Comparison of
Music Videos
Today I decided to compare two music videos that I am very passionate about. They both are extremely powerful but they both contrast greatly from one another. I believed this would be beneficial to do. My exam will be analysing a clip from a film. Music videos hold their own story, therefore, i thought this would be great practice for being analytical.
The first music video I have chosen for this comparison of
music videos, is called, ‘The Power Of Love’, which is performed by Gabrielle
Aplin. This music video was released on to Youtube on the 9th of
November in 2012. This very successful music video was directed by Alexander
Brown. Alexander Brown is a very well known video director and album cover
designer. Alexander Brown has completed directing eight other popular music
videos in his past. This song was specifically produced for the John Lewis
Christmas advert. However, only the lyrics were shown in this advert. I believe
that the music video can make the lyrics have slightly a contrasting meaning. This
song has a wide history. Gabrielle Aplin is singing ‘The Power Of Love’ as a
cover. The original song was recorded and sung by a band called, ‘Frankie goes
to Hollywood.’ This single was released in 1984 and became a Christmas number
one. Since 1984 the single has been covered and presented by two other artists.
One in 1999 by Holly Johnson. Then after, in 2012 by Gabrielle Aplin.
The content in this music video is very minimalistic. The
music video starts off with a very eerie atmosphere too it. The camera firstly,
has shown big dark gloomy gates. The title too this song made a big impact on
the viewers first instincts before even viewing the music video. The video title
has a warming feeling to it. However, when you first witness these dark gloomy
gates it has a cold effect and will change your first initial impressions to
the video too a more unexpected and suspense feeling on what the music video
may make the song lyrics illustrate. The video then progresses into showing
some old wooden brown chairs with a natural source of sunlight on them coming
through some windows. This promotes a sense of neglection and darkness .. the
only light is coming from outside. This could also be a sense of that she is
trapped in darkness. In addition, the camera tends to focus on the emptiness of
the house. Another piece of content which was shown more than once was the
emptiness of the bedroom and staircases. The significance of this could be
Gabrielle Aplin is alone and she is singing about a possible past or future
love. As the music video begins to become to an end there are little lights as
decoration which light up as Christmas lights do around the room where she is
playing the piano in. Candles also are showing, which have been put on light.
This created a dramatic and more positive effect to the music video. This
occurred when Gabrielle Aplins voice came to a stretch and created a more warm
feel too the music video. When the music video reached this part it was as if
all the eerie suspense from the depressing feel came to an end. The small
decorative lights which were shown were not specifically focused on and it was
looking as if it was petals and elegant lights falling from the sky. This would
be symbolizing a snowfall.
Technical coding within ‘The Power of Love’ is used
frequently. Firstly, when the music video begins it shows the entrance to big
dark gloomy looking gates this possibly could be a Point-Of View shot. We don’t
know this for sure however, the way the gates were composed looks like it is
from a human perspective. When the music video progressively moves on to show
Gabrielle Aplin playing the piano, it only shows her from the back. As the
music plays the camera becomes closer to her. Moving from a very wide shot
right up too Gabrielle Aplins lips in an extreme close up shot. The camera also
does an extreme close up shot of Gabrielle Apilns big brown boots also. This is
too emphasize the season of the year in relation for the festive season that
this music video is aimed towards. Commonly in this music video, many technical
codes have been used. Using different frames In their shots.
Symbolic coding in this music video is very significant and
generally has made the shots more dramatic. Firstly, the lighting is very pale,
white, angelic and cold. These colours often symbolize purity. This is
officially a song about romance and love. Which can be associated under the
feeling of love being pure. In addition, the colours and lighting used are very
cold and festive which symbolizes the festive season of winter,which this song
was specifically made for. Everything within this music video was rather plain.
This makes us focus more on the lyrics which were being sung, However, this
could symbolize emptiness. Emptiness could convey that the love that Gabrielle
Aplin was singing about may be promoting what her feelings feel like. Empty.
Furtherly, another symbolic code which was used which was extremely significant
was the old, wilted, dead flowers. Which were placed on top of the piano.
Flowers are typically used for a romantic symbol. Usually given too a women
from a man as a sign of compassion and affection. Gabrielle Aplin is singing about love.
