second analysis of music video.

Labrinth- Earthquake. His genre of music is Dance, R&B, hip-hop and soul. I have chosen this song because I am inspired by the chosen genres behind the song.

Media Institutions. Labrinth is signed with Syco. The institution is very crucial, when signing with an artist they must know how to sell them to their target audience. Labrinth's genre of music is different and a new style and may intrigue different demographic and  psychographic individuals. His music will be distributed on Music channels like any other music and on Itunes, however it depends on the popularity of the artist and song which will make them recognised world wide. Labrinths new single 'Earthquake' is a new song which explores a number of different genres, and has inspired me because my chosen song incorporates the genres Dance-Pop and Electro house, however Labrinth incorporates, Electro-Hop, Dubstep and Electronic.

Media Representations. In this music video Labrinth is promoting himself, his style his type of music his dress code and what makes him different. It is important for an artist to stand out and be recognised amongst all the other artists to become successful. The title of the song Earthquake is not abstract like Florence and The Machines single, I think the connotations of the collaboration of the different music genres creates an earthquake which therefore stands out like an earthquake would. The outfits he wears throughout his videos has contrast showing he is versatile and links with his difference in music genres that he has mixed together. Also showing he is versatile through is clothing and music, this again gains more popularity as it widens his audience.

Media Languages and Forms. Labrinth in his music video again shows how versatile he is by wearing four different outfits showing different levels of sophistication. At the beginning of his video he wears a suit dressed with a casual jacket and sneakers, this blend of clothes shows his mix of styles. As he dances to his music and creates movements that makes him look like hes moving the graphics, this makes his image look powerful as if he is actually the earthquake making a statement or comeback. He also has an alternative outfit which consists of a cap, shirt and jeans. This trend creates a relationship between him an his male audience, his male fans can relate to how he dresses making him more 'likeable' in some respects. When he wears the cloak this raises connotations of a powerful cult that he and only himself is in, but at the same time the music calms down and quiets, which also reinforces the ideology of been versatile and pleasing all of his fans. The visual techniques in the music video are shown through a range of camera shots. Long shots show a lot of space surrounding Labrinth and symbolises the world that he lives in and that he controls all of it, making him look once again powerful and destructive like an earthquake. Close- ups and medium close-ups show more of his outfit and his personality making a connection with his fans while he is on screen. The first line in the lyrics on verse one defines who's this song is for 'Ladys and gentlemen' and the metaphor 'a ground breaker' reinforces the whole meaning and purpose of the song. I want my music video to show versatility like Labrinth does, it gets the audience more involved as it explores different styles and types of genre, covering all genre types.

Media Values and Ideology. The ideology of this music video is the power of an earthquake, Labrinth being the earthquake making a breakthrough in the music industry and also showing the power of technology. The whole of the music video would of been done behind a green screen, then the ideas of the computerised mise-en-scene is played behind him. The language of the piece is shown through his body movements and gestures, his attitude and stereotypical black R&B dance and Crunk movements shows this. His individual look makes him inspirational and charismatic.

Narrative. In this music video the narrative is structured very well, it reaches a certain climax then the music quiets down then star Tinie Tempah who is featured in the song starts with his verse. The two artists have collaborated before and were extremely successful, they knew that they would make success again with a new song which will hopefully reach number one in the charts like 'Pass Out' did. Both artists are seen as 'Heroes' in the music video, they're both seen as powerful men in the music industry, and they want to influence their fans. The sounds in the music are upbeat and make them positive iconic role models. The world that he is performing in has an alienating theme to it because of all the technology surrounding him, maybe making a statement that technology is creating an earthquake in society because we take advantage of it.

Genre. The genre of the song is Electro-hop, Dubstep and Electronic. Labrinth produced the song himself, his ideas and what he wants to gain and achieve from his work must be clear to him. The text is playful and the graphics behind him shows he is creative, and the fact he produces his own music shows his creativity. Also I have mentioned that he collaborated with star Tinie Tempah. They have worked together once before and have similar taste in music which which makes them have similarities in what they want to achieve and what there aims are.

Media audiences. I think the song is for both men and women which he does state in his lyrics. Its for an audience who enjoy his genre of music, and in this song its genre is Electro-hop, Dubstep and Electronic. The target audience is 16+. Because of the complexity in the mix of different music genres, its for an audience who understands and appreciates the work that goes into a song like this.


Labrinth lyrics - 'Earthquake'.

