Music Video Analysis - Autechre - Gantz GrafDeclan Tyldesley http://youtu.be/Z1RrVa_axRY

Comment on the following aspects in relation to your music video choice. How will these techniques appeal to the target audience needs?

Target Audience & Needs

The target audience for this music will definitely be for people that like to listen to electronic and dance music. In my opinion I think this music video will mainly be based for the male gender and most likely younger people because this type of demographic category may take more of an interest in 3D dimensional objects that react to the sound of music or special effects. I think the needs of this music video is to show how advanced technology is in the 21st century by allowing objects to react to specific sounds and also make various amount of movements.

Lyrics (Meaning Implied?)

There are no lyrics in this music video mainly because it is an electronic and dance music video.

Tempo The tempo of this music video is a very upbeat and aggressive tempo because it gives us a number of aggressive beats when it comes too roughly around the end of the music video. These types of tempo beats are quite typical when we come to watch a dance or electronic music video because these types of videos include a large amount of concept meaning they are unable to come up with a performance or narrative side of things when it is just a constant electronic beat.

Music Video Analysis - Autechre - Gantz GrafDeclan Tyldesley http://youtu.be/Z1RrVa_axRY

Genre This music genre comes under one category which is electronic dance this type of music creates a very strong concept music video, in other terms we see things that you would not expect in a normal music as it is for this one where it is a 3D dimensional object that transforms into a number of different shapes while moving to the sound of an electronic beat. This music genre also allows seeing things we wouldn’t see in a normal music video when the video is related to a pop or rock genre, so this is probably why some of these concept videos are so popular.

Camera Technique The camera techniques used in this music video are, close up shots, wide range shots, tracking shots and also panning shots. These types of camera techniques are used because as the camera techniques move into the object or stay stationary while the object evolves we get a very clear visual on how the object is moving and how it is performing these transformations. By using these camera techniques we can compare this very well to the aggressive tempo because most of the camera movements are very fast but they are still showing everything in full detail, also by moving the camera as much as they did we see some parts of the object we wouldn’t see if the camera just stayed stationary.

Editing While they was editing this music video they also used the most obvious editing technique which is cutting they did this very often so we can see the evolution of this specific object that transformed into various different objects. They also used jump cuts when the camera tracked into the object and just as it was about to hit it jumped cut to a different camera angle so we could see the evolution of the object.

Music Video Analysis - Autechre - Gantz GrafDeclan Tyldesley http://youtu.be/Z1RrVa_axRY

Use of Digital Effects In this music video the whole video included digital effects. We can see this because throughout the whole three minutes we could only see the object transforming into different objects and making quite a lot of shock waves when the tempo had suddenly increased. Also with this music video it showed a lightning bolt appear within the object which was quite fascinating during the end of the video.