However, the flowers which are shown in this music video aren’t shown in a
romantic mood lifting way. Instead they are dead. Gabrielle Aplin is also
alone. This could possibly be declaring
that these flowers are a similarity to what her love life is like. Non
existent.
The target audience for this music video would be from a
rather larger variety of ages than Gabrielle Aplins other videos. The reason
being that because this song was used for the very well known John Lewis
Christmas advert This Christmas advert was most likely chose because of the
songs elegant features. John Lewis is typically known for its quality and
presentation and outstanding service. For example, in order for John Lewis too
keep their company presentation looking elegant they decided to pick a
Christmas number one that is about love. Which is possibly conveying that their
service is very compassionate also. People who enjoy the festive season or
those who watch television regularly would hear this song and wish to hear it
again throughout the day, possibly accessing it via Youtube. Therefore, the age
range for this music video would be from a larger varied audience, However, because
this song is about a tradition of love. Female teenagers and adults would be
more attracted too this song. Typically, from the age range from fourteen and
sixty years old. ‘The Power of Love’ however is s very innocent music video. It
is suitable to be viewed by all ages. Although it won’t appeal to all. The
Music video is very basic, the content is very minimal. Therefore, some might
not find the music video interesting and may only have a desire to view it
once. However, the music video content did not affect the song at all. This
angelic beautiful piece of music made it too number one within the top 100
charts around the Christmas period.
Different audiences have different desires and different
expectations for music videos. Every music video will have a category of which
genre of music It will fit into. Deciding a target audience has a lot of
subjects that have to be acknowledged for the music video to be successful.
Such as; age, gender, class, ethnicity, location and education. For example, ‘The Power Of love’ is
associated within the romance category. Therefore, stereotypically young males
would typically not be in the audience for this video. Therefore, the gender
would be well suited for a female. From the age of 14 upwards. This age is when
teenagers usually begin to grow up and become more involved within love in
reality and are more like to be able to relate to this song. In some
circumstances some music videos have been recognized too be partially
provocative. In these circumstances, the music videos may not be suitable for
our younger generation as an audience. This song by Gabrielle Aplin was for
John Lewis’s Christmas advert. John Lewis is generally considered a middle
class store therefore, this will reflect that the audience will mostly be from
a middle class or people who will treat themselves at Christmas. Since 2007
John Lewis have been making adverts around Christmas time which are
significantly recognized by television viewers and John Lewis shoppers. This is
their annual tradition. Therefore, they are becoming more popular every year
which will make the Gabrielle Aplins music video of ‘The Power of Love’ become
significantly more popular.
Within, the ‘Power of Love’, in parts of the video, the
video does illustrate the lyrics. However, in other parts there is disjuncture.
It contrasts on how the viewer believes what the lyrics convey. Firstly, when
the lyrics said ‘love is the light scaring darkness away’. When this small
lyrical sequence was sung within the music video, the music video was focused
on Gabrielle Aplin. Although, everything else beside her is very minimal and
showing a lack of darkness. This, then could imply that because the room is
very white that even though other parts of the house are dark,where she is at
that moment ,the love within herself has ceased any darkness within herself. When
Gabrielle Aplin sings the lyrics of, ‘’I’m so in love with you’’. Within the
music video not much is being shown, the main focus is on herself. This itself
makes the overall effect much more dramatic and whilst she sings you can
witness the compassion and love about what she is singing just by facial
gestures. In addition, the music video shows the un-tidiness of the house which
Gabrielle Aplin is singing in. This partners with the lyrics ‘‘’cleaning my
soul’’. This is disjuncture. This is not what we would have initially believed
what we would expect it too interpret. Lastly, when Gabrielle Aplin chants,
‘’I’ll protect you from the hooded claw.’’ This illustrates exactly what the
music video presents. A picture of a mother and her young child. Love at
Christmas between ones family is part of tradition at this festive time of the
year. Although, when we first hear this song without viewing the music video we
might have initially thought the song was only about about a couples romance.
However, this music video shows that this isn’t true.
In comparison with ‘The Power of Love’ by Gabrielle Aplins
music video. I have chosen a second music video too use for an analysis and for
comparison to my first music video analysis. For my second music video I have
chosen a pop song called ‘Rule The World’ by Take that. The genre for this
piece is pop music.
