Analysing music Videos

This is the music video for the song "what do you mean'. The analysis will be according to Andrew Goodwin theory on the features of music Videos.

1.

Firstly we see a close up of Justin Bieber to show his star image and sell him as powerful and to act as a promotional tool for Him. This close up is shown alongside a high angle to show that he is the singer in the song and represents him as the star and to make the audience focus on him and his looks.

2.

Here, a wide shot is used to show a contrast between the two people shown in the shot, we see that the women in the back is not wearing any clothes. We can see that the women is showed in a more sexualised manner, of which this is done deliberately to attract a male audience to listen to this song. This shot also represents a gender inequality, allowing male views to objectify the female in the music Video, whilst the male artist retains more powerful.

3. 

this shot of Justin Bieber Kissing the girl is used to portray him as a sex symbol, it also is used to sell his star image and sell him and dominant and attractive. This also highlights the ideas of male gaze as 'sex sells'  and thus portraying him in a powerful manner. The colour within this image is a shade of red which connotes the idea of love, which again is used to match the performance to the narrative. The red colour is also used to portray the idea that he is no longer a teenager singer and is now grown up and dominant.

4. 

Here, Editing techniques such as cut to the beat and quick cuts are used to match the tempo with the visuals. 

5.  

discontinuity shows that the music is not working in order and keeps repeating the same scenes, in this case discontinuity editing is used to repeat the sex scenes which is shown multiple times within the music video, from different angles. The idea that the audience keeps seeing this scene also links to the idea of Voyeurism as the audience likes to watch. This again highlights the idea of sexualisation and to promote the male gaze as 'sex sells'

6. 

Discontinuity editing is again used, as the music stops half way through to make the music video seem more like a film. This is now a common convention in big artists as they can afford to dramatise the music video and draw attention to the artifice of the music video

Zayn who is singing the song 'pillow talk' is smoking which is seen through the close up. He does this is order to show that she is no longer part of the band and sert his own image to the viewers by smoking. It is also to present his as rebellious and older to the intended target audience, who is teenage girls mainly.

With Zayn fully clothed and the girl 'Gigi Hadid' in contrast to him  with hardly any clothes on. This views her as being showed in a more sexual manner, this is deliberate in order to widen the target audience to males, as well as females. Also, helps sell his star image as being a sex symbol  because she is the one that is interested in him. This reinforces gender inequality in society as the man is allowed to be fully clothed where the women is encouraged to be objectified by the men and be seen as a second class citizen.


- This close up of them kissing is selling him as a sex symbol. Reinforcing his star image as an attractive pop singer.
- This shifts his image from what he was in one direction to what he is now to a more mature singer.






-shows elements of voyeurism. how the gaze is reinforced in different ways.









The colour of Zayn is red which portrays the idea of love, which has a purpose to match the performance of the narrative. As well as this this colour demonstrates that he has power.






The discontinuity technique is showing this at several points in the music video. This specific one of Zayn to show that he is the main one and highlighting his importance. The face pace of this editing matches the visuals. The song is cut to the beat to match the tempo with the visuals.






Katy Perry - Bon Appetit



In this music video, the star image of the artist is that she is selling herself through sex whilst being used as food, showing how she is there to be eaten off of from men, because that is 'what they want'. She is laying flat on the table whilst people do things to her in very little clothing, representing her as Mira Sorvino in American beauty, this represents the inter-textual referencing when the flowers are placed on her. The colours within the music video represents the genre of music being pop, as it is bright and looks expensive, where she is selling herself as a synthetic pop musician as she is not seen playing an instruments in the video. Bon Appetit represents the way in which the lyrics match the visuals as we clearly see she is being covered in food, being served up as a dish, hence 'Bon Appetit'. The high angle shot looking down on her and close ups as she sings also represents her star image as being a singer and not a musician, as there are no instruments being shown in the video. Editing techniques in this includes freeze frames on the artist, quick cuts between different locations is another example of the way in which we see the high production values of the music video, which further demonstrates the way in which its aimed at a mainstream target audience. The fact she is not wearing any clothes throughout the video demonstrates that it is primarily targeted to teenage boys and males.