Eminem - When I'm Gone Deconstruction

Eminem - When I'm Gone

Length - 6.09

Edits - Approx 192

    For the first of the music video the song is not being played. The opening sequence of the music video is introducing the narrative for the music video. It is set in a rehab group with a circle of men in the group. The target audience can recognise elements of this meeting from either their own personal experiance or knowledge of rehab meetings. There is low key lighting in the meeting location. This helps to highlight the sad nature of the song which is coming up. All of the men are wearing very normal everyday clothes which the target audience may be able to identify with. After the first man speaks the camera eventually focusses of Eminem in the shot seen above. It is a midshot of eminem. He is framed centrally to highlight his importance within the group. The midshot helps to highlight his clothing which is very stereotypical of the 'rap' style. This helps the audience identify with him and the clothing helps to represent the Rap genre.

    As verse 1 begins there is a jumpcut to Eminems house. This jump in location from the rehab to his house then gives the music video a more personal feel which attracts the target audience. It also links with the lyrics which mention family throughout the song: "Daddy where's Mommy". The shots on the screen link to the lyrics. For example Eminem is singing about how we would give his arm for her:"Have you ever loved someone so much, you'd give an arm for? Not the expression, no, literally give an arm for?". At this point he lifts up his sleve to reveal a tatoo of a girl which later on in the video we find out is his daughter. This link between lyrics and shots helps to make the music video more realistic and interesting for the target audience.  He is framed centrally in the frame highlight his importance. He is well lit but the background behind him is dark. This suggests there is darkness and negitive emotions within the household which encourages the target audience to keep watching the video to understand the narrative.

During the chorus, Eminem is singing to the camera. He is framed in a midshot to highlight his change of clothing from the first section of the music video. He is wearing a white t-shirt, a american baseball style jacket and a red beanie. The american base ball jacket is too highlight his american origins. This is reinforced with the american flag pictured in the rehab hall. It also helps to show some of his interests which helps the target audience feel closer to him as a person and as a artist. His red beanie cap is symbolic of the stereotypical type of clothing Rap artists where. By wearing these clothes they help to represent the genre of music he is singing; Rap. Also in the chorus there is several cross fades to different shots of his daughter. This is to help highlight to the audience that the lyrics of the chorus: "And when I'm gone, just carry on, don't mourn, Rejoice every time you hear the sound of my voice, Just know that I'm looking down on you smiling, And I didn't feel a thing, So baby don't feel no pain, Just smile back". The daughter is wearing a white and red striped shirt with red dungeeres. This simple childish type clothing helps to represent her innocence. The colours also helps the target audience recognise the link between her and eminem as they are both wearing the same colours.

     During the second chorus, Eminems daughter is blocking the doorway using empty carboard boxes. This links to the lyrics during the second verse: "She's piling boxes in front of the door trying to block it". By using carboard boxes it helps represent her innocene. Thos boxes are also extende a lot higher than they would naturally be to create a fantasy effect. This helps grab the audiences attemtion and interest them in the video. It also makes the daughter seem smaller against them in the long shot seen above to represent how she doesnt have any power over her father. This idea links to the narrative of the music video. In post production a light has been added at the top of the boxes. With the combination of the light and the slight low angle shot it represents heaven looking down upon the girl to represent her innoence.

During the second chorus Eminem is seen performing on a stage. This links to the lyrics at the end of verse 2: "It's turns to a stage, they're gone, and this spotlight is on, And I'm singing...". This link of lyrics and shots between verse 2 and chorus 2 helps create a flowing narrative which keeps the music video interesting to the target audience. He is wearing a suit on stage. This is a massive contrast to the outfits we have seen him wearing in the previous sections of the music video. He is shown to be uncomfortable in his suit despite long shots of his fans screaming up at him. The long shots of the fans have low key lighting. This is maybe to represet the dark smokey atmosphere that fans do experiance when in a gig helping the target audience identify with the situation in the music video.  This links to the next part of the narrative when his daughter turns up. This awkwardness is then revealed to be because he was not meant to be on stage: "I followed you Daddy, you told me that you weren't leavin'".  The daughter is once again wearing the same outfit as before; a white and red striped t-shirt and red dugerees. This once again links to eminems outfit, he is wearing red and white too, to symbolically highlight their relationship.

    Despite this not being a main section of the music video, I have picked it out because of the ceartivity and interest of shots. The lyrics for this short seuqnece are: "I turn around, find a gun on the ground, cock it, Put it to my brain and scream "god Shady" and pop it". During the lyrics: "I turn around" There is a 180 degree turn of the camera. Eminem is now back in his orginal style of clothes and after the 180 degree turn we see Eminem also shown within the shot in a mirror in a over the shoulder shot of Eminem in 'Rap' clothing. This effect of there being two Eminem's is constructed by the Eminem in the suit being shown in the mirror being the real Eminem and the Eminem being shown in 'rap' clothing being a stunt double. The real emimen was wearing the suit in the mirror because it was his face being shown. This short but effective sequence makes the music video more interesting to watch. After the lyrics: "pop it", the stunt double punches the mirror. At the same time of the punch a gunshot is heard which links to the lyrics. By the punch being edited at the same time as the gunshot it helps the music video flow and makes this moment of the music video more dramatic.

