This song is by an alternative R&B, contemporary R&B and synthpop duo called Majid Jordan (Majid being the lead and Jordan producing the music). It's music video includes narrative as well as performance shots of Majid (the lead singer) lip syncing. I really like this music video because there are many camera shots and angles that are interestingly different such as mid shots of the two female characters and a shot of the car. Both these shots are almost as if a picture is being taken which is subversive to music videos as there is always movement to match the beat. The effect of this is that it creates a disorientated vibe which is almost quite artistic. This also fits into that alternative R&B genre and contemporary genre, as well as representing the actual artists and what they stand for. Majid Jordan have very unique music and style compared to other R&B artists so they always have this trademark artistic and contemporary feel in their music videos. There are close ups of Majid as he sings which adheres to the typical conventions of a music video. The editing within this music video is effective with many cross cu
tting between the narrative and performance shots to keep the audience interested and not get bored. There is a lot of subtle slow motion used as well to match the slow beat and created this chilled vibe. This is something a lot of alternative R&B music videos use therefore it adheres to that stereotype successfully. The use of transitions also create the same effect with the fade into the next shot transition which reflects the tempo and style of the song. The mise en scene within this music video fits into the genre especially with the costume. Majid and Jordan both have this edgy urban style which is showcased with their brightly coloured jackets and rolled up trousers. This helps to appeal to their audience and fans that already know of their fashion and what they stand for. The lighting is very high key with the scenes outside which create this summer atmosphere. The performance scenes have unnatural lighting of reds and blues in the darkness which is effective as it creates an artistic effect. There are also a few props such as the toy water gun that appears to look real. This potentially fits into the R&B genre of this gangster ghetto theme, however it turns out to be a toy gun. This creates a humorous effect as well as having this hidden meaning. The narrative focuses on Jordan, as Majid gets him to go out to meet some girls. This is typical for an R&B video to feature guys meeting girls and going out to impress however this video appears more innocent as they are simply going out on a fun date. The costume of the two girls are very urban and alternative which isn't so promiscuous unlike the girl seen as Jordan's girlfriend sat in her apartment by herself in just underwear and a shirt. This adheres to the R&B genre as this attracts the male gaze. I really like how the lighting and picture of this video is quite faded and has a pastel tone as the colours look more washed out creating an artistic effect. This may be something we consider when editing our final music video.
Music video 2: Snakehips - Cruel ft. ZAYN
This song is by Snakehips, an electronic duo, featuring the now solo R&B artist ZAYN. The music video is very vibrant and fits into the electronic/pop genre well especially with the use of mise en scene. The setting is seen to be in dark empty rooms with colourful lighting, props such as plants, TV screens etc. The colourful lights give off this club vibe which fits into the dance/electronic genre well as it would appeal to the target audience of this genre. The props of the TV's are very effective as they also create that different and artistic theme as well as tying into the editing used. There are many shots of Zayn singing in the TV screen and it then zooms into that screen and turns into a whole new shot. This is a very effective editing technique by keeping the music video interesting and matching the fast beat of the song. The costume Zayn wears is quite casual with a stripy jumper and in another location, a leather jacket. This reflects his own personal style as an artist as Zayn is an edgy/alternative trend setter, but also fits into the genre and theme of this music video well. This is something we want to make sure we do by creating this individual 'look' for our artist to have, for the target audience to then relate to. There are many camera shots and angles such as many close ups of Zayn singing (as it seems to be a performance video) and long shots of the choreographed dancers. This use of choreographed dancing is effective as this reflects the dance genre, as it would need to appeal to the target audience. 
No comments:
Post a Comment