The first video I am going to analyse is - Ciara ft Missy Elliot - Work - directed by Melina Matsoukas
Introduction
The genre of music which this video is promoting is RnB music. This video in some ways is generic of other RnB music videos, however it also challenges the typical genre characteristics of most RnB music videos.
Most RnB videos usually are located in places which are expensive to live(tend to be places in America, as this is where the majority of successful RnB artist live/come from) It is also generic for the artists in this genre to be wearing expensive clothing and jewellery, driving desirable cars this shows that the artist is rich, successful and an icon to their target audience and are able to afford living a luxurious lifestyle. RnB artists such as Chris Brown, Rhianna, and Beyonce include these generic features in their music videos. Ciara has been known to use these conventions of RnB in her previous videos but she has contradicted these conventions in this particular video.
To enable the audience to become involved in the diagesis of the music video (work/building site) there is an introductory scene before the music has started to establish the location and display typical props such as ' Scaffolding, cement mixers, dusty grounds, cranes, pneumatic drills, fork lift trucks etc'. The video is simple in the way that only one location is been used, which is a building/work site. This does not follow the typical conventions of an RnB music video,so it shows her individuality as an artist. There is a range of shots to show different job roles around the work site and contradicts the stereotypical views of the audience by replacing 'male roles' with women. Use of diagetic sound also creates realism within the music video with sounds of machinery which the audience would associate with that particular, industrial environment.
What is the relationship between the lyrics and visuals?
The song to begin with is called 'Work' and the location immediately amplifies the lyrics as it is a building/work site. The women are wearing elements of a construction site uniform with gloves, jeans (ripped), white tops but more feminine and sexualised. This mise en scene creates a relationship between the lyrics and the visuals as the word work is emphasised through a work location, uniformed clothing and the props of machinery used on a construction site. The chorus 'you better work' is enhanced with fast, strenuous dance choreography by Ciara and her backing dancers which relates to the hard work and stamina she puts in when carrying out the dance. The lyrics on the bridge of the song also says 'walk that walk' which she illustrates herself by walking and strutting with attitude in the video. There is also a shot of her swinging on a crane with the sunlight above her 'which amplifies the lyrics 'the spotlight is on you' through the sun and the low angled camera shot of her to make her role dominant.
The choreography is very based around the urban/street dance which includes a lot of sexual moves including hip rolls and 'booty pops'. The choreography closely sticks to the lyrics and keeps that relation ship with the words 'drop down, jiggle that, jiggle that' which is shown when Ciara and her dancers drop to the floor and shake/ jiggle their behinds. Also the words ' I bet you cant do it like me' are enhanced with difficult, professional dance moves to prove to her audience that her dance moves and skills are one of a kind. The lyrics however, can also be contradicted when it mentions DJ's, clubs and dance floors which contrasts to the dusty, deserted construction site.
What is the relationship between the music and the visuals?
The music has a close relationship with the visuals as it is edited and cut to the beat of the music. As the song changes to a fast pace in parts the choreography keeps up with this and illustrates the changes in tempo. The song begins when the visuals show the Ciara the artist getting out of the truck which introduces her and also shows Missy Elliot who is rapping in the song at that point to illustrate her part in the song. The solo instrumental at the end as the music winds down is amplified by the visuals as the choreography becomes less emphasised, smaller and Ciara and the dancers end up on the fall to bring closure to the dance and song together.
Are there close-ups of the artist and star image motifs?
From this video I feel that the record company is looking to sell this track through her talent of strenuous choreography and through sex appeal of her costumes, dance moves and poses. She also proves her high profile status by working alongside Missy Elliot. She proves her talent very well in this video and creates signature dance moves for this song which the audience can relate back to when they hear the song and try to dance like her. Male audiences will have the pleasure of seeing her in revealing outfits like a leotard and also a tight blue PVC dress and long high heeled boots (which they could relate to a prostitute outfit). In this video different images of herself as an artist are being portrayed in the different scenes. She is portrayed as a sex symbol when she wears revealing, tight outfits to her audience but also contrasted with a diva/icon when she wears a sophisticated, floaty dress which shows her elegant side too. She is also given a feminist image through wearing a uniform and performing in a location that would be normally associated with males to break that mould and stereotype. So there is also a message of women been just as capable as men as both singers and all the dancers are female in this video.
