Ed Sheeran - The A Team (Analysis)

  Ed Sheeran is a British singer/songwriter who is currently signed under record label Atlantic Records. Sheeran broke through commercially in June 2011, when his debut single "The A Team" debuted at number 3 on the UK chart. He is new to the commercial music video world, this is prominent with the music video for "The A Team" that looks like it is done by a small company. 

The music video for the song was uploaded toYouTube on 22 April 2010. It narrates the story of a young woman (Selina MacDonald) living on the streets of London and cost only £20 to make. Although, this video was cheaply produced with: shaky camera angles, unsteady footage, not many extras (taking advantage of the hustle and bustle of a busy London street) it gives a effective look. fitting the story that goes on within the video, the lyrics are also one big simile talking about drug usage and users "angel will fly" referring to the girl in the video, taking drugs and getting high. this is a type of video that would be easy for us to create and can be something for us to aim for.

the entire video is shot in black and white which could represent the past/death as the video is about a woman who got addicted to drugs and died ODing (over dosing). The lyrics are about deep things "its to cold outside, for angels to fly, angels to fly. Angels to die" accompanied with video of a woman drug abusing, and selling herself, makes the audience start to think about why she is doing it; the up beat melody makes the audience sympathise with the actress. It also uses Goodwin's theory of the relationship of lyrics and visual at point 3:51 - 3:56 in the video you see a drug exchange with a close up on two peoples hands exchanging the money the woman has only just "earned" for a bag of white pills. the lyrics that go with this and are resited over the clip are "and go mad for a couple grams" referring to grams of cocaine and how desperate she is this is reinforced by the close up angle on the trade; how desperate and important it is to her. The next scene is of her walking back to her flat shaking needing to get her fix, quickly opening her door and stuttering with the keys.

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.

Goodwin's Theory

Andrew Goodwin's 6 features of music videos;

In his book 'Dancing in the Distraction Factory' Andrew Goodwin points out characteristics and features that can be found in music videos.

1. Music videos demonstrate genre characteristics.
(e.g. stage performance in metal videos, dance routine for boy/girl band, aspiration in Hip Hop)

2. There is a relationship between lyrics and visuals.
The lyrics are represented with images. (either illustrative, amplifying, contradicting).

3. There is a relationship between music and visuals.
The tone and atmosphere of the visual reflects that of the music. (either illustrative, amplifying, contradicting).

4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work. (a visual style).


5. There is frequently reference to notion of looking.
(screens within screens, mirrors, stages, etc) and particularly voyeuristic treatment of the female body.

6. There are often intertextual references.
(to films, TV programmes, other music videos, etc).

Code & Conventions of Music Videos

Hip-Hop

• Usually includes the artist
• Normally set in a club or a party enviroment
• Usually no storyline
• Typically women dancers or models. Usually half naked
• Features jewellery, alcohol and sports cars
• Features mansion and branded clothing
• Usually other famous artists are featuring in the video.
• Examples; 50 Cent, B.I.G - Notorious

Rock

• Usually dark/deep colours
• Displays the band performing on stage
• Usually no narrative
• Eerie/weird videos
• Uneasy camera movements
• Hand-held shots
• Usually no use of speical effects
• Examples; Rolling Stones, Limp Bizkit

Pop

• Colourful
• Close up of artists - shows innocence
• Fun and light hearted
• Appeals to younger target audience
• Shows artist/band involved in dance routines
• Good mood - location - happy for example a beach/friends
• Teenager scenario (having a crush)
• Video usually has narrative
• Examples; Britney spears, Lady Gaga

Indie/Rock

• Shows artist or band throughout the video
• Some special effects
• Usually calm setting, but changes when beat kicks in
• May be black and white
• Sometimes has a narrative
• Close up of artists and characters shown in video
• Shows band performing
• Examples; Snow Patrol, Kings of Leon, Kasabian

Dance

• Dance routines
• Sometimes narrative
• Location - Clubs or party
• Upbeat and fun videos
• Women dancers usually half naked
• Bright colours
• All dancers wearing similar costumes
• Examples; Eric Pryds, Basshunter

R&B

• Usually a narrative
• Artist/band always shown
• Usually dancer routine
• Close up of artists
• Usually set in clam locations such as houses, beaches
• Hardly no performance
• Women usually wear revealing clothing
• Money portayed positively
• Alcohol and party scenes
• Use of special effects
• Examples; Destiny's Child, Rihanna

What is a Digipak?

Digipaks typically consist of a gatefold (book-style) paperboard or card stock outer binding, with one or more plastic trays capable of holding a CD or DVD attached to the inside. Since Digipaks were among the first alternatives to jewel cases to be used by major record companies, and because there is no other common name for Digipak-style packaging made by other companies, the term digipak or Digi-Pak is often used generically, even when the media holder is a hub or "Soft Spot" rather than a full plastic tray.


