VIDEO KILLED THE RADIO STAR

AN INTRODUCTION TO MUSIC
VIDEO

22

FOR YOUR A2 COURSEWORK YOU WILL PRODUCE :

A MEDIA PORTFOLIO , COMPROMISING A

MAIN AND TWO ANCILLARY TEXTS

60 MARKS

20 MARKS

RESEARCH AND PLANNING

EVALUATION 20 MARKS

MAIN TASK
A

PROMOTION PACKAGE FOR THE RELEASE OF AN ALBUM, TO INCLUDE :

A MUSIC PROMO VIDEO

40

MARKS

PLUS:

A DIGIPAK CONSISTING OF AT LEAST SIX PANELS (CD PACKAGE )10

MARKS

A MAGAZINE ADVERT FOR THE DIGIPAK (CD PACKAGE )10 MARKS

YOU

WILL THEN BE REQUIRED TO ANSWER

TWO

QUESTIONS IN YOUR

2015

EXAM ON YOUR COURSEWORK .

QUESTION 1A (25 MARKS) WILL FOCUS ON YOUR SKILLS DEVELOPMENT

FROM AS TO A2. Y OU HAVE ALREADY BEGUN PREPARATION FOR THIS DURING
YOUR A2 INDUCTION LESSONS
QUESTION 1B (25 MARKS)

WILL ASK YOU TO ANALYSE

ONE

OF YOUR

PRODUCTS IN RELATION TO ONE OF THE FOLLOWING KEY CONCEPTS

NARRATIVE
AUDIENCE
GENRE
REPRESENTATION
MEDIA LANGUAGE

22

THE PURPOSE

OF A

MUSIC VIDEO

A music video is a short film or video that accompanies a complete piece of

music/song. Modern music videos are primarily made and used as a [marketing]
device intended to promote the sale of music recordings. Although the origins of
music videos go back much further, they came into their own in the 1980s, when
MTV based their format around the medium, and later with the launch of VH1.
The term "music video" first came into popular usage in the early 1980s. Prior to
that time, these works were described by various terms including "filmed insert",
"promotional (promo) film", "promotional (promo) clip" or "film clip" (Wikipedia)
TASK 1
1.WHAT DO YOU THINK ARE THE MAJOR ELEMENTS OF AN ALBUM MARKETING
CAMPAIGN (THE DIFFERENT WAYS IN WHICH A BAND /A RTISTS IDENTITY IS MEDIATED
TO AN AUDIENCE)?

A music video is very important, as it helps to promote the

song and also tends to convey the style of the artist/band to
the audience through the style of the video itself, through mise
en scene and perhaps through any performance element used.
Interviews regarding their album on the television or another
medium (such as online, or on radio) can help raise awareness
of their album and can also illustrate to an audience the
personality of the band/artist, and they can portray their style
and image through these interviews.
Performances at events (such as festivals, on television
programmes, gigs, etc) help to once again raise awareness to a
wider audience of songs from their album and their image,
style and identity.
I believe that social media is also key in an album marketing
campaign, for example tweets (or Facebook status, etc) can be
used to promote the album and encourage people to buy it.
Social media is a very helpful platform, as it is accessible to an
extremely large audience, and promotion of the album can be
spread throughout this audience via people sharing,
retweeting, etc, about it. Through social media you can also get
a feel of the artist/band through what they say in their tweets,
status and so on, the images they may post of their day-to-day
happenings, for example their promotion tour of their albumthis can make an audience feel involved and more interested in
the artist/band, like they have first hand, exclusive knowledge
of things related to their new album and therefore they may be
more likely to buy it.
The styling of the artist/band usually is associated with their
genre of music and this can subsequently help to relate their

22

identity to an audience, and the audience can perhaps judge

whether the band/artists style of music would be something
theyre interested in.

2. WHERE HAVE YOU ENCOUNTERED THESE ELEMENTS IN YOUR DAILY LIFE?

Many of these elements mentioned in the last answer I encounter in
my daily life, for example on social media you can easily see the
promotion of a band/artists album as it may get shared by one of
your friends or you might follow the band/artist yourself. Music
videos can be suggested to you by YouTube itself if you listen to
similar music, so this will draw you in. Performances at events can
be seen on television, talked about by people on social media, or
talked about elsewhere, so you are likely to encounter this.
Interviews of the band/artist can also be seen on a variety if
mediums, so it is likely that you will come across this band/artist in
some dimension, in all of which they are promoting their album so
you are bound to become aware of it somehow- and perhaps more
interested in purchasing it.
3.WHAT FACTORS MAKE YOU LIKE A BAND AND THEREFORE DOWNLOAD THEIR
MUSIC , BUY THEIR ALBUMS OR ATTEND THEIR CONCERTS ? H OW DO YOU DECIDE
WHICH BAND IS COOL AND WHICH IS NOT?
I think the factors that make me like a band include elements such as
their personalities, style, genre of music, and overall attitude that
they portray. If these things appeal to me then I am probably more
likely to be interested in buying their music.
WHAT MAKES THE MUSIC VIDEO UNIQUE ?