    After the song has stopped the music video continues. It cuts out of the main narrative back to the original location of the rehab clinic.  Before Eminem started singing at the very beginning of the video, most members of the clinic where looking down at watches appearing bored. In contrast at the end of the video, in the long shot you can see above they are all looking up clapping praising Eminems bravery for speaking. The clapping and emotional expressions of the people in the clinic helps to represent the emotional lyrics and narrative of the song and music video.

The rap genre video "Eminem - When I'm Gone" keeps to many generic conventions of music videos. The music video has a strong narrative. The editing within the whole video happens on the beat of the music to help the music video flow. The clothes within the music video help to represent the style of the genre and lip syncing is used by the artist throughout the music video.

I also found specific generic conventions which belong to the rap genre. The music video is a lot darker than any others I have deconstructed reflecting the true life meanings behind the lyrics of rap songs. There was also a much stronger narrative within this music video than any others I have deconstructed. This may be however just because of the strong family message in the music lyrics.

Kanye West - Stronger. Deconstruction

Kanye West - Stronger

Length: 4.27
Edits: Approx 192

    The establishing shot for the music video is a outburst of colour from the centre of the shot. This then spreads to cover the screen in white. This outburst of strong colours (red/orange/yellows) grabs the target audiences attention and warns them that something is coming up. The colours used have connotations of fire. This suggests danger within the video which links to the lyrics later on: "N-now th-th-that that don't kill me". The establishing sequence is then a mix of quickly edited shots showing a futuristic machine, controlled by futuristic people with long shots showing the futuristic city of Japan. All of these shots suggest to the audience that the music video is shot in the future. This attracts them to the music video and also keeps them interested as they want to see other elements of the future in the video. The futuristic representation within the video also helps to represent the modernness of the Hip/Hop genre in today's society. The majority of shots in the establishing sequence featuring the machine are low angle shots. This helps to represent the machine as powerful and a potential source of danger. There are many fast edits within the establishing  sequence to keep the fast beat of the song. All of the edits are done n the beat of the music to help the music video flow and to highlight the beat which is a important feature within the Hip/Hop music genre.

    During the first verse of the song Kanye is singing the verse in a location which looks like a alleyway. The target audience may be able to recognise this location as it may be similar to a place where they might hang out. There are many close ups, medium close ups and mid shots of Kanye West singing in this location. These are to highlight his attractive appearance to make him a aspiring figure to the male target audience and attract female target audiences as he is handsome. He is also framed centrally throughout these shots to represent him as important to the audience. There is a jump cut during the lyrics:"You can be my black Kate Moss tonight". The music video cuts to a medium close up of a Asian young woman. She is wearing a lot of make up with her hair done to represent her as attractive. This representation keeps to generic gender representations within the media. She is posed seductively to attract the male target audience. Kanye West is wearing jeans, a white t-shirt with a black print on it and a denim/grey hoodie. All of these clothes are stereotypical of the Hip/Hop style meaning the target audience will be able to identify with Kanye West. His clothing also helps to represent the Hip/Hop Genre. He is wearing white glasses with lines running through them with gaps. This style of glasses is representative of Kanye West as he is associated with this fashion. Glasses of this style are available to buy on his website meaning he is using this music video to advertise both the song and his merchandise.

       During the chorus, the narrative is of Motorbikes speeding through the centre of a modern city. The audience can recognise the location as Japan which in itself is one of the most modern and futuristic countries in the world. There have been lines of colour added to the bikes in post production. This was to help the bikes seem faster than they actually are. By doing this it helps keep the fast tempo of the song. The colours used are also significant. Red/orange and yellow are the colours used in the establishing shot. The colours used have connotations of fire which represents danger. This helps keep the target audience interested in the video. It also helps to build tension within the chorus leading up to a climax. The editing technique of superimposition is used when the bikes are going through a tunnel. A close up of Kanye Wests face is superimposed on the long shot of the bikes. This helps draw the attention back of Kanye West to represent his importance within the music video.  A effect has also been added in post production of adding lines across Kanye Wests face. This makes it look like the audience are seeing him through a TV screen. This adds a sense of mystery to the video which attracts and interests the target audience within the video. The cutting rate of the music video is still high and the cuts are made on the beat of the music to help the music video flow and to represent the beat which is a important part of the Hip/Hop genre.