The video can relate to her previous videos as she uses choreography in the majority of her music videos like 'goodies', 'like a boy' and 'get up' as it is one of her main talents as well as singing. So dancing in her videos is a motif that the audience expect to see in her videos, usually with backing dancers too. She has also collaborated with Missy Elliot before in songs like 'lose control' and '1,2 step'. I don't feel like this video changes her image as an artist in particular as she is still portrayed as a sex symbol to the audience but she has brought a feminist approach by using all women and no men to show that shes an independent woman herself. Her image physically has progressed from track pants in her youth days in videos like '1,2 step' and 'Promise' into more sophisticated, extravagant outfits which could reflect her status as a star as she has developed success and individuality for herself.
Is there a reference to the notion of looking?
I feel that that Ciara is sexually displayed in this video to her audience through her revealing outfits and sexual choreography as well as her backing dancers. However some scenes where she is wearing a uniform similar to that of a construction worker (jeans, white tops, protective glasses and pocket tool belts) shows that she doesn't have to wear feminine outfits to still be sexy. Ciara and Missy Elliot both wear boiler suits at one point too, to fit in with the work environment but Missy Elliot's is all black and doesn't reveal any skin compared to Ciara's which is tight fitted showing her womanly figure and has a V neck down to her naval revealing her chest area. This shows that she prefers to dress more revealing for her audience, and even though she doesn't have a large chest like most artists, or have them enlarged, she flaunts her body as it is naturally. Not only does the dance moves and costumes imply sexualised display, but the camerawork enhances it further. Low camera angles creates a 'male gaze' of her body as the camera looks up when she is in a leotard which focuses on her legs and bum. There is also a particular 'cut in' close up of her bum on one shot which is definitely used as sexual display. There are also further close ups of her toned stomach and her groin as she doing pelvic thrusts on the floor creating intimacy for the audience
I feel that that Ciara is sexually displayed in this video to her audience through her revealing outfits and sexual choreography as well as her backing dancers. However some scenes where she is wearing a uniform similar to that of a construction worker (jeans, white tops, protective glasses and pocket tool belts) shows that she doesn't have to wear feminine outfits to still be sexy. Ciara and Missy Elliot both wear boiler suits at one point too, to fit in with the work environment but Missy Elliot's is all black and doesn't reveal any skin compared to Ciara's which is tight fitted showing her womanly figure and has a V neck down to her naval revealing her chest area. This shows that she prefers to dress more revealing for her audience, and even though she doesn't have a large chest like most artists, or have them enlarged, she flaunts her body as it is naturally. Not only does the dance moves and costumes imply sexualised display, but the camerawork enhances it further. Low camera angles creates a 'male gaze' of her body as the camera looks up when she is in a leotard which focuses on her legs and bum. There is also a particular 'cut in' close up of her bum on one shot which is definitely used as sexual display. There are also further close ups of her toned stomach and her groin as she doing pelvic thrusts on the floor creating intimacy for the audience
Are there inter textual references?
Second Music video/ Introduction
I will now analyse my second music video 'Four Kicks' by Kings Of Leon directed by PatricDaughters.
David guetta is a house producer/ DJ who has recently become popular in the UK for his house, electronica dance music. I chose to download this one as its his most recent music video and is very typical following the conventions of dance videos. The broad characteristics of house/dance videos usually include large crowds at big clubs and events where a DJ is performing, lots of girls in skimpy outfits like bikinis, usually in hot countries like Ibiza (the party capital of dance/trance music), alcohol, wild house/ pool partys, dance routines, bright colours and generally a fun and upbeat atmosphere. These conventions can be found in videos by dance artists - Eric Prydz (call on me) Bass Hunter (now you gone) and Guru Josh project (Infinity).
