Analysis of Different Music Video Genres

Rap video analysis, Drake - Over.

Drake single 'Over'

Music videos are what the artist uses to connect with their audience, promote their song and products. The music video depending on the genre would have certain conventions, for example a rap song would have expensive cars, jewelry and partying. The video connects to the audience as they find things in the video interesting and they can relate to it, for example teens like to party, as do rappers. Music videos can also promote products like clothing, and this is another way of connecting to the audience through the video. An example of product promoting would be 'Tyler, The Creator.' in his videos would wear a 'Supreme' snap back, and his fans would go and buy the product as they look up to him. Also if a music video has allot of things happening in it, the viewer would watch it again so they don't miss anything, therefore making more money.


In will analyze this music video by talking about the camera framing, editing and misenscene. This is Drakes first major video which got himself known in the rap industry. 'Over' consists of Drake rapping into the camera with some footage of him dancing within a room, and in front of a green screen which has different scenes displayed on them like people walking past him etc. Rita Ora is also displayed in the video however she does not sing, she is featured in a golden room in a golden dress, which could symbolize she is precious.

The first thing i would like to talk about is camera framing. There is a medium shot of Drake sitting on a bed in a bedroom, and there are images and moving images being projected on the background behind him. There is a motor-way with cars driving in both directions and they look like they are traveling at a fast speed, this could connote Drake Living his life fast and his rap career being put in the fast lane, an he goes on to say in his video; "I know way too many people here right now, that i didn't know last year, who the f**k are y'all". The lyrics back up my point as he now knows allot more people than last year. This idea of living fast connects to Drakes audience, as rap fans they would also like to go out partying and living 'fast' as teens like to. It also is a common convention in rap videos, living fast, partying, drinking and consuming drugs is a common rap lifestyle and convention in its videos.

Anther part of camera editing that I will talk about is the long/low angle shot of Drake looking up, with his arms spread out by his sides, and in the background there is a ghost effected, and mirrored image of Drake, which takes up the left and right sides of the frame, this is part of the editing which I will talk about and explain. Drake (in the middle of the frame) is looking up and with his arms out by his sides it generates ideas of Jesus and religion, this could mean that Drake is religious. He is looking up, also conveying that he might believe in some type of god or Jesus Christ. His body language here and with relation to the video at the time (which was his breakthrough) could mean that he is thanking a god or Jesus, as he might feel that they have helped. His body language of looking up is seen to be a sign of relief, for example a footballer's celebration to scoring is common to look up at the 'heavens'. The ghosted images of Drake by his side could mean that he is now everywhere, as his career is expanding. And if you focus on the center of Drakes head (in the middle of the frame) you might notice that the Ghosted images of Drake on each side looks like wings. This relates to the ideas of religion heaven and angels which I have been talking about, it could also connote that he is taking off with his career. Religion is a convention within rap videos, as you commonly see rappers wearing a necklace with the Christian cross on it. Drakes audience can relate as Drake is Jewish and he would have Jewish fans which are the same religion.

I will now talk about the editing. There is a close up of drakes face/upper torso, behind flames and within the frame it looks like the screen is being smashed, as shards of broken glass fall to the bottom of the frame. This could connote that Drake is angry about something, maybe something that has happened to him personally, or that it took long for him to get noticed in the rap industry. The reason I said it could be something that happened to him personally is because it is a common convention within rap music videos, rappers lyrics contain personal experiences in their life, and is could connect to their audience, for example their mother not being there for them properly in their life.

The Misenscene is the last thing I will talk about within the video, it consists of Setting, Costume, Lighting, Actors and Props. The Setting of the video is Drake mainly being in a white room which has projections of actions happening of the outside world displayed within the room. This could mean that Drake spent some time building his rap career and thought about being outside of this room, which means that he thought of making it big in the rap industry and now he is. This connects with the audience massively, as fans who want to become rappers need to start somewhere which is most probably their own room. The costumes Drake wears is mainly warm clothing, he wears jackets, hoodys with either jeans or baggy trousers which are all quite common and civilian clothing, therefore you could mistake Drake for being ordinary, however he starts rapping in the song after we see him in these clothes, and then we realise he is extraordinary with his fluent rapping and original lyrics. This conforms to Richard Dyers 'Star' Theory, relating to his paradox; A star must be ordinary to relate to the audience, but be extraordinary to interest them'.

