3 Textual Analysis

Chris Brown - Loyal (Explicit) ft. Lil Wayne, Tyga:

Language:
This video gives the audience the impression that the artist wants to be seen as being successful. the way that this is done is by adding the conventions of a rap video for example straight away we see Lil Wayne in his opening verse surrounded by a group of dancing women, showing he is successful with women. The first shot of the video is the main artist Chris Brown and he is wearing a big gold ring and is wearing clothes which resemble grime or street clothes this is showing the audience that he is up to date and fashionable and cares about his image that he is trying to create. The outfits that the artist are wearing suggests that they are cool and rich because of all of the gold they are wearing. Chris Brown also likes to show off the fact that he can dance, this is done by adding complicated dance scenes in the video.

Institution

The record was distributed by his own label CBE which means he can distribute world wide but not have any of the big three take away money from the record, the only reason he can do this is because his name is so well recognized around the world.

Ideology

The ideology of the video is that they are successful and powerful, and they show this by having girls dancing around them throughout the whole video, objectifying them, and this mixed with the low camera angle shows that they are powerful in what they do and they are successful on the streets.

Audience
The target audience of the video is young males around 16-24 as they are trying to show how to be successful, and they are wearing fashionable clothes and are surrounded by girls which is what most young males want.

Representation
The video represents the artists and people who want to be like them. People who share the same ideology and beliefs as they do. They represent their group as 'street' people, this is done by having the shots for the video to be in the streets, this can also be shown by the types of clothes that they wear, they wear things that you would associate with gangsters or the sort of people that you don't want to mess with them. this is also shown by the way they represent women in the video, they show women as to be like objects, this is done by the artists having multiple women dance around them, which gives them the image that they are irresistible to women and showing the audience that if you listen to their music you to could be as successful as they are.


Cinematography.
-Low angles
-pan up
-track backs
-close ups
-long shots
-mostly a handheld camera
-360 degree pan
-establishing shot
-depth of field
-crane camera
-high angle

Mise-en-scene
-boombox
-artist always centered during dance routines
-girls dancing, and always dressed in the same outfits
-multiple outfits for the artists, to make them stand out (fashionable)
-dance routines
-the artists take up most of the screen (rule of thirds)
-they wear timberland's in a dance routine
-night time
-outside, urban areas
-neon lights
-artists wear jewelry
-the artist Tyga has a pet Tiger.

Editing
-cross cuts
-there is a CGI bear head in the video
-post process zooming in
-jump cuts
-visual effects, turned the image into a checkered board

Sound
-there is  the diegetic sound of the soundtrack, and apart from that nothing else
-sound bridge at the beginning of the video, the music starts playing when the artist presses play on the boombox

The cinematography of the video contains a lot of low angles to make the performers look more powerful and dominant to the audience this is coupled with the pans upward which add to the type of language which they want to portray. They also use a lot of tracking back to accompany the dance routines that appear in the video this is also used with a crane to show off the full routine, the shots used are long shots for these routines as they need to show the whole thing. for some of the video there is use of a handheld camera, this is used to make the audience feel like they are part of the action, there is also a 360 degree pan to show disorientation in the video.

The mise-en-scene fits in with the style of the video as there is a boombox at the beginning to show that they are cool and keep up to date with the latest trends. The positioning of the artist is always centered in the dance routines as well, the dancers are all wearing the same costumes in the dance scenes suggesting that they are all the same and not individuals and even the dance routines themselves are rather sexualized the fat that it is night time and is in an urban area further backing up the point that they are 'gangsters' and like outlaws.

The editing is full or regular cuts, but there is an occasional fancy transition and effect to show that they still try to have fun and show that they don't take themselves too seriously, this can be shown by the checkered board transition effect and the CGI bear head which they have in the video for no reason, trying to make themselves look more spontaneous. There is also some post process zooming in because the camera cant zoom in as fast as they would like it too.

The only sound which is in this video is the diegetic sound of the music in the background of the video, even before the artist presses play on the boombox, that shows that the boombox is synced up with the music.