THE MUSIC VIDEO IS DESIGNED FOR MULTIPLE VIEWINGS; IT HAS TO BE INSTANTLY

MEMORABLE YET INTERESTING ENOUGH TO WARRANT WATCHING AGAIN AND AGAIN .

UNLIKE THE FILM TRAILER IT IS NOT DESIGNED TO BE VIEWED ON A LARGE SCREEN

NOR IS ITS AUDIENCE CAPTIVE.
1. WHERE AND WHEN DO YOU WATCH MUSIC VIDEOS?
I would say that I tend to watch music videos on my phone, either
when Im on my own or whether Im with a group of people and I
want to show them an interesting/a music video that I like.
Furthermore, I watch them on television, when there is little else to
watch Ill switch on a music channel. Also, Id say that I watch music
videos if there is one in particular that many people are talking
about in person/online and I want to feel involved in the hype.7

22

TASK 2
IN THE SPACE BELOW LIST AS
VIDEOS THAT YOU CAN THINK

MANY FEATURES/ CONVENTIONS OF

MUSIC

OF.

Parties
Large houses
Beautiful scenery
Glamorous mise en scene
Make-up
Beautiful women
Good-looking men
Nice clothes
Physical fitness
Nice cars
Performance
An interesting narrative
An opening & ending dialogue
A link between the lyrics and visuals
A relation between the visuals and the music
Close-ups of the artist/band
Artistic branding
Voyeurism (the audience see something that they usually shouldnt
see)
Intertextuality
Repetition
A comedy element
A dramatic element

Analysing Music Videos :

1. Genre Categories:

Illustration either a straightforward performance video or a simple

narrative video (or mixture of the two) that illustrates the meaning of the
lyrics and visualizes the music in a straightforward way. It could be called
music video denotation. A good example of a classic mixed
narrative/performance video is Pulps Babies.

22

Amplification the conventions demonstrated by the music video

auteur or creative director. S/he may use both performance and
narrative, however, rather than simply illustrate the lyrics or sounds this
director will amplify both with creative interpretation, unusual ideas and
surrealistic approaches. There is still a direct link to the song, whether it
be the beat, sound or connotative link to part of the lyrics or song title.
See Spike Jones video for Fat Boy Slims Praise You or Michel Gondrys
video for Kylie Minogues Come Into My Life.
Disjuncture also created by auteur directors these videos are
completely abstract and have no obvious link to the music, lyrics, song
title or artist. In this sense they are a point of disjuncture from the song.
See Spike Jones video for Daft Punks Da Funk or any Radiohead video.
2. The Narrative Video Codes and the Performance Video
Codes:
Narrative Video:
Narratives are rarely complex for two reasons:

1. They need to market or advertise the band/artist and song so must

feature repeatability In other words the narrative code must be loose or
simply suggestive rather than realistic or detailed. This is because
music video audiences need to be able to watch videos repeatedly and a
tight realist narrative would prove too boring after the first couple of
viewings. Musical Synaesthesia only requires the musical or lyrical mood
to latch onto to develop a narrative concept.

2. Musical Synaesthesia the two elements of the song which determine

the visual subject matter or overall concept

a) Roland Barthes theory of the grain of voice whereby the vocal

sounds can be understood as music in themselves e.g. Michael
Jacksons yelp or the tone of voice of the words which are the song
title themselves e.g. Bjorks Its Oh So Quiet
b) The dominant musical arrangement that dictates the overall mood.
This could be a key guitar sound(the lead guitar in Get Lucky Daft
Punk) or a particular beat (Uptown Funk Mark Ronson)

22

Once the director has identified what he/she thinks is the key vocal or
musical element then this may be used to tap into the audiences sense of
shared cultural history or intertextuality e.g.

The steel guitar=the American Deep South and desert plains

An rnb beat or bass line=an urban environment
A group of choral voices=a place of religious significance e.g.: church or
graveside etc.