Lighting is mainly low key hroughout the video, the darkness could connote being bad, which is a personality rappers like to take on, and their audience too, which are teens. A prop used in the video is Drakes chain for example, it looks expensive, and jewelery is a common convention which is used in rap videos. It appeals to their audience as it is a form of branding, their fans would go out and buy something similar.

Flo Rida - Club Cant Handle Me ft. David Guetta

This music video is Flo Rida's song Club Cant Handle Me, featuring David Guetta. The official music video is mixed with scenes from Step Up 3D, a dance flick film. Step up 3D in the video suit the genre very well as they are dancing and creating a Performance in the video, which is a convention within dance videos. The video consists of Flo Rida going to a club, with conventions of rap too, with expensive cars etc. David Guetta is seen performing in the club, and within the video a dance crew is dancing within different scenes and places. I will analyze this music video by talking about camera framing, editing, and misenscene.

There is a shot reverse shot of first a medium shot of an attractive woman looking at the audience, the reverse shot is of a man with a video camera, recording the woman, it then reverses back to the woman who realises she is being filmed; she smiles and moves across the frame. Within the shot reverse shot the 180 degree rule of continuety editing is used, it is used to aknolage the audience of the actors whereabouts on the set, and if used improperlly it will cause confusion and bad editing. Within this scene there is Goodwins theory of Viorism shown. The man with the camera is looking and recording a woman, is shows us the audience and makes it clear. Man and woman chemistry or relationships are a convention within dance videos, here we see that the man is attractecd to the woman and is filming her. This can relate to the audience as they are teens and young adults, most of them would either have/had sexual contact with the opposite sex or be in a relationship.

At the start of the video, there is an establishing shot, a longshot of two lambourghinis pulling up by a night club, behind the exotic cars is the cue to get in the club. Flo Rida comes out of his lambourghini and starts throwing money in the air, this scene tells us that he is rich and it is a convention of rap music, as he is a rapper. The scene makes Flo Rida look important and not ordinary, as he pulls up in a lambourghini rather than cueing up like normal people. This probably does not relate to his audience, as the economic crisis has effected most of the population, and they would be lining up rather than getting straight in and rolling up in a 'lambo'.

The editing speed throughout the video relates to the genre and the audience. Thourghout the video, cuts are made to switch from scene to scene to keep the audience interested. The editing speed from cut to cut is relatively fast, this relates to the genre of dance as its beats are fast too, giving the video a sort of rythm. The speed of the cuts could also connote to the rap genre, which flo rida comes from, living fast, drinking and partying alot is a convention of the genre. It relates to the audience aswell, as teens and young adults party alot, as the term goes 'live while your young'.

Another editing piece i would like to talk about it the scene where the screen is split. On the left is the raving club, and on the right there is a city. The club then breaks through the split in the middle, this could connote that the club is so packed that people are bursting out of the walls. And this could be that Flo Rida is there, this could say that he is very popular and knows how to party, as he is and does. It could say that Flo Rida has two life's that are both luxurious, clubbing and spending big, and then working in the big city.

Miscenscene consists of Setting, Costume, Actors, Lighting and Props. The Setting of the video is in a nightclub, and then it breaks out into the streets, this could relate to the audience, as this is a common night out, get to the club, then go out and get some food, then go home. The lighting of the Video is mainly artificial light, this could connote the nighlife and is a convention of a music video, dancing in a club for example. Flo Ridas costume is jeans and a jacket, this compells to Richard Dyers Paradox, a star must be both ordinary and extraordinary, and here he is wearing casual everyday clothes however he is extraordinary by being a rapper, the audience can relate as they would wear similar clothes. The actors within the video are the dancers from 'StepUp 3D', a typical convention of a performance within dance videos. Props could be Flo Ridas Massive gold/diamond chain which he shows off at the end of the video, this is a convention of rap videos, as rappers would spend alot of money on their image to make them look expensive.

