Music video 1 case study task

IAMDDB- Shade 

This particular modern music video I'd say is a mixture of all types such as performance, narrative and conceptual due to the free-styled dancing we see the artist performing in numerous scenes and also lip syncing throughout the whole video; perhaps to create a perfect movie like narrative as this video does also include a story line,make-up, different locations and props. However it's quite conceptual as the lyrics don't match the scenes throughout the whole video. As the artists motives aren't very clear, however it is aesthetically pleasing. And a key theme is definitely produced that of which is 'empowerment' and having authority as this is symbolised through her lyrics and her confidence created through her makeup, costume and location.

Form and Convention

Camera- There are numerous different camera shots and movements in this video making it very versatile and creating different moods and effects. such as the over the shoulder shot/Steadicam shot; following the artist and her company on her wild journeys into numerous locations such as the local store and the flat. This effect emphasises the importance of the shots as going into simplistic environments can be exaggerated, it also makes the viewers feel present and involved. Numerous low angles were also used, for example when she was in the backyard in her over-sized fur coat and fire flames symmetrically behind her. This makes her seem dominant and clearly the main objective of the whole concept/music video conforming to the idea of star quality. Nevertheless the close-ups of the artist builds authorage, such as the close up of her in the car; focusing on her hair, makeup and style. This makes her seem authentic for her style and theme of the music video. Another effective camera movement was when it had zoomed out and tilted on numerous occasions; filming a horizontal angle had built quite a creative and intense atmosphere as it's a more interesting and abstract form of capturing image. Wide shots were also included a lot to perhaps capture the importance of their actions but also in their costume.

Editing- certain editing techniques such as slow motion during their dancing scenes were effective making it look more dramatic and aesthetically pleasing as we witness in-depth their enjoyment. Also the rhythm had attributed well as it corresponded well with the song such as the lyrics "uber everywhere" and her actually being in the uber.

Mise En Scene- Costume in this music video was very unique and linked perfectly to her authorage as an individual artist in the industry as she's recognised for her own style. This is shown throughout the video when she's wearing a leotard and an over-sized coat and slippers along with heavy jewellery. Props used were also effective and created quite an uplifting but reckless vibe when we see her carelessly smoking, snacking on fast-food, candy and drinking alcohol. Another important and effective prop/location were the scenes in the car as this is what made the video stand out even more with contrasting lighting inside making it look even more dramatic and this also attributed to the uplifting concept of the song. Locations such as the backyard and fire around her also made her seem dominant and empowering as she's centred and seems to have control.

role of lip sync- The lip lynching didn't continue throughout the whole video as we see her dancing in the beginning without lip syncing and enjoying life with her friend. This still works well as it's more like a movie/narrative which is also aesthetically pleasing and exciting to the viewers.

star quality/authorage- The entire production of the video fits very well with the artists image and her unique style making her more memorable. The video doesn't just focus on her as in most scenes she's with her friends having fun together. perhaps suggesting that she's more fierce with close ones around (female empowerment as she's with her female friend mostly). However she's also seen very dominant and powerful in the fire scene as she's centred on her own in her unique style.

Audience positioned- Personally I think the concept of the video is based on empowerment and rebelling against authority as we see her committing deviant acts on numerous occasions such as smoking, drinking and being childish in the supermarket. However all of this is glorified and seen as 'cool' and very youthful hence why the viewers may see this as fun and fantasise to remain youthful.

Post-modernism- breaking the fourth wall; as she's making direct eye contact with the camera, building a deeper connection with the audience. Nevertheless intertextuality is used often as the fan base is predominately the youth a lot of slang is used throughout the song such as "bitch I'm the wave". Many older people would perhaps not understand this slang therefore less effective for them, however those who are aware of it would be able to understand and enjoy.

linking it to my future music video-  The lighting and costume were my favourite aspects of this video as due to these factors the video is more memorable for me as it was very aesthetically pleasing and different. Also I liked the use of different locations such as the corner shop and inside the car as it made the narrative even more adventurous and exciting. This is something I'd like to achieve as it'll be more complex yet keep the viewers watching.