Performance Video:
1. Conventions of the band performance: a degree of authenticity of
the performance is sought by the band and the director so we find
lip-sync close-up, mimed playing of instruments, repetition of chorus
shots to enhance repeatability, unusual camera shots and angles
e.g. the micro camera shots attached to the neck of a guitar,
sweeping crane shots to film audience reaction to the band playing
etc (see number 4)
2. Conventions of solo artist performance: many of the above plus
choreographed dance routines to enhance repeatability, a first
person mode of address directly engaging the viewer through the
camera which involves many close up shots of eyes rolling and
gesturing (see how these conventions have been adopted by Pop
Idol contestants in a bid to appear professional and authentic)and if
the video is a hybrid form cutting between performance and
narrative then the solo artist or band lead singer often becomes part
of the narrative story, acting as narrator and participant at the same
time (see Jarvis Cocker in Pulps video for Babies)
3. Star Image only 1 in 10 artists promoted by a major record
company will actually make that company any substantial profit.
This is why certain select profit making stars are manufactured,
manipulated and marketed by the record labels artist and
repertoire (A&R) division so aggressively. The star image of
individuals such as Michael Jackson and Madonna through their
videos is a vital component of this process. This is why we can

22

identify the meta-narrative of stars through their videos whereby

the record label manipulates and changes the artists image with
each new video release to increase sales, consolidate target
audiences and broaden appeal to new fan bases. The best case
studies are Madonna and Michael Jackson. Trace their image
manipulation through videos over the past 30 years.
3. Audio-Visual Technical Codes Needed for Analyzing a Music
Video:
Speed is the Essence:
Camera Shots: jumping directly between long shots, close ups and
extreme close ups. Primarily the close up on the singers face is the main
generic convention for music videos. Also the extreme close up on the lips
for lip synching.

Camera Movement: whip pans, fast dolly track shots and fast overhead
crane shots to follow the running, walking or dancing of performers. Also
fast vertical tilts and horizontal pans.

Editing: various terms: jump cutting, MTV style editing or montage editing.
Creating the visually de-centred experience of jumping from location to
person to instrument without any normal narrative continuity. Instead it is
often the beat or the rhythm of the track which provides the organising
principle for editing movement. The editing moves so fast it creates the
need for viewing repeatedly. There are exceptions though. Some
continuity editing used such as atmospheric dissolve shots such as in
Sinead OConnors Nothing Compare to You

Post-production digital effects: see i-movie for split screens (see Michel
Gondrys video for Kylie Minogues Come Into My World for split screens
seamlessly bled into each other) colourisation slow motion etc These
are now conventional for music videos. Please look out for other
innovative effects.

Lighting: Expressive lighting a key feature of music videos. Extreme

artificial light to create the bleaching effect on pop stars faces (making
them seem ageless). Also the use of switching from colour to black &

22

white or sepia to indicate a shift from chorus to verse. Also lighting effects
such as strobes or flashing needs to be identified. This obviously links into
the use of CGI in dance music videos to enhance the atmosphere.

Mise-en-scene: look for the overall artistic concept in a video. Is there a

theme such as the historical period e.g. the sixties (Madonnas Beautiful
Stranger with its intertextual link to the Austin Powers film) or the
seventies (The Beastie Boys Sabotage video which parodies the
Starsky& Hutch 70s TV Cop genre...also an intertextual link). Does the
videos mise en scene follow the need for authenticity in performance
videos by using the concert hall or rehearsal studio setting. Or is there an
intentional parodic setting to exaggerate star image as in many rap and
r&b videos with a focus on glamorous icons such as exotic locations,
beautiful cocktail bars and stunning beachside houses with infinity pools
(see Rick Ross Here I Am)

TASK 3
TEXTUAL ANALYSIS OF MUSIC VIDEOS
NAME OF TRACK: SOME NIGHTS

ARTIST: FUN .

FEATURES
GENRE
CHARACTERISTICS

OBSERVATIONS

22

INDIE POP :
THERE IS A FILTER OVER SOME
PARTS OF THE VIDEO , WHICH IS
TYPICAL OF THAT OF AN INDIE
POP VIDEO , TO MAKE IT LOOK
QUITE OLD AND VINTAGE ,
ALMOST LIKE A MEMORY.
THERE IS A MIXTURE OF
NARRATIVE AND
PERFORMANCE , AND THE
NARRATIVE ELEMENT INVOLVES
A THEME . THE BAND
THEMSELVES ARE IN THE
MIDDLE OF THE ACTION ,
INTEGRATED INTO IT IN A WAY.
THE LEAD SINGER IS SINGING
TO THE SOLDIERS TOWARDS
THE START OF THE SONG .
THERE ARE A LOT OF CLOSE UPS ON THE BAND AND THE
LEAD SINGER , EMPHASISING
THAT THE AUDIENCE SHOULD
FOCUS ON THEM .

RELATIONSHIP

THERE IS A STRONG LINK

BETWEEN LYRICS

BETWEEN THE LYRICS AND

AND VISUALS ?

VISUALS - FOR EXAMPLE THE

NARRATIVE OF THE VIDEO
SHOWS THE

AMERICAN CIVIL

WAR , AND TWO LOVERS

SEPARATED BY IT . THE LYRICS
MENTION THINGS SUCH AS

THIS IS IT BOYS , THIS IS WAR

AND I MISS MY MOM AND DAD
FOR THIS ?, CLEARLY LINKING
TO THE NARRATIVE OF THE
VIDEO .

