Analysis of a music video

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Indie music

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Songs that inspire!(or do they??)

To be fair on the Music Industry they do have some songs try to make people comfortable with who they are and how they look like. For example Christina Aguileras Music video "beautiful"



and India Aries "I am not my hair". I am going to compare how these songs and music videos try to convey their message.
Christina Agiulera is a Pop & RnB artist who targets the mass market with her music. In this particular Music video she tries to reach a range of audience (mainly people who feel insecure about themselves) this is amplified in the video by cross cutting between an anorexic girl, a girl that is being bullied, a crossdresser, a homosexual couple, a black girl, basically a group of people that are usually not accepted or judged by other members of society. The video starts of with all of the characters being sad and her singing "to them" "you are beautiful, in every single way, words can't bring you down". A very symbolic part is when the black girl tears up a magazine and burns it, it is a bit similar to the idea in our music video. What I like about the video is that there are characters in it that are not conventionally beautiful, so considering that it does challenge the conventions of usual, mainstream music videos. Nonetheless Christina Aguilera (who is conventionally beautiful) still gets most of the screen time, so it looks a little bit like she is using these other characters in the video to sell herself and make a better image for herself.
India Arie is a Soul & RnB artist, her music is not as mainstream as Christina Aguileras. Just as Aguileras Song was supposedly inspirational her Song "I am not my hair" was too. But unlike Aguilera Arie is mainly targeting black women with that song. Most black women in the mainstream Media do not wear their natural hair because it is not "desirable" and often labelled as "nappy hair" or "slave hair". This idea goes all the way back to the time of slavery and how white slave owners instilled the idea that "Negro hair is not feminine or beautiful" and "the straighter(and lighter) the better". Unfortunately this idea still exists in todays society. To deliver that idea Akon states "was it the hair that got me this far?...I hate to see it but it seems so flaw the success didn't come 'till I cut it all off" and Arie sings "Good hair means curls and waves, bad hair makes you look like slave". The song has a great meaning and I believe more people should listen to the lyrics and feel more comfortable in their own skin. The lyrics of the song are different and inspirational but unfortunately the video is again mainly of the artist performing into the camera with some good editing. This is something that appears in most Music Videos, even if they have a deeper meaning they often concentrate on the artist and try to establish the artists image but I suppose they have to earn their money somehow.

Digipack

Many artists like to release digipacks due to aesthetic reasons, they are more expensive than normal cds, they look nicer as the digipacks material consists of paper/cardboard, therefore it does not crack like jewel cases do, this may be one of the reasons why fans particularly like these.  Digipacks include bonus tracks and extra footage/documentaries/interview with the artist.

Below find some examples of different digipacks:

Fandom

With the Media bombarding our everyday lives with all sorts of music, tv shows, films, games, cartoons, it is a consequence for all of us to become a fan of something; since there are endless options for all different tastes. 

Stereotypically speaking, fans who get utterly attached to music idols and go to extremes in order to get their attention, are usually teenage girls and young women. The tendency is for these artists to be set in the Pop/RnB music scenario.

"this emotional attachment - some have compared to a form of love - is a vital component. May even be so intense as to go beyond an individual fan's ability fully put into words and explain it(...)" Matt Hills.

This video shows how obsessed one can become with a famous musician, but more importantly how -unfortunately- often, only girls go to extremes like this.


With new technologies such as Twitter and Youtube, fans have gained the freedom to interact with their idols. It has become easier for them to meet their favorite artists, as the majority of them post on Twitter when and where they will be, hence it goes beyond online interaction, it enhances the relationship between fans and their heroes, as it often gives them the opportunity to actually meet them in real life, many times.


"It is important to make contact in real life and not just online in social media like Twitter." Amanda Palmer, lead singer for The Dresden Dolls.


Youtube is also used by fans who are trying to gain their idols attention, or to simply show  how much they appreciate their work and their style/image.
There are tutorials teaching fans how to copy their artist's make up...




There are fans who are also artists and are trying to show to people -and their idol- their own talent -and again- how much they love the artist's work.




Some videos do grab the artist's attention, and it may ultimately result in this..

Music Video Director Research

Joji Koyama

London-based director, Joji Koyama is also known as "Woof Wan-Bau"; After his graduation in art, Koyama started to direct music videos; he has also shown his talent through short films, comics, animations, drawings and photographs, which ultimately displays the versatile artist that he is. Koyama won the prize for 2004's Best Music Video Public Choice Award, British Animation Awards, as well as 2005's Best Animated Film, Halloween Short Film Festival ICA London.
It can be observed in his work that skills are abundant as he masters different techniques such as stop motion, computer animation and live action. The surrealism and creativity are surely the main aspects of his works, he has once said in an interview: 

"My ethos is to be as playful as possible, to make something that is not just simple and glossy—with something a little bit more imaginative going on."

One of Koyama's work that can be linked to our music video, is the video to the song 'It was acceptable in the 80's' Its main style: vibrant colours and comic/playful visuals, are aspects that are also found in our music video. We researched various music videos, including Koyama's work, and the video below inspired us to produce something similar.

