music video analysis

Music Video Analysis

What’s My Name

In the establishing shot we can see the view of a cities skyline, and the blue sky connotes this sense of a nice day and gives the music video a happy tone. In addition to this, the fact that both Rihanna and Drake meet in a busy city adds this idea of fate and emphasising this happy tone for the audience.

Here we see our first shot of Drake and Rihanna for the first time. Drake (playing the male protagonist) appears very normal in the shot. The fact that he has stubble, is wearing normal clothes and has no bling or expensive clothing lines illustrates that he is just a normal guy in this video. We would tend to assume that he would be wearing more extravagant and expensive clothes, as this is common in most of his other videos, and RnB videos in general. This can be seen for example in the shot in the bottom left, from his video Started From the Bottom, where we can see his expensive clothes car and bling. In What’s My Name he is far more normal, and easier for the audience to empathise with.

When we see Rihanna enter the shot, we can see that she is the centre of attention. The use of the red hair is very bold, and it could be argued that she is setting a trend for her fans, due to her popularity around the world. Furthermore, we can see her glamour, which is highlighted in her jewellery black and white striped blazer, and also the bright light behind her makes her very desirable and almost romantic in the eyes of the audience, and Drake.Here we can also see her full outfit, which is very colourful and bold, which gives off this youthful feel and also places her at the centre of attention again.We can also see that Drake has spotted her at this point, and it would seem that there is an instant connection between the two. The use of the over shoulder shot allows us to almost see things from his point of view. It could also be argued that this shot again adds to the idea of Rihanna being the centre of attention, as we are forced to see her next to Drake, who (as established before) looks more normal and less glamorous.

Once Drake has walked up to her we can see that there is this instant connection between them. The use of the medium shot demonstrates this intimacy between them that is there from the start, highlighted by the closeness of their bodies. In addition to this, the use of the close ups allows us to see that there is this connection, and the use of eye contact between them emphasises this further.

We also get the sense that they are falling for one another when Rihanna drops the milk carton. The eye contact between them implies that they are not focussing on anything else other than each other and this is further

We then cut to what we can assume to be a flash forward. It would seem that Rihanna and Drake are now a couple. Drake is wearing a grey hoodie, which connotes a relaxed atmosphere when they are together. There is still, however, a similarity from the previous scenes, the use of the bright lights behind each of them again induces this sense of purity in their relationship, setting a happy tone for the video. Furthermore, it could be argued that the pictures of Rihanna here seems to represent that of a Goddess, as the bright light behind her places her in a favourable light, and makes her look better in contrast to others. The use of medium and close up shots of Rihanna, as opposed to long shots, further highlight her happy expression, thus making the relationship more desirable to the audience.

Here we see another aspect of Rihanna’s expression of her happiness. It would seem that there are two aspects to her happiness, the first being her intimacy with Drake, and the second being here, where she shows her happiness of being with Drake by dancing in the street. This can be seen in many other of Rihanna’s videos, and would seem a popular choice for a happy representation. For example, in We Found Love by Rihanna we can see that she is demonstrating her happiness of being in a relationship by dancing (bottom left).

We can also see again that Rihanna is the centre of attention when walking down the street, which further highlights her happy mood. Even when her back is turned to the camera, it is obvious that she is the protagonist. Moreover, the use of direct mode of address allows the audience to become more immersed in the video and in their relationship. This a major factor in the video, because if the audience feels as though they can empathise with the characters then they will watch more of the video.

Theories The theories used in this video are that of:

•Andrew Goodwin’s idea of a star image, and a protagonist in the centre of the frame.

• Andrew Goodwin’s theory of narrative and performance of the song shown from Rihanna.

•Theory of amplification, as there are many shots that are similar to each other and connotes the same ideas.

•Technical aspects to the music video

•The video is mainly more of a performance based video than that of a conceptual one

•There are also elements of Michael Shores idea of recycled imagery. There is some clichéd imagery and could be argued to have male fantasies in Rihanna.