    At 1.59 in the video there is a interesting mix of shots and jump cuts. It begins with a long shot of Kanye west framed centrally. The pipes around him help to frame him and draw attention to his clothes. He is wearing the same outfit as earlier in the video; jeans, a white t-shirt and a denim hoodie. The target audience can relate to Kanye West when he wears these clothes as it is similar to some of the clothes they might wear. The clothes he is wearing are also very stereotypical of the hip/hop style which helps to represent the hip/hop genre. To the beat of the music there is a jump cut to a close up of Kanye's feet in the futuristic machine. There is a contrast in lighting between the two shots. The shot with the pipes has low key lighting while the shot with the machine is brightly lit. The contrast between the lighting helps to make the music video more visually interesting to the target audience. Another jump cut then happens to the beat of the music back to the original shot. The camera angle is still a long shot but the camera is moving backwards away from him. Another jump cut then occurs to the beat of the music back to the machine. This time it is a close up of Kanye's chest and face going into the machine. He is topless showing off his attractive body. This will make him a aspiring figure to male target audiences and attract female target audiences to the video due to his sex appeal. Another jump cut on the beat to Kanye is the same position singing but this time the camera angle is a extreme long shot.  These jump cuts between the two scenes continue happening with the camera in the pipe location moving further and further back and several parts of the machine being highlighted. The use of these jump cuts and quick edits helps build tension and interest to the music video. The tension is important for the next part of the narrative in the music video.

    During the third repetition of the chorus during the music video the narrative takes a massive unexplained twist featuring a short sequence in a hospital showing what the machine has done to Kanye West. When i first watched this sequence I didn't get it so just like the rest of the target audience would do the music video would be re-watched. This then gets the song "Stronger" into the target audiences head and encourages them to buy it.  In the hospital there is a long shot of Kanye West lying against the wall after breaking out of his room. The remains of the door are seen on the floor at the bottom of the shot which represents Kanye's new supernatural strength. He is framed off centre to the left of the shot. This is to help represent the unstable sense of mind he has in the narrative. This idea is also reinforced by editing techniques of flashing white lights. All of these things encourage the target audience to keep watching to see what happens in the narrative. Throughout this sequence there is a high cutting rate to fit with the tempo of the music and also to give a element of danger.  Another couple of shots which caught my eye in this section starts with a close up of Kanye West. He is wearing a white top and white trousers. The target audience may be able to recognise these clothes as similar to the ones you wear in hospital or stereotypical mental asylum clothes. The colour white however has connotations of innocence and morality suggesting that Kanye is in the right. After the close up you see a long shot of soldiers been blown back by a supernatural force. This may lead to the target audience admiring Kanye for rebelling against authority.

    The closing shot for the video is the high angle of modern city location that has been used throughout the music video.  The high angle shot helps to highlight the futuristic elements within the location which represents this modern futuristic theme that has been running through the video. All of the different colours on the electronic billboards in the shot makes it visually attractive to the target audience and a strong shot to end on.

    This music video "Kanye West - Stronger" keeps to all of the generic conventions of music videos which I have found in my other deconstructions. For example, editing on the beat of the music, lip syncing to highlight the artists ability, a narrative running throughout the video and so on.

    There were some conventions that I found were particular with this genre. There were a lot more edits used in this music video and the cutting rate was particularly fast. This is because of the beat within the hip/hop genre and the fast pace of the music. The music video also felt a lot more modern than the rest of the music videos I have deconstructed. Many new hip/hop songs have a modern feel to their music videos to highlight modern day hip/hop vs the old style of hip/hop in the 1980's.

Beyoncé - Run The World deconstruction

Beyoncé - Run The World (Girls)

Length - 4.51

Edits- Approx 148

    The opening sequence of the video is very unique compared to any of the other videos i have deconstructed. It is made up of several different shots edited together to introduce both the location of the music video, Beyoncé herself and also the narrative of the music video. The establishing shot for the video is a medium close up of the back of Beyoncé riding a horse. By her being in the establishing shot it lets the target audience know that she is the focus for the whole video. She is framed centrally within the shot to reinforce this idea. She is wearing a floaty white top  and her hair is long and wavy. When this is combined with the horse and the sunset remote landscape it paints a picturesque location which is enhancing Beyoncé's beauty to attract the female target audience. All of the different shots are edited on the beat of the music to help the video flow, but also to enhance the beat of the music which is important within the R&B genre.

      During the first verse Beyoncé is seen dancing in front of a group of girls while singing. She is preforming to a group of men who are watching. The narrative behind this part of the music video is that  the men are trying to invade the female run territory. At the point of the verse seen above there is a long shot of Beyoncé and her girls all dancing in unison. This helps convey to the target  audience that they are all together in fighting off the group of men invading. Beyoncé is framed centrally within the frame to highlight her higher status and importance to the target audience. Their unity also links to the lyrics of the song: "Boy don't even try to touch this". Beyoncé is dressed in a revealing black dress. This helps to insinuate her beauty and make her a aspiring figure to the female target audience. The girls behind beyonce are all dressed in a similar provocative manner. This helps to draw in the male target audience by making the music video look sexy.