 

Labrinth come in
Labrinth come in
(Yeah)
Labrinth come in

Ladies and gentlemen
This is something they call
A ground breaker [...breaker, breaker, breaker]
So let me first apologise
To the shirts and the ties
For your make up [...make up, make up, make up]
Cause I'll make you ugly
As soon as it drops
We're on a rampage
Bottles popping off
Before you know it
There's rubble and dust
'Cause we'll be fucking it up
Somebody say... (you better run)

Yeah

I predict an earthquake
Up in here

Say yeah

I predict an earthquake
Up in here

'Cause we throw bombs on it
Throw bombs on it
Just smash something
Yeah, mosh for me
(Hey) Yeah

We can make an earthquake up in here
So here we go we go

Ladies and gentlemen
What you're about to witness
Is no illusion
And now
We got the bass banging
From here to buckingham palace
They're all moving
Hey Simon
We're fucking them up
Turning 'em psycho
Everybody rock
Let's bring the house down
To rubble and dust
'Cause we'll be fucking it up

Somebody say... (you better run)

Yeah

I predict an earthquake
Up in here

Say yeah

I predict an earthquake
Up in here

Art inspiration.

This piece of art was painted by Jean- Honore' Fragonard and he called his piece- 'The Swing'.   ROCOCO- A style of art, especially architecture and decorative art, that originated in France in the early 18th century and is marked by elaborate ornamentation, as with a profusion of scrolls, foliage, and animal forms.

Narrative. I love this piece of art, it sums up the image I want to create in my music video. The chorus lines are 'we find love in a hopeless place' and this painting expresses the romance I want to incorporate into my music video. The woman on the swing shows innocence and her pink flamboyant dress connotes mellifluousness

 and vulnerability. Also her been on a swing reminds me off childhood like qualities- the girl sweetly flirting with the boy. To add, as the light shines down on the girl -through the never ending spiraling branches- it makes her seem angelic like, this also reinforces her innocence and her sparkling charm. The mise-en-scene in this painting is beautiful, the greenery and the tall overcrowded trees again reinforces the image I want to create on screen. It creates that feeling the she found love in a hopeless place.

The cherubs around the edge has influenced me to create a rococo inspired frame for my picture scenes. I also have been inspired by her dress, however if modernised to this age it would not be as big, it would just be long and grandiose.

 The colour PINK connotes

• compassion, nurturing and love
• relates to unconditional love and understanding
• in psychology, pink is a sign of hope

I will be incorporating a number of different colours into my music video. I want a tint of yellow to my moving image and  the mise-en-scene will have exploration of colours that are angelic and have the ideology and connotations of love.

Media representations. In this piece of art the woman is been portrayed as a tease in some way to the man if we look at it with a modern twist. The ideology of this picture gives off two meanings to the administrator. Firstly in an angelic innocent way, or with a modern twist, with her been on the swing it can be seen as teasing. This is when sexual devices can be incorporated into a moving image when taking that perspective of inspiration from the art. This is exactly what I want to do in my music video, put a modern twist on this picture to create a moving image which will be able to compete with music videos that are already in the media.

Media Languages and Forms. I have explained above what the colour pink connotes in this picture and what it does for the woman's image. The facial expressions in this art form are not as important for me because I think the body language and the mise-en-scene says it all. The facial expressions are so minuscule that what is happening around them over rules there faces. The body language of the picture tells the story clearly for me and this again is why this piece of art has inspired me.

Media Values and Ideology. In this piece of art the woman and man are both protagonists showing a positive side to love and lust maybe. The content of this piece shows a relationship and I believe its up to the viewer to interpret their own meaning out of the picture. Whether they are just friends and not just lovers.

Media Audiences. To recive such art, I feel that the audience have to be interested in art to begin with. Art just doesnt have to be a picture however, and you dont have to look hard for art if you enjoy it and are inspired by it.



My chosen artist and song.

'We found love' (in a hopeless place) by Rihanna featuring Calvin Harris.
I have chosen this song because I love dance music. Not only do I like dance music  a huge number of people in the world do as well because if you listen to any new music that has been released recently you will realize the beat behind the lyrics, it almost seems like dance beats modernise the lyrics and make them more popular. They are very popular in clubs and they are very easily recognised and this is why I am choosing this genre of music. Rihanna's genre choices in music are R&B, dancehall, reggae, hip hop, dance and pop. Calvin harris's genre choices are Electropop, electro house, synthpop, nu-disco. The mix between the two artists different music genres is what makes the song I have chosen so interesting.

analysis of music video.

I am using this video for inspiration because I love whats going on, its busy and the mise-en-scene is peaceful and angelic. I love her look and this has inspired me to incorporate some of her ideas into my music video.










Media institutions. Florence and The Machine are signed with Moshi Moshi, IAMSOUND and Island. The institutions will have an idea of how they want the music video to look like, and how they want the music to sound like. Their decisions in the music industry is what they think will make the public like Florence and The Machine. The text is distributed by music T.V programs such as MTV, The Charts, pacific channels that show their genre of music and so on. Gigs and tours distribute their music and iTunes. How the text is distributed is very important, it overall will gain Florence and the Machine more popularity.

Media Representation.

In this music video the artist promotes herself and her single. It is clear that the purpose of a music video is just that. It is through visual representation that we can see a story forming, however I believe that the title of the song 'Rabbit Heart' is abstract to the actual performance she is giving to camera. She is representing being happy and in love, her attitude is shown through her dance movements, her slow, delicate movements give off codes off romance. Her outfit in the video has connotations of a goddess (maybe the goddess of love). The long flowing dress shows her innocence, as a short dress normally connotes promiscuity and sexuality. Her target audience will know that she is not the type to reveal herself, and she can relate to her fans by doing this.

