Music videos as a starting point

Before we could look into certain aspects of what kind of music video we would like to make, we had to look at some existing videos on youtube. This allowed us to view the different genres and how they are conveyed this through the video. When doing a general analysis we looked at the use of both the camera and the artist, the pace and rhythm of the video, genres, relationship with audience and the type of video it was. We looked at the following videos: 

Chris Brown - Loyal

straight away this video has a stock setting of a town centre, city life at night. If i were to play the video without sound you could still tell that this was a pop/rap songs due to the stock characters and aspects such as the mise en scene/ ideologies within the clip. It was very fast paced with many straight cuts and camera movement such as zooms and cranes to make it more dynamic and up beat. This matched the actions well and also ensures that the singer/rapper was able to have a connection with the audience by singing to the camera.

John Legend - All Of Me
This video includes John himself singing however it is not to the camera, this connotes that he is singing the song for someone - his wife (who also features in the video). This means that the genre is very much romance and includes moments from their relationship. The pace of this video was a lot slower so that the audience can focus more on the lyrics and what John is singing about but also works alongside the pace of the song well.

Mcfly - Love Is On The Radio

We are introduced to the band themselves in a studio, there is a clear use of greenscreen to keep it simple and focus of what the characters are doing in the video. Each band member is introduced on their own and then the band as a whole so that the audeicne know who they are. The genre is quite clearly a rock/pop type video as it includes them actually playing instruments and the mise en scene implies that they are the stereotypical rock band. They interact with the audience throughout as they sing to the camera.

Beyonce - Countdown

Beyonce is the main feature in her music video for countdown. I i recognised quickly that it was a pop song and the editing goes along the beat of the song which means that is is fast paced which helps engage the audience. There are many split screens and clever editing techniques used throughout which is needed as the video doesn't actually relate to the song so they had to engage the audience through the use of editing and Beyonce hersled. She looks at the camera a sings a lot which creates a relationship with the audience.

One Direction - Little Things

This whole song is an acoustic song and the video shows themes of love and lust. The whole video is in black and white which gives it a one dimensional edge and can connote the unrequited love that they could be talking about in the video. Also the saying that things are /very black and white' meaning that they are one thing or the other could be relatable, this is also a theme in the John legend music video which is also about love. Each member one one direction are shown singing at each part they have in the song which introduces the characters and connects the to the audence. The editing is quite slow paced which can focus on the facial expressions.

Disclosure ft Sam Smith - Latch 

Disclosure are an electro-pop band who tend to use other singers to make their songs while they make the beat. This means that they tend to have a narrative as the band don't sing in the songs. In this video they use young characters and other couples with different sexualities to connect to a wide audience who may be the same as them. The whole video has a slight slow motion tint to it which makes the video look a lot more effective and slows down all the actions of the couples getting together. This makes you connect the lyrics to the video.