Ed Sheeran - Sing




Language
This video gives the audience the impression that the artist is shown as someone who knows how to have fun and doesn't take themselves too seriously hence why he is a puppet for most of the video, and he still manages to get a girl so it suggests that no matter what he looks like he is still going to be successful.

Institution
The record was distributed by Asylum Atlantic which is a conglomerate of Warner Music Group, one of the big three, which is why the song has been distributed on a worldwide scale.

Ideology
The ideology behind this video is that anyone can enjoy the life that the artist has, this is portrayed by the fact that he is a puppet and is still managing to attract the girls and have fun. The title of the sing also provides us with some ideology, it is called sing, which suggests that it it about the puppets rise to fame which also connotes the message that it doesn't matter what you look like, if you are good, you are good.

Audience
The target audience for this video is teenage females, around 16 - 21 as they are the age which are represented in the video and the most likely to go out for nights out, also the video is done in a very light manor, with the puppet and the editing involved in the video. and it is aimed at young males who want to copy his lifestyle.

Representation
The video represents the artists view on his love and how other people should want it because of all of the fun that he is having in the video, it shows that tat is the most important aspect, in other words he doesn't sing just because he can, he sings because he finds it fun and he enjoys doing it. The message that the video gives me is that it doesn't matter what you do as long as you enjoy doing it and you find it fun.

Cinematography
-low angle
-establishing shot
-handheld camera
-pan
-track
-close ups
-dutch tilt to represent being drunk
-zoom
-extreme close up

Mise-en-Scene
-car
-night time
-under the bridge
-Limo
-puppet
-cardboard boxes
-drinks
-neon lights
-microphone
-beats headset
-guitar

Editing
-green screen the puppet
-abstract background
-layering the puppet
-cross cut
-jump cut
-fade transition
-swipe transition
-song name graphic

Sound
-diegetic soundtrack
-diegetic tire screech
-diegetic birds chirping

The cinematography of the video contains a lot of low angles, this is for two reasons, one of which is to make the performer look more powerful compared to everyone else, and the other reason is that the performer in the video happens to be a puppet which are significantly smaller than people are. There are also a lot of establishing shots in the video as well, these are for obvious reasons, which are to set the scene of the video, this ranges from the bar which the performer enters, to the street on which he is walking down. Throughout the video the main camera usage is handheld, this is done to give the feeling that there is a lot happening in the video and that you as the audience can feel closer and more involved in the action. there is some pans of he bar as well so you get a feel for the action that is in the video, this is mainly to show what the character is looking at. A track is used at the beginning of the video to follow the care to the scene in which the video will be in, there is also a track in the limo scene to again get the audience to feel closer, and more involved with the artist.The video also contains a lot of close ups of the artists face, to show and lip syncing or emotion, which are conventions of a music video, this still applies although the artist is in fact a puppet. There is some representation of being drunk in this video as well, as that is one of the main aims of the video, this can be seen as there is a dutch tilt being used in the video, this gives a comfortless feeling and is unnatural for the audience, this is why the tilt is so popular in videos to represent being drunk, or the using of drugs. There are a lot of zooms throughout the video, and the majority of which are fast zooms, this is used to indicate the pace of the video and what is going on, to make the performer look like they are having a good time.

The mise-en-scene is relevant to the video as it helps to tell the story of the song, which is what the artist wants to do, at first we see a car and it is going out of control, the car is white, which could indicate that the driver is innocent, but the fact that the car is spinning out of control contradicts that statement. The video is set at night time, this suggests that the video is going to be focusing on the wild side, as night time is usually when people go out and also it is associated with people drinking and it can be associated with prostitutes, suggesting that this video is not going to be a nice romantic video. the fact that the beginning of this video takes place under the bridge signifies that this is a rough area to be in and is definitely not somewhere where you would be going on a posh night out, when i think of somewhere under a bridge at night time i often think of the lower class and that leads to prostitutes being there. Further on in the video there is an image of the artist in a limo, this suggests that he is still seen as famous and is still seen to be powerful in this area, not just purely because he has a limo, but in the limo there are a lot of girls, which in music videos this often resembles people to be successful. The fact that the artist is a puppet in this video leads to me thinking that he has two personalities and that this one is forced upon him because you usually see a puppet being controlled by someone with the strings, so maybe this could be a gesture towards the alcohol being the puppet master and controlling the artist to do this and be a part of this scene. At the beginning of the video the artist is in his car and he is rather recklessly smashing through a pile of boxes that have been conveniently placed in the middle of the road and shaped like a triangle, however the fact that he crashed through them suggests that he does not care about what he is doing, this could also resemble his personality after the alcohol kicks in, before he is neat and tidy, and then after he is all over the place. As i have already mentioned, in the video there is a big theme surrounding alcohol and even in the video we witness the artist drinking more drinks to get even more drunk thus fueling his drunkenness and keeping him as a puppet in this diegesis. The neon lights which are dotted around signal that again it is night time and that he is in the place where he can go to get drunk.