    During this section of the music video she is engaging with the men who in the narrative of the music video are invading. All of the men are dressed in a similar way in dark clothes. This helps to represent them as united and together, something the male target audience may be able to relate too. The dark, mainly black clothes they are wearing have been specifically picked. Black has the connotations of darkness, death and danger. These connotations help to represent the group as dangerous which links to the narrative in the music video. Beyoncé steals a males wallet which links with the lyrics of the song: "Who will buy it for themselves and get more money later". This is shown through a medium close up angle, straight cut, close up camera angle, straight cut back to the medium close up shot seen just before. This mix of shots while Beyoncé steals his money helps the target audience relate with Beyoncé as its represents her as mysterious and sexy. The men are standing tall and in positions which highlight their strength. This is to reinforce in the gender stereotype that males are Strong. This representation will allow the male target audience to relate to the group of men in the video which will keep them interested in watching it. It also allows the men to become aspiring figures to that male target audience. At 1.56 in the video there is a juxtaposition between her evening gown and two salivating hyenas.This creates the effect of  Beyoncé  being strong and powerful.

    The music video changes when it comes to the bridge for the song. This helps to highlight the different tempo in this part of the song. To begin this section there is a long shot of Beyoncé wearing the same outfit as in verse 1. This is important because the target audience can then recognise her despite the scene changing. She is framed in centrally in the long shot to highlight her revealing outfit to attract both the male and female target audience. Water is being sprayed into the air behind her. This helps to represent Beyoncé as sexy. It also makes the rest of the shots in the bridge section of the music sexy which helps to represent the sexy style of music in the R&B genre. There is another long shot of Beyoncé in this sequence. She is once again framed centrally to highlight her importance. A car is on fire behind her. This helps to represent her female strength which is mentioned in the lyrics throughout the song. Her outfit has changed here. The dress she is wearing is still revealing and provogative  to help attract both gender audiences. It is a gold dress made up of lots of little reflective plates that shimmer when in contact with the sun. In the long shot this contact with the sun makes her sparkle in the middle of the shot making the music video interesting to watch.

    During the chorus there is once again a group of girls all dancing together with Beyoncé. This helps to represent them as united which links of the lyrics of the chorus: "Who run the world? Girls!". Beyoncé is framed centrally within the long shot seen above to highlight her importance. She is wearing another dress in this section of the video. All of the different costume changes within the music video help to represent her as trendy. This representation will make the female target audience aspire to be like her in terms of dress. The dress she is wearing is bright yellow. This makes her stand out against the black corsets and shorts of the girls in the background and makes Beyoncé the most important girl within the frame. The other girls are all wearing the same clothing which is a black corset, black mini shorts and suspenders along with a coloured cape. Their clothing is provocative and sexy making the music video more interesting to watch for the male target audience.

    There is a mid shot of the girls walking towards the male group and them stumbling back to get away from them. The coloured capes the girls are all working contrast against the plain black clothes of the male group. These colours help give the girl group a higher status against the men linking to both the lyrics and the narrative of the video. Gender stereotypes are subverted within this section of the video. The male group is seen stumbling back subverting their typical convention of strong and representing them as weak while the female conventions are also being subverted as they are being represented as strong instead of weak. This subvertion of gender stereotypes helps the target audience to be on the side of the girls which is the aim of the music video and narrative within the video.

    For the ending climax of the video, there is the largest group of girls that has been seen all the way through dancing in unison with Beyoncé. This makes the climax of the music video more interesting to watch and will encourage the target audience to re watch the video once it has finished, which will get them hooked on the song leading to a eventual purchase of the track. All of the girls are once again wearing sexually provocative clothes to make the female target audience aspire to be like them and to attract the male target audience using their sex appeal. Their dancing is to the beat of the music along with the editing of shots. This has been done throughout the music video to help it flow, make it more interesting to watch and to help keep the tempo of the music video going to represent the important beat within the R&B genre. Beyoncé is once again wearing a different dress which contrasts against  the rest of the girls to make her stand out. She is also framed centrally to reinforce this idea. At the end of the video, in a mid shot to highlight the expressions of the people, Beyoncé steals the lead males badge. This therefore ends the narrative which has been running throughout the music video. This ending also links to the final lyrics within the song of: "We run the world!"

This music video "Beyoncé - Run The World (Girls)" of the R&B genre follows many of the generic conventions in all music videos. The editing of the shots in the video is done on the beat. The artist is the centre focus of attention in the video. Lip Syncing is used to emphasise the artists ability and the music video has a narrative.