Media Values and ideology. The ideology of this music video is a girl losing a boy and becoming a stronger person. the text shows this through the lyrcis, I think the music video is abstarct and doesnt match the lyrics. The lanaguage of the piece is shown through dance and portrays a delicate and gentle side to her. Her pale skin and red hair concludes her image and makes her looks captivating.

Media languages and Forms. Her white dress connotes purity and innocence, and this is exactly what I want to portray in my music video. The yellow tint to the whole of the music video brings a relaxing theme to the song, and the themes and images in the video creates meaning and links with the lyrics. Her dress in the song shows fluidity when shes dancing and reinforces the dream like world, the yellow tint also add's to the idea of a dream. The bright light shinning through in different directions reinforces the angelic theme, and her angelic behaviour. In the text she sings 'the looking glass so shiny and new' as she holds up her sparkly silver sequined scarf. This to the audience makes them think that her idea of something shiny and new is her desire- clothing-. Also the scarf is transparent like glass, and as the music begins it sounds like diamond charms that are also 'shiny and new', the link that she has made creates meaning. I feel like the video is quite abstract to her lyrics and the props that she uses sometimes apply and others do not. I think the mise-en-scene like I have said is peaceful and angelic and her costume matches the serenity tenor created. I don't understand the 'Alice in Wonderland' take in the video and I feel like this is what makes the video so abstract at times. From the lyrics I can see that they represent what goes on on screen. She sings 'and turns me to gold in the sunlight' the yellow tint to the whole of the music video reinforces this line and connotes a warm loving feel to the music video, which links to her song title 'Rabbit Heart'. I think the close-up shots in her music video her shows her innocence, also her power, overcoming the ideology of the music video. The long shots show her delicate dance moves, kind of representing how she has been hurt, but also how she is cheering herself up. The last line in the lyrics 'this is a gift' reinforces that she has accepted what has happened and seen the bright side of things, this represents what she wants to portray to her target audience.

Narrative. As I have said I think the music video is very abstract, and even though their is meaning and ideology behind the lyrics the structure of the video is hard to tell. In this music video the 'hero' and 'villains' are created by the narrative function which is love. The male been the villain because he has broken the woman's heart, so overall, there is no designated hero, Florence is portraying a victim who has had their heart broken. However this is only my perspective and thoughts of whats going on in the video. Florence herself says that her lyrics 'This is a gift/It comes with a price/Who is the lamb?/And who is the knife? the rabbit heart is a reference to fear and she is afraid of whats abouts to happen. Of being in the spotlight.' (referenced by Wikipedia). This supports my idea of the music video been abstract. Different individuals can have a completely different perspective on it.

Genre.  The genre of this single is Alternative rock and Art rock. The producer of the song/music video is Paul Epworth, he also works with the genre Indie. When an artist and a producer with the same tatste collaborate, they will know exactly what the song should sound like, and what will make it special for the audience they're targeting.

Media Audiences. I think their target audience are for young people and older who enjoy the music genre's Indie pop, indie rock, art rock, baroque pop, soul and experimental. Mainly 16+. I think the abstract music video gains fans who are have artistic characteristics and they will be able to watch the music video through web 2.0, also through music channels on Sky and iTUNES make songs available to download instantly. I don't think to watch a particular genre of music you have to be of certain class, gender or age, it totally depends on the taste of music the audience likes. As part of a institution they have to know what their target audience demographically like and psychographically.

Lyrics to the song 'Rabbit Heart'.

The looking glass so shiny and new

How quickly the glamor fades
I start spinning slipping out of time
Was that the wrong pill to take (Raise it up)
You made a deal and now it seems you have to offer up
But will it ever be enough
(Raise it up raise it up)
It´s not enough
(Raise it up raise it up)

Here I am a rabbit hearted girl
Frozen in the headlights
It seems I´ve made the final sacrifice

We raise it up this offering
We raise it up

This is a gift it comes with a price
Who is the lamb and who is the knife
When Midas is king and he holds me so tight
And turns me to gold in the sunlight

I look around but I can´t find you
(raise it up)
If only I could see your face
(raise it up)
Instead of rushing towards the skyline
(raise it up)
I wish that I could just be brave

I must become a lion hearted girl
Ready for a fight
Before I make the final sacrifice

We raise it up this offering
We raise it up

This is a gift it comes with a price
Who is the lamb and who is the knife
When Midas is king and he holds me so tight
And turns me to gold in the sunlight

Raise it up raise it up
(repeat)

And in the spring I shed my skin
And it blows away with the changing wind
The waters turn from blue to red
As towards the sky I offer it

This is a gift it comes with a price
Who is the lamb and who is the knife
Midas is king and he holds me so tight
And turns me to gold in the sunlight
(repeat)

This is a gift