RELATIONSHIP

THERE IS A LOT OF RELATION

BETWEEN MUSIC

BETWEEN THE MUSIC AND THE

AND VISUALS ?

VISUALS , FOR EXAMPLE THE

DRUMMING AND BEAT AS THE
SONG KICKS IN

( MOST NIGHTS ,

I DON T KNOW ANY MORE ...) IS

REFLECTED BY THE SCENES OF
SHOOTING AND MARCHING WE
SEE IN THE VIDEO . ALSO THE
BEAT HAS ALMOST A WAR LIKE
FEEL TO IT , LIKE THE SOUND OF
MARCHING WHICH REFLECTS
THE NARRATIVE ITSELF .
WE SEE THE BAND PLAYING IN
TIME WITH THE MUSIC , AND
THE LEAD SINGER LIP - SYNCING .
ALL OF THEM ARE MOVING
ALONG IN TIME WITH THE
MUSIC .
THERE ARE FAST CUTS WHICH
REFLECTS THE FAST PACE OF
THE MUSIC .
THE SONG SLOWS DOWN AT ONE
POINT (COME ON... COME ON...)
THIS IS ILLUSTRATED IN THE
VIDEO WITH THE ACTION BEING
IN SLOW - MOTION . THIS ALSO

EXAMPLES

22

TASK 4 ANSWER ALL

OF THING YOU LL NEED

THE QUESTIONS BELOW

THIS

IS EXACTLY THE SORT

TO DO WHEN EVALUATING YOUR OWN COURSEWORK .

1. Why did you choose the text you are analysing?

I chose this text as I love the song and the music video is very
powerful, and full of interesting narrative and energy.
2. In what context did you encounter it?
I was listening to one of Fun.s other big hits, We Are Young, on
YouTube and this video came up in the suggestions.
3. What influence do you think this context might have had on
your interpretation of the text?
I was probably expecting it to be as good as the We Are Young
video, so I was thinking positively before I even watched it.
4. Which conventions of the genre do you recognize in the
text?
Sometimes in indie pop music videos they film with a certain filter in
some parts of the text to make it look old, and have a vintage sort of
feel, almost like that of a memory. Furthermore, it is usual for there
to be a mixture of narrative and performance and this is evident in
this text, with the band being clearly integrated into the action.
Also, the band are styled in a way in keeping with clothes associated
with their genre of music, in quite a cool, stylish way, but they are
also in keeping with the mise en scene and the action taking place
around them in the text. There are also close-ups of the lead singer
and the band, as they are the main draw for the audience; it is their
song so they themselves as a band/individuals are key in selling it.
Furthermore, there is a love story in the video and a beautiful
woman and a good looking man are the actors portraying the
couple, all of which are ordinarily conventions of indie pop music
videos. The video opens with the title of the song in capital letters,
which is quite a regular feature of indie pop videos (opening with
the title), and then there is an opening sequence to the text which
does not have any music to it, setting up the narrative, which is also
usual for indie pop.
5. To what extent does this text stretch the conventions of its
genre?
There isnt really any notion of looking, sometimes in indie pop
videos men can be dressed in a way thats more revealing; however
this is more focused on the energy of the band, their style and the
narrative of the video. Although, the men are still styled in a nice,
attractive way so the text only stretches the conventions slightly.
6. Where and why does the text depart from the conventions of
the genre?

22

I would say that it is quite unusual for an indie pop video to be

inspired by a particular historical event (except for perhaps National
Anthem by Lana Del Rey), especially one of war. I feel that they
have done this in order to make the text more meaningful, to be
more powerful and to relate to the lyrics of the song more.
7. What sort of audience did you feel that the video was aimed
at (and how typical was this of the genre/style of music)?
I feel like this was aimed at a variety of people, but perhaps young
adults in particular due to the energy of the band in the video that I
feel would appeal more to a younger audience. Also, I feel that
young female adults are targeted due to the storyline of the young
couple that would stereotypically appeal to women. However, young
male adults are targeted, stereotypically, due to the war element to
the video. Although, I do feel like the messages conveyed through
the video are quite universal and would relate to everybody.
However, I think that indie pop is generally aimed at
teenagers/young adults in particular and this video is quite evident
of this to a certain extent.
8. What sort of person does it assume you are?
Perhaps a person that is quite sensitive and can empathise with the
storyline in order to make it more powerful and effective, also, a
person that is exhilarated by the bands energy when they are
performing in this text.
9. What assumptions seem to be made about your class, age,
gender and ethnicity?
As explained in the answer to question 7 I feel that they have
assumed that the majority of the audience are young adults, and
perhaps are females. I would not say that its aimed at a certain
class or ethnicity, as it seems to have quite a universal appeal to it
as mentioned before.
10.
What interests does it assume you have?
An interest in a strong, powerful narrative that is quite dramatic,
and also it assumes you have an interest in a cool, indie pop band
as you can clearly that Fun. is one through their styling and energy
throughout the text.
11.
What relevance does the text actually have for you?
I think the text is quite relevant to a modern day audience as there
are still wars taking place across the world, and it features the
hardships of war and how it can affect relationships and people.
Also, the relationship in the video is quite relevant for someone my
age, as it features young love so you feel that you can relate to the
couple.
12.
What knowledge does it take for granted?
That you will be able to relate to the characters of the narrative and
therefore the video will draw you in from the beginning, so that you