However I have found some conventions within the R&B genre which are different than in other music videos I have deconstructed. Throughout the video the use of dance was used to make the video more interesting and attract the target audience who would have a interest in dance. The representation of women was also different in this video. They were represented in a more sexual way than i saw in any of my other deconstructions. This may be because of the sexual nature of the R&B genre. The video also had higher production values than what i have seen in any of my other video deconstructions. This may be because of Beyoncé's success more than the R&B genre.

Hollerado - Americanarama Music Video Deconstruction

Hollerado - Americanarama

Length - 3.27

    The establishing shot is a long shot of a black square featuring lots of people. They are there throughout the video and represent a fan base which the target audience can aspire to be like. They are wearing white t-shirts at the beginning to represent their unity which they use to create the images later on in the video. A drum kit and microphone stands are framed centrally within the shot. This instantly tells the target audience that this music video will be a rock video. The video is set in the same location all the way through; a piece of industrial land with tattered warehouses. This is a very every day location which the target audience may be able to identify with. The location also links to the cities mentioned in the son, all which have a industrial element to them: "As a city in the North-East where the Power used to sit", "Poor weak New Orleans", "We're camping out in Battery Park".   The shot is not brightly lit but instead naturally lit by daylight. This helps represents both the darker side and the lighter side of the rock genre of music.

     The long shot is continued during the next section of the music video This helps to make the music video flow easier instead of having several jump cuts like some other music videos. Just before the verse begins the band run on with their instruments and start playing with the beginning of the verse. They start playing on the beat which helps the music video have a fast tempo which keeps the target audience interested. By the target audience seeing the band playing guitar/bass/drums it helps represent the rock genre. It also inspires the target audience to pick up and learn a instrument to become like the members of the band. They are framed centrally within the shot to highlight their importance and their appearance. All the members of the band have a stereotypical 'rock' look which the target audience can recognise and appreciate.  The image being made in the background links with the lyrics of the song. The first song lyrics in verse 1 are; "Hey Philadelphia you used to exist". These lyrics are made by stage hands in their separate boxes. By doing this it makes the video visually attractive and interesting to watch. It also encourages the target audience to sing along to the song getting them 'hooked' and making them purchase the song.

In this section of the music video the band interact with the images being made behind them. The lead singer in which you can see in the screen shot above points to a section of the picture which then flips to create a new image. He does this to the beat of the music to make the video flow and make it more interesting to watch.  By using interaction within the video it is a create way to make the music video more interesting to the target audience as well as other audiences which would be interested in watching the video because of the creative elements within it. The lead singer has moved forward so he is now framed in a mid shot. This highlights his appearance which makes him a aspiring figure to male audiences and attracts the female target audience to watch the video. His clothing has also been highlighted by him moving forward towards the camera. The target audience can now see his 'rocky' style clothing which they will be able to recognise. His clothing also helps to represent the genre of the song they are playing; rock. After manipulating the image, the lead singer moves centrally in the frame and plays the guitar to the time of the music. This helps to represent the guitar which is a stereotypical instrument of the rock genre.  

During the chorus of the song all band members minus the drummer move forward slightly. They are still framed centrally in a mid shot but they can be more easily seen by the target audience watching the music video.  This helps to highlight both their appearance and clothes which both represent stereotypical rock genre appearances. Their move forward towards the camera is also timed to the section of the music as it is building towards a climax at the end of the chorus. The images behind them during the chorus are a simple pattern of yellow and red blocks. This simple image they are creating works well during the chorus as it helps the target audience focus on the band while they are singing. The simplicity used here also makes the intricate patterns made at other points in the video more appreciated by the target audience.

    During the lyrics" Doot doot doo doot do doo Doot doot doot doot do doo, Lord I miss you" Both the guitarists are playing ping pong by using the images. This is a quirky retro game that will both amuse the target audience and encourage them to keep watching and re watch the video. Both guitarists have a matched eye line which shows how they are both equal in the band. They are both framed in a mid shot which helps highlight their clothing and appearance to the target audience. The ping pong ball moves to the beat of the music to help the video flow and look more interesting. The lighting in this section is the same as the beginning of the video as it is one continuous shot. The lighting  helps represents both the darker side and the lighter side of the rock genre of music.

    The music video ends with a mid shot of three of the band members. They all have matched eye lines to show they have equal status within the band. The lead singer had been framed centrally. This is to advertise him to the target audience as within a rock band the target audience tend to idolise the lead singer more than other members. The two guitarists are punching the singer while he is singing. The punching is done in a animated funny way to add a comedic element into the music video to encourage the target audience to re watch the video over and over again. Because of the way the punching is done it does not promote violence and give the music video negative connotations. The punching is in time with the beat of the music to help the music video flow. The last shot in the video is a close up of the drummer. Throughout the music video all of the band members have been seen in a mid shot apart from the drummer. Therefore by having him close the video framed centrally in a close up it helps highlight his presence within the band as well as show his clothing to represent the rock genre.

