Avril Lavigne - Girlfriend (Initial Ideas)

Avril Lavigne – Girlfriend:

 Avril Lavigne’s video Girlfriend takes on a rap-driven style as its genre characteristic. The song revolves around its main character, Avril, as having a crush on someone who is currently in a relationship, declaring to him that she should be his girlfriend. Throughout the music video, Avril adopts three alter egos’ all of which end up fighting over the same guy.

(Alter Ego 1 at 0:12)

(Alter Ego 2 at 0:20)

(Alter Ego 3 at 0:29)



I particularly liked this camera shot due to the fact that although the audience are able to view three people standing in the frame, the person whose attention is most visible is the dark haired girl, due to the fact that she has been made the focal point in this shot and her behaviour also allows her to be made the centre of attention. Notice how even though the dark haired girl is the main character in this shot, the camera still picks up the other female character and her male partner, providing the audience with a bit of room to see who the other characters in the video are and to get to know them a little better.

This is another interesting, yet simple shot to film as the directors have decided to use an extreme long shot here, allowing the audience to be made aware of everything that is taking place on stage, that is, the singer, her guitarist, her drummer and the set decorations. This allows the audience to feel as though they are part of the video as they are able to view certain scenarios from every angle and direction.

This frame happens to be my favourite as whilst the shot is a medium shot, the frame and lighting techniques capture the scene brilliantly. All eyes are on the main protagonist, Avril and her back up dancers. What appeals to me most, is that the darkened lighting surrounding the remainder of the screen might suggest that there is a bit of a mystery and a slight mischievous side to the character, perhaps also suggesting that she likes to be in the limelight.

This shot clearly sets the setting and explains more of the story to the audience. The shot not only highlights how the dark haired girl is trying to steal away the boyfriend of the ginger girl, but it provides the audience with the opportunity to view the characters expressions. Allowing the audience to gain a really in depth analysis of how some of the characters might be feeling regarding the scene that is currently taking place.



Past Students Video - The Fix: Just Got Paid

Below this video is screen grabs that I have taken from the music video which I believe to be the most fascinating, attention grabbing shots that make this video fun to watch and an exceptional work of art – some of which I hope to incorporate into my own music video when it comes to filming.

Past students work - Latymer School: Takin It Over by Mercado

What makes this image exciting is not only the use of bright vibrant colours that have been captured in this frame, but also the fact that the shot captures the young girls outfits which are also fairly bright, which adds to the intensity of the shot. By using an extreme long the audience are able to view the setting that the girls are in and see what other events are occurring at this time.

This shot instantly grabs the audience’s attention due to the fact that the image has been slightly distorted and faded out in order to incorporate two images from different angles onto one screen, showing the main dancer walking through the crowd in the bar and the crowd of people observing and watching her as she passes them by.

This is another very interesting shot as it has been filmed as a low angle medium shot capturing a small amount of the dancers at the bar drinking what resembles shots, allowing the audience to gain an insight into what is taking place between the dancers.

Notice how the bright, vivacious, pulsating colours in the backdrop draw attention to the silhouette of the girl dancing around, allowing the audience to capture how much fun the girl is having. Additionally, the fact that the backdrop is brightly coloured and covered with zigzag lines across it, could represent the female’s personality as being exciting and pleasurable.

Past Students Video - Initial Ideas: I Kissed A Boy By Boy Interrupted - Max and Mike:

I Kissed A Boy by Boy Interrupted – Max and Mike:

I chose this video to analyse as part of my initial ideas research due to the fact that the video consists of a variety of complex effects which make the music video a success. The student uses a vast amount of effects such as fast paced shots which cut between frames to add a sense of urgency between the music and visuals. Whilst the footage itself is simple and made up of uncomplicated camera shots, it is in fact the editing skills and effects which happen to make this music video unique, entertaining and compelling.

What appeals to me most about this image is the mirror effect which allows the image to be mirrored onto both sides of the screen. Additionally, the fact that the image has been slightly blurred and faded out makes the shot more fascinating.

This shot instantly grabs the audience’s attention due to the fact that the image has been slightly distorted and faded out in order to incorporate two images from different angles onto one screen, showing the singer from two different shots – a close up and a medium shot.

Again this image has been faded out to add in two different images, one being the main image of the singer singing into the camera whilst the second slightly faded image is displayed in the backdrop of the scene whereby the singer is now posing in sunglasses.

These two images immediately caught my attention when watching the video for the reason that the shot clearly tells a lot about what is going on between the two boys. Notice how in the first shot the boy is holding on to his ‘lover’ at the back of his head and looks very comfortable and calm in his company. Yet in the second shot, he is pulling his ‘lovers’ head backwards and leaning over him, looking slightly cocky and eerie – perhaps demonstrating to the audience that he is the dominant male in the relationship.

