I will be analyzing two music videos our target audience prefer in terms of video direction, cinematography, and artist representation. The first music video that I'm going to be analysing one of Beyoncé's latest and most recognised videos. The title is "7/11" and the director is Beyoncé herself.
Beyonce is one of the most famous celebrities in the world. She started in 1997, in a girl group called Destiny's Child, until she went solo and became even more successful. She shot this music video all herself on her iPhone camera accompanied with a tripod and a fish-eye lens. I believe this was a bid to get closer to her impressionable fans by giving off the comfortable and relaxed vibe. The genre of it is hip-hop. trap, and R&B.
We know this because of the tones and familiar music techniques reminiscent of the song are present. She also features her own rap and vocals over the beat. In terms of music videos, however, the genre would be home video. The video performance is concept based. There is no visible or obvious narrative, other than a party setting. The main meaning of the video is stripped back to basics: having a good time. There are no stereotypes or representations in this video in terms of negative connotation. It's simply a group of women having fun together. Black women, other than Beyoncé, are shown throughout the video, and are not side characters or romantic interests as they usually are in the music industry's music videos as a whole.
Black women as a group are represented overall positively instead of sexual objects or with a aggressive disposition (which are products of hip-hop stereotypes and the genre as a whole), however, in this, there is none of that generalizing. The image that Beyoncé is creating is her chill edge and relaxed nature. The only references to intertextual media would be the product placement of her own Christmas jumper line that was released months after the music video. In order to spark audience interest, she subliminally promoted her own clothing line. There is also the classic American party trope with the red solo cups. One of the most interesting camera shots would from 1:13 to 1:16, when Beyoncé sings "Spinnin', I'm spinnin', I'm spinnin' while my hands up" when she spins around, and then spins again in a different position, pictured in this gif I made.
The final music video analysis I have is about Justin Bieber's "What Do You Mean?" that was directed by Brad Furman.
Justin Bieber is a Canadian solo artist who debuted back in 2008, under Scooter Braun's label. The genre is electric pop, and dance, and we know this from the "flute instrumentation, piano chords and tropical synths, bass and "slick beats" elements with the sound of a clock ticking" making a young adult, party aesthetic. The video is purely narrative based, with zero conceptual elements. The story shows Justin making a suspicious deal with a strange man before meeting with a girl in a shady hotel room. He battles with the girl's emotions and wants, respecting things like consent and her space, until they're kidnapped.
Beyonce is one of the most famous celebrities in the world. She started in 1997, in a girl group called Destiny's Child, until she went solo and became even more successful. She shot this music video all herself on her iPhone camera accompanied with a tripod and a fish-eye lens. I believe this was a bid to get closer to her impressionable fans by giving off the comfortable and relaxed vibe. The genre of it is hip-hop. trap, and R&B.
We know this because of the tones and familiar music techniques reminiscent of the song are present. She also features her own rap and vocals over the beat. In terms of music videos, however, the genre would be home video. The video performance is concept based. There is no visible or obvious narrative, other than a party setting. The main meaning of the video is stripped back to basics: having a good time. There are no stereotypes or representations in this video in terms of negative connotation. It's simply a group of women having fun together. Black women, other than Beyoncé, are shown throughout the video, and are not side characters or romantic interests as they usually are in the music industry's music videos as a whole.
Black women as a group are represented overall positively instead of sexual objects or with a aggressive disposition (which are products of hip-hop stereotypes and the genre as a whole), however, in this, there is none of that generalizing. The image that Beyoncé is creating is her chill edge and relaxed nature. The only references to intertextual media would be the product placement of her own Christmas jumper line that was released months after the music video. In order to spark audience interest, she subliminally promoted her own clothing line. There is also the classic American party trope with the red solo cups. One of the most interesting camera shots would from 1:13 to 1:16, when Beyoncé sings "Spinnin', I'm spinnin', I'm spinnin' while my hands up" when she spins around, and then spins again in a different position, pictured in this gif I made.
They escape together, and end up at a party, signalling a happy ending. There are mostly teenagers and young adults referenced in this, and are displayed with a positive and carefree attitude, enjoying their sports and activities together. The adults are portrayed as violent and aggressive, which links to the masks, weapons and the darks clothing they wore. This creates the look and image of positivity and moving on from past unbecomings like in Bieber's past. A reference to intertextual media would be the Calvin Klein product placement during the bedroom chain of scenes.
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