The Verve - Bitter Sweet Symphony

The Verve is a alternative rock band, and this video was released in 1997. Within the video we see the main singer of The Verve, Richard Ashcroft lip-synching the song while walking down a highstreet. During the walk, Ashcroft gives out a 'i dont care' personality, barging anyone who is walking in his linear direction. Within this Analysis i will talk about Camera framing, Editing and Misenscene.

At the start of the video we have an establishing shot of a close up pan to the right of a mans legs in black jeans walking to the right of the frame, and behind him is a sign for the diversion for the walking path of pedestrians which is pointing in the opposite direction. This shot immidiatly states the narrative of the video, a rebelist, and careless theme. Ashcroft seems to be 'breaking the rules' by not following the crowd and doing as society says, this is a common convention for the rock genre and audience. The audience would be slightly older than teens, young adults from 18 to 30s, mainly males would be the audience for the video and band, at the time they were playing. The audience would look up to their favourite bands and would follow the conventions of the genre, here it is showing that they dont care, and they rebel, this music video would inspire and relate to their audience.

Another part of camera framing i would like to talk about is the medium shot of Ashcroft walking towards the camera on his careless walk, behind him is a woman who he has just barged over. This shot emphasises the fact that Ashcroft really doesn't care about his actions and here he has knocked over a woman. This is another example of what i was describing about the rock genre and convention, they don't care, they rebel against society, and here he has knocked over a woman, usually a man would never physically hurt a woman, but he breaks the stereotype. In the shot a man who is helping up the woman harasses Ashcroft and threatens him, as he is the antagonist in the video, and in real life, the rock audience are also seen as 'bad' by the way they act and the stuff they wear, all black maybe some chain-mail also, therefore this appeals to the audience as it relates to them. The lyrics can also relate to the audience and can be the reason for the way Ashcroft acts in the video. "trying to make ends meet, your a slave to money then you die" This relates to the audience as most of them would be working for the whole of their life to make a living, then they die. The way it relates to the video is that Ashcroft is saying you work until you die, and here it looks like he does not want to do that, like everyone else, another example of the idea that the genre gives to people, careless and not following the crowd. This relates to Goodwins Theory of the lyrics relating to the scenes in the video.

A part of editing i would like to talk about is part of continuety editing. After Ashcroft, jumps on-top and walks over the front of someone's car as it is in the way of his path, the woman comes out of her car and starts shouting at him. A close up shot reverse shot of Ashcroft and the woman using the 180 degree rule shows the agression the woman has against him. When it cuts to the shot of the womans face, we see a pull-focus in the shot of Ashcrofts perspective, this could tell us that the woman is right up in his face, and by giving the perspective of Ashcroft, it connects the audience with the actor in the video and what he is going through. This can also relate to the audience again, as he is being the rebel, jumping on peoples cars and getting shouted at yet he shows no care, a representation of the genre and the audience. Ashcroft walks in almost a straight line within the whole video, like how 'the crow flies' this could mean that he has no intention of minding other people, he want to get along with what he is doing and here it could be his music, he is going in a straight line a straight through with his music, giving dedication to what he loves.

Misenscene consists of Setting, Costume, Actors, Lighting and Props. The setting of the video is a high-street, where Ashcroft walks along, it is a public place, with different people who have different styles and representations, this is a good place to set the video as it can emphasize Ashcroft and his representation of the genre and the audience, as most people don't like their representation. The Lighting of the video is natural lighting, as it is outside. The actors within the video would be Ashcoft himself and people who don't like him, however at the end Ashroft is united with his band, who share the same representation and taste in music, this could connote that you should connect with the people who share the same beliefs and interests as you do. The costume that Ashcroft wears is all black, a jacket jeans and shoes, he has a dirty look about him, also showing that he doesn't care about anything. The colors he wears could connote evil or darkness, it is a stereotype as-well that the 'rock people' are dark and evil, which here the representation is shown quite well. Props in the video would be the car that Ashcroft jumps on, which conveys his personality and theme of the video and genre.