This rock genre music video preformed by Hollerado keeps to many generic conventions I have found in my other deconstructions. The visual images on screen link to the lyrics of the song which is a generic convention. The action/editing also occurs on the beat of the music to help the music video flow. The clothes Hollerado wore throughout the video also represented the genre of music they were playing; rock. One generic convention this music video did subvert was a music video having a narrative. Instead of the video having a narrative, the band used a creative alternative by creating images using people behind them when they were preforming. Even though they subverted conventions I still believe that their music video was just as effective if not more effective than another rock video with a narrative. The creativity within the video would not only interest  a rock genre target audience but other audiences would also be interested in the video, would get hooked on the song and eventually buy it.

After deconstructing the video of "Hollerado - Americanarama" I was fascinated about how they managed to create the music video. For example the unity of the stage hands creating the images was visually stunning but would have been very hard to do. On Youtube I found the video above which is the director for the music video explaining how they made the video and the complications they faced. To begin with the director created a virtual representation of what the image at the back was going to do. He counted up all the different movements and in total it came to 424. Therefore to do this the song was shot at a quarter of its actual speed. This meant the band had to lip sync the lyrics of the song at quarter speed too. By shooting it slower than it was meant to be it meant the band in the video became jerky. However I thought that this worked out quite effectively in the end and added to the unique feel to the video. The lip syncing also worked well within the video which i think is a amazing feat. In total 12 takes were taken throughout of the day, 8 of these were full takes of which 3/4 ended up being perfect shoots

Gotye - Somebody I Used To Know Deconstruction

Gotye - Somebody I used To Know

Length - 4.04

Edits- Approx 64(not including stop/go animation edits)

    The establishing shot is a high angle of the floor. The camera then pans upwards to reveal the artists foot followed by his leg. This pan continues upwards showing the whole side of his body before settling on his face. The camera moves in a slow steady way fitting with the speed and beat of the music to help the music video flow. This whole establishing shot introduces the artist 'Gotye' and therefore makes the audience focus on him throughout the video. A generic convention of most music videos is that the artists clothing represents the genre of music. However here Gotye is pictured naked. This works with the lyrics of the song talking about his venerability and how he has lost his love. The establishing sequence is well lit to attract the target audience to the video

    During the first verse the main camera angle is a medium close up. This highlights his appearance and makes him a possible aspiring figure to males and attracts females to watch the video. He is once again shown to be naked which helps represent the sadness of the song and his venerability. There are several matched cuts which are a one step change of shot sizes either from a medium close up shot to a close up or a close up to a medium close up shot. These matched cuts help to highlight certain parts of the lyrics. For example during the lyrics "Like resignation to the end, always the end" the camera angle is a close up. This is to help represent how he has given up like the lyrics are suggesting. Throughout the first verse no matter of the camera angle he is framed centrally. This means the audiences eye will be drawn to him throughout which will help sell him as a artist. The editing during this part of the music video is always on the beat of the music to make the video more attractive to target audiences and to help it flow.

        During the chorus the animation process of stop go animation is used. This is used to slowly paint the background behind Gotye and himself bit by bit. Eventually at the end of the chorus Gotye has blended into the background. By using stop go animation it gives a creative interesting flare to the video which will attract the indie target audience who are stereotypically creative in nature. Gotye being painted so he blends into the background is also symbolic of the lyrics where he is singing about how he is now nothing and nobody: "But you didn't have to cut me off. Make out like it never happened and that we were nothing". A mix of close ups are used to highlight the painting of the background and his body. The use of close ups helps the audience to clearly understand what is happening within the video so they don't loose interest. The editing between the different close ups always occurs on the beat of the music to help the music video flow. A mix of stereotypically male and female colours are used to paint Gotye. The mix of colours is to attract and not put of both the male and female target audience. 

    The second verse of the song is sung by another artist called Kimbra who features in the video. She is introduced by the camera zooming out from a medium close up of Gotye to reveal her. They are both framed in a mid shot slightly of centre representing that they are equal. This idea is also enforced by the effort made to make them almost have a matched eye line. The pattern of paint around them is significant as it is fractured. This represents how their feelings have hurt 'fractured' by their break up. Around Kimbra is a mixture of green paint which was not featured before in the video. This makes her stand out clearly to the audience and introduces her as a main part in the rest of the video. Later on in Verse 2 there is a medium close up of Kimbra walking towards Gotye. This helps to show off her attractive looks which the target audience would be able to relate too as she has a trendy alternative look. Her good looks might also make her a aspiring figure to female target audiences and attracts male target audiences because of her sex appeal.

