Institution and Audience
Daft Punk - Around the World (Gondry, 2004)
Michel Gondry is an Academy Award winning filmmaker, whose works include being a commercial director, music video director, and a screenwriter. He is noted for his inventive visual style and manipulation of mise-en-scène.
The main audience for this music video is 16-21 year olds.
- The dance genre of track appeals to this age group, and therefore the music video should emulate this.
- Furthermore the video is aimed at the 16-21 market as they are the most likely to be watching Music channels.
How might this video be consumed?
- Channels such as Clubland, MTV Dance, Smash Hits, Dance Nation TV and VIVA.
However the music video is likely to be consumed in an ambient way, for example a communal group of teenagers having the video in the background. The main reason for this ambient viewing is due to concept based style of the video.
The video is conventional of the genre.
- · Typically the Dance genre consists of heavily choreographed pieces alongside the track, and therefore Gondry has not attempted to challenge any conventions of the Dance Genre in this video.
Institutional context of this video?
Daft Punk originally released this track in March 1997 and did not produce a video. However in 2004 Daft Punk’s record label at the time, Ed Banger Records, asked Michael Gondry to direct a music video for ‘Around the World’. This bought a new buzz to the track. The Record Companies involvement in this track can therefore be considered a strong one. 
Genre and narrative
Magnetic Man - Anthemic ft. P. Money – 2011
The main audience for this music video is 16-21 year olds
·The majority of the audience that listen to the Dubstep Genre are 16-21, and therefore the video will be aimed at them.
What are the forms and conventions of this video?
The music video is a mixture of both performance and concept, throughout the video the audience is shown a variety of shots involving the artists performing and a dance act.
Using Goodwins framework we can identify that the visuals in the track are conventional of the genre due to the nature of Dubstep often involving performance and people dancing.
From the beginning of the video the audience expects the visuals to emulate the sound. This is achieved by one of the first shots being in conjuncture with the visuals, the girl jumping onto the fence shown in the screen shot above. The actors dancing throughout the video and flashing lights continue to emulate the visuals which creates a feeling for the audience that they are involved in the video improving their experience whilst watching the video.
Furthermore the lyrics of the song are also expressed through the visuals. Within the video there is use of typography over the video. Individual lyrics used in the song are displayed on screen.
From the beginning of the video the audience expects the visuals to emulate the sound. This is achieved by one of the first shots being in conjuncture with the visuals, the girl jumping onto the fence shown in the screen shot above. The actors dancing throughout the video and flashing lights continue to emulate the visuals which creates a feeling for the audience that they are involved in the video improving their experience whilst watching the video.
Furthermore the lyrics of the song are also expressed through the visuals. Within the video there is use of typography over the video. Individual lyrics used in the song are displayed on screen.
Is this an example of illustration, amplification or disjuncture?
The video contains numerous illustrative visuals. Particularly the use of mis-en-scene, the location of the video is in a club, flashing lights coincided with a dark background to enhance the bright colours and emulate a Club situation. The director has done this to emulate the situation that the audience are likely to view the artist, in a club situation. This technique is also conventional of the genre.
The audience are shown numerous shots of P Money. The music video is particularly voyeuristic as the artist as significant screen time, rapping into the camera, breaking the fourth wall. Furthermore with these shots the audience is not able to see the artist for long, as the artist can only be seen with the flashing lights.
Could this video be consumed as art?
This video is not likely to be consumed as art. The techniques used, predominantly mis-en-scene, are inherently commercial of music video. Techniques such as the mixture of concept and performance makes this Music video a typical commercial video.
Media Language
Professor Green Upper Clapton Dance ft. Chynaman + Cores - 2009
The main audience for this music video is 16-21 year olds
What is the message or purpose of the video?
The music video contains strong social message throughout, that every member of society needs to take caution and care whilst walking through Clapton.The directed places this message within the video in a variety of ways:
What visual techniques are used to do this and why?
Camera:
- · Continuous close ups of artists, allowing the audience to easily identify the artist’s threatening faces.
- · The camera throughout the video is never steady, this construct an uneasy feeling to the audience.
Editing:
- · High paced cutting rate maintained through the video creating a sense of uneasiness.
Lighting:
- · During the day, however the visuals are all black and white creating a sense of unhappiness.