22

will watch the rest of it. Also, the makers of the video will be aware
that some people will either be suggested to watch it on YouTube or
will already like the band, so they will probably already have an
interest in this genre of music and will watch the video because they
like the song.
13.
To what extent do you resemble the 'ideal reader' that
the video seeks to position you as?
I think I resemble the ideal reader to a full extent, as I already liked
Fun. before I watched this video and their genre of music, also Im
what I consider their target audience; a female teenager. I can also
relate to the narrative, and can empathise with it. Furthermore, I
really enjoy the performance element of the video.
14.
Are there any notable shifts in the video's style (and if
so, what do they involve)?
There arent really any notable shifts in the videos style, other than
in the middle 8 where the cuts seem to slow down as does the
action slightly.
15.
What responses does the video seem to expect from
you?
To enjoy it and to dance along to the beat, however it also expects
you to feel quite touched by the characters, in particular the man
we see with the horse towards the end and the young lovers.
16.
How open to negotiation is your response (are you
invited, instructed or coerced to respond in particular
ways)?
In certain ways I think that you are invited to have an emotional
response and also the response of enjoying the performance
element of the video, as the song has a contagious beat to it and
the text has a strong, wonderfully filmed narrative that integrates
well with the video- so that you are intrigued into watching it and
having a response. However, in other ways you could say that you
are coerced into it in some ways as there is a lot going on within the
video and you are almost bombarded with the narrative and the
infectious performance element, both of these features convince
you to like the text and have a certain response.
17.
Is there any penalty for not responding in the expected
ways?
Not particularly, I think that you can still enjoy the song without
being that interested in the text.
18.
To what extent do you find yourself 'reading against
the grain' of the text and the genre?
In a way I do find myself reading against the grain of the text as I try
to work out the meaning that the video is trying to convey, within
the text itself and in relation to the connection between the lyrics

22

and the visuals. I do not however find myself reading against the
grain of the genre.
19.
How typical do you think this video is of Music Videos?
I think this is quite typical of music videos as it has a strong
performance and narrative element, and has characters that a
variety of audiences can relate to, yet also it manages to target a
specific audience simultaneously.

TASK 3
TEXTUAL ANALYSIS OF MUSIC VIDEOS
NAME OF TRACK: LITTLE LION MAN

ARTIST: MUMFORD & SONS

FEATURES
GENRE
CHARACTERISTICS

OBSERVATIONS

22

EXAMPLES

INDIE FOLK :
IT IS A PERFORMANCE VIDEO
WITH MANY CLOSE - UPS ON THE
BAND PLAYING THEIR
INSTRUMENTS .

THERE ARE ALSO A LOT OF

CLOSE - UPS ON THE BAND
MEMBERS THEMSELVES AND
THE LEAD SINGER IN
PARTICULAR .

THE VIDEO IS FILMED WITH

SOFT LIGHTING

& WITH A

CERTAIN FILTER THAT MAKES IT

LOOK QUITE VINTAGE AND OLD.
THE BAND ARE STYLED IN
CLOTHES THAT ARE
ASSOCIATED WITH THE GENRE
TO MAKE THEIR IDENTITY
CLEAR TO THE AUDIENCE .
THE SET IS VERY BEAUTIFUL
AND ATMOSPHERIC , WITH AN
OLD SORT OF LOOK ALMOST TO
MATCH THE STYLE OF THE
GENRE .
THERE IS LIP -SYNCING AND
EXAGGERATED INSTRUMENT
PLAYING .

RELATIONSHIP

AS THIS IS SOLELY A

BETWEEN LYRICS

PERFORMANCE VIDEO THERE IS

AND VISUALS?

NO NARRATIVE TO LINK TO THE

LYRICS , SO THE ONLY LINK TO
THE VISUALS IN TERMS OF
LYRICS ARE THE BAND LIP SYNCING ALONG WITH THEM .

RELATIONSHIP
BETWEEN MUSIC
AND VISUALS?

