Looking at Other MV Codes and Conventions

For our final song we have decided to use a pop song (as labelled by iTunes) her music is soft to listen to and very feminine. Sarah’s voice is similar in some songs to the likes of Duffy but with a softer edge such as Feist. As a pop song we will take into account the different pop codes that come with making a music video for that genre of music. To do so we will look a range of different female sung pop music videos and analyse the motifs and repetitive styles used.

Dum Dum Girls – Bedroom Eyes

In this video there is a distinctive idea of looking established from the beginning. Predominantly the lead singer is looking at the camera establishing a connection with the audience. Furthermore, the idea of sexually looking at the band member’s is created through the use of body suits, semi-opaque tights and heels. It can also be said that the heavy makeup and pin-up appearance of the lead creates an overtly sexualised image. The band is the whole focus in the music video, and it is 100% performance. This is because as a girl group they play the instruments opposed to men, who would then stay out of the limelight and have focus on the female singer. In this case I believe the girls play to that and constantly show how good a female drummer, bass and guitar players are.

From this video I have learnt that sexualisation in pop videos are just about constant and that depending on the formation of the group a music video can be played out very differently.

Ellie Goulding – Your Song

In this music video Ellie wears little make up and looks very natural. It is set in autumn and as such she is wrapped up in coats, hats and scarfs in nearly each shot. This is a significant different to that of the Dum Dum Girls who do completely the opposite in costume. The feel of the video is windy, natural and very British! She plays to the British factor for the American viewer but also to the British viewers, who like me, like the see a less post production alteration and a more natural, believable vibe. This music video is a great starting point for our ideas as it coincided with the vibe of how we want our music video to be. From this music video I have learnt that vouyreistic tones are evident everywhere, in this video cameras are seen within the shots (a camera within a camera) and she still plays with her hair and looks wistfully into the camera. Moreover, I have learnt that music videos play to what is prevalent in popular culture such as vintage clothing and sepia camera shots.

Ellie Goulding – Starry Eyed (US Version)

Ellie Gouldings song Starry Eyed was initially directed by the UK but as she grew in popularity the US got their claws into the song and remade the video. I am using the music to show how different countries have different codes. Compared the Your Song, this music video is (in my opinion) a shameless attempt to create a British feel. Product placement is incredibly obvious with the Mini Cooper car (Known for being British); post production is again very obvious with Ellie Gouldings skin illuminated beyond belief. She is wearing strong sea blue contacts to enhance her eye colour and in close ups her ears are adjourned in diamonds. In my opinion I find this video terrible and an example of how different cultures perceive ‘good’ music videos. British find more subtlety’s appropriate in some cases, whereas the US use constant perfection the grade boundary. For our music video I will try and stay clear of this type of music video.