This music video is not a typical mainstream music video, and is very unconventional, there is no miming for the lyrics, you never see the actual artist and there is so convention of dance or even seeing the instrumentalists in the music video.
2 - She - Tyler the creator feat Frank Ocean - Alternative hip-hop
Who is being represented? This music video is representing a group of stereotypical teenagers in an American neighborhood. The majority of people in this music video are black, including the artist. Therefore, this would be aimed towards a particular target audience. Very alternate hip-hop music video, subsequently narrowing the audience who would be interested in this music genre.
How are they being represented? Uses stereotypes of gender and the dynamics between girls and boys at this age, also uses a very stereotypical ideology for an overprotective black father over his daughter. This makes the audience easily understand the brief narrative of this music video. The role of the stereotypical role of the dad is over exaggerated and dramatic up until the point it is just mocking this character. Or any parent who acts in this way. For the audience this makes them relate to how the girl is feeling after being humiliated by her dad.
Impact and message of this? This music video emphasizes how creepy voyeurism is and how socially unacceptable it is. This song is from the album which is called 'Goblin', you could suggest that the young boy (played by Tyler himself) is goblin himself since he has black eyes and is portrayed to be very creepy and like a stalker. After a more intimate, conventional looking scene, The 'goblin' is looking down at the girl who is sleeping and begins to stroke her and smell her clothes. This is done to make the audience feel uncomfortable and aware on how unacceptable this is. The girl is easily blind to this stalker in her life and is still manipulated to meet this person after being instructed. This is done to perhaps suggested how easily manipulated women in society are, and consequently get into trouble.
Binary oppositions? There are binary oppositions between the 'goblin' and Frank ocean who is playing the role of the suggested boyfriend to the Girl. Making the audience compare roles and instantly create an ideology around these characters. The teenagers are opposing the police, this is shown towards the very end of the music video. This creates some what dramatic ending to the music video since it occurs out of nowhere.
Is the video conventional/unconventional? This music video is not conventional and Is very alternative. Tyler the creator Is known to be unique and edgy, making his work stand out from mainstream music industry
3- No security - Skepta - Grime/British hip-hop
Who is being represented? Representing black Male rap artist, in this song Skepta is talking about not wanting security people pushing people away from him, and making a 'gold statue' out of himself. Could suggest he is saying that celebrities don't need security for protection, instead they'll take care of protection themselves. Majourity of the people in the video are black, apart from the white old men scene which is just a mocking scene against stereotypes.
How are they being represented? Skepta throughout this music video is doing things independently emphasizing how he does not need security in his life. This music video uses a special lense on the one camera to Make it look like it is an old tv scree. This could suggest that he is showing how easily society can be manipulated through what is shown on tv, but it should not make anyone different. The short cut scenes change most verses, the scene of white men in a 'society' gathering uses the stereotypes to show how miss-understand critics or publicity in general can get to grime music and the meaning behind it. This particular message is represented by the 'white men' laughing and continuing to drink and eat whilst Skepta is shouting the lyrics on the table.
Impact and message of this? When Skepta is ripping down some of the articles from newspapers from the wall, it creates the ideology to the audience that there is conflict between grime culture or black rap and publicity companies. Suggesting that the way publicity represent this culture is very contradictive to what it really is about: making one reflect on themselves and their own identity (muse en scene of Skepta rapping in front of multiple mirrors). For the audience is not a 'conventional' traditional music video for this particular genre, making the audience pay more attention into the detail and deeper meaning from the artist.
Binary oppositions? In scene which Skepta is driving with a white women next to him, is completely opposing this genre of music and would consequently stick out to the rest of the music video. The colorful lighting and the costume used in this scene look out of place and look very 'pop culture'. There are again many binary oppositions in the scene where Skepta is dancing on a table surrounded by men white. Since it not only looks visually opposing but the audience know they've used stereotypes of the these people to show the differences. Making this part a mockery and funny for the audience. This music video shows Skepta being independent and having fun, although containing conventional codes.
4- Ariana Grande - Thank u next - Pop
Who is being represented? A stereotypical high school in America, mostly being of a white minority. Uses a lot of intertextuality of typical high schools movies: Mean girls and Bring it on etc. Ariana uses familiar faces in the music video as well as a familiar plot to intrigue the audience who would be mostly a younger generation of teenage girls.