Evan Bernard

Evan Bernard is an american director of both commercials and music videos. He is known as he has directed videos for punk bands such as Green Day and Rancid, as well as other artists like The Beastie Boys, Moby, etc.
He is also famous for directing television ads for companies such as Toyota, Puma and Red Stripe.
Bernard's most recent work, is the music video to the song 'Double Vision' by 3OH!3, which gained positive reviews due to its creativity and originality.




Valerie Faris and Jonathan Dayton

Faris along with her partner, Jonathan Dayton, have directed award-winning music videos, such as "Californication" by the band Red Hot Chilli Peppers, "Freak on a Leash" by Korn, Smashing Pumpkin's "Tonight, Tonight". They have also made music videos and documentaries for artists such as Oasis, Weezer, Janet Jackson, Beastie Boys, R.E.M, etc. The couple has gone even further since they have directed many commercials for IKEA, GAP, Apple Computer, Mastercard, Puma, and many others.
The team has received critical acclaim due to their comedy-drama film, as it won them two Academy Awards.




Liz Friedlander

Friedlander is highly respected in the music industry and is considered one of the most admirable directors. She has directed over 80 music videos, and is known for working with artists such as U2, Celine Dion, Alanis Morissette, R.E.M, Blink 182, Plus 44 and others.
She won the MTV's Viewer's Choice Award for Best Video of 2002 for her work with the artist, Michelle Branch. Friedlander formerly worked as a producer and editor, she has worked with The Red Hot Chili Peppers among others.
It can be seen in the music video "Adam's song" by Blink 182, a important concept that conveys the lyrics to the song. Stop motion technique is also used in this music video, and is surely one of the main aspects of this video that makes it eyecatching, and it was one of the techniques we considered to use at the beginning of our project. 

Research

Research: Feminism in Contemporary Music

The scene of Pop and RnB music has been filled with talented female artists, and it is a truth that the majority of them were acknowledged for their youthful looks and passivity towards males. This can be observed in various media texts, but especially in music videos where they construct their image and usually emphasize, amplify the meaning of their songs.




 Britney Spears, 'Hit me baby one more time'

 

Britney Spears 'Hit me baby one more time' is an example of this. As she grew into a woman, she begun to sing songs which do enpower women in a way, but let's start from the very beginning. The lyrics to her single 'Hit me baby one more time' convey nothing but female passivity and submission towards males. The lyrics reflect on the subject of relationships and break ups; and it is implied that a woman can not be independent, she needs a boyfriend in order to be happy. The video to this song does not only convey the lyrics but it also portrays another message; the viewer is encouraged to believe that education is not important, as the video begins with the artist Britney Spears sitting in a class, not doing any work as she daydreams away about her boyfriend. So the overall message in this is utterly negative, it weakens women as it puts them in a position of submission. It simply connotes that it is essential for a young girl to have a boyfriend, but it is not important for her to focus on her education.

'My loneliness is killing me(...)When I'm not with you I lose my mind'

'Oh baby baby the reason I breath is you'

Taylor Swift, 'White Horse'

Another female artist whose work is similar to Britney Spears, is Taylor Swift. Her songs consists of the same themes; such as love and relationships. Swift doesn't seem to bring something new and different to her audience. The majority of her works are utterly conventional and stereotypical. Her songs convey female passivity, she always seems to put herself in the role of the weak victim in her songs, who is always suffering and is treated badly.




Fortunately, the music scenario seems to be evolving as new female artists are blossoming and showing the talented, strong and powerful women that they are, consequently enpowering other women through their songs.
P!nk has been one of the most successful female artists in the music industry since 2001, though she does sing love songs that are considered stereotypical, the majority of her songs are 'feel good songs', they convey a positive message and more importantly they enpower and strenghten women. Pink does bring original music to her audience, she has shown she does not only own powerful vocals, but also the ability to stand out from the crowd and create art that truly makes the difference. 'U + Ur hand' conveys the opposite of Spears 'Hit me baby one more time', in fact it conveys that women are not men's sex objects, it also implies that women do not need men to be happy.

"Wanna dance by myself, guess you're outta luck
Don't touch, back up, I'm not the one, uh buh-bye!

Listen up it's just not happenin'
You can say what you want to your boyfriends
Just let me have my fun tonight, alright?

I'm not here for your entertainment
You don't really want to mess with me tonight
Just stop and take a second
I was fine before you walked into my life

Cause you know it's over
Before it began (...)"

 

Pink has released an endless amount of songs with strong meanings behind. Her song 'So what?' which reflects on her divorce, is one example of how she approaches the theme of break ups differently than most females in pop music. Unlike the stereotypical break up songs, 'So What' is an up beat track which also comes along with optimistic and enpowering lyrics, the visuals of its music video only emphasize this as it's humorous from beginning until the end.