Source; http://en.wikipedia.org/wiki/Digipak


Simple definition;


Basically, a Digipak is a CD case, along with all the various paperwork within it

An example of a digipak -


Source; Google images

Introduction

This is the blog for my A2 media studies. My groups production company is staying the same for this year - "StandHard Productions". However, Ryan has left due to not taking A2. The group is now Myself, Connor and Fran.

Analysis of Party Rock Anthem

  This is a popular video at the moment, produced by American electro hop recording duo LMFAO. The opening of there video is a parody on the film "28 days later" it uses intertextual references, for example the titles 28


not only do they use similar titles to 28 Days Later but they also have a story within the song, this story is loosely based on the film. the film "28 day later" is a pandemic film, a virus is let loose turning an entire city/country into zombies. however, in the music video they replace the virus with their catchy dance known as the "shuffle". their lyrics "everybody's shuffling" refers to how everyone is infected, throughout the song the lyrics are trying to convince people to "get up on the dance floor" and "have a good time". this reflect how the song similar to the virus will make you do things you have no control over, "getting up and dancing", this is cleaver as it is subliminally getting people to learn the "shuffle" and buy the CD, increasing sales.half way through the song there is an appearance of Lauren Bennett a very attractive female singer, and as in most stereotypical videos of this age she is wearing a bathing suit (not leaving much to the imagination). most music video hire young women to dance or "sing" (repeat over and over again) lyrics, they tend to dance in a very presumptuous manner; with this song being no exception. later on in the video you see her grind the air whilst looking into the camera, the camera angles of her tend to always be looking at her butt the panning upwards towards her face or from her boobs downwards. the reason for this is so that it attracts a wider audience, groups of girls like the song for the dance - Shuffle - and the men watch it for the voluptuous woman. 

however there is another audience that we haven't covered, "ravers", "boy racers", "youths", "clubers". call them what you will they are the major audience for this style of music, people who love a repetitive beat and a "heavy" bass. this audience aren't so much interested in the video however they, listen to the music. the music is seen as a ranking of "Class and Status", the louder the bass the more important you are and some people spend Thousands of pounds on equipment. so when a song like this comes out that is both popular and has a loud "dubstep" segment people listen to it to get noticed.

this song is good as they have marketed it to a wide range of audiences, not limiting themselves to one particular group. no matter how much you don't like this genre of music you will find yourself tapping your feet to the repetitive beats subliminally. as the man quotes in the beginning of the video "it will get in your bones".

Mixy Peterbourian MC (initial ideas)

Mixy is an artist that i am considering for the final video, he is poet laureate and wrights his own lyrics. most of them are about stories and have a passion behind them unlike the mass produced music of the current age; that consist of having sex and one night stands with women. I am really inspired by his music and am currently listening to it as i wright this. one reason that i would like to use his music is to help break the stereotype that is a associated with rap music, it isn't about sex, drinking and drugs; it is poetry that flows with a beat. another reason is that his music inspires most of the word on in this post and would like to help inspire more people, every lyric is purpose full, like a poem they all have a meaning. 

4 a.m.
he has wrote a song called "4 a.m." this is a slow song, and i interpret it to be about falling in love and the getting separated by distance. however, this is based on the chorus ("you promise me, you wait for me, as i will be saving all the love for you, and i will be home soon") and like poetry there can be hidden meanings and metaphors. although listening to the lyrics you can tell that he is passionately in love with this person, describing everything in great details. then comes the distance "when its four am where i am, its eleven am where you are. i know its too far and too hard, but sweetheart i try to keep a true heart." he begins to have doubts about the strength of their relationship. it ends on a cliff-hanger not letting you know if they meet again, and have a "happily ever after", allowing the audience add their own ending. this will involve the audience and let them sympathise with the artist.
i would like to create a video to this using videos that follow the lyrics for example: when they are laying in bed, have some shots of him kissing her and her eyes opening slowly. then whilst the chorus is playing after the separate have him doing everyday tasks, and then flashing back to him and her doing the same thing: getting a coffee and someone spills it on him, then a flash back to when that happened and she helped clean it up. then there can be him rapping at a location (possibly a balcony) and her living life somewhere else (walking down a high street). this would have slow edits possibly fades, to go with the slow melody.

Pretty Spanish Girl
this song is about holiday romance, with a twist. meeting a girl in a club, dancing and then making out; then she leaves him to go to the bathroom, however he then finds out that she has taken his wallet and left the club. this song is very catchy and has a fast but mellow spanish backing track. if we were to create a music video for this song it would flow with the lyrics, using lots of different camera angles and fast cuts and panning, this would to show the initial passion and nerves that are building up. however, when he finds out about the betrayal the edits slow and lessen; showing how he now realises he intentions.

My Love
my love is a song that initially I thought to be about relationships and break-ups however, at the beginning of the song Mixy says "see if you catch the twist on this, you might need to listen to it again when you are finished" so this makes me think that there is a hidden meaning in the lyrics. he uses many metaphors in the lyrics... TO BE CONTINUED