This is a very interesting frame which has been shot as a low angle close up. The frames look fairly ominous and perhaps even a little threatening as the main singer is pictured lying on top of his ‘lover’ again suggesting that he is the dominant, more powerful person in their relationship. The frame might suggest that whilst it has been filmed as a low angle shot, this might be to highlight to audiences that the singer also has the higher authority, hence why he is on the top.

Analysis of Pitbull Ft Marc Anthony - Rain Ove Me (Using Goodwin's points)

Pitbull Ft Marc Anthony – Rain on Me:

The video that I am going to be deconstructing using Goodwin’s points is Pitbull ft Marc Anthony “Rain Over Me,” as this video also depicts genre characteristics, relationships between lyrics and visuals and depicts a dance routine between both singers. I chose to analyse this particular video as there are some visual ideas that I am hoping to replicate and create myself.

1. Music videos demonstrate genre characteristics

Throughout the music video there are references made depicting the genre of the song, however the most powerful scene in the video that illustrates this is when the video reaches 1:26. Pitbull and Marc Anthony perform what resembles a mini stage performance where they are exemplified dancing on screen in the rain whereby there moves are sharp, fun and fast paced due to the frames cutting between each other exceedingly quick. The dances that both singers perform in their music video portray an element of hip-hop which is the genre characteristics of their video.

 2. There is a relationship between lyrics and visuals



"Out of my mind/so let it rain over me"



In this particular music video there is a distinct relationship between the lyrics and visuals as they are amplified. This is depicted in the chorus when Pitbull and Marc Anthony sing “I’m rising so high, out of my mind, so let it rain over me.” When you watch the dance routine to the lyrics that both Pitbull and Marc are singing you begin to see how they dance according to what they sing. For the lyric “Out of my mind,” Marc raises his hand to his head and begins to point and turn his finger to show that he is out of his mind. Additionally, they do the same for the lyric “so let it rain over me,” as they both raise their arms into the air and the rain suddenly begins to fall down upon them depicting this; lyrics and visuals work exceptionally well together here.

3. There is a relationship between music and visuals

The video begins with the sound of a helicopter flying overhead even though it does not make an appearance in this scene, yet a few seconds later a light, mellow electro tune is heard very softly in the background as Marc Anthony sings the beginning lines of the song. However, moments later the tune begins to increase and get louder as the song progresses and a stronger upbeat, base drum is heard overpowering the main tune as the camera shots speed up according to the individual beat of the song. This goes together with the bright, powerful images, that is, close up’s of Marc Anthony’s face and the dessert landscape that Pitbull is depicted dancing in; music and visuals work nicely here.

4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work.



(At 0:52)



Pitbull and Marc Anthony are promoted as being the main stars of the music video. They are each represented by the use of close ups of their face which clearly allows the audience to feel a though they can connect with them as they feed off their facial expressions and emotions. Particular close up’s portray the singers confidence, attractiveness and charisma as they stare into the camera providing the audience with a warm, gentle smile and they will sometimes use their expression to show a slightly cheeky side of themselves by raising their eyebrows and making signals towards the female dancers; which is sometimes a continuing motif throughout the video.

Notice the bright, natural sunlight reflecting onto Pitbull’s face, drawing attention to his facial expressions giving the audience the impression that he is confident, perhaps a little naughty and cheeky.



(At 1:03)

Additionally, notice the mixture between the high and low key lighting which is projected in this shot as the backdrop is dark with just a glimmer of light shining in from behind the singer and his female accomplice as well as there being some high key lighting beaming onto their faces – which contradicts the previous close up. Here we see a sassier, mischievous persona as we see a more playful side to the singer. 

(At 3:07)

5. There is frequently reference to notion of looking and voyeuristic treatment of the female body.

The video focuses on many close ups of the female dancers – not only of their facial features, but mainly focusing on their physique; therefore using the women as a sexual objects. With the camera capturing the female dancer’s body the directors and producers are the flaunting the girls sexuality to help sell the video as it will capture the audiences attention. Additionally, in the video there is use of screens within screens whereby wire-framing is used to import two different videos displaying two different scenes of events and importing this onto one screen. For me this makes the video a worthwhile watch as it is interesting, dissimilar and captivating.

 (At 2:46)

 (At 1:24)

(At 1:06)



6. There is often intertextual reference (to films, TV programmes, other music videos)

In the music video one of the female dancers is depicted as a silhouette dancing in front of a special effect that makes up Marc Anthony’s face using lights and consists of rain falling down upon it. The dance moves used in this scene are sharp and slightly robotic due to the frames changing and zooming in onto one another and this particular clip is an intertextual reference to a TV programmes opening titles called “Tales of the Unexpected,” whereby female dancers are displayed as silhouettes’ dancing in front of backdrops that consist of fire and water.