     At the end of the video, the creative process of stop go animation is once again used to remove the body paint of Kimbras body. By the paint being removed off her but not Gotye it is symbolic as it is representing how she has 'cut him off'' as mentioned in the lyrics in the chorus: "But you didn't have to cut me off". By him still being covered in the fractured paint pattern it also represents how he is still hurt while she is now clean and fresh and her feelings towards him have gone. By ending the music video in this mid shot it also sums up the short basic narrative that has been running throughout the video of them breaking up and going their separate ways.

Throughout deconstructing the indie genre video of "Gotye - Somebody I Used To Know", I have found some generic conventions. Just like in Carly Rae Jepsons music video most of the editing within the video occurs on the beat. There is also a narrative throughout the music video, a generic convention I found in Carly Rae Jepsons Pop genre music video.

However some conventions I found in Gotyes video were different to in Carly Rae Jepsons Video. The indie genre video was more creative and this is a generic convention throughout indie genre music videos as the indie target audience find them more interesting to watch. Clothes are also used in music videos to represent the target audience and the genre of music. Gotye's video subverts this convention as no clothes are used at all during the music video to fit the innocence and sadness of the song.

Carly Rae Jepson Video Deconstruction

 Carly Rae Jepson - Call me Maybe.

Length - 3.20

Edits - Approx 98

    The establishing shot for the music video is a mid shot. This helps to set the scene for the music video which is in a suburban street focused mainly on the house Carly Rae Jepson is currently positioned in. By the music video being shot in this location it helps represent the artist as a everyday normal person that the target audience for the video can relate too. The camera then zooms in towards her to help highlight how she is framed centrally and is important within the music video. The next shot is a extreme close up of her eyes before switching to point of view shot of her looking out at the man in the garden. These series of shots starts to create a narrative for the music video. The editing technique of match on action is then used as there is a close up of Carly Rae Jepsons face. She is wearing make up and her is styled to make her an aspiring figure to the target audience watching the video. The cuts between the different camera angles are straight cuts to help create a feeling of continuity within the narrative. The establishing sequence is well lit and colourful to help draw in target audiences. It also helps to reflect the happy vibe to the song.

    As the lyrics start for Verse 1 in the song there is a close up of Carly Rae Jepson singing. This helps tell the audience that she is the artist and brings the focus upon her therefore selling both her appearance and talent to the target audience. During the lyrics "I looked to you as it fell" there is a straight cut to the mid shot of the man. By linking the lyrics and music video together it helps to create a narrative and makes the music video more interesting to target audiences. The man is framed centrally in a mid shot to highlight his attractive appearance. By being attractive he becomes a aspiring figure to the male target audience and attracts the female target audience to the video. later on in verse 1 these ideas are enforced when the male takes of his top and reveals the stereotypically attractive 'fit' male body. Carly Rare Jepson is seen during this section of the song wearing a blue spotty top and jeans. This makes her seem attractive making her a aspiring figure. It also helps audiences relate to her as this may be something they wear from day to day. Across Verse 1 the different camera shots are edited together on the beat. This helps the music video flow better and makes it more interesting to watch

    Near the beginning of the chorus there is a series of close up shots of the different instruments being played. However the musicians faces are never focused upon in any specific shot during the first chorus. The clothes they are wearing are all very similar and blend into the background. All of these things help to bring the audiences attention onto Carly Rae Jepson throughout the chorus. She is wearing a different set of clothes to the ones she was wearing in verse 1. However she is still being represented as trendy and stylish to attract the target audience and to make her stand out among the other musicians in the background. There is a element of interexuality throughout the video in that it has a similar location to the "Bowling For Soup" music video "1985". The chorus itself is particularly similar as Bowling for soup also preform their chorus with instruments in a garage by a house. As Bowling for soup is a rock/pop band certain members of the target audience will be able to recognise this intertextuality.

    During verse 2 Carly Rae Jepson has another costume change into a more revealing outfit of a white top and shorts. This is represent her as stylish once again. Throughout verse two there is a mixture of mid shots and close ups of her to emphasise her image and also to help the narrative of the music video. There are also some long shots and close ups of the 'attractive' man mixed in with the close shots of her. Combined with the lyrics("You gave me nothing at all,but still, you're in my way") which are talking about her not receiving any attention from the male, the mix of shots between her and the male help to create the narrative of her trying to get his attention. The shots continue to be edited carefully to the beat of the music to help the video flow while all the shots are still well lit like the shots in the establishing sequence to represent the happy vibe to the video.