I can gather a few inter textual references as an audience which I can familiarise with in this video. I can sense an image relating to charlies angels when she is wearing a revealing boiler suit and her being in a work environment as they are always on missions in strange locations. I think she uses this to show that she is an independent, strong woman just like the women in charlies angels. Her change in costume to create different images for herself can also be closely linked to charlie's angels too as they constantly go under cover with different identity's
Her hair scraped tight back into a pony with an extra long hair also reminds me of action/ super hero like cat woman which again builds a strong image for herself. Also her leotard outfit is similar to the cat woman costume with the cross over material as well as wearing black leather gloves.. There is reference to a fashion catwalk too, when she struts along the platform wearing a high fashion shrug over her leotard and large over sized heels. At the beginning to there are shots of women working with usually male dominated tools like fork cliffs and drills which can be related to another music video 'satisfaction' by Bennie Benassi
Is the music video performance -based, narrative- based or concept-based?
This video is mainly performance based as it doesn't tell a story or have a Strong concept to follow. It is literally montage clips edited together of Ciara dancing, miming the lyrics, strutting and posing. This is quite common within Ciara's music videos as she rarely has a concept or narrative and just her performing the song.
Overall I feel that Ciara in this video has aimed to create a different approach and message through her video which is that she can be anything that she wants to be and proves that through her skilled dance choreography and different images and costumes. She proves herself to be a very independent women, with an all female cast to show that she doesn't need a man to have fun and feel good about herself.
Her hair scraped tight back into a pony with an extra long hair also reminds me of action/ super hero like cat woman which again builds a strong image for herself. Also her leotard outfit is similar to the cat woman costume with the cross over material as well as wearing black leather gloves.. There is reference to a fashion catwalk too, when she struts along the platform wearing a high fashion shrug over her leotard and large over sized heels. At the beginning to there are shots of women working with usually male dominated tools like fork cliffs and drills which can be related to another music video 'satisfaction' by Bennie Benassi
Is the music video performance -based, narrative- based or concept-based?
This video is mainly performance based as it doesn't tell a story or have a Strong concept to follow. It is literally montage clips edited together of Ciara dancing, miming the lyrics, strutting and posing. This is quite common within Ciara's music videos as she rarely has a concept or narrative and just her performing the song.
Overall I feel that Ciara in this video has aimed to create a different approach and message through her video which is that she can be anything that she wants to be and proves that through her skilled dance choreography and different images and costumes. She proves herself to be a very independent women, with an all female cast to show that she doesn't need a man to have fun and feel good about herself.
Second Music video/ Introduction
I will now analyse my second music video 'Four Kicks' by Kings Of Leon directed by PatricDaughters.
Kings of Leon come under the hybrid genre of alternative, garage, southern rock and more mainstream indie rock in their most recent album - only by the night. This song 'four kicks' is one of their earlier songs from their second album 'Aha Shake Heart brake'. I chose to analyse this genre as it is very different from my first analysis and will have contrasting conventions, features and ideologies.
The genre of alternative/ rock in general has many broad characteristics which can also be identified with this video. Rock music videos usually are performanced based showing the band playing their instruments and miming the lyrics either to an audience or just the camera. They sometimes have a cut-in narrative too either of themselves acting or just documentary type footage of them on tour. Their usually a lot of lighting used to emphasis the band and make it appealing for the audience by giving them variation whilst their performing. You can usually identify the band by there brand name being on the drums. In the case of Kings of Leon they shorten their name to KOL so it can be quickly recognised on the drum. There is a particular trend also that is followed by rock musicians which can consist of long/shaggy hair, tight tops and skinny jeans, pointed shoes and jewellery. Also the way the musicians perform is very iconic within the rock genre as you can expect to find guitarists and drummers 'head banging' and the lead vocalised dancing impressionably usually influenced by other classic rock artists like 'Elvis Presley', ' Mick Jagger' (The Rolling Stones) and 'Joe Strummer' (The Clash). I will now analyse this video by Kings Of Leon to see if they too follow or challenge the conventions of rock music videos.