There is a lot of editing being used in this video, for instance almost all of the scenes with the puppet in them have been green screened so it becomes easier to manipulate the puppet and put him where he is needed to be put, for instance when he is walking down the road and there is a long shot of him, he has effectively been layered onto the video in post production. In parts of the video there is an image of the two artists in the video and they have both been green screened onto the background on which they are on, the background itself is very reminiscent of something which you would likely see inside someones hallucination, suggesting that it is from the effects of drugs and alcohol. There is a lot of cross cuts in the video so you can see what the artist is supposed to be looking at as they are a puppet. There are also a lot of jump cuts in the video to show that there is a lot of things to be focused on which have a lot of relevance to the video. There is some fade transitions, this is to show the passage of time in the video. There is also some swipe transitions to show that the artist is having fun as they are experimenting with transitions rather than using just a regular jump cut or a fade. They also have the name of the song on a graphic which is a feature of the music videos.

In terms of sound on this video there is again not really a lot to talk about as through the entire song there is the diegetic sound of the music in the background, the only exception of this is at the beginning where you can here the sound of the tires screeching to add emphasis of the character being drunk and crashing around etc.

Hoodie Allen - No Interruption 



Language
This video gives the audience the impression that the artist in the video is a bit of a trouble causer and would rather have fun then do as he is told, as he is shown to be riding around in a car having fun while he is being wanted by the gang leader or something. The fact that the other people in the video are female shows that he sees himself as successful with the women and that he can get away with what he wants thus leading to him getting away with keeping the tape on his person.

Institution
The record was distributed by himself Via I tunes and his website, allowing him to make all of the money that he makes with none of it going to any record label.

Ideology
The Ideology behind this video is that if you are successful you can do what you want, this is shown by The artist messing around in the back of a drifting car with tow females, although their job is to get the tape off of him, at the end of the video it is revealed that he still has the tape which is taped to his leg. This attempts to prove the ideology because he got his way in the end, also the title of the song 'no Interruption' suggests that when it comes to females the artist does not really care about them and would rather just treat them as an accessory to himself, suggesting that they should care more for him than he does for them.

Audience
The audience for this video is mainly young male adults, roughly around the ages 16-25 this is because of the ideology that this song portrays, which is girls and the Audience that i have suggested are mainly the type of age group in which we associate them to be obsessed with girls and sex, as they are at the stage where hormones begin to kick in and they think that the song will help them to achieve their goals, by giving them the 'right' attitude to have.

Representation
The video represents the artists view on women in my opinion and it looks to me as if he is saying that they are easy to get around and still have fun with them. This is shown by the attempt by the women in this video to retrieve the tape off of the artist and they are failing to do so and he is still messing around with them and having fun. To back up my point if this was not the case then why are there no male actors trying to retrieve the case from the artist.

Cinematography
-Long-shots
-Poorly framed at the beginning
-Establishing shot
-Extreme close ups
-Medium shot
-Point of view shot
-Rule of thirds
-Stedi-cam

Mise-en-scene
-Girls
-Industrial estate
-Blonde wig
-Blindfold
-File
-Sunglasses
-Lampshade
-Suit
-Ford mustang
-Bright dresses
-Photos in the file
-Sparkly helmet
-Pink radio
-Chainsaw
-Rope
-Crowbar
-Tape

Editing
-On the beat of the song
-Cross cuts
-Jump cuts
-Slow motion
-Keep in time with the song