How are they being represented? Ariana is creating a parody of stereotypical teenage girl movies. Representing a very sexist view on what girls do and spend their time at college doing e.g. chasing boys or cheerleading. Uses voyeurism of teenage girls in their bedroom to reinforce to the audience that they are openly being shown teenager girls bedrooms in some of the scenes. Sexualized representations, directly starring into the camera making it seem very direct to the audience.
Impact and message of this? Because the majority of the cast for this music video are women, it is very empowering for the audience. Makes them aspire to be like Ariana and move on from their past. Compared to the other music videos, this is more if a conventional/stereotypical music video for pop music, uses conventional codes like dance, acting and moments of short dialogue.
6- 6ix9ine - Billy - Rap
Who is being represented? Glorifies crime and violence is 'hood areas' or more deprived areas. Suggests that BME people are aggressive and violent because most of the cameras shots for filming are taken in the middle of the riot. Creates binary oppositions between police and gang groups, creating conflict against them. Mid shots are used majority of the time. 6ix9ine himself is not black but instead of a Latina background. However is aggressively swears a lot and says the n word, the impact of this is that it cultivates the idea that white people are aggressive. This can also oppose people and raise the issue of cultural appropriation
Impact and message of this? Creates the ideology that instead of going against the stereotypes to show a more educational message, they are instead cultivating the idea that in these gangs crime and violence should be something glorified. The muse-en scene they use a lot of controversial gang signs and slang to appeal to the target audience. This creates trends amongst the audience and sends them a particular message around violence. Explicit mention of murder and sex, reinforces a very stereotypical ideology that non-white people are criminals and are obsessed with sex. This is shown through the cinematography, being very shaky and jumpy, making it hard to tell what is being shown. The hand held cinematography connotes how the audience are positioned In the very middle of the chaos.
7- Billie Eilish - idontwannabeyouanymore - Electropop/ Indie pop
Who is being represented? In this vertically filmed music video, Billie herself is singing and directly in front of a mirror. Making the message of this song go directly towards herself. The lack of colour and happy emotion conveys that this could portray the ideology that she is talking about mental health. This is a very nonconventional music video, no colour, no props or sense of dynamics of dance or stereotypical music video conventions. Billie Eilish herself is known to be very unique and stands out in the music industry. She is only 18 and already extremely famous
Impact and message of this? The message of her looking into a mirror to see a reflection of herself has the impact of it being illusional for the audience. Making the audience not know which is the real Billie or the reflection of her. This gives the deeper meaning that reflecting yourself is a good thing and you should love yourself, instead Billie is saying 'idontwannabeyouanymore' making this the title of the song.
9- Offset - clout (ft. cardi b)
Who is being represented? In this video mainly it focuses on the couple of cardi b and offset, in most of the shots after cardi being introduced in the music video they appear very close with many sexualized scenes. However, for the audience this is empowering since recently they have been in the media a lot with reports of offset cheating on cardi b after cardi giving birth to her first daughter. This is there first music video together with just them two featuring. There is one other dancer in the music video who uses sexualized dances which Is a typical feature of cardi b's work. The dancer has her black afro hair natural but dyed yellow. This matches in with the whole colour scheme of yellow; muse en scene of cardi b sitting in a pile of lemons. Offset dancing around a room with yellow rimmed mirrors. All of those featured in the music video are black or from an ethnic background. There is a lot of criticism however that cardi tries to be represented as 'black' rather than being from a Latina background. Cardi b wears very sexualized costumes in the video, from latex, chains and mesh, to bright yellow fish net costume. This is very sexualized to appeal for a heterosexual audience and to sexualize her body.
4- Ariana Grande - Thank u next - Pop
Who is being represented? A stereotypical high school in America, mostly being of a white minority. Uses a lot of intertextuality of typical high schools movies: Mean girls and Bring it on etc. Ariana uses familiar faces in the music video as well as a familiar plot to intrigue the audience who would be mostly a younger generation of teenage girls.
How are they being represented? Ariana is creating a parody of stereotypical teenage girl movies. Representing a very sexist view on what girls do and spend their time at college doing e.g. chasing boys or cheerleading. Uses voyeurism of teenage girls in their bedroom to reinforce to the audience that they are openly being shown teenager girls bedrooms in some of the scenes. Sexualized representations, directly starring into the camera making it seem very direct to the audience.
Impact and message of this? Because the majority of the cast for this music video are women, it is very empowering for the audience. Makes them aspire to be like Ariana and move on from their past. Compared to the other music videos, this is more if a conventional/stereotypical music video for pop music, uses conventional codes like dance, acting and moments of short dialogue.