What is the relationship between the lyrics and the visuals?
It is popular for Kings of Leon lyrics to be abstract and not easily interpreted, including this song 'four kicks'. However through the semantic field of 'guns, cock fight, fire, black belt' and the interrogative 'four kicks whose strutting now?' I gather feelings of anger and testosterone in the song, that involves a lot of jealousy and the need to constantly proves oneself that their 'the man'. This is certainly amplified in the visuals of the music video as it shows a group of people fighting each other in a lobby, causing complete chaos and anarchy. There is a red lighting and a white strobe light when the people are fighting to connotate anger and danger to reflect the atmosphere in the room, and then pure white lighting which pauses them in mid motion to emphasis the damage they have inflicted upon each other. Also the red lighting could reflect the words 'red mans fire' in the lyrics. The lyrics however only create the mood fighting in the song, and are not acted upon literally/step by step. So the lyrics are slightly contradicted to show that ordinary people, men and women can become involved in such situations and no just the people in the story. The people used are also of different ethnic backgrounds and therefore could represent the world and its conflict. This also introduces a controversial issue in the visuals, as we can see guys beating up women too. However the pauses in the action adds a comical element when we see their faces in mid motion before another violent impact is made. Also the fact that kings of Leon are just playing in the middle of such chaos as normal while furniture and people are been thrown everywhere.
What is the relationship between the music and the visuals?
The song itself contrasts the tempo of the music with slow and fast which is reflected in the video. The people are at peace before the music begins, then when the riff of the guitars begin they all start fighting, but when Caleb is singing they are paused in mid-motion which shows the contrast in the visuals to coincide with the music. The editing of the video is cut to the beat as well, with slower, longer shots when Caleb is singing and the actors are freeze framed. It then quickly cuts to short, quick shots of them fighting to keep up with the fast pace of the music. It almost feels that the sound of their guitars together makes an angry, vicious sound which is reflected in the mood of the people which again shows a relationship between the music and the visuals. The solo instrumental part where the music reaches its height and climax is illustrated by the video as the shots become quicker, the music becomes louder, the band move more and headbang and the violence is increased with more blood and impact. So the visuals reflect the progression of height in the song through the rising height of emotions within the people.
Are there close-ups of the artist and star image motifs?
There are close ups of all the band at the beginning to establish each member of the band to the audience. Caleb being first to establish that he is the leading member and the main vocalist. It is very common for record companys to endorse the band of the 'best looking' member and put them at the forefront to gain success and popularity. In this case caleb is used as I feel he is the best looking out of the four. I feel that the record company are looking to sell this track to a youthful, lively audience of mixed gender(their general target audience). The females will be attracted to the shots of the band members performing (caleb in particular) and the males will find the violence and comical factor of the video appealing as they can relate to the anger and testostrone of the fighting and the music. This video can then be assosciated when the audience hear the song and will try to re create the atmosphere by acting wild and going mad in a crowd. I myself have been in club when that songs been on and everyone just goes mental, so from my own experiance the video really has an impact on he audience.
The bands image through this track however is not damaged by the source of violence as they themselves are not contributing to it. I feel that this tracks shows more the power of their music as a band, that they have the capability of moving people and changing their moods within a song. Their fans can just lose themselves and let go in this song and i think they will gather the more comical factor of the violence and not take it seriously as an the bands ideology. The video relates to previous videos as it is mainly performance base, with only slight narrative which is a common convention of their music videos. Also they keep a consistant style whilst performing throughout their music videos like for example, the base guitarist and lead guitarist using querky movements and head banging to the music. Also lead singer Caleb usually looks concerned and almost in pain when he sings, which is probably to do with either drugs or just acting out his lyrics.
Is there a reference to the notion of looking?
As the genre of Kings of leon's music is alternative rock, the artists are not explicitly used for sexual display like the my previous analysis of Ciara. The bands ideologies are about making great music, reaching out to their fans and living the life of rock and roll. However some closeups of the lead singer Caleb Followill will create a sexual desire for the audience. Clothes can also create sexual display such as tight skinny jeans, and tight tops. Matthew Followill, bass guitarist is wearing just a waistcoat showing off his body which would appeal to fans and also the messy hair creates a sexual, rough edge to their image. The camerawork however mainly enhances their talent by using cut ins, and closeups of their instruments and shots of their feet moving awkwardly to the music shows off their individual, querky performance.