We Can’t Stop

Straight away we can see this new image of Miley Cyrus. The new hairstyle, the tattoos, the red lipstick and the bold yellow font introduces what seems to be a new artist completely on the market. As this was Miley’s first single from coming back to the music industry, you can see quite clearly that her agenda was to make a bold statement of her new image and personality. Even from her facial expressions we can see that she has changed.

This new image of Miley is contrasted with the other shots in the early stages of the video. The use of the white background and white clothes of Miley’s shots is almost the opposite to that of others. Other shots are more dark and less clear. This means that we are clearly able to see what is being highlighted when Miley is in the shot.

Throughout the video, we can see multiple ways in which the party atmosphere is presented. Here we can see an image of two people coming out of the bushes. This sexual reference highlights the ambition of Miley Cyrus to express her new image and personality.

Furthermore, the use of the skull made out of chips connotes similar ideas. The skull may represent the idea of toxic substances in the party. On the other hand, it could be argued that it symbolises this death of the old Miley, as she has now changed her complete style and now has a bad girl image.

In addition to this, the use of the lighters as candles and the cooking of marshmallows connotes this idea of youth. Also the use of the colours in theses images and the fact that they are visually satisfying indicates that Miley wishes to maintain her youthful image.

Here we continue to see this idea of art being conveyed in the video. The use of the pink blood is open to multiple interpretations. It could be argued that the pink colour represents this idea of toxic substances in the system, which is why the colour has changed. Or it could be interpreted that this is done purely for visual effects, and that surface without substance is being employed.

Here we can see a man eating money between bread. It could be argued that this is representative of Miley want for success and money, or the wealth that she already has. Also it could be argued that this again symbolises the toxic substances have caused him to be hungry, further emphasised by the direct mode of address, as it makes the action far more sinister and present.

Here we can see a variety of different shots in the video. The longer shots are generally used to highlight the party atmosphere. You can see here that this is used very effectively, as it establishes a happy tone to the video, and can relate to the audience. Furthermore, when showing these party scenes, the shots are commonly used in slow motion. This is done to convey the facial expressions of the people in the frame, and also to further emphasise the psychedelic feel that the video and parties in general have.This is contrasted with that of the close ups, which are almost always of Miley on her own and as the centre image. This is doneto further highlight her new image and personality.In the image to the right, we can see that her tattoos, hair and jewellery are purposely put on show, giving us a new impression of the artist. Not to mention the direct mode of address, which further connotes this sense of Miley speaking to her audience, and the audience being able to relate with her as well.


• The video is a performance based video than that of a conceptual one


•There are elements of surface without substance, with the party scenes having no relevance to real life.

•Theory of amplification, as there are many shots that are similar to each other and connotes the same ideas.

•Theory of illustration

•There are also elements of Michael Shores idea of recycled imagery


Our first shot of Biggie, in what seems to be a story that he is telling of his times in the streets before he became famous, views him in the streets with his friends. The use of the long establishing shot allows us to see the condition of the streets that he was ‘hustling on’. We can see that it is quite run down, additionally, the clothes we can see Biggie and his friends in are not the most expensive, that we would assume he could afford, considering his wealth and success in the industry. This thus leads use to assume that he wishes for us to see him in a poor condition. The next shot is of the police coming and taking Biggie away. As this happens, hear him rap in the song about people calling the police on him. This would lead us to believe that this is what is happening. This also highlights these streets as a rough area to live. Furthermore, the use of the shot of people standing by the road looking depressed further connotes this sense that this is not a nice place to live, which in turn, further illustrates this idea that Biggie had a very rough life before he became famous.

