Genre Characteristics MGMT - Electric Feel
This song would fall into the category of indie or psychedelic rock. The characteristics of the genre are shown in the music video as it features people with long hair, wearing 'hippy' style clothing, drinking, and generally looking a bit scruffy.
Relationship Between Music & Visuals Mobb Deep - Shook Ones This music sounds stereotypically gangster. The backing track repeats the same 8 bars, features a heavy bass and snare drums with a simple melody layered over the top. The visuals represent this well; they show a number of young black males loitering in an urban environment and driving around one of the poorest areas of New York. Relationship Between Lyrics & Visuals Meek Mill - Young Black America (feat. The-Dream) On several occasions, the lyrics of the song are visually represented in the music video. Around 1 minute into the video Meek raps about being arrested and white people killing black people. At this point in the Video, what appears to be a young Meek Mill is getting chased through a house by a white police officer. At 3:40 in the video, when "The-Dream" is talking about praying to God and dying, videos from a funeral are played in the background.
21 Savage & Metro Boomin - X ft Future The main theme of this music video is how successful the star has become and how he is showing off his wealth to make his ex-girlfriend jelous. Voyeurism is used throughout the video as it features multiple models wearing revealing clothing. This is done to emphasise the stars wealth as, stereotypically speaking, attractive women who are willing to wear little to no clothing are often attracted to money.
The target audience for this video is likely to be people between the ages of 18 and 22 as they are eligible to vote and probably haven't voted before so they will need to know how to.
The audience are addressed with no enthusiasm
The video uses insert shots to show specifically what the video is talking about
Video 2
The Rolls Royce video doesn't directly address the audience in the same way the Birmingham Council video does. The Council video appears to talk directly to the viewer whereas the Rolls Royce video talks at the viewer.
The two
Task 3
I think the Birmingham Council video is the most suitable for its target audience as it addresses them directly
Tame Impala - Feels Like We Only Go Backwards - Production Company: Modular
The music video for this song does not feature any titles; the graphics appear to show the inner workings of someone's mind using a type of stop-motion animation with a painted effect. This helps create meaning as it further connotes the 'trippiness' of the song through its use of vivid colours. As stated previously, the video is done in stop motion so the transitions are constant but not smooth. The narrative structure in this music video is not clear as it is quite confusing and doesn't make a great deal of sense. There are no actors or performers in the video and there are no added sounds.
Skepta - No Security - Production Company: Boy Better Know
This music video starts off with a black screen with the name of the artist and song in a glowing font in the middle of the screen. This helps create meaning as the title is the only thing on the screen, it connotes that Skepta is the most important thing which links back to the idea of patriarchy and hyper-masculinity. The entire video is shot through what you could describe as a 'retro' lens that makes the entire thing appear in a square frame with rounded edges. The transitions in the video also follow this retro style as the scenes appear to change like an old slideshow projector. This helps create meaning as it has connotations of the last century which, again, could be linked back to the patriarchy as sexism was a lot more prominent during this time and men were often seen as the dominant sex. Not many editing techniques are used in this music video, the camera remains in the same position throughout the entire video. There is no clear narrative structure in the video, the scene changes roughly every 20 seconds to represent whatever it is he is rapping about but other than that there is no clear "story". Multiple performers are used throughout the video, all of which could be linked back to the previous ideas of patriarchy and hyper-masculinity. When Skepta talks about the money he is making and the people who he associates with, he is surrounded by a number of black males who are dancing along to the track. When he talks about the people who want to see him fail, the people who don't want to see his work become mainstream, a table of rich, old, white males are shown. And finally, the only woman shown in the video is portrayed as being 'submissive'. She is shown in a convertible car with Skepta (who is obviously driving as he is the man), wearing tight red trousers. This connotes the idea that women are objects that belong to men. The only diegetic sound in the video is a voiceover at the start that talks about "living like a man" and "not fearing anyone or anything". Again, this links back to the idea of hyper-masculinity as it makes it seem like Skepta is the ultimate male figure. Film Trailer Analysis
Dunkirk (2017)
The title of the film that this trailer is advertising is only shown at the end of the trailer. This is done to engage the audience and make sure they watch the whole trailer as they are likely to want to know what the film is called. In terms of transition, this trailer uses lots of jump cuts that are matched in time with the tense background music. This is done to create suspense which will help keep the audience engaged. A variety of editing techniques are used throughout the trailer; an example of continuity editing used is an insert shot at the very beginning of the trailer. A medium close-up shows the back of a soldier's head as he catches a piece of paper falling from the sky; an insert shot then shows what is on the paper (Nazi propaganda). This is done to give the audience a more detailed insight into what it would be like to be a British soldier at Dunkirk. All the actors in this trailer are dressed in correct military uniforms. This engages the reader as it creates a greater sense of realism. This is also helped by the fact that they all have realistic English accents. In terms of non-diegetic sound, tense background music is added which, combined with the use of transitions, helps create suspense amongst the audience. The sound of bullets whizzing past during the action scenes of the trailer help make it feel more intense and help the audience realise just how surreal war really is.