Are there an intertextual references?
There could be an intertextual reference to the film 'The Matrix' as the freeze frames shots sometimes pan round the actors just like the freeze frame action shots used in 'The Matrix'. However this video doesn't use the technique seriously and instead creates quite a comical element in their video as its not very realistic within that situation. I have also identified a similar comical use in the film 'Charlies Angels' and 'Shrek'.
The genre of alternative/ rock in general has many broad characteristics which can also be identified with this video. Rock music videos usually are performanced based showing the band playing their instruments and miming the lyrics either to an audience or just the camera. They sometimes have a cut-in narrative too either of themselves acting or just documentary type footage of them on tour. Their usually a lot of lighting used to emphasis the band and make it appealing for the audience by giving them variation whilst their performing. You can usually identify the band by there brand name being on the drums. In the case of Kings of Leon they shorten their name to KOL so it can be quickly recognised on the drum. There is a particular trend also that is followed by rock musicians which can consist of long/shaggy hair, tight tops and skinny jeans, pointed shoes and jewellery. Also the way the musicians perform is very iconic within the rock genre as you can expect to find guitarists and drummers 'head banging' and the lead vocalised dancing impressionably usually influenced by other classic rock artists like 'Elvis Presley', ' Mick Jagger' (The Rolling Stones) and 'Joe Strummer' (The Clash). I will now analyse this video by Kings Of Leon to see if they too follow or challenge the conventions of rock music videos.
What is the relationship between the lyrics and the visuals?
It is popular for Kings of Leon lyrics to be abstract and not easily interpreted, including this song 'four kicks'. However through the semantic field of 'guns, cock fight, fire, black belt' and the interrogative 'four kicks whose strutting now?' I gather feelings of anger and testosterone in the song, that involves a lot of jealousy and the need to constantly proves oneself that their 'the man'. This is certainly amplified in the visuals of the music video as it shows a group of people fighting each other in a lobby, causing complete chaos and anarchy. There is a red lighting and a white strobe light when the people are fighting to connotate anger and danger to reflect the atmosphere in the room, and then pure white lighting which pauses them in mid motion to emphasis the damage they have inflicted upon each other. Also the red lighting could reflect the words 'red mans fire' in the lyrics. The lyrics however only create the mood fighting in the song, and are not acted upon literally/step by step. So the lyrics are slightly contradicted to show that ordinary people, men and women can become involved in such situations and no just the people in the story. The people used are also of different ethnic backgrounds and therefore could represent the world and its conflict. This also introduces a controversial issue in the visuals, as we can see guys beating up women too. However the pauses in the action adds a comical element when we see their faces in mid motion before another violent impact is made. Also the fact that kings of Leon are just playing in the middle of such chaos as normal while furniture and people are been thrown everywhere.
What is the relationship between the music and the visuals?
The song itself contrasts the tempo of the music with slow and fast which is reflected in the video. The people are at peace before the music begins, then when the riff of the guitars begin they all start fighting, but when Caleb is singing they are paused in mid-motion which shows the contrast in the visuals to coincide with the music. The editing of the video is cut to the beat as well, with slower, longer shots when Caleb is singing and the actors are freeze framed. It then quickly cuts to short, quick shots of them fighting to keep up with the fast pace of the music. It almost feels that the sound of their guitars together makes an angry, vicious sound which is reflected in the mood of the people which again shows a relationship between the music and the visuals. The solo instrumental part where the music reaches its height and climax is illustrated by the video as the shots become quicker, the music becomes louder, the band move more and headbang and the violence is increased with more blood and impact. So the visuals reflect the progression of height in the song through the rising height of emotions within the people.
Are there close-ups of the artist and star image motifs?
