Artist / Song Genre of Music Target Audience Brief Outline Main Focus How are the artists represented?

Conventions

Kate Nash-Mouthwash

Indie Pop Targeted toward females aged 10+

Kate Nash begins in a dressing room, and then walks out onto a stage, the video cuts between theses to scenes (backstage/on stage). The video is 4.04 minutes and doesn’t reflect any overall story or mirror the lyrics

Other than the dancers (who are always in costume and the viewer can’t see their faces) Kate Nash is the only other person in the Video making her the main and only focus on the video. Also there is not a storyline in the video that the viewer would need to follow.

She is neither presented in a positive or negative light, however the lyrics suggest she’s portraying a ‘I don’t care what you think of me attitude’ however the video doesn’t show this well as it’s just her performing a set-up show.

The main focus is conventionally the singer/band; Kate Nash’s video follows this convention, in that she is the only focus of the video. However a convention it doesn’t follow is that it doesn’t have a storyline to the video, which is a convention for pop videos.

Lily Allen-22 Alternative pop/rock

Targeted toward females aged 10+

Begins at a night club/party scene where Lily acts drunk, it then continues to show the contrast between what she would look like at the beginning and end of the night the atmosphere then changes to show a more calm and relaxed feel where lily is doing a dance in a different setting.

At the beginning you could only see Lily’s silhouette, she then comes into focus and is then never off the screen showing that, like in Kate Nash’s video she is the only focus.

She is mainly portrayed as drunk on a night out; this also reflects the lyrics to the song. She is conveying the image that now she’s 30 she is too old to being going out every night, however this is what she does.

This video follows many conventions of pop music videos, in the sense that the singer is the main focus throughout the video and is constantly shown. The video also conveys a story and relates and reflects the lyrics. However one convention usually of pop videos is that they are bright and lively to attract a younger audience, which this video does not

The Courteeners-Not Nineteen forever

Indie Rock Male and females, generally aged 14-40.

The video begins set in a cafe environment; the lead singer is miming the lyrics while the others are going about their life around him. There are them some short, sharp cuts of a man running, a female then enters the cafe scene, a argument makes up the rest of the video, whilst still having the short clips of the running.

Unlike the first two videos the main focus is not overly the singer, this may be due to the different genre (rock/alternative). The main focus generally is the story and the atmosphere that it tries to convey in the video.

The singer is initially ignored from the rest of the surroundings; however he is they shown as having quite an angry side to him. This idea would only work in this genre and this is what appeals to this audience unlike in pop videos where generally the video is happy/lively (depending on the song/lyrics)

The video does have a vague storyline. However one convention this video doesn’t follow is that it only has one setting (other than the clips of running) this is unconventional as the videos are usually set in numerous locations, also unlike the pop videos the lead singer/the band are not the main focus throughout the video.

Biffy Clyro- God and Satan

Rock Males and females, generally aged 14-50.

The beginning of this video is quite original, its set in a wood/forest in a lake, where Biffy initial emerges followed by the other members. There is then an ‘army’ of people walking through a field all in face paint, they continue to walk into the forest as the sun goes down and becomes dark, the band members then lie in a nest and are covered. This is possibly my favourite video out of these due to its sheer originality.

Unlike the previous video this video focuses on both the artists and the storyline equally, both play a major role in the video, rather than one or the other.

The artists convey quite a quirky and original image. They are shown to be the leaders throughout and then put to rest at the end and give in to God/Satan; this may also reflect religious values.

The main conventions this video follows, as with many of the other videos, is that there is a storyline which links to the lyrics and the artists are portrayed in a certain way, however I think that the mise-en-scene is quite unconventional and is not what people are used to seeing in music videos, this could possibly be an idea I could use for my own.

Lady Gaga-Born This Way

Pop Targeted to females, generally aged 10-40.

The video is very eccentric and is based on the story that Lady Gaga is giving birth to a new race, the video is very high budget and futuristic, however this is the style of video is what people would generally expect from the artist.

Obviously Lady Gaga is the main focus through out the video, however there are various dancers and different scenes to the video which makes it more appealing to watch

She is presented in quite a provocative way as through the video she is wearing minimal clothes as well as quite provocative dance moves, however; again this is what we would generally expect from Lady Gaga. She is also shown in

The video length is 7 minutes long and the actual song doesn’t begin until 2 and a half minutes in, which is quite unconventional. This could have one of two effects, either the viewer will get bored and not want to listen to the song or in this case I think it would entice people to continue watching it as it is effectively like a short film clip. The video follows conventions in that there are a lot of quite sharp cuts combined with slower ones to slow the pace of the video