Narrative:
This video doesn’t show a great amount of conventions of drum and bass music videos due to the fact that it is narrative-based and there is no performance from the artist whatsoever. The narrative is particularly unconventional due to the fact that the main characters are elderly ladies playing bingo. However, it still presents an illustrative relationship between the lyrics and visuals as the lyrics are ‘tonight’s gonna be the night’ suggesting that tonight is going to be the night the old lady is going to win bingo! This adds a comical twist to the music video.
- However, there are some conventional aspects in the video, such as the fast cutting rate, the use of time lapse and the bright colours and lighting used, all of which we aim to present successfully in our music video that we create. These conventions are particularly effective in drum and bass music videos as it illustrates a sense of chaos and excitement that the music creates.
This video could be considered as art because it has extremely high comic value which will appeal to the target audience. The way that the storyline is unconventional also means it could be considered as art because it is a completely unexpected narrative in relation to the song.
Media Language:
- The message of this video is that ‘the night’ could mean anyone’s big night, for example, teenagers going to a party or a celebration of some sort, and the way it’s old ladies going to bingo in this case emphasizes how the song could be used for any occasion. It also promotes that the artist has comical values and wants to entertain their audience.
Another message that the video presents is that elderly people can have fun too and they still have excitement in their lives. This is emphasized with a variety of camera techniques, for example, close ups of their reactions to anticipation and competitiveness. The editing also promotes this as the shots are all sped up and jump cuts are often used, showing how exhilarating their lives actually are. However, the mise-en-scene presented is very cliche, for instance, the props are mostly kitsch ornaments or china plates which are typical objects related to the elderly. This is enforced with panning shots and extreme close ups.
Come Alive - Netsky
Audience:
- The audience that Netsky is targeting is younger generations who are interested in club music. He performs regularly at night clubs and festivals where this generation are known for attending in order to promote his music.
- This generation are also known to be into technology, particularly the internet, where they are able to share music and music videos through social networking sites such as Youtube and Facebook meaning his music is being promoted constantly. Netsky’s music will also be shown on music channels, such as Viva and MTV which are aimed at younger people, meaning he is targeting his audience through this medium as well.
Representation:- At the beginning of the video where the music is calmer and slower, Netsky is shown very still and sleeping in various different locations with different props, such as a blindfold, but when the tempo increases, he is shown performing at his gigs and crowd-surfing in the audience. In my opinion, this shows that music makes Netsky feel full of life, just as the title suggests.
It also presents Netsky as a vibrant, energetic kind of person as he interacts continuously with his audience, shaking p eoples hands and performing to them. The way that he has a cake fight in one point of the video, also connotes how he is a playful type of person.
- This persona of his will appeal to his audience and will therefore help sell his product because it shows his enthusiasm towards his profession and how it makes him ‘come alive’.
- Different social groups are represented in this video in the gig scenes and also in the scenes intercut with these. At the gigs there is a large crowd of fans of all different ethnicities, ages and gender presenting the dominant ideology that everyone is equal and that no one should be excluded. The scenes intercut with the gig scenes show different groups of friends smiling and laughing together at the camera also enforcing the dominant ideology.
Time - Chase and Status ft. Delilah
Genre:
- This video is very conventional of drum and bass music videos as it is performance based and narrative based with an amplifying relationship between music, visuals and lyrics. Shots of Delilah lip-syncing are intercut with shots of the storyline: an abusive marriage with their kids witnessing all the events. The visuals are synchronous to the music as the shots are cut to the beat of the music, meaning the video has a fast cutting rate as the tempo is so upbeat.
- The video has an amplifying relationship between lyrics and visuals as the words don’t specifically tell a story but the artist has interpreted the lyrics into a narrative of a disfunctional family. The sound and visuals are very synchronous as when the music is slow and calm at the beginning, the visuals show calm, normal behaviour in the family but as the music tempo increases, the behaviour becomes more violent and aggressive and the cutting rate gets faster.
- This video could be considered as art as it is advertising problems that are current in our society and it notifies the public of the reality of problems like domestic abuse. Certain people who would watch this video would relate to the problems shown and hopefully it would be an incentive to prevent further domestic abuse in our society.
Institution:
- The decisions are shared between the artist, the artist management and the record label. The record label fund the branding and marketing so they will have their say in where it is promoted or how much, in order to keep in with their budget but also to increase sales. The artist and the artist management will work alongside the record label and have their say by coming up with the ideas and the material to promote, in order for the record label not to advertise them in a way in which they do want to be.
- Due to the revolution of the social media, artists whether amateur or mainstream, are promoted and advertised through peer influence on websites such as Facebook or Twitter after being uploaded for free onto sites like Youtube or Soundcloud. This therefore means that the music press is very specialised and is only consumed by those who are avid fans of alternatives types of music meaning that is does not play a huge role in digital media age.
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