There are close ups of all the band at the beginning to establish each member of the band to the audience. Caleb being first to establish that he is the leading member and the main vocalist. It is very common for record companys to endorse the band of the 'best looking' member and put them at the forefront to gain success and popularity. In this case caleb is used as I feel he is the best looking out of the four. I feel that the record company are looking to sell this track to a youthful, lively audience of mixed gender(their general target audience). The females will be attracted to the shots of the band members performing (caleb in particular) and the males will find the violence and comical factor of the video appealing as they can relate to the anger and testostrone of the fighting and the music. This video can then be assosciated when the audience hear the song and will try to re create the atmosphere by acting wild and going mad in a crowd. I myself have been in club when that songs been on and everyone just goes mental, so from my own experiance the video really has an impact on he audience.
The bands image through this track however is not damaged by the source of violence as they themselves are not contributing to it. I feel that this tracks shows more the power of their music as a band, that they have the capability of moving people and changing their moods within a song. Their fans can just lose themselves and let go in this song and i think they will gather the more comical factor of the violence and not take it seriously as an the bands ideology. The video relates to previous videos as it is mainly performance base, with only slight narrative which is a common convention of their music videos. Also they keep a consistant style whilst performing throughout their music videos like for example, the base guitarist and lead guitarist using querky movements and head banging to the music. Also lead singer Caleb usually looks concerned and almost in pain when he sings, which is probably to do with either drugs or just acting out his lyrics.
Is there a reference to the notion of looking?
As the genre of Kings of leon's music is alternative rock, the artists are not explicitly used for sexual display like the my previous analysis of Ciara. The bands ideologies are about making great music, reaching out to their fans and living the life of rock and roll. However some closeups of the lead singer Caleb Followill will create a sexual desire for the audience. Clothes can also create sexual display such as tight skinny jeans, and tight tops. Matthew Followill, bass guitarist is wearing just a waistcoat showing off his body which would appeal to fans and also the messy hair creates a sexual, rough edge to their image. The camerawork however mainly enhances their talent by using cut ins, and closeups of their instruments and shots of their feet moving awkwardly to the music shows off their individual, querky performance.
Are there an intertextual references?
There could be an intertextual reference to the film 'The Matrix' as the freeze frames shots sometimes pan round the actors just like the freeze frame action shots used in 'The Matrix'. However this video doesn't use the technique seriously and instead creates quite a comical element in their video as its not very realistic within that situation. I have also identified a similar comical use in the film 'Charlies Angels' and 'Shrek'.
Over all I feel this video shows off their talent and powerful music, their good looks are still emphasised through hair, clothing and closeups for their fans and the concept of their video is more comical than offensive but rather effective and engaging.
My third video analysis - David Guette ft Kid Cudi - 'Memories' - directed by Keith Schofield
David guetta is a house producer/ DJ who has recently become popular in the UK for his house, electronica dance music. I chose to download this one as its his most recent music video and is very typical following the conventions of dance videos. The broad characteristics of house/dance videos usually include large crowds at big clubs and events where a DJ is performing, lots of girls in skimpy outfits like bikinis, usually in hot countries like Ibiza (the party capital of dance/trance music), alcohol, wild house/ pool partys, dance routines, bright colours and generally a fun and upbeat atmosphere. These conventions can be found in videos by dance artists - Eric Prydz (call on me) Bass Hunter (now you gone) and Guru Josh project (Infinity).
What is the relationship between the lyrics and the visuals?
The lyrics are very simple in this song and are quite repetitive which is a common feature of dance music lyrics as it becomes familiar very quickly with people listening and dancing to it. The lyrics are all about letting go, having fun and creating wild memories from nights out. I think there is a strong relationship between the lyrics and the visuals as the lyrics are actually displayed in the video. Everytime there is a reflection behind the artists, a crew of naked women sopposedly filming the music video can be seen with the lyrics written across their private parts. This also adds a lot of comedy to the video, which again illustrates the theme of the song for having fun and creating memorable moments. More importantly the audience are engaged with the video to see when the naked women will crop up again with the lyrics on them. This shows the typical convention of using revealing images of women to appeal their male audiences. There is also a point in the song where it says repeatedly 'It's getting late but i dont mind' which then shows a change of time in the video as it progresses from day to night. Furthermore, Kid cudi is walking around the streets of Miami ( a party capital again in America which follows the conventions above) Of course this then generically goes to a club scene where they are both performing to a mass crowd of people and party-goers who illustrate the lyrics 'I just want to let it go for the night'. So this evidently shows that there is a strong relationship between the lyrics and the visuals.