Conclusion

In conclusion, different music genres would normally have different aspects to them, for example dance videos would usually have a performance, as we can see in Flo Rida's Video. The Rap genre would have a sort of attitude to it, and expensive props like chains, as rappers like to show off. The micro-elements that i talked about in the analysis of the videos (camera framing etc.) also represents the genres and varies between them. For example the actors and costumes in The Verve - Bitter Sweet Symphony are rebellious and they dont care, with the black clothing and the personality Ascroft portrays, he is making himself look like the antagonist, a representation of the genre and audience, they don't also care and radiate the persona. In the dance video, fast pace editing was used to relate to the tempo of the song which was also fast beat. And in Drakes video, agression was used, expense and women where involved. These micro elements within the different genres are used to separate them and give them certain conventions, they are also used to relate to the audience and connect them with the video. This has given me inspiration to make my video as i have a indication of what to include with what genre me and my group decide to use, and the narratives of the videos has inspired us to make our own story.

Conventions in different genre music videos are different and separate them from each other and the micro elements also enforce the difference. In the rap video, close ups of Drakes face would be common, as he is performing in the video and we can see his facial expressions, this is used in rap videos as the rappers rap their lyrics on screen to the audience. Aggression is usually shown in rap videos too and shown in drakes video with the breaking of the glass and his expressions on his face, the  other micro element of misenscne of props play a big part in rap videos. Props like expensive cars and jewellery are a common convention and separate the genre from other genres. In Dance videos, editing is a important micro element which portrays the dance genre. Fast pace editing is usually used within dance music videos, as we have seen in Flo Rida's video, therefore editing is a convention for dance videos. Also, a performance or narrative, or even combined is a convention of the genre, usually women performing a dance is seen, like in Michael Grey's videos and in others, this separates the genre from others through the conventions. In the rock video I analysed (alternative rock) we saw a rebellious form, which relates to the genre and the audience, which usually are rebels and this is its convention. Alt-rock through much of its history is rejection of the commercialism of mainstream culture, being different and rebelling common society. The Lyrics in alt-rock songs tend to contain topics of social concern such as depression, and in this video the lyrics 'Your a slave to money then you die' relays the conventions in the video. Therefore the micro elements are all used to show conventions of genres in music videos, some more or emphasised than others, or used more than others, all creating characteristics for each genre, which are all different.

Goodwins Theory for a Music Video

Goodwin’s theory for Nero - Must Be the Feeling

The futuristic concept, men looking like robots with weird masks and red eyes.

I will be applying Goodwin’s theory to the music video must Feeling – Nero. Generic conventions of the music video are related to the genre somewhat by the clothes and the props used in the video. The clothes and props used in the video reflect the futuristic idea, like the electronic glasses and futuristic concept motorcycles. It relates to the genre that the music is, which is electro/dance, the sounds of the genre reflect a futuristic theme, as it sounds like electronics which are an asset to the future. And the auto tune used with the vocals generates the idea of robots and sounds relating to the future. This is part of the relationship between the music and the visuals also. To further example my idea, there is a sound called 'Chiptune' which is used in a music genre called '8-bit' it is the sound of old computers and game boys for example and this is where it relates to electronics and the futuristic electronic world where this video is set in.

Digital technology, relating to the futuristic concept

The lyrics barely relate to the video, however there is a little relation during the scene where Nero is driving through the city, hijacking the advertisements to ‘Nero’ and ‘Must be The Feeling’. The lyrics go as follows “Must be the feeling, it brings to you, It makes me want to move” this and the hijacking of the advertisements could convey that the audience and the population is hooked on Nero’s song, and it makes them “want to move”, the lyrics relate to dancing which is something done while partying, which is something that this song would be used for and what the target audience would do, therefore it relates to the partying aspect what the audience does, relating to the audience.

The materialistic idea of the electronic glasses.