There is a short musical break after she falls of the car. This is then is followed by a ripple dissolve from her on the floor to the image above. This edit helps the audience follow the narrative of the music video as it suggests that the next section of the video is a dream.  Carly Rae Jepson then starts re singing to the man in the mid shot with her. They are both dressed in white which has the connotations of innocence and perfection. This once again represents that this section of the music video is a dream. Behind the male and Carly Rae Jepson is the title of the song and her name. This helps to sell the song and artist to the audience without them even realising it.  The colours within the dream section are a mix of purples and reds. These contrast to the natural every day colours seen within the rest of the video which helps to make this section stand out. It also helps to symbolise when the dream is over as there is a contrast from the purples and reds to the yellows and whites of the pavement when she wakes up and is framed in a high angle shot. This high angle shot helps to represent her as venerable and weak, stereotypical representations of women. This is then contrasted with a low angle shot of the 'attractive' man looking down upon her stereotypically representing him as strong and helping out the damsel in distress.

Near the end of the video we see Carly Rae Jepson in a long shot. Despite her being far away from the camera, so the audience focuses on the exchange between the two men, she is still framed centrally highlighting her importance. She is shown writing down her phone number so he can call her. This is what the lyrics have been leading too the whole music video therefore a good ending to the narrative that has played out throughout the music video. There is a comedic element at the end of the video where the 'attractive' man she has been trying to seduce all the way through turns out to be gay. This comedic element encourages audiences to watch and re watch the video therefore enjoying the song more and getting it stuck in their heads so that they will buy it.

Throughout this deconstruction of the pop genre music video "Carly Rae Jepson - Call Me Maybe" I have noticed some generic conventions within the pop genre music videos. The clothing all the way through is stylish, trendy and modern. This type of clothing is similar to what the target audience(those who like the pop genre) would wear. There is a strong narrative throughout the video which is a generic convention within most pop videos. The editing generally occurs on the beat of the song which is another generic convention. All the way through this video the shots were colourful and well lit which is a generic convention throughout the pop genre.

Deconstruction Introduction

Deconstructions

     To begin my research and planning to create a promotional package, i am going to deconstruct many different existing music videos to find generic conventions within them. As i currently do not know the genre of music i wish to create the promotional package with, I am going to deconstruct music videos from all different genres and see how their generic conventions differ as the music differs.Some of the genres I will be looking at are:

• Pop
• Indie
• Rock
• RnB
• Rap
• Hip hop

    For my Pop video deconstruction i have chosen to deconstruct the music video "Carly Rae Jepsen - Call me Maybe". The reason I have chosen to deconstruct this particular pop music video is because of its current popularity. The song itself has also pushed Carly Rae Jepsen into the music industry spotlight and I want to see weather the music video helped create this success with the song and her career. http://www.youtube.com/watch?v=fWNaR-rxAic

     For my Indie video deconstruction i have chosen to deconstruct the music video "Gotye - Somebody I Used To Know". The reason i have chosen to deconstruct this video is because it was released recently and the song helped the artist Gotye to become well known across several western countries as well as his native Australia. The song became number 1 in the UK and was number one in the US for 5 non-consecutive weeks.http://www.youtube.com/watch?v=8UVNT4wvIGY

    For my Rock video deconstruction i have chosen to deconstruct the music video "Hollerando - Americanarama". This is a relatively unknown band especially within the United Kingdom  as they come from Canada. I have chosen to deconstruct them because of the creativity used within the production of the music video despite the fact it only has over 1 million views on youtube. The rock genre can be broken into several sub genres. The band Hollerando make music within the sub genre of light rock. Light rock is one of the more popular sub genres within rock which is why i have chosen to deconstruct a music video from this sub genre. http://www.youtube.com/watch?v=Whv1tLqKZig

    For my R&B video deconstruction i have chosen to deconstruct the music video Run The World Girls by Beyonce. It was released in April 2011 and was one of most recognisable new songs of the 2011 year. The reason I chose a Beyonce video to deconstruct for the R&B genre is because of Beyonce's world wide success. She is also one of the most recognisable and popular R&B artists currently producing music.http://www.youtube.com/watch?v=VBmMU_iwe6U

    For my Rap video deconstruction i have chosen to look at the music video "Eminem - When I'm Gone". Eminem is one of the most successful rap artists of all time which is why i have used a video of his to deconstruct for the rap genre of music. The music video for the song "When I'm Gone" is over 6 minutes long which is a unconventional length for a music video. This is why i have chosen to deconstruct it to see how the production values and conventions change will a longer music video. http://www.youtube.com/watch?v=1wYNFfgrXTI

    For my Hip Hop video deconstruction i have chosen to deconstruct the music video "Kanye West - Stronger". Kanye West is one of the largest Hip Hop artists with a worldwide fan base which is why i have chosen to deconstruct one of his music videos. I chose to deconstruct the music video to the song "Stronger" because it is one of his most viewed YouTube videos currently standing at over 77.302,000 views since being posted on the 16th June 2009.http://www.youtube.com/watch?v=PsO6ZnUZI0g

Brief

Brief

I have chosen for my A2 media coursework to create a promotional package for the release of a new album which on completion will include a music promo video a digipak cover for the albums release and a magazine advertisment for the new album.