Genre Research 2

 Ariana Grande - The Way

Performance: While the artist is gesturing, back up dancers are added, their movements in the video provide a visual symmetry and rhythm to accompany the music. All the subjects in the video look happy and excited creating a fun atmosphere and a look of energy. Which in turn makes the video look dynamic and non- repetitive. If the actors did not look happy the video would not look as effective as the other features would stand out and the performance would bring it down. Its integral when creating my video, that everyone puts in effort to make the video look professional.

Camerawork: The use of closeups of the artist allow the audience to connect with the artist. Midshots and and long shots were used for performance shots. A range of camera movements created were used to create a dynamic look; a feel of of energy.

Ideas to implement:The use of having balloons as a prop is very effective and a low budget idea; in the video the artist and dancers play with the balloons it also makes the room look fun as if it was a party. The use of projecting images on a backdrop then film it is also a very effective idea to implement.

Concept: The concept of the video is about being in love for the first time. Its typical for a pop video to have a concept rather than a narrative. 

Editing: The technique of montage editing has been used in the video which is when a series of shot shots are editing into a sequence to show the passing of time. The shots are cut to the rhythmic beat; quick cuts have been used to create a sense of energy and create a dynamic feel. The use of cutaways acts as a buffer between shots that add interest to the music video.

Cut ins have been used this is when the audience is brought from a close view to a more distant one. This was used to emphasis the artist lip syncing and for the audience to make a connection with them.

Mise en scene: Bright colours are used throughout the whole video to create an upbeat and light hearted atmosphere. In the performance shots that were filmed in a studio soft light was used to emphasis the light pastel colours used in the props. The use of this lighting wraps around the subject ( artist) and produces soft shadows. There is a projection on a white wall again this was filmed in the studio this is shots of the artist lip syncing and gesturing.

When looking at the artist costume she is wearing a black fitted dress with skinny straps this looks very sleek and sexy. This is typical of a pop video as women in the music industry are usually reflected as a sex symbol. The use a pink bow in the artist hair shows her youth as bows connotes childhood. Her makeup is very minimal and not exaggerated to show to the audience she is like a 'normal teenager'. Interestingly Pop music videos attempt to relate to teenager problems such as heartache or love; this video reflects  the artist is in love for the first time.

The use of balloons as a prop create a party feeling and again represents an upbeat and fun atmosphere. The use of a white backdrop creates a sense of innocence and allows the artist to stand out against it. In some shots the artist is gesturing in a bedroom set; this again is for the audience to relate to a typical teenager.

Demi Lovato - Heart Attack

Justin Timberlake - What goes around