As part of our research in deciding what our final music video will be, we have selected to analyze three similar music videos that match the genre we chose for our music video and one additional music video that is an entirely different genre and style. Our primary choice for the music video is pop, I have always been a fan of pop, and I, without a doubt, want to challenge myself in creating a pop music video that is colorful and entertaining. However, I also enjoy slower, moodier, and contemporary RNB-type songs. Therefore, we plan to create a hybrid music video that includes different styles while keeping it appealing and entertaining.
The reason why we are choosing pop as our primary genre for the music video is because pop music is trendy everywhere, and the main target audience is teenagers, which works out perfectly for us as it was established in our target audience questionnaire that our primary audience is youth between the ages 16-19.
The first music video we analyzed is Wild Thoughts by DJ Khaled ft. Rihanna and Bryson Tiller. The genre for this song and music video is contemporary RnB and HipHop/Rap. I love this song and like the idea of implementing features like a party in a music video. It comes off as very appealing to youth as party life, going out, and socializing is part of their primary interests. The music video consists of colorful shots edited strategically to appear entertaining and exciting to the audience. The color pallet is extensive, and they use many different colors to give some life to the party and music video. The use of slow-mo provides depth to the video and emphasizes certain aspects of the party, such as the dancing, the smoking, etc. We want to include these elements in our video.
The second video we analyzed is 'Break up with your girlfriend, I'm bored' By Ariana Grande. This music video is similar because it also includes the element of party life and socializing and a 'love interest,' which is a very entertaining topic for youth. A mysterious love interest sparks a sense of curiosity in finding out what happens in the end. Keeping the viewers hooked till the end of the music video. In this music video, Ariana Grande has a love interest and goes against his girlfriend, who ironically looks precisely like her, wanting to grasp his attention. The song includes irony and shade regarding the couple and Ariana interfering in their relationship. The music video is kept very steamy, which attracts male viewers, as Ariana Grande's target audience is females; The video grasps men's attention as it is portrayed as 'eye candy.' The music video has a sexual and sassy tone that matches the song lyrics. What we want to take from this video and possibly implement in our music video is the color palette, the editing strategies, and the appearance of a 'luxury' life.
The third video I analyzed is 'Lights Up' by Harry Styles. This song belongs to the pop genre, and the music video has more of an artistic style to it. The music video has two main scenes where shots are filmed; One where Harry is in a crowded area of people that consists of both genders and another shot which is very heavy on red lighting. The tone of this music video is quite steamy and sexual while keeping it clean. The color palette is not very vast; it is primarily yellow, green, and intense red. The use of strong lights and extravagant clothing is something I'd be interested in implementing in our music video. Something like very shiny and sparkly clothing to shine in the strong neon lights. Close-up scenes point directly to his face while he lip-syncs his song, which is something I'd like to implement in our music video. This shows the model's importance in the music video and adds a sort of interaction between the viewer and the model.
The fourth and final video I analyzed is Candy Shop by 50 Cent. This songs' genre is old-school hip hop/rap. The song was dropped in 2009, and the music video follows the trends of the early 2000s. The models in the music video are all wearing 2000's inspired outfits. The models and the rapper in the music video are African Caribbean, which ties in with the rhythm and overall vibe of the song. This music video has many stereotypical conventions of a Rap/Hip-hop music video. An Example of this would be expensive jewelry (e.g., the diamond pendent) and clothing and cars.
The lyrics use a pun to turn an innocent 'candy shop' into a sexual meaning. For example, the fact that 50 Cent says 'let you lick the lollypop' combined with the setting and 50 Cent being surrounded by lots of women in provocative clothing would suggest the candy shop has a different meaning. The "candy shop" describes "where we do" and is symbolic for any location (bedroom, hotel, beach, park, car, etc.) - "in the hotel or in the back of the rental" where forms of intimacy or sexual acts would take place between him and his current partner.
I love old-school hip-hop/rap music for the rhythm and beats of the songs. However, for our task, I wouldn't use characteristics of rap music videos as it does not match the genre.
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