THE MUSIC LINKS WITH THE

VISUALS IN TERMS OF PACE ,
WHEN THE PACE GETS FASTER
SO DOES THE CUTS - WHEN IT IS
SLOWER THE CUTS ARE
SLOWER .
THE MUSIC ALSO LINKS WITH
THE VISUALS IN TERMS OF THE
BAND OVER -EXAGGERATINGLY
PLAYING THEIR INSTRUMENTS
ALONG WITH THE SONG .

ARE THERE CLOSE -

THERE ARE A LOT OF CLOSE -

UPS OF THE ARTIST

UPS OF THE BAND AND THERE

AND STAR IMAGE

MOTIFS ?

IS THERE

ARE PARTICULARLY A LOT OF

THE LEAD SINGER .

NO .

SEE ABOVE FOR EXAMPLES OF THESE

OBSERVATIONS.

22

1. Why did you choose the text you are analysing?

I love Mumford & Sons and this song, so I thought it would be a good
choice to analyse.
2. In what context did you encounter it?
Similarly to the context for Some Nights Fun. I think that I was
listening to their other songs on YouTube and this came up on the
related videos section, so I thought that Id see what it was like.
3. What influence do you think this context might have had on
your interpretation of the text?
Given that I was listening to their songs already as I like them, as I
pressed on this video I was probably expecting it to be something
that I liked also as it is one of their songs. Therefore, I approached
the text with a positive and possibly already influenced attitude.
4. Which conventions of the genre do you recognize in the
text?
Indie folk texts tend to incorporate performance into them as the
usual audience of this sort of music like to see the authenticity of
the band playing and their skill, and really feel the music, and this
text is in keeping with this convention as it is solely a performance
video with many close-ups on the band playing. There are also many
close-ups on the band members themselves and Marcus Mumford
(the lead singer) in particular, these close-ups are key in selling the
song, the band are the main draw for the audience and are so
especially in this video that has no narrative so focuses entirely
upon them.
Other conventions of indie folk texts include soft lighting, which is in
keeping with the nature related feel of Mumford & Sons music and
indie folk music in general, and a colour scheme and filter that has
quite a vintage, old feel to it- which once again often relates to the
styling associated with indie folk artists/bands.
Furthermore, the band are styled in clothes that are usually
associated with the genre- this conforms to conventions and helps
to make the bands style and identity clear to the audience. Also in
the mise en scene the set is used to a beautiful and atmospheric
effect, with an old look about it, this matches the style of the genre
once again and conforms to conventions.
As in most indie folk texts and performance videos in general there
is lip-syncing used and exaggerated instrument playing, to once
again appeal to the target audience and infect them with their
energy.
5. To what extent does this text stretch the conventions of its
genre?

22

In my opinion, this text does not really stretch the conventions of its
genre; it conforms to the majority of them. The only challenging of
conventions that is notable is that many indie folk videos usually
integrate both performance and a narrative aspect to the text;
however this video focuses solely on the performance element.
6. Where and why does the text depart from the conventions of
the genre?
It does not really depart from the conventions of the genre at any
time.
7. What sort of audience did you feel that the video was aimed
at (and how typical was this of the genre/style of music)?
I feel due to the energy used throughout the video in the bands
performance and the modern, yet vintage style used in the mise en
scene that the video is aimed towards young adults more than
others, however I feel that it can appeal to a wide ranged audience
that would appreciate the skill and energy of the band. Although, for
videos such as this to be aimed at young adults is quite usual within
this genre of music as they tend to be the main listeners- and
stereotypically they are more likely to use YouTube than those of a
more mature age, so they can spread the word about the video.
8. What sort of person does it assume you are?
One that is exhilarated by indie folk music and that is going to enjoy
watching the band play, and therefore will be interested in a whole
video that is solely performance based.
9. What assumptions seem to be made about your class, age,
gender and ethnicity?
As mentioned before in a previous answer the video assumes that
you are a young adult and will be exhilarated by the energy of the
band in the video, also I would say that perhaps it is aimed more
towards females due to them stereotypically maybe appreciating
the beautiful mise en scene more, with the pretty lights used. I
would not say that any assumptions are really made about ethnicity.
Regarding class, I feel that is aimed more at a middle-class
audience, only as I feel that the bands clothing and styling within
the video is something that the middle-class would perhaps
stereotypically wear and would stereotypically appeal more to them.
10.
What interests does it assume you have?
Although the band are not actually playing live, as it is a
performance video you still do get this live feel to it, and therefore
I feel that it assumes that you are interested in live performances,
and also that you are already interested in indie folk in order to
watch the whole video that is solely performance, with no narrative
to grip you.
11.
What relevance does the text actually have for you?