Sound
-Diegetic Soundtrack

The cinematography of contains  a lot of long shots, for example the very first shot we see is a long shot as so are the majority of the other shots when there is s the main artist with the girls or when it is just the girls in the video, which completely contrasts with when it is just the artist in the shot as these happen to all be either close ups or extreme close ups.The fact that the opening shot is so poorly framed makes me think that there has to be an underlining reason to this otherwise it just looks poor and unprofessional. In my opinion the reasoning behind this is because he is trying to suggest that when girls are not in your life or taking up your time you have a lot of free space to and nothing to fill it with and it looks dull and not very appealing whereas the shot after is one where the woman takes up the majority of the screen and is well framed, suggesting that when women are in your life they take up the majority of your time, this can also signal males going through puberty which is partially why I think that the target audience is for young males aged between 16-25. We also have an establishing shot to show where they are which is of importance when we get to the mise-en-scene.There is a lot of extreme close ups to show the emotions of the artist, and throughout the whole video he looks like he is enjoying himself and having fun where as when it comes to the close ups of the women they seem to be emotionless. In terms of the rule of thirds, the artist appears to take up more of the screen than the females, this is suggesting that he sees himself as superior. During the scene in the back of the car the camera is on a stedi-cam to make the car look still but you see the artist and the actresses in the back looking like they are falling all over the place and having fun.

The mise-en-scene of the video is a bit all over the place as there is unnecessary items that seem to be dotted around in the video just for the fun of it, this is probably to show the fun side of the artist. We see girls all over the place and all over him, this is suggesting that he really does like the female attention which is a typical stereotype of the target audience of this video. They are on a n industrial state which helps with the understanding of the narrative, which is they want the tape of his album so the boos sends out the girls to attempt to retrieve it by seducing the artist, however this does not work as we find out he still has it at the end of the video, and we see the artist smiling which suggests that they have been double bluffed.For some reason there is a blonde wig which a woman is wearing, to me this is again backing up the narrative as she takes it off and starts running towards the car, which suggests that the woman is undercover trying to get this mix tape, which so happens to be one of the artists, backing up the point that he thinks that he is successful. The boss of this gang or what ever it appears to be has a file which adds to the narrative because in this file there is a couple of photographs, one of these is the mix tape and the other one is a photo of the artist. In the video the artist is wearing a suit, which is a symbol of maturity, contrasting the image that he portrays in the video, which to me suggests that he has the appearance of and adult however he still doesn't want  to grow up and act his age, so it does fit in with the theme of the video. In addition to the suit the artist is wearing a blindfold, which both fits in with the story line and it has a hidden meaning, which is now he is growing older he is going forward blindly, or he wants to stay young for as long as he can and does not want to worry about 'grown up' things just yet, for example bills. In the video the car that they ride in is a Ford Mustang which again is a symbol of youth as well as it is wealth which fits in with my theory that he doesn't want to grow older and is still acting like a teenager. Some of the things that make no sense in the video are the chainsaw and the radio, as they are just there, maybe as a sign of rebellion which is what young people tend to do, and they are both pink as well which suggests that it is the females and that it has been personalized, this is suggesting that the females are rebelling as well but they are too weak for the artist. Finally we have the tape, which fits in with the narrative as that is what the antagonist is after. However it is also noted that the tape is actually a mix tape which is created by the artist which is suggesting that the artist sees himself as a star and that everyone wants the secret to his music. This shows him to be confident and cocky, which is rather like how a teenager would act which again is agreeing with my theories and narrative.

Not a lot of difficult edits have been made in this video which is a bit disappointing given the fact that the video is suggesting the theme of youth as young people like to experiment, so i would have thought that that would be the case. However they have stuck to the regular jump cuts and cross cuts when the boss is looking through the files. The jump cuts and cross cuts are also on the beat of the song to make the editing look more smooth and professional. What is done well is the slow motion effect which they have added to some of the shots during post production as they have made it sync up with the beat of the song, for example when the woman is running to the car.

Finally we have the sound, there is no other sound except for the diegetic audio track that is being played, however when the song ends there is a further 8 seconds of silence when he reveals that he still has the tape that they have been after.