Good Quality - Interesting Music Video
Purpose
The purpose of this music video is to accompany the audio that the artist has recorded. It acts as an advertisement for the band and promotes their music, allowing it to be played on television music channels and uploaded to media websites to increase popularity of their music.
Companies such as Vevo and MTV and YouTube will pay royalties to the record label and the band to play the music to an audience through media channels such as television, online and on the radio, therefore this is a way in which the record labels and musicians can raise money.
If a song did not have a music video, it would be limited in the ways in which the song could be promoted, therefore the music video extends the channels in which could be used to distribute and advertise the song and band. It will usually be available online permanently after being uploaded, which helps to keep a musician popular and allows fans and viewers to see and listen to their music whenever they wish. Adding a music video could also increase the popularity of the band if they manage to produce a captivating, exquisite and unique music video, this could generate more viewers and potential fans.
Critique
The majority of this critique will be based on the editing of the music video, this is due to the fact various editing techniques have been used to create an aesthetically pleasing, captivating music video.
The beginning of the song has various establishing shots, that introduce the scene and show where the artist is (a small hotel room). As the song progresses, the shots get slightly longer and maintains the same pace as the song. As all instruments come in at 0.19 seconds, cuts become more frequent, which increases the pace of the video, coinciding with the audio. After this the frequent shots again show areas of the scene, as the artist gets up and begins to leave. Showing relevant props such as the money held in a clip, which will be seen further in the video.
There are two quick cuts which create an immediate time lapse of the artist putting on his shirt.
At 0.50 seconds, the chorus begins, and at this point the artist opens his curtains and an array of light shines into the room abruptly, this cut fits very well into the song., as the light bursts in simultaneously with the chorus.
Next we see a longer following shot then POV shot, this gives the perception of the artist walking himself, what is he seeing, and could possibly reflect his thoughts if you listen to the lyrics as well. There is a continuity shot at 0.58 seconds, as the artist pushes the other male into the pool, this creates are more interesting atmosphere and keeps the viewer captivated.
The next shot is a much longer following shot, however the pace is kept as the camera follows the artist just behind, at a fast pace to match the music, as well as the speed of his walking.
Another continuity edit takes place as the artist leaves the hotel, and strikes his fist at a car window, again these two shots give the perspective of both the viewer themselves, as well as the passenger of the car, which again draws the viewers in and enthralled.
After the next few shots, which are again longer shots, but still manage to maintain the pace, the man hits the artist with the baseball bat and as it connects with the artist, the song immediately goes back the chorus, and the shot cuts back the the original scene where the song started.
Poorer Quality - Uninteresting Video
Purpose
The song and audio is simply conveying the thought and feelings of the artist, stating that one particular girl is 'beautiful', that she is the only one for him, however he will never be able to be with the girl. Although a very strong, popular and influential piece of music, the accompanying music video has almost no relevance. This video simply shows the artist, James Blunt, removing his clothes as the song progresses, sitting and standing in a snowy scene, on the top of a cliff. Throughout the whole lyrics there is absolutely no relevance to the scenes seen in the music video. It could mildly present the artist loneliness, or possibly the desire to be with the girl has caused him to suffer and eventually jump of the cliff.
Editing
There is very little to mention about the editing, there are no cuts throughout the whole song, and the camera simply films the artist removing his clothes as the song progresses. This has resulted in a dull, boring music video that is unlikely to draw the attention of many audiences. There is a transition used where the camera pans upwards, and then moves down as the artist removes his t shirt. I do not believe much editing was used in this music video, snow and rain could potentially have been added rather than filming in the actual cold weather, and green screens could have been used.
Narrative
Throughout the song, there is no relevant or strong narrative whatsoever. The filming of the artist removing clothes and jumping off a cliff have nearly no relevance to the audio and lyrics heard. As previously mentioned it could be to do with the girl he could not be with causing him distress, loneliness and ending with him jumping off a cliff, however I struggle to notice any actual relevance or true narrative in the music video. This has resulted in an exceptionally dull music video, that does not enhance or strongly accompany the actual song.
Mise-En-Scene
The clothes worn by the artist have no relevance to the song or narrative. At the end we see a number of items left behind as he jumps off the cliff edge, this could represent his only belongings but does not enhance or explain the narrative.
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