This video has little genre characteristics, as in typical conventions of dance videos. This video is a narrative, common conventions of dance videos contain a performance (group dancing etc.). However the iconography in the video are futuristic, which can be a convention in some dance videos, items like electronic glasses and futuristic concept looking motorcycles. Other videos which relate to this futuristic or robotic theme are Daft Punk with their video 'One More Time', it is an animated video, with cartoon characters. has scenes which contain a spaceship for example. And the video is write materialistic, which this modern world is and it relates to the audience also as they are materialistic, like every teen needs the latest mobile phone for example.

There are no Intertextual references which are obvious, however the car they drive is often mistaken for the Delorean which is used in Back to The Future, and with the scenario of the future around them it can relate to the film, which could be seen as a form of promoting within the video. 

Back to the Future car compared to the car in the video below it

Voyeurism theory, CCTV camera watching

Throughout the music video there are many notions of looking or 'voirism' however not of the sort which involve women. The setting of the video is a era where a city is run by a 'big brother' authority. CCTV cameras are shown in the video, robot masks with glowing red eyes on posters and binoculars are all shown/used. The notion of looking is used here to make the audience feel like they have not privacy, as the setting is a world run by a authority who don't allow it. And this relates to the audience, the young adults or teens are usually breaking rules and avoiding the authority.

The video as I said before is a narrative based music video. This kind of video is not a common convention within dance videos therefore they are breaking the stereotype, however the video is very interesting and appeals to their audience nicely, as I have talked about previously with 'Music Video Analysis / What is a music video'.

We will try to apply Goodwins theory in our video by making a connection to the lyrics, as this connection enforces the viewer to memorize the video and song, so if they want to tell their friends to watch it, or watch it again, they can remember the video.

Music Channels

In this post i will demonstrate understanding of different music channels. I will include artists which are usually shown on the channels, and I will also explain which genre and target audience each music channel appeals to. I will also analyze the music channels logo. I will also talk about branding and promoting by the channels.

MTV

MTV stands for Music Tele Vision. The channel was made for displaying music through TV, however they have now grown into a multi national television corporation. They own many channels ranging from comedy central to

Nickelodeon. MTV’s music subsidiary channels are also vast, MTV HITS, MTV BASE, MTV DANCE, MTV ROCKS and MTV CLASSIC are their main music channels in the United Kingdom. Each channel appeal to a different audience as they display different genres of music. The original MTV channel is now not a music channel. The MTV channel broadcasts celebrity and music news and reality TV shows, rather than music now, they have their other channels, which do that. They target a broad audience, targeting all major genres, pop, R&B (urban), dance, rock and classic. They target all age ranges, as they have classic music channels and they also own kids channels like Nickelodeon. They target a broad audience by playing a wide range of music genres. Artists that appear on the music channels regularly are Justin Bieber, Rihanna, David Guetta, Kings of Leon and Beyonce. Mtv host a range of reality shows, which is aimed at the younger audience which look at them, 13 to 18 year olds, mainly women when it comes to seeing their role models, like keeping up with the Kardashian’s for example.

VH1

The target audience to this channel would be 25 to 30 year olds. They play a variety of music from different eras 80s 90s and modern music, therefore having a big range of artists. They do special shows with different genres, like 100 best woman artists of all time, vh1 are a subsidiary to mtv. The logo holds a few bright colours, like pinks and yellows; this makes it appealing to the audience and is something original. It could also relate to the 80s as people used to wear a lot of bright colours, the logo is a cube, this could connote that it holds many genres and music inside it. The V looks like it is peeling off the box, this could resemble freedom, a common asset to music, and the audience, for example being at a concert or festival, its promoting the fact that music sets you free. The 1 on the logo is backwards, this could mean that this channel is trying to be different and to stand out, relating to the music that it promotes, its not current or mainstream, breaking off from the mainstream.

Box

Target audience would be 14 to 20 year olds as they just play current mainstream music. They specialize in just playing current music, so their audience is big because its mainstream but narrowed to the age ranges above. They play quite a few genres, whatever is current. Artists would be, Beyonce, Rhianna and Calvin Harris for example. Their logo is suited to the title of the channel, 'Box' the logo is in shapes of boxes or squares making this correlate with the title and making it memorable. The colors are simple black and white, they use the contrast of these two colors to show the lettering inside the black boxes which displays 'Box'. The logo does not signify or represent any certain genre or culture, it simply relates to the title, making it a memorable logo and by being original it can be easily distinguished by the audience.