We then change to a completely different mood and tone of the video. Before, there was this negative tone to the video, as we saw the hard life of Biggie Smalls. This then changes instantly to him living a better life, here we can see his life once he is famous. The use of having someone interviewing him further enhances this idea that he is telling a story. The shot allows us to see the view behind them, this is in massive contrast with the last shots in the street, as we can now see the massive transition between his old life, and his life now. Furthermore, it implies that he is now rich, as does the two other shots. The second shot shows that he now has maid, and people doing things for him. Also the use of the colour of white implies that he is not only rich, but it could indeed be argued that this is to convey his peace and that he is not longer a bad person who gets arrested. The final shot is of Biggie by the pool, and the fact that he is relaxed and having a good time further emphasises this idea that he no longer needs to worry about the police and other problems he previously had, as he is now a peaceful person.

Here we a completely different mood is established. Here we can see Biggie in his days when he was in jail. The use of colours really set the mood, and we can establish a depressing and bleak tone to the shots. This is really juxtaposed with the images in the last slide, as here the colours are more dark, where as when we see Biggie in the day when he was rich, there are more bright colours in order to connote a nice atmosphere. In addition to this, the two pictures on the right work with the lyrics here, as he raps ‘hanging pictures on my wall, and ‘I let my tape rock’, demonstrating the Goofwin's theory of illustration. We can also see the poor conditions of his prison cell, and allows the viewers to empathise with him.

It would seem that there is a big contrast between these two shots, but many similarities also. The use of the camera angles are very similar. We are made here to look down on Biggie, more so in the picture below. This may be because we are meant to view him as inferior in the bottom picture. Moreover, the top picture allows us to view what is behind him, and that he is now very wealthy, with his pool and big house. This is juxtaposed with the other shot here, as we can see a huge difference in wealth, as he is on his porch. In addition to this, the wealth is apparent in the clothes and bling he is wearing, whereas in the other picture he is wearing less expensive clothing and no bling. The artist is also using direct mode of address to communicate with the audience, which allows the viewers to empathise with the artist more, and place themselves in the story he is telling.


• The video is a conceptual based video than that of a performance based one, as we can see Biggie’s story progress throughout the video


•Theory of amplification




•Thought through beat

•Sven Carlson’s idea of speed power and wealth in particular shown in the latter stages of the video

Started From The Bottom

For our first shot of Drake in the video, we can see that he is wealthy, and that he has become rich. The use of the expensive car and the fact that he is being driven around implies that he is very wealthy, and that he is happy with this, and doesn’t care to hide it. It could also be argued that the snow adds to this idea, that the weather to highlights his wealth, as it matches what he is wearing and the colour of the car. The colour white connotes peace and purity, and in this sense it would be rational to assume that Drake has all things pure and good. As Drake gets out of the car, he begins to walk straight towards us, implying that he is telling us about his story, of how he became rich, which is reinforced by the direct mode of address. Furthermore, we can see his bling, which not only again connotes wealth again, but it is also a common element in rap artists videos.

Here we can see what is most likely to be Drakes past, as he is working ‘from the bottom’. The shot here allows us to see what kind of place he is working in, as the camera places Drake to the left of the frame. This also could be argued to connotes that because he is not the centre image that he is not of that much importance. Here there is a similar point conveyed. Not only does Drake not appear as the centre image, but he also seems to blend in with his other colleges. This also shows them all as one, who are at the bottom of society, the image of a man on the floor suggests that this is not a very nice life to live. On the other hand, this is contrasted with the final image, where not only is Drake now the centre image, showing that he is of the most importance, but also the confetti implies that they have made it, and are now rich. The idea that they have forgotten about their job around them is key here, as their attention has completely gone to the confetti, and the reduced lighting.

Similar to the first slide, we can see Drake here in his prime days of being rich. The bling here is the most obvious thing in the frame, as Drake displays it to the camera. In addition to this, he is also using direct mode of address, to emphasise his wealth to the viewers. There is also this idea of Goodwin's illustration here, as Drake says ‘I wear every single chain.’