Mise-en-scene:
- · Stereotypical costume of threatening youths. These include Hoodies and Flat Caps creating a sense of uneasiness and fear to the audience.
These visual techniques used together create an overall feeling of fear to the audience. The artists are not trying to be represented as friendly but as threatening gangs which appeals to their target audience.
Are there any references to popular culture?
Throughout the video the visual continuously make references to Gang Youth Culture. These is also achieved through the use of Mise-en-scene, predominately costume.
Furthermore the artist is constructing an image of themselves to be similar of Gang Youth Culture, therefore the reference is a serious one and should not be considered a parody, however this does not mean the music video cannot be classed as postmodern. Continually the artists are expressing themselves to be against authority expressing a postmodern attitude.
How does this video, match other videos by the same artist?
This type of music video is typical of Professor Green. Through the majority of his videos there is a symbolic code that he is a key part of Gang Youth Culture, he often achieves this by involving numerous extras to give the appearance he is in a gang. Therefore this can also be considered as a cultural code.
How does this video, match other videos by the same artist?
This type of music video is typical of Professor Green. Through the majority of his videos there is a symbolic code that he is a key part of Gang Youth Culture, he often achieves this by involving numerous extras to give the appearance he is in a gang. Therefore this can also be considered as a cultural code.
Representation
P- Money - Slang Like This feat. Newham Generals & Blacks – 2010
The main audience for this music video is 16-21 year olds.
How are the band/artist represented?
The artists involved in this video are attempting to construct a rebel appearance to their audiences. Furthermore they wish to appear that they are against authority. The Music video contains a meta-narrative that the artists are against the mainstream, and do not follow typical livelihoods.
With reference to Dyer's study 'about stars are constructed from a range of materials' we can identify that the band are being represented in an ordinary way through the use of Set. The appearance of the set is a por neighborhood in the Suburbs of London. This produces a feeling to the audience that they can relate with the artist. However the band are represented in an extraordinary way to create a feeling of fear. To create the feeling of an extraordinary band the director has placed the artists together in a small room for the chorus to give the appearance of a gang, which in modern society is considered threatening.
With reference to Dyer's study 'about stars are constructed from a range of materials' we can identify that the band are being represented in an ordinary way through the use of Set. The appearance of the set is a por neighborhood in the Suburbs of London. This produces a feeling to the audience that they can relate with the artist. However the band are represented in an extraordinary way to create a feeling of fear. To create the feeling of an extraordinary band the director has placed the artists together in a small room for the chorus to give the appearance of a gang, which in modern society is considered threatening.
Male 16-21 year olds from a deprived background are the only social group represented throughout the video, this is most likely because this is the artists target audience and therefore want to appear as though they know their audience.
How are different social groups represented?
The social group is predominantly represented through the use of Mise-en-scene. Particularly the use of Costume. The actors as all dressed in similar attire including Hats, Hoodies and sports shoes.
The director has also represented the social group in conventional masculine values. The males are represent stereotypically as powerful. The director has achieved this by choosing to have a crowed of males rather than one, who would look vulnerable.
The director has also hinted at addressing problems within society regarding poverty. The group of artists are seen living in a poverty stricken area, the suburbs of London. The directors choice of set brings the area to the attention of the audience and how the area needs to be addressed.
The director has also hinted at addressing problems within society regarding poverty. The group of artists are seen living in a poverty stricken area, the suburbs of London. The directors choice of set brings the area to the attention of the audience and how the area needs to be addressed.
What is the ideological discourse?
Moreover some audiences may take the reading that males are better than females in society due to the lack of females in the video, although this sexist view is not likely to be a primary reading due to this no longer being a common believe in modern society.
However the few females that are involved as extras in the video are shown in shots on their own, in comparison to shots involving males where there are groups of people. This patriarchal view represents the females involved to be vulnerable in comparison to males.
However the few females that are involved as extras in the video are shown in shots on their own, in comparison to shots involving males where there are groups of people. This patriarchal view represents the females involved to be vulnerable in comparison to males.
Throughout the music video the director is attempting to represent the artists, and the social group seen as extras, as against the institution and authority. The director is continuously attempting to show the dominant beliefs and attitudes of the Male 16-21 Year old from a deprived background.
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