Video Analysis - Calvin Harris - Bounce feat. Kelis

This is a video analysis of the recently released song 'Bounce' by Calvin Harris featuring Kelis.

Right from the start there is titles, such as the artists names (as seen on the right) which gives it a movie like intro feel.

The movie intro feel continues with more titles (as shown below, the songs name) where it also incorporates Andrew Goodwin's 6 features, where there is a relationship between both the lyrics (Bounce) and the music with the ball bouncing and title. (Upbeat 'bouncey' type).

The start of the music video gives the idea of a story, in it two people are engaged in an arguement and the woman shouts at him to 'bounce'. With the sound of sirens in the distance this gives the word the slang meaning which is to go/leave/move etc. He throws her a necklace which could either signify that he's either A. stolen it, or B. breaking up with her and the sirens actually have no meaning. However, after the lyrics start there is the lyrics "I can't believe it, every day and every night, its getting better with you out of my life" which would show that its actually the second option, B, that he's broken up with her and he's gone off out to party. This is further reinforced by him them going home changing his clothes which even though is a normal thing to do and pretty insignifigant, it could represent how he's changing everything about his life.

As soon as the lyric period is done and its just music that kicks in it shows him out with what I presume to be his friends enjoying himself and letting himself loose really, which would represent that he has broken the ties that would've held him down and is now living his life.


There is a close up of the featured artist in the video which is of no doubt to of course raise awareness of the artist. Also there is the typical voyeuristic treatment of the female body.

The artist Calvin Harris also appears very briefly later on in the video. With more time focused on the featuring artist it shows that they are trying to show them off to give them recognigition.

This genre also tends to sterotype women in this way. Through the video there is various shots of women in a voyeuristic manner, including scenes of sexual nature. Thus, the video lives up to sterotypes.