22

I think that is relevance to me is the energy that they use

throughout the video that makes you enjoy it, and therefore will
make me want to watch it again.
12.
What knowledge does it take for granted?
That you may be watching this video because you have heard the
song elsewhere, like it and want to watch the video for it, therefore
you will watch the whole thing no matter whether it is only
performance based or not. Or that you may already like their music
and therefore are likely to like this song and watch the whole text.
There are many reasons similar to this, such as YouTube suggesting
the video to you that the producers of it are able to take into
consideration that they know are going to happen and take for
granted when making the video.
13.
To what extent do you resemble the 'ideal reader' that
the video seeks to position you as?
I would say that I am completely the ideal reader of this video, as I
am a young female, who already likes indie folk music and their
music before watching the video, and I am likely to appreciate their
energy in their performance and their skill with the playing of
instruments.
14.
Are there any notable shifts in the video's style (and if
so, what do they involve)?
No, the videos style remains constant throughout.
15.
What responses does the video seem to expect from
you?
As mentioned before, just to enjoy the music and performance and
to feel exhilarated by it, and therefore want to share it with others
and/or watch it again.
16.
How open to negotiation is your response (are you
invited, instructed or coerced to respond in particular
ways)?
I would say that your response is invited, as it is subjective whether
you like the text or not as to whether you like the performance and
songs within it. However, I suppose you could say that you are
coerced in a way as they are already expecting you to like it as they
assume that many members of their audience will already like indie
folk and will appreciate the contagious performance element, and
will therefore have the expected response.
17.
Is there any penalty for not responding in the expected
ways?
Not particularly, however you will not perhaps get anything out of
the video. If you dont enjoy the performance element then there is
nothing else really to gain from the text.
18.
To what extent do you find yourself 'reading against
the grain' of the text and the genre?

22

I do not really find myself reading against the grain, as with this
video I feel that there is no deeper meaning and it is solely a
performance to enjoy.
19.
How typical do you think this video is of Music Videos?
There are many music videos out there with a similar vintage, old
style to them, and that that only have performance within them, so
it is quite a typical music video with nothing very unique about it.

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TASK 3
TEXTUAL ANALYSIS OF MUSIC VIDEOS
TEXTUAL ANALYSIS OF MUSIC VIDEOS
NAME OF TRACK: BLANK SPACE

ARTIST: TAYLOR SWIFT

FEATURES
GENRE
CHARACTERISTICS

OBSERVATIONS

22

POP :
LOVE STORY
A BEAUTIFUL WOMAN
A HANDSOME MAN
GLAMOROUS CLOTHING
MAKEUP / HAIR
EXTRAVAGANT HOUSE

BRIGHT COLOURS

NICE CARS

REPETITION - THE VIDEO

CIRCLES , WITH ANOTHER MAN
ENTERING SWIFT S HOUSE AT
THE END IN THE SAME MANNER
WITH USE OF SIMILAR SHOTS

RELATIONSHIP

IT IS AN ILLUSTRATIVE VIDEO

BETWEEN LYRICS

AND THEREFORE VISUALISES

AND VISUALS ?

THE LYRICS CLEARLY ON THE

SCREEN - FOR EXAMPLE WHEN
SWIFT SINGS NICE TO MEET
YOU , WHERE YOU BEEN ? THE
MAN IS GETTING OUT OF THE
CAR
ANOTHER EXAMPLE IS WHEN
SHE SINGS GOT A LONG LIST
OF EX LOVERS AND SHE IS IN A
CORRIDOR THAT IS LINED ON
THE WALLS WITH PAINTINGS OF
HER EXES

RELATIONSHIP

THE CUTS REFLECT THE PACE

BETWEEN MUSIC

OF THE MUSIC

AND VISUALS ?

THE SHARP , HIGH FAIRYTALE

LIKE ECHO IN THE MUSIC IS
REFLECTED IN THE TWISTED
FAIRYTALE LIKE NARRATIVE

ANOTHER EXAMPLE IS WHEN

SWIFT CUTS THE MAN S SHIRT
IN TIME WITH THE MUSIC
IN THE MIDDLE

8 THE STYLE OF

THE VIDEO SLIGHTLY CHANGES

TO SOMETHING A BIT
DIFFERENT IN COMPARISON
WITH THE REST OF THE VIDEO ,
TO REFLECT THE DIFFERENT
SOUND OF THIS SECTION OF THE
SONG

