Magazine Advertisement Analysis

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Digipak Analysis

History of music videos

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This is a brief presentation on the history of music videos, with particular interest into the genre we are basing our video on.

Therapy Audio (My chosen track)

This is the audio for our chosen track "Therapy" by Corinne Vielle. I extracted the audio from another Youtube video, and converted it into my own using imovie HD. It is the chosen track we hope to be making a video of in the near future.

Overall findings of R&B videos analysed

I have found that throughout my research, there has been a commonality regarding the types of video used in R&B/Pop. For many cases they seem to be Narrative, with hints of performance incorporated, this may be because unlike concept videos, performance and narrative (P&N) videos make it much easier for the artist to sell their image as related to Goodwin's theory. Along with my 3 music videos analyed, two other examples of music videos that rely on P&N are "She said" by Plan B, and "Cry me a river" by Justin Timberlake. It's quite apparent the artist is trying to sell their individual image as they are the first and the last thing you will see onscreen, and in most cases with a Close up as seen below.

It has also come to my attention that in my most of the videos I analyzed, there seemed to be a direct link between the lyrics and the visuals. Most of the connections seemed to be illustrative in terms of Goodwin's theory in that they are projected visually throughout the video which may be a demand for the artists target audience. The lyrics in many of there songs tend to rhyme also, suggesting that that is a requirement for when making up an R&B song. The artist can also carefully utilize their choice of location, and costume to make a point in their videos. Such as in my previous music video analyzed where Cheryl Cole uses the colour red as a re occurring motif in her video to promote her new, defiant, dangerous image. In that way the image is amplified to the audience, as in done in the video "Cry me a river" where we can see the settings are used in regard to the name of the video.

A possible convention for R&B videos from my analysis is the element of performance shown in their videos. The performance allows the artist to show of their other talents, apart from their voice which may appeal when selling the video to their audience. Videos such as "Thriller" and "Fight for this love" are heavily performance based. Some examples of performance in R&B videos can be seen below, where the artist is directly involved.

The notion of Goodwin's voyeurism in R&B music videos, is something that does happen quite commonly, with certain artists. For those who want to really establish that connection between artist and audience, and make their videos seem more interactive will definitely utilize the lyrics and movements in their song. Such examples mentioned earlier are Cheryl addressing her audience as "You" in her videos as well as pointing outwards to the screen. Others may include Justin Timberlake in "Cry me a river" where we are shown some events through that of a camera, in the artists hand, giving the audience the feeling that they are partly involved in the video.

Therapy lyrics

Therapy lyrics

These are the the lyrics to our chosen track "Therapy" by Corinne Vielle. It is our initial song, although may not be our last as in this point in time we do not have the permission regarding the use of the track, though have tried to acquire permission multiple times.

Fight for this love(2009) - By Cheryl Cole (Video Analysis)

Fight for this love seems to be a concept based video with heavy elements of performance thrown in their which shows that is is similar to that of a typical RnB video. The video starts with a close up of the singer(Cheryl) as this is the first track she has made as a solo artist and it stresses the importance of promoting her new, stylish, independent image. In addition with the use of SFX we can see her name spray painted on walls repeatedly to promote herself which can tie in to Goodwin's theory of the artsit selling themselves. The concept revolves around that of fighting for those things that matter to a person, before they are lost, and never yielding.

The shots used in the video, tend to be more close up than anything else, while the whole video itself seems to be quite digitally adept and appealing with it's variation of SFX in the background the camera tends to focus around the lead singer herself, which relates to Goodwin and his idea of the video tring to promote the artist, which in this case it does.

The use of costume used in the video also pulls attention to the lead singer, she seems to be fond of the colours black and red, which break her away from the rest of her dancing troop as well as again focusing the camera onto her. She is also later shown to be seen wearing new things never seen before to the public eye as if she is trying to set herself up as a fashion icon to her audience. Some of her clothes may also be seen to be fairly provactive similar to Mariah Carey's video "Touch my body" which could suggest that Cheryl is trying to attract members of the male audience with her body.

Her video is maily performance based, which we can see from the very beginning and the lead singer is always positioned in either the front or center of the dance troop, which shows her to be the focus which is seen to be the case for many R&B artists who utilize a group in their videos who imitate and revolve aroun the lead singer in many cases. The lyrics in the song, tend to relate more to the concept of the video(as mentionned in the intro of my analysis), but at times we can witness an illustrative relationship between the lyrics and the visuals as Goodwin suggested- such when she says "Back to the start" and we can see her backing up against a wall. In addition the re-occurring colour of red in her video signifies danger, passion and lust all to due with the concept of her video. She also establishes a connection with her audience, as we can see her point to the camera referring to her audience as "You..." which relates to Goodwin's theory of voyeurism as she is clearly including the audience in her performance.