Conventions The music video was filmed on sunny day to give the audience the impression it's summer. During the summer most people tend to listening to dance which this is as it creates a good atmosphere. There's lots of different camera shots, angles and movements featured in the video. At the beginning the shots tend to be in slow motion as the song is building up to the chorus. When the beat drops in the first chorus the editing pace picks up and becomes a lot faster than before. There's actually a lot of movement from the artist herself; she's continuously dancing and moving around whilst lip-syncing to the song. By Ellie Goulding lip-syncing it makes the audience feel like she's directly addressing them. Like the majority of dance music videos it has a group of people dancing at the chorus. Another typical convention of a dance music video is one scene is normally shot at night, which this video has.
Representation
Ellie Goulding is the artist of the song therefore she is the main focus in the video. The video features loads of close-ups of her and she is in the centre of the big dance scene to maintain the focus on herself. At the end of the video when the music has faded out, Ellie Goulding's initials are made up from the lights previously shown. Audience
The majority of Ellie Goulding's fan base is between the ages of 18-24 and are female. All of her songs are within the same genre meaning that the target audience tends to stay the same for each song she releases.
The song Bang Bang written by Will.i.am features on The Great Gatsby soundtrack. This has influenced the music video to coincide with the song. The Great Gatsby is set in the 1920's and is associated with parties. The video is in black in white; both Will.i.am and the featuring artist are dressed in clothes that look from the 20's. From the video I get the impression its set on a stage to look like a performance. The camera is quite static in the video; it only switches between a few different angles throughout. Most of the movement in the video is made by Will.i.am himself and the musicians and dancers around him. This makes the audiences attention be drawn to dancing throughout, which ties in with the era.
Will.i.am can be seen lip-syncing along with the lady featured directly to the camera. This makes it seem like their directing performing to the audience, this is called direct address. The dancing in the video links with the beat in the music, the dancers slap their knees' when a beat drops in the song making it seem like they are creating the sound.
Representation For the whole of the video, Will.i.am is shown, this is because he is the main artist on the track. When the second singer - the lady - starts to sing, she becomes visible in shot. Both of them are smartly dressed like those from the 20's to represent to era from the film. The Charleston is heavily featured in the video to represent the party scenes from The Great Gatsby as this is what most people associated the film and the era with.
At the start of the video a image is shown which can be seen below, it features the name of the song and the artists name; Will.i.am. The detail in the background comes from The Great Gatsby's album art, they've done this to show that the song is associated with the film. To link this image to Will.i.am, the middle of the image shown you can see Will.i.am's logo known as #willpower. This logo features on all of Will.i.am's merchandise, therefore is a well known representation of him as an artist. This ties the video with both the film and the artist.
Audience
The target audience for this video would be the same as the film along with others, as even though it features in the 1920's film it is a modern day song. Will.i.ams other songs features rappers and many other artists, therefore the target audience would like this similar style of music.
Institution
This song was written for The Great Gatsby soundtrack and to promote the new film. This is why the video has elements from the film. By creating a music video for the song it's advertising both the film and soundtrack.
Calvin Harris is a popular DJ who regularly has other artists
featuring in songs. This video for ‘I Need Your Love’ ties in with the style of
music he produces. The song is rather upbeat with a dance feel which the
video reflects this. Throughout the shots are short and very fast to keep to
the tempo. Every time the beat changes in the song the shot follows.
Typically dance music
videos have a club or choreographed dance sequence. Calvin Harris’ video
features a club scene at the end therefore it portrays the typical dance genre
characteristic. In this scene the lighting is very dark with bright colourful
flashing lights.
A point from Goodwins theory is that the lyrics are represented in the video. For example in the 'I Need Your Love' video, Ellie Goulding and Calvin Harris show affection when this line is sung. This ties the lyrics and the image together.
Both Calvin Harris and Ellie
Goulding are heavily featured in the music making it easy for the audience to
identify who the songs by. Lots of close-ups are used to meet the demands of
the record label. In the video you can see Calvin Harris holding a camera to
the mirror filming himself. It’s most likely he would have had a brand deal to endorse
this product as his video is filmed using the camera, making it look like a
home video.