EXAMPLES

22

1. Why did you choose the text you are analysing?

I love the song and think that the music video is really creative and
interesting to analyse.
2. In what context did you encounter it?
I heard the song and was interested in seeing what the music video
was like, so I looked it up and watched it.
3. What influence do you think this context might have had on
your interpretation of the text?
As I already thought that the song was great, I was expecting the
video to match the standard of the song, therefore I went into
watching it with a positive attitude and this perhaps influenced my
interpretation in a positive way.
4. Which conventions of the genre do you recognize in the
text?
There is evidently a love story within the text which is a common
convention for that of a pop video, as it can relate to a wide
audience. Furthermore, there is a beautiful woman (Swift) which is a
normal feature of the genre and appeals to the male gaze. There are
many close-ups of Swift as she is the main draw for the audience
and is key in whether they purchase the song or not. There is also a
handsome man to appeal to the female gaze.
There is glamorous mise en scene, including the clothes used, the
scenery (the house and grounds, etc) makeup, bright colours and
nice cars. This makes the video a big production, a spectacle, and
more visually pleasing, allowing it to appeal to a wide audience. This
kind of mise en scene is often used in pop music videos, as it is a
large market in comparison to some other genres and they tend to
have a lot of money to create extravagant texts.
Repetition is also a convention that is often used to make the video
catchy as well as the song, and for people to want to watch it again.
The repetition used in this case is quite clever and makes the text
more interesting; the video opens and closes in a very similar way
using similar shots- with another man arriving for Swift to victimise.
5. To what extent does this text stretch the conventions of its
genre?
It is relatively unusual for artists to self-parody themselves in their
music videos, but this is what Swift does in this text as she is
mocking the fact that people think she has many exes and that she
goes quite crazy after she breaks up with them- therefore Swift
stretches the conventions slightly.
6. Where and why does the text depart from the conventions of
the genre?

22

I would not say that the text departs from the conventions of pop
videos at any point.
7. What sort of audience did you feel that the video was aimed
at (and how typical was this of the genre/style of music)?
I can infer that the video is perhaps aimed at female young
adults/teenagers in particular, due to the bright colours and pretty,
extravagant scenery used that would stereotypically appeal to
females and a younger age group. Furthermore, the video features a
love story of sorts in it and therefore would also stereotypically
appeal to girls. Also, Swift and the man are young adults themselves
and I feel that they would relate more to a similar-aged audience.
Young females tend to be the main listeners of and therefore the
target audience of pop music, so this video is in keeping with this.
8. What sort of person does it assume you are?
I think it assumes that you are someone that would be interested in
a strong, humorous narrative, and stunning visuals that are used in
the text.
9. What assumptions seem to be made about your class, age,
gender and ethnicity?
As answered in a previous question, I believe that it assumes that
you are a young female teenager/young adult, and I do not think
any assumptions are made about class or ethnicity. This video, as
much as it could be said does have a target audience, can appeal to
a wide audience with the themes within it, bright visuals and the
humorous narrative.
10.
What interests does it assume you have?
As mentioned before, it assumes that you are interested in a
humorous storyline, with an interest in beautiful visuals and an
appreciation for a star that can ridicule themselves, and not take
themselves too seriously in a music video.
11.
What relevance does the text actually have for you?
I think that the relevance it has for me is the entertaining, fun feel
to it, the humour and the modern vibe also.
12.
What knowledge does it take for granted?
That as Swift was already a huge star before this song, so many
people will already have heard her music, or know of her, or have
heard this song itself, and therefore will be more likely to want to
watch the video. Also, a wide audience like pop music so they are
probably expecting you to like the contagious song and expect you
to want to watch the text.
13.
To what extent do you resemble the 'ideal reader' that
the video seeks to position you as?
I would say that I completely suit the ideal reader of the video, as I
am a young female and therefore the video appeals to me, and I
also enjoy pop music.

22

14.
Are there any notable shifts in the video's style (and if
so, what do they involve)?
The only notable shift is of that in the middle 8 where the visuals
change slightly to reflect the change in the music.
15.
What responses does the video seem to expect from
you?
I think the extravagant, humorous, creative, contagious nature of
the video means that it expects you to respond in a very positive
way, by possibly replaying it and/or sharing it via social media.
16.
How open to negotiation is your response (are you
invited, instructed or coerced to respond in particular
ways)?
I think that you are almost coerced into responding in this way as
there are so many features of this video that can appeal to a wide
variety of people that many people will enjoy it and react in the
expected manner.
17.
Is there any penalty for not responding in the expected
ways?
There is not necessarily a penalty for not responding in the expected
way, however if you do not enjoy the video then you wont gain
anything by watching it.
18.
To what extent do you find yourself 'reading against
the grain' of the text and the genre?
Once again, I do not find myself reading against the grain of the
genre, however within the text I can clearly read between the lines
and realise the statement that Swift was trying to make by selfparodying herself and in the narrative of the video in relation to, as I
mentioned earlier, how people believe she reacts when a
relationship she is in ends.
19.
How typical do you think this video is of Music Videos?
I think that the video is quite a typical music video as it is quite
extravagant like other pop music videos and features many ordinary
conventions of this genre, and furthermore it uses both illustration
and amplification which is prevalent in other music videos.