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Analysis of past examples

+Beyonce- Run the world (Girls) Distortion on beat- shows power of the girls and the

implied chaos they are trying to create

Choreographed group dance routine- key convention of the pop genre. Especially female pop videos

Close Ups- showing the main artist and also on certain body areas of the dancers- Goodwins 7(close ups ordered by the record label for promotion)

Costume- Black leotard and leather jacket- minimal clothing for female gaze and also a key concept of many of Beyonce’s videos, most notably in “single ladies”

Army Costume- Boots and short khaki skirt and top- illustrates the power they have as girls as it is at the end of the video- Goodwins 7 (linking the lyrics to the video- “Run the world”)

+Beyonce- Run the world (Girls) Green screen- used to show her dancing in front of the

flames- showing her power as a leader- Green screen is also a key convention of pop music videos, many of them showing the artist dancing in front of the graphic on the screen

Slow Motion editing (overcranking)- flicking her hair in the bedroom- Key convention of female pop videos

Low angle shots- showing her walking away with her group at the end of the video- illustrates the power she has she walks over the world (camera)

Locations: Studio- key convention of performance videos including dance/ Subway Tunnel- Americanism-relating the video to the original American setting/ Bedroom- large house- shows wealth of artist (evident in many pop videos)

Money- props- dances in it on the bed- connotes the wealth of the artist- evident in many pop and rap music videos

+Beyonce- Run the world (Girls) Good Points-

Very good video, highly detailed techniques used, good use of costume and conventions of the pop video, good use of Goodwins 7 conventions, good use of group choreographed dance showing evidence of key Beyonce conventions.

Could be improved

Could’ve looked for more creative ideas, using a concept or loose narrative showing the girls overrunning the boys, could’ve been less sexualised.

+Ben Howard- Only Love Folk genre video

Location- Old railway path- countryside/ Swimming Pool/ London- near canary wharf- shows urban independent locations for independent video

Tracking- showing London locations as bicycle rides past

Long shots- showing locations around London and Canary Wharf

Animation- showing a drawing of a man walking along the bridge near Canary Wharf

Costume- Normal clothing- Leggings and shirt

Establishing shots- showing locations near Canary Wharf

Flower- prop- could be symbolic/ have a deeper meaning

+Ben Howard- Only Love

Undercranking/ Slow mo- showing the female falling into the swimming pool- linked to narrative

Reverse- showing her emerge from the pool after falling into it and also her riding her bike

Opacity- merging the shots into each other- fluid transitions into the next shot

Loose Narrative- the narrative was very loose, I think it showed the man at the start having to deal with the death of his girlfriend. His girlfriend is the girl in the pool who drowns.

+Ben Howard- Only Love

Good Points

The video was clearly independent, the filming was very still and the tracking worked very well

Negative points

The narrative was too loose and was missed, there was no use of techniques such as green screen, the locations didn’t really fit the genre of the video and there could’ve been more research and thought into costume and locations.