Moreover, we can see what we would assume to be Drakes house, once again we can see that he is the centre image and the most important person in the video. This is further emphasised as he is dancing in the middle of loads of people. This connotes that he is more important and privileged that the rest of the people. Furthermore, the idea of having a party illustrates being rich is a good way to live life, and that Drake is having a good time.

Here we can see a city in which we assume Drake lives or has a house in. Later, can see a helicopter, that Drake is flying, this again shows Drake to be rich, as it highlights the wealthy city he lives in. This is similar to the other image of the beech, this again highlights Drakes wealth, as it shows that he lives in a beautiful part of the world. The use of the long shot from behind Drake allows us to see this paradise he is in.

Here we then return to what seems similar to the last slide, however, this is where the video ends, as we see the sides close in. On the back of Drakes shirt, we can also see the symbol of the owl, which is an image that we associate with Drake, as we see him using this symbol a lot. As the video closes out, we can see that Drake is the director of the video, which could be argued to apply this sense of realism to the video, in the sense that we now relate this images in the video to Drakes real life.

Theories

The theories used in this video are that of:

• The video is almost a mixture of a performance based video and a conceptual one






•Sven Carlson’s idea of speed power and wealth in particular shown in the latter stages of the video

The first shot here is a low angled shot of Mike Will Made It. In addition to this, we can see that he is the centre image, highlighting his importance in the video. We can see him breaking into the Principals office. This connotes this sense of rebellion, which appeals to younger people, showing who their target audience might be.As he then goes to the speaker, the use of the beats logo again applies to many people, as at the time this was the new item to buy. This again appeals to the people who watch the video, as they have the latest speaker on the market. Furthermore, this is when the music begins to play, and this idea of rebellion comes in again as he starts to play the song over the school.There is the theory of illustration, as we heat ‘we drinking’ as Mike Will begins to pour a drink.

Here we can see our first shot of Miley Cyrus, and again there is this idea of rebellion, as she begins to smoke in the girls toilet, which is also a cliché in American schools, thus appealing to the viewers. In addition to this, Miley is also the centre image, again illustrating her to be of upmost importance.

Here there is this sense of graphiti and vandalism, which again relates to rebellion against the school. On the other hand, the use of the hash tag enables the song to begin to trend and improves its popularity. Furthermore, there is this sense of Miley attempting to show her new image, seen with the use of bling and new tending clothes, highlighting her new look and personality. The bling itself places her away from her old genre of music and into the new one, of R and B, and the bling allows her to be associated with other leading artists.

Here we can see several students entering what seems is a party atmosphere. The low angle and long shot allows us to see the amount of people running in, and we can really get this sense of hype as they enter the sports hall. There are also lots of 23 shirts, which not only refers to the name of the song, but also the number on Michael Jordan's basketball shirt.This is contrasted with the next shot of an empty class room, in order to put in place this idea of a full school who are rebelling. This is also a big change from all the other shots, of the artists and the students. Our next shot is of Mike Will, who is joining the party atmosphere. There is a sense that he is the creator of this rebellion, from when he was in the principals office. In addition to this, he is placed in the centre of the frame, conveying that he is the star image, making him stand out from the rest of the people. The use of the bling also helps add to the genre of the song and the artist, as bling is a common element used in this genre of music.

Here we are introduced to Wiz Kalifa, where straight away we can see that he is in the school, and the laboratory. The first image here is a low angle shot, which makes us view him from a lower angle, thus making him not only the centre image, but also someone of a higher importance. The fact that he is in a science lab, suggests that he is going to be making illegal substances, which is suited to the artist. This is almost confirmed with not only the lyrics ‘got a joint if you wanna get stoned’, but also the second shot. Here we can see this distorted view, which implies that this is a referral to toxic substances. This can also be seen as we look at Wiz Kalifa in the third shot. Here, and in the previous shot, the images allow us to see the action through a distorted view, which allows the viewers to be a apart of the action.


• The video is a performance based video than that of a conceptual one






•There are elements of Sven Carlson’s idea of speed power and wealth

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