A Cure For Wellness
As with the majority of film trailers, the title of the film that this trailer is advertising is only shown at the end of the trailer. This is done to engage the audience and make sure they watch the whole trailer as they are likely to want to know what the film is called. In terms of transition, this trailer uses lots of jump cuts that are matched in time with the tense background music. During the transitions the screen fades to black; this helps add to the tension. This is done to create suspense which will help keep the audience engaged.
A variety of editing techniques are used throughout the trailer; an example of continuity editing is the insert shot used in the scene where Lockhart first goes into Volmer's, office to discuss releasing his companies CEO. I believe this is done to reveal the awkwardness of the situation. There is no ambient sound in this scene which makes the tense conversation between the two characters even more dramatic. The insert shot of Volmer turning the tap along with the squeaky noise it makes is seen to bring the tension to a head only for the situation to be "cooled down" by Volmer reacting calmly to Lockhart's inquisitions
Public Information Film Analysis Never Go with Strangers (1971)
As this is a public information film, the main purpose is to inform. The target audience is children as the main message of the film is to never get in a car or go home with a stranger. It would have been distributed on national television. The visuals in this public information film are shown from a child's perspective; this helps it achieve its purpose as it will allow children to empathise with the children in the film which will, therefore, help it achieve its purpose
Apaches (1977) As this is a public information film, its main purpose is to inform. The target audience is children as the main message of the film is to warn children about the dangers of playing on a farmyard. It would have been distributed on national television. The visuals in this public information film are quite graphic; this helps it achieve its purpose as it will scare children enough to make them avoid playing on farmyards.
DISTINCTION The music video for Feels like we only go backwards by Tame Impala is suitable for its target audience as people who listen to the band are likely to be young, lively people who would be able to fully appreciate the wide use of colour in the music video. It is suitable for its intended purpose (to advertise the music video) as the bright colours and constantly changing imagery are extremely eye-catching which makes people pay attention to the song as well as the visuals. In comparison, the trailer for A cure for wellness promotes the release of the film well as it explains the introduction to the film enough for the audience to understand the basic plot without going into too much detail. It also shows snippets of intense action without giving away what is actually happening. This will make the audience want to go and watch the film as they will want to find out what was happening in the trailer; I would, therefore, argue that the trailer fits its purpose well.
In my opinion, the music video for No Security by Skepta is fit for purpose purely because of how different and interesting it is. The scenery surrounding Skepta changes regularly throughout the video to a room with walls covered in newspapers, a room full of mirrors, a room full of mannequins and other interesting things. This creates a sense of intrigue in the audience which will make people want to watch the entire video to find out what happens next. This means that the music video will achieve its purpose of promoting the song. In comparison, the trailer for Dunkirk is a good way of promoting the release of the film because it gets the audience excited through the use of fast-paced action in the trailer.
As this is a public information film, it's main purpose is to inform. The target audience is children as the main message of the film is to warn children about the dangers of playing on a farm yard. It would have been distributed on national television. The visuals in this public information film are quite graphic; this helps it achieve it's purpose as it will scare children enough to make them avoid playing on farmyards.
Never Go with Strangers (1971)
As this is a public information film, the main purpose is to inform. The target audience is children as the main message of the film is to never get in a car or go home with a stranger. It would have been distributed on national television. The visuals in this public information film are shown from a child's perspective; this helps it achieve it's purpose as it will allow children to empathise with the children in the film which will, therefore, help it achieve its purpose
The Hitman's Bodyguard (2017)
As this is a film trailer the main purpose is to entertain. The target audience for this trailer is people between the ages of 12 and 50 (the audience must be at least 12 years old is the film is rated 12). This trailer would be distributed before the showing of other films, on TV and before YouTube videos.