Scuzz

Scuzz is a niche channel, which promotes rock music to a wide range of ages. The audience would be 16 to 30 year olds, as there are new rock bands coming out and the old ones relate to the older audience, like kiss, slipknot for example. Genres they play are rock, punk, and heavy metal. Artists would be Enter Shikari, slipknot, you me at 6 and blink 182. They have subsidiaries, like Dance Nation TV, Flava and The Vault. The logo relates to the genres and the audience, it has a sharp and aggressive appearance with spikes; this can relate to the genre, as rock is aggressive as some artist’s scream and shout in their songs. The audience wear spiky clothing and have piercings also relating to the logo. It also looks to be the material of metal, relating to a sub genre of rock which is also called metal.

Kiss

The audience for this channel would be 16 to 25 years old. They play a verity of dance, hip-hop, RnB and urban music. Artists like David Guetta, Rhianna and Chris brown for example. It’s used as a form of branding through heart and magic, (sister radio stations). Kiss usually promotes the happy lifestyle, partying mostly which could relate to the target audience. The logo looks youthful; which relates to the audience. It has a colour of blue, which could represent a calm atmosphere. The logo also has a shape which connotes the look of a mouth opening, relating to the title of Kiss and making it recognizable by the audience when seen.

Summary

MTV are broken down into different channels, which are called subsidiaries or sister channels. MTV does this so they have separate channels that appeal to different audiences with different tastes in genres. By having separate channels for each genre, they attract a larger audience to their channels and therefore make more money.

I think it is important for a music channel to appeal to a target audience because the audience then knows that the channel plays the music they like, therefore they will watch this channel constantly as they know where to find their favourite music. Branding is another example of why I think music channels should appeal to a target audience. For example say MTV Dance, they appeal to 16 to 25 year olds most probably, and this age gap is considered to be young adults, which like similar clothing and brands. As they like similar clothing and brands, the channel would use adverts and branding which appeal to them, to again make more money.

There are a variety of music channels to appeal to different audiences. Not all people like the same music, however age might affect what genres are liked, for example older people might like rock ballads allot rather than house music. Therefore there are different music channels for different audiences that have different tastes in music.

Music Video Analysis / What is a music video

Purpose of a music video

The purpose of a music video is to sell an artists song. It is made to invoke a reaction to the audience, making them remember the video and the song like in 'Bitter Sweet Symphony' by The Verve; consists of a man not caring about anything or anyone else, barging his way through people on a high street and knocking a woman over in one scene, this would make the audience shocked and interested as its a sort of rebellion and different. It gives the audience a better understanding of the song and lyrics, for example the video may be a narrative which relates to the lyrics and gives a visualization of them. Another main point of music videos are marketing. Promoting the artist and products are something which is used in music videos a lot. For example in this video they hold up a disk at the beginning with the band name 'Nero' and the song name at the bottom 'must be the feeling', they then go to playing the disk and the music starts.

Black Eyes Peas 'Where is the Love' Logo

A music Video is the visualization aspect of music, it can compliment the song, represent a certain idea or concept which is Goodwins theory, for example the concept of Love and unity, like in Black Eyed Peas song 'Where is the Love' this video promotes the idea that we should all get along and love each other and ourselves. The music videos also convey certain generics and conventions within them, different genres would have certain  characteristics which would usually set them apart from different genres. For example in a dance video we would usually see a performance, of people dancing, usually in a night club or anywhere, it usually converges both performance and narrative. An example of the convergence would be Calvin Harris's song 'Sweet Nothing' it consists of a woman singing the lyrics in a club, with the narrative of what appears to be someone important to him being beat up and owing people money. And for other genres it would be different, like in a rap video we see materialistic things, the misenscene which includes props would be flashed around on the video, like an expensive car or jewelry, Common in Rick Ross's songs, an example would be 'Stay Schemin'. 