5- A$AP Rocky - A$AP forever - Hiphop/American Rap
Who is being represented? Contains loads of different shots that transformed into each other.Stereotypical "rapper" clothing, going with audiences' stereotypical views. Zoom in and out effect is very trippy and makes you feel like are on drugs and sick. Creating an impact on the audience and making the audience feel disillusioned to what is taking place. Gang looks threatening and like they belong in this particular audience.
6- 6ix9ine - Billy - Rap
Who is being represented? Glorifies crime and violence is 'hood areas' or more deprived areas. Suggests that BME people are aggressive and violent because most of the cameras shots for filming are taken in the middle of the riot. Creates binary oppositions between police and gang groups, creating conflict against them. Mid shots are used majority of the time. 6ix9ine himself is not black but instead of a Latina background. However is aggressively swears a lot and says the n word, the impact of this is that it cultivates the idea that white people are aggressive. This can also oppose people and raise the issue of cultural appropriation
Impact and message of this? Creates the ideology that instead of going against the stereotypes to show a more educational message, they are instead cultivating the idea that in these gangs crime and violence should be something glorified. The muse-en scene they use a lot of controversial gang signs and slang to appeal to the target audience. This creates trends amongst the audience and sends them a particular message around violence. Explicit mention of murder and sex, reinforces a very stereotypical ideology that non-white people are criminals and are obsessed with sex. This is shown through the cinematography, being very shaky and jumpy, making it hard to tell what is being shown. The hand held cinematography connotes how the audience are positioned In the very middle of the chaos.
7- Billie Eilish - idontwannabeyouanymore - Electropop/ Indie pop
Who is being represented? In this vertically filmed music video, Billie herself is singing and directly in front of a mirror. Making the message of this song go directly towards herself. The lack of colour and happy emotion conveys that this could portray the ideology that she is talking about mental health. This is a very nonconventional music video, no colour, no props or sense of dynamics of dance or stereotypical music video conventions. Billie Eilish herself is known to be very unique and stands out in the music industry. She is only 18 and already extremely famous
Impact and message of this? The message of her looking into a mirror to see a reflection of herself has the impact of it being illusional for the audience. Making the audience not know which is the real Billie or the reflection of her. This gives the deeper meaning that reflecting yourself is a good thing and you should love yourself, instead Billie is saying 'idontwannabeyouanymore' making this the title of the song.
8 - Florence the machine - Hunger -Indie rock/indie pop
Who is being represented? Representing the theme of isolation or loneliness which can cause a sense of decay. Using an artistic sculpture which has holes in it or signs of decaying to represent how this one object is rejected by society once decayed. The main singer Florence herself shows that instead of rejection, there should be love. Short cut scenes at the very beginning of very contrasting things create suspense and tension. scene of two boys kissing cutting to a more scientific looking scene of something closely been look at through a microscope, then cutting to a monochrome scene of men in room standing around this sculpture which represents society in a negative and dull way. Florence is known to be 'crazy' with lots of energy, this ideology can be suggested when she is jumping around in the long wide shots in presumably a museum. This is a conventional music video, features dance, singing, and features of the artist herself. Making the audience feel empowered by the amount of energy Florence gives in this music video. There are also subtle themes of race in this music video: muse en scene when there is a room full of white people spectating the broken sculpture but not looking pleased by it, Then there is one black women in the room who admires the sculpture and buys it and loves it.
9- Offset - clout (ft. cardi b)
Who is being represented? In this video mainly it focuses on the couple of cardi b and offset, in most of the shots after cardi being introduced in the music video they appear very close with many sexualized scenes. However, for the audience this is empowering since recently they have been in the media a lot with reports of offset cheating on cardi b after cardi giving birth to her first daughter. This is there first music video together with just them two featuring. There is one other dancer in the music video who uses sexualized dances which Is a typical feature of cardi b's work. The dancer has her black afro hair natural but dyed yellow. This matches in with the whole colour scheme of yellow; muse en scene of cardi b sitting in a pile of lemons. Offset dancing around a room with yellow rimmed mirrors. All of those featured in the music video are black or from an ethnic background. There is a lot of criticism however that cardi tries to be represented as 'black' rather than being from a Latina background. Cardi b wears very sexualized costumes in the video, from latex, chains and mesh, to bright yellow fish net costume. This is very sexualized to appeal for a heterosexual audience and to sexualize her body.
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