 (Tales of the Unexpected)

(Pitbull ft Marc Anthony - Rain Over Me. At 2:22)



Analysis of Pixie Lott - All About Tonight (Using Goodwin's points)

Pixie Lott – All About Tonight:

The video that I am going to be deconstructing using Goodwin’s points is Pixie Lott’s new single “All About Tonight” as it demonstrates genre characteristics, relationships between lyrics and visual and depicts stage performance. I chose to analyse this particular video as there are some visual ideas that I am hoping to replicate and create myself.

1. Music videos demonstrate genre characteristics

When the video reaches 45 seconds Pixie Lott’s dance routine appears on screen where her moves are sharp, elegant and fast paced due to the frames changing and being cut quickly. Each of the many dance routines that Pixie performs throughout her music video shows an element of electropop and dance-pop which are the genre characteristics of her video.

2. There is a relationship between lyrics and visuals





"You can feel the heartbeat/

tomorrow doesn't matter when you're

moving your feet"

Throughout the music video there is a distinct relationship betweenthe lyrics and visuals as they are amplified. For example, in the chorus Pixie sings “Yeah the night is alive, you can feel the heartbeat, let’s just go with the flow, we’ve been working all week, tomorrow doesn’t matter when your moving your feet, it’s all about tonight.” When you watch the dance routine to the lyrics she’s singing you begin to see how she dances according to what she says. For the lyric “you can feel the heartbeat” she places her hand across her heart to depict the phrase. Additionally, she does the same when she sings “tomorrow doesn’t matter when you’re moving your feet” as she starts to lift her feet into the air and point down towards it; lyrics and visuals work nicely together.

3. There is a relationship between music and visuals

The video begins with a light electro upbeat tune for the introduction of the song which sounds as if the beat is going to increase as the song progresses. This goes together with the vibrant, bright, slightly faded images, that is, features of Pixie’s face and the night life setting of America as they fade into each other in the subsequent shots. Both sound and vision work well together here.

4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work.

Pixie is greatly promoted as she is portrayed as being the main person of the video. Clearly, she is represented by the use of close ups of her face and some areas of her physique. The close ups of the singers face allows the audience to connect with her as they feed off her emotions and facial expressions. Particular close ups depict her sweetness and lovability as she beams into the camera showing off a friendly, warm smile which is a continuing motif throughout the video and we immediately remember that is she is a young, sweet girl having fun.

Notice the bright lighting beaming onto Pixie’s face, exaggerating her features – giving the impression that she is a joyful person and we feel her cheerfulness.



(At 1:10)

Notice the mixture between the high and low key lighting which is projected across the singer’s face which slightly contradicts the previous close up. Here we see a more sassy, rock – chick persona as she looks less sweet and more mischievous.

(At 1:19)

5. There is frequently reference to notion of looking and voyeuristic treatment of the female body.

The video often focuses on many close ups of Pixie’s body – not only her facial features, but particularly focusing on her legs. Using her as a traditional role as a sex object. According to reports, in music videos and advertising, women’s bodies are used sexually and focused on by using close up’s to sell the product as it will capture audiences attention hence why in this music video, the camera continually focuses on Pixie’s legs to flaunt them to the audience.



(At 0:13)

(At 0:20)

 (At 1:20)





Myspace Research on JLS:

As part of my myspace research, I decided to look into JLS and explore the music page to find out the band branded and positioned themselves and how their music genre was made obvious through the design of their page layout. I was also interested in investigating what music, videos and comments they posted on their profile.

What content do you find?

While browsing through JLS’s myspace music page I came across a comment posted broadcasting the name and details of their new single “She Makes Me Wana” and giving directions to the link that they can download their new single at, that is, iTunes.

Additionally, the band also have a links box at the top of their profile page providing their fans with links to their other websites such as their official facebook, twitter and flickr pages.

Similar to most music pages, JLS have a photograph of themselves along with their statement JLS signature which is often branded and displayed on their music albums/singles and on their other merchandise.

What evidence of branding and positioning can you find?

Whilst browsing through their myspace page I came across quite a few things that had been posted by the band to show evidence of them trying to brand themselves. For example, the band has an area on their music page depicting the dates and locations that the band are going to be on tour or appearing at events. However, the band has posted a comment explaining to their fans that at the moment there are no upcoming shows or events.

Furthermore, the band have a small section on their music page which allows their fans to listen to their songs, albums and playlists by selecting one of the following links. It also lists the amount of times the song has been listened to and viewed. In addition, JLS have also imported their new single “She Makes Me Wanna” official music video and the CD cover for it.

Is the music genre of the artist made obvious through the design?

Although it can be quite hard to depict the music genre of the artist or band through the design of their myspace music page; I believe that JLS have managed to illustrate this exceedingly well, due to the fact that whilst the genre of their music is ‘Electro/Powerpop’ - if you look at the colours the band have decided to use for the layout of their profile they have decided to use bright neon colours such as pinks, greens, yellows and oranges which begins to create that electro/pop vibe; successfully portraying the music genre of the artist through the colours and contrast of their profile design.