Music Video Analysis – Harry Powell

Comment on the following aspects in relation to your music video choice. How will these techniques appeal to the target audience needs?

Target Audience & Needs

Sean Kingston – Fire Burning is a dance pop song which is intended to be played for people’s enjoyment at parties and dance clubs -https://www.youtube.com/watch?v=YkyhvCdJ_vMThe target audience for this song is young adults who most likely go to clubs and want to dance. Its purpose is to have a beat that is catchy and easy to dance too. As it is dance pop the song has to be constant. This means it has to always be jumpy and not have parts where the song falls such as the beta dropping or it going slow or having a sad tone to it. The Image to the right was taken from the music video to this song, this shows that the sole intention for this was to be played at parties and clubs. In the video the actors/dancers are all young adults and they are dressed in clothing which would be associated with that of rap such as chains and baggy clothing for the males and for the females the clothing seems to be fairly minimalistic and tight showing skin this shows that they are young having fun and is a fairly direct target audience.Due to it being referred to as dance “POP” music this means that this song could also be targeted towards anyone who was a fan of music in the age it came out in, this song came out in 2009 and was a big it so even though the target audience was aimed towards people who enjoy clubbing and partying it was still considered popular music at that time.

Lyrics (Meaning Implied?)

Even though the genre doesn’t usually have a narrative to it there is still some lyrical meaning behind this song. Due to it being a dance pop song and not having many words and primarily be structured around the beat of the song the story cannot be that in-depth. The whole song and lyrics is based around girls and partying, the lyrics include “She’s hotter than the sun and the south of Spain” this meaning that she is really attractive (so attractive she is being compared to being hotter than the sun). There are a lot of sexual related lyrics within the song that either symbolise or insinuate the idea of sex. Other than this the lyrics are fairly catchy yet simple.Lyrics are mainly used to set a mood for the video these can go against or in conjunction to the way the video is implied they can be used to compliment the story or be used to contradict it.

Tempo The temp to a dance pop song has to be constant and quick, it has to be at a rate where people can easily dance to it and enjoy themselves. They have a strong emphasis on the beat and groves they are up-tempo throughout and don’t include any parts which may be slow. The whole tempo and song is orientated around a dance nature. Due to the tempo being rather quick throughout the song the way the video has been edited reflects this, it has some fast moving images as well as the characters in the video dancing to the same beat as well as jumping around in the background in accordance with the song.

Genre This music video is a narrative, this is due to Sean Kingston rapping along gin the video as though he is signing it right there and

Music Video Analysis – Harry Powell

then. Dance Pop, when this song was released In 2009 this was the biggest genre; most songs were orientated towards pop music. It has an up-beat tempo where it is easy to dance too; it is also catchy with a simple beat and small amount of memorable lyrics. The music video clearly resembles that of a dance pop genre song. It has quick moving images with people dancing really setting the scene for what the song is about. They have used a lot of low angle shots which are usually seen in rap videos and that were where this music video was inspired as it was a slow transition from rap to pop music during this time.

Camera Technique There are a variety of different camera techniques used in music videos. These can be different shots that aim to put emphasis on the artist, emotions and many other things. Different camera techniques are used in different music videos depending on the genre of music. For example Rap music uses a lot of low angle shots with either the artist crouching down looking directly into the camera, this is because this genre the representation of the artist is that they are supposed to be superior to you and they are being shown to be this through the use of this camera angle.This is a Dance pop genre and in the music video there is a variety of different shots that have been used, one shot in particular that is used quite a lot throughout it a medium shot of the artist. In this shot to the right it shows the artist being alone and this could reflect on the fact he is a solo artist.

Editing The music video has bene edited to go injunction with the song, this means that you can see the artist singing the song during the music video. There are a lot of fast cuts throughout and due to it being a dance pop song this is fairly normal, it cuts a lot to go along with the beta and tune of the song. For example if the beat changes or there is a new line/verse there will be a cut to a different shit where it may be something more relevant. This meaning that there may be a certain part of the song that requires a different background or location so there would be a straight up cut to this when the song changes.Another reason for the video being so jumpy and extravagant it so people will have to watch it multiple times to realise what is fully going on, due to them not being able to focus on everything going on the first time they watched it.

Use of Digital Effects The digital effects used in this music video are used to create an atmosphere. They do this subtly because the effects aren’t that noticeable, they are just used o improve the quality of the footage and colour correct them if needed.