Analysis of media language (codes and conventions)

                                                

The Rocket Summers' video for 'Do You Feel' uses different elements within their performance to enhance different conventions within their video, the use camera movement, focus pulls and editing to promote energy within their video.

The video is a performance set in an alleyway in a urban city backstreets, with the band placed within parallel facing buildings, which immediate introduces the an urbanistic theme of the video. By using an urban location it sets an inspirational theme to their younger target, with quick cut shots showing aspects of the location, sustaining audience interests by showing only parts of the urban buildings within shots.   

Match on match allows there to be continuity throughout the performance using 5-6 shot-types. Focus pulls and Shallow focus are used within the performance  to emphasise the dynamic energy the band are trying to create furthermore, establishing the band as 'edgy' with excitement of the use of technique used. In addition the use of shallow focus shots pulls the audience’s attention from foreground to background, to different objects and between band members. The use of the pull in focus also differentiates the angles, in which its shot establishes the live rock aspect of the band.

Close-ups and extreme CU’s creates and intimacy between the band and their audience focusing on the singer’s mouth, highlighting the importance of the lyrics where their significance is furthermore highlighted through the lyrics of the hands of people filmed. The idea of having writing on hands gives an aspect to the video in which the audience can copy, aimed at young teenage girls this is very effective to enable them to relate to the video and its lyrics.

In addition, throughout the video the camera is constantly creating a sense of energy, which creates the live performance aspect of the music video. This is also used by having a handheld cameras, this creates a type of movement which also justifies the live gig aspect. The video uses compilations of many short takes produces a type of start stop motion effect giving an unconventional effect to the video, these aspects of the video make it quirky and consumes the audience to its unusual effects. 

How and why do different genres use performance and lip sync in music videos?

Dave ft AJ Tracey - Thiago Silva

Lip sync in this video isn't key for the artists, as the videos from the genre of Grime its connotations are significantly different in comparison to pop artists music videos. The video is promoting the street life of the aspects with the video and visuals promoting the football team and the idea of community and affiliation. The mise en scene illustrates the meaning of the music video highlighting the football player constantly throughout the lyrics which emphasizes the song. The video promotes a sense of authenticity showing the realness of the streets of London, not glamorizing the visuals suiting the conventions of the genre.


Mumford and Sons - Little Lion Man 

Mumford and sons are a folk rock band, their video for Little Lion Man suits the conventions of the genre using live performance to advertise their song. The video promotes a live performance aspect emphasizing the energy of the band which is crucial for the band as being from the genre of folk, live performance is a big aspect within the genre, originating from live performance. In addition this also allows the band to sell gig tickets from their songs. 

Beyonce - Love on Top 

Lip sync within this video is significant within the video, coming from the pop genre it suits the conventions with an upbeat notion, the performance aspect of a choreographed dance with lip sync promotes a connection with the audience, enabling the target audience of young girls to replicate the video, promoting the a wider advertisement to the video of a dance rather than just the song on its own. The performance also illustrates parts of the song through dance actions making it more memorable which is key within the pop genre, being repetitive and catchy to promote the song. Furthermore, the performance promotes a live aspect of the artist, helping to sell gig tickets as Beyonce as an artists live concerts are significantly known for her dance performances. 

Chosen Song

My chosen song is Systems by a Norwich/ Bristol based artist Harvey Causon from his EP Introspect. 
We chose this song because we thought that it has a distinct beat in which we would make it simpler for us to cut shots to the beat with and if we chose to synchronise some of the visuals to. The song has good production values with clear recording allowing us to have a professional outcome. In addition the song includes different sections which can relate to chapters within the video, with the music changing in intensity and including a dynamic variety giving us opportunity within visuals. The main weakness with the song however, is that the initial beat begins quite slow (walking pace), before the dynamics change, however with the overall beat being quite slow. The slow pace specifically at the beginning of the song leads to the possibility of not having enough footage and filming walking as its at the pace correlates.