'Sweet Nothing' cuts between Narrative and Performance

Rick Ross and two expensive cars, rap conventions

Nero

The purpose of this video is to compliment Nero’s song Must Be the Feeling. Nero’s style of videos is usually futuristic or involves some virtual aspect; it also contains some sort of, person or group which is involved in some sort of authority. In this video the cast which is two men, Daniel Stephens and Joseph Ray the members of Nero. They seem to run an anarchist group, which their purpose is to display their brand Nero and their song to the public through billboards and main ways of advertisement, however the city that there in seems to be run by a strict government regime, which has a no tolerance to any behavior they see to be not acceptable, and this authority tries to stop Nero as they rebel against them. The style of the video is a sort of rebel style, as the two men which seem to be Nero are against the government security and are breaking rules. The setting of the video is a city; it has a dark isolated feel however it is set in the future. Futuristic iconography items like electronic glasses which have mini TV screens as the lenses, GPS systems that track someone’s every move and futuristic concept looking motorcycles. This is not conventional in dance videos as they usually contain a performance, however Nero's videos are mainly a narrative and usually contain some sort of electronic or futuristic theme.

As I said before, Nero is a rebellion, and the car they drive denies the modern times they are in. The DeTomaso Pantera GT5 is a classic Italian sports car produced in the 1970’s, and it denies the modern setting in the video. The modern times can relate to the audience as the modern era (Teens) are the audiences which are mostly attracted to this band. Andrew Goodwin’s theory of music videos having ‘the notion of looking’ in them is displayed in this video. The low angle close up of a CCTV camera moving from left to right supports the looking theory. The setting of the video is a ‘Big Brother world’ a city dominated by a strict regime who are always observing, another example, the medium shot of a man in a futuristic suit who seems to be working for the regime which is looking down at Nero from a building supports the theory.

Throughout the video there are many examples of Andrew Goodwin’s theory of ‘The notion of looking’.  An example would be the low angle, close up of a CCTV camera, which is panning from left to right. The low angle shot, looking up at the camera could connote the cameras power, as the authority condescend Nero and the city, as they watch them. Another example is when the ‘Authority’ has spotted Nero through their binoculars. And this is part of the narrative, as the authority is trying to capture Nero.

Within the video there are two different groups of people, you have Nero, which are the rebellion and then the ‘authority’. The authority as I said before is strict and inquisitive and a close up of a poster, which says ‘the authority are watching you’, proves this. That would appeal to an audience as it is a interesting introduction to the narrative in the video, making the audience want to watch the video and see what happens. The poster is another example of Goodwin’s theory; the ‘notion of looking’ as there is also a robot’s face on the poster with red beaming eyes, as an extreme close up displays. The two groups have different colours, which display their personality or how other people perceive them. The rebellion have a blue colour, which comes up a few times in their electronic glasses, the colour blue is seen as a delicate colour, holding a innocent vibe; this can connote that Nero is the protagonist in the video. The authority have a red colour, this can be seen as evil as it connotes the devil, blood and death, suggesting they are the antagonists. Even though it seems that Nero is committing a crime in the authority’s eyes, the video is trying to make them look like the antagonists and that Nero is doing a good thing, by using colours to reflect their status, which is the misenscene in the video. This would appeal to Nero's audience as they would be teens and young adults, and stereo types of young people are that the are nihilistic and rebel, relating to the narrative, and making them interested to watch.

However the video and the setting could be a world which is just a game, Nero goes out and catches the authority’s attention, and then when the car and motorbikes make contact, they switch places, like a cat and mouse tag game. The audience can relate, as they are mostly teens, a stereo type of teens is being ‘nihilistic’ (Ann Gould) and the video being ‘game’ can relate to their life, as they just play along with it and don’t care about most important things. At the end of the video, Nero and an authority member who is on a motorbike crash head to head with each other due to a brake failure. The crash makes them both disappear. After the crash, Nero and the original ‘authority’ has switched places, with the authority agent in the car, Nero are the authority now chasing the agent, this could suggest that Nero is the authority, or they are both equal, and connote catch them, or it could suggest that Nero has the same power as the authority however they are not the authority, so they have the power of music.