‘Rule The World’ by Take That was released firstly In the
United Kingdom on the 21st of October in 2007. The director for this
music video is called Barney Clay. Within this English boy band there are three
artists. Gary Barlow, Howard Donald and Mark Owen. However, originally there
was five members. Including also, Jason Orange and Robbie Williams. In the
‘Rule The World’ music video all members were present. This was because the
song was performed at the big event of the 2012, London Olympics closing
ceremony.
The content Involved within this music video is very basic
and minimal. Firstly, my initial response when I first viewed the music video
was that it looked like the filming had been done backstage at a theatre
production. As the video began to progress, the atmosphere remained very dull
and eerie. Microphones and a piano were shown alongside an orchestra. Whilst
band members were stood in old wooden stalls singing. From time to time a small
television was shown which was showing ‘Take That’ singing just how they were
on the back stage looking display. This conveys that the artist’s music video possibly
is showing simply their video as just a recording in their recording studio.
Another example of the video presenting their recording studio would be when a
man walked down a dark gloomy corridor to another room which has a musical machine
which controls volumes and pitches. The reason being may be because the artists
and producer wanted to have a music video which was less costly and very
realistic. In addition, a ghostly near
transparent figure has been projected onto the video. Which made the overall effect
unique and eerie.
The target audience for this musical video would be mostly
suited for an audience from all ages as it seems to appeal to most. However,
‘Take That’s’ manager said that the target audience was purely for teenage girls
and the gay audience. But, over time the audience has become more widespread
and appealing for all. The boy band have been around for quite some time and
the audience is widespread. The audience and the boy band have grown together. The wants and expectations for a typical
teenage girl audience doesn’t traditionally meet the requirements of this music
video. Girls in their teenager years usually are appealed to music videos which
are slightly more brighter , male figure based and stylish scenes. However,
because this music video is so eerie and dull it portrays a mysterious vibe to
it which may appeal to the teenage girl audience as well. Although, this may
vary depending on visual desires, ethnicity, age and class.
Furtherly, because this music video is very minimalistic in
contrasting scene values. The symbolic coding is also rather less significant.
However firstly, there is a large lack of lighting in this music video which could
be illustrating that the song isn’t the most joyful and this is being reflected
in the lighting. Futhermore, the lighting at the end of the music video gets
introduced brightly similarily to how it would at the end of a pantomime or
cinema production.
Different shots have been used throughout this music video.
For example, two and a half minutes into the music video there was a bird’s eye
view shot. Also known as a POV shot. This which shows the audience the view in
a God like position. However, throughout the majority of this music video the
shots within the frames are from a distance. There is a lack of close ups. The
only close ups which are shown are those of the artists as a transparent edited
video of them projected onto the main video. These close ups were used to
distinguish each individual artist for the viewers. Using this method
‘Rule the world’ has lyrics which rarely illustrates the
music video. Disjuncture is one of the most obvious points amplified In this
piece. Rarely there will be a similarity between the lyrics and video. However,
on one occasion when a lyric quoted, ‘light up the sky’ there was a light
shaded part of filming equipment, which was dominant enough to be seen as
related to the lyrics, which did produce a strong sense of lighting up the
atmosphere as this lyric was sung.
In conclusion, ‘The Power of Love’ by Gabrielle Aplin and
‘Rule the world’ by Take That’ contrast slightly. Each music video has a
different target audience. Gabrielle Aplins music video is an angelic
compassionate, light atmospheric orientated piece. Which is more suited for the young to medium
aged female audience. In comparison, the ‘Rule the World’ music video by Take
That. Is a dark, less affective but more realistic music video who has a target
of females and the gay audience. Gabrielle Aplin is more of a new born to the
music industry than Take That. Take That have been around many years and
because so, the audience have grown with the boy band. Therefore, the boy band
do not need too try and impress their audience as much because their fan based
audience will not expect as much from them because their hierarchy in the
musical industry has already made it within the top charts over the years. Their
taste of music is also slightly more mature. Take That would have felt that
because they already have e a large audience they have less to prove. Their
decision making was a correct choice. The music video actually became very
effective and realistic and also it possibly saved the band a fair amount of
money. Whereas, Gabrielle Aplins music video will have spent more money on the
production of it because she needs to try impress her audience more until she
is as popular as Take That and the other leading artists of todays music
industry.
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