What is the relationship between the music and the visuals?
The video also shares a close relationship with the music. The song is an upbeat, fast paced song and therefore the visuals illustrate this by using short, quick clips to cut to the beat and longer shots on the bridge which is of a slightly slower tempo. This helps to engage the audience and create an upbeat, party mood for the audience too ( one of the main ideologys that fuels dance music). The music instrumental parts are usually dominated by shots of David Guetta since he produced the music for it and therefore the lyrics in the song are by Kid Cudi who is usually shown when on the verses and chorus are playing. This helps to portray the roles of production in the song to the audience.
Are there close-ups of the artist and star image motifs?
This video is rather simple which i feel makes it more effective and amplifies the true talents of the artists and doesnt build them up to much. It is very laid back, chilled but yet upbeat and a feel good song to sing and dance to. There image is portrayed very casual to gain the effect of natural talent and that they are not trying to be something their not. I can gather this from the plain location of plain streets in soe parts and the clothes they wear are not over the top but still their own unique styles. This video also adds humour with the all girl, naked camera crew following them around and promotes the lyrics which appear on their private areas. So this draws in the male audiences and the women would generally be engaged with the performace of the artist, especially Kid Cudi as he incorporates sleek dance moves too. There is a slight contrast in the artists own music, and collaberating both their styles together to create a new hybrid of sound (rnb meets dance) I feel they are trying to be unique and break the mould. The fact the artists are black and white also suggest the joining of race and equality in a sense. This video relates to previous videos of both the artists solo careers as it displays abroad, sunny locations, partys and crowds of people and of course half naked women. So even though the artists are from different genre backgrounds they still share similar ideologies and conventions in their music videos and thats why there not too much of a contrast.
Is there reference to the notion of looking?
Neither of the male artists are on sexual display as they leave the women to offer these sexual images to the audience. In this case the nude camera crew of women are displayed very sexually, however this is kept more comical in the sense that you only see them as a reflection and their private parts are covered with the lyrics. This then keeps the humour as the shots are not just of them, it almost appears that it happens accidental as they pan across glass reflections and lifts etc. Of course through props such as mirrors that are randomely been carried in the background by working men, shows that it is of course deliberate for the audience to see and be amused by. This keeps the music video interesting as you constantly look for the women passing by and what lyrics are covering them up, and therefore a successful technique to engage an audience for the full video.
Are there intertextual references?
I found it interesting that David Guetta himself hangs decorations around his DJ decks that are blue,white and red which are the colours of the french flag. This connotates his nationality as a french artist and also his clothes incorporate those three colours too. Also Kid Cudi wears clothes that reference to his american nationality as he wears a hard rock band t-shit by the classic American band Guns N Roses and also a baseball cap with the letter 'C' on it which represents an American baseball team called the Cleveland indians. However he may also be wearing it as his name is 'Kid Cudi' and it may further promote himself and become recognisable. There is also another promotion of a camera (HD z18 Kodak) in the video in the club scene where david guetta takes a picture of the nude camera crew. This is a popular endorsement for digital technology especially for mobile phones. This has been done by other artists like Chris Brown, Pussy Cat Dolls and Black Eyed Peas.
Is the music video performance-based or narrative-based or concept-based?
The music video is mainly performace based as it involves the artists singing and dancing and then performing at a club to a mass crowd and doesnt really have a narrative just a theme of partying, girls, clubs and making memories on nights out. This is very similar to both the artists other videos content but mainly David guetta as his specialises in dance music and this theme is a broad characteristic of that genre.
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