Find below the link to Pink's music video 'So What'

http://www.youtube.com/watch?v=3XKZh3vWeGc



Feminism Icon Poster

Picture taken from her music video 'Raise your glass',
which highlights the fact that Pink has feminist perspectives in her music.

It can also be argued that Kesha is also a feminist icon. If not all of her songs, the majority of them do bring a sense of equality towards men, as she adressess them in a way that is stereotypical and socially acceptable for male artists to adress females, usually in HipHop and RnB songs. She makes the difference as she is one of the few female artists who constantly portrays men as her sex objects in her songs, as well as depicting herself as a independent and strong woman, who is free sexually to do what she wants, without caring how society may see and judge her simply because she is a female, it is clear in her work that Kesha's aim is for sexual liberation just like other feminists.

The lyrics to the song 'Blah Blah Blah' are a good example, the song is both humorous and quite explicit as she basically conveys that she wants the boy to stop talking as all she wants from him is sex. Is quite comical as it challenges stereotypes, it is seen as normal for pop male singers to make these kind of statements, whereas is not seen as normal or acceptable for a woman to say such things; Kesha is gradually breaking that notion of females being less sexual than men in her songs and strengthening women.

In her song 'Tik Tok' she says the following: 'And Now, the dudes are lining up cause they hear we got swagger' This verse is one of the key ones in this song. It is interesting as she made use of the word 'Swagger' which is associated with confidence, with personality, instead of looks or their sex appeal, which would be the stereotypical words used in pop culture, specially when referring to females. Therefore, Kesha has feminist perspectives in her music.

Record Label Research

Record Label Research

XL Recordings is a British independent record label which was inaugurated by Tim Palmer along with Nick Halkes and Richard Russell in 1989.
 The label has brought to the industry many talented artists, such as The White Stripes, Adele, Dizzee Rascal, but more importantly, Vampire Weekend - our chosen artist -.
 I personally believe that XL Recordings is truly suitable for our chosen artist, because the majority of the artists signed to XL Recordings fit the same genre of music as Vampire Weekend, and they are also successful musicians, hence why XL has become one of the most significant independent record labels in the world.

 

" Russell broadened the musical horizons of the label whilst maintaining a credo of working with artists he saw as original and inventive "
The quote above only emphasizes the idea that XL Recordings is appropriate for Vampire Weekend, as our chosen band is genuinely original and unique.

However, there are plenty of other record labels that are suitable for Vampire Weekend.
One of them is surely Epic Records, an American record label owned by Sony Music Entertainment. At first it was as a jazz imprint, but in 1960 the label broadened to all genres, consequently Epic grew as a label and became better known for giving a chance to new artists and different genres of music.
The label's greatest achievements was the release of the album Thriller by Michael Jackson, in 1982, which sold eighty million copies in international sales, ultimately making it the biggest selling album in history.
Other acknowledged artists within the same genre of music as Vampire Weekend, are signed to Epic Records, these include The Script, Incubus, Modest Mouse, Mudvayne and Shakira.




Founded in 1945, by Irving Green, Berle Adams and Arthur Talmadge. Mercury  Records is a subsidiary of Universal Music Group. Initially they were focused in classical music, jazz, blues, country music and rock and roll. But the label has broadened to other genres, such as RnB, Grime, Indie, Heavy Metal and Pop. 
Mercury Records operates in the UK as well as in Australia, USA and France. Bringing together talented artists from different cultures. I reckon that the diversity brought by Mercury Records is what makes them one of the biggest Record labels.
Artists similar to Vampire Weekend are signed to Mercury Records, such as Stereophonics, The Killers and Noisettes, all rock/indie bands that have gained recognition and reached UK top charts.

Artist Research

 ARTIST RESEARCH:

Research the branding and the marketing of artists who already fit into your chosen genre.

Incubus

Alternative rock band Incubus, was formed in 1991 in Calabasas, California. 
The band successfully managed to sell over 100,000 copies of their second album S.C.I.E.N.C.E without the support of radio or television exposure. 
This is one of their most admirable achievements, hence the reason why I chose them for this research. Incubus is a truly unique band just like Vampire Weekend.
When they released their third album Make Yourself, they earned mainstream recognition as well as critical acclaim.
Incubus evidently is a band able to evolve and mature in their career. As they have experimented with different instruments and diverse genres of music and ultimately achieved success and critics praise as they have displayed how creative and talented they are.


Like many other rock/indie bands, Incubus did not allow the media industry to exploit their image in order for them to gain success. Their achievements were purely earned by their musical gifts and creativity, by their art. 

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"Classic UK rock delivered with whiskey vocals"

Stereophonics is a Welsh rock band, formed in 1992. The band has achieved mainstream recognition in 1997, with their debut album Word Gets Around, which immediately reached the top six in the UK charts, later followed by them winning an Brit Award for Best New Band. 

Stereophonics

Ever since 1997 the group has been a success, and today they are considered one of Wale's biggest talents.
The band's success was earned as they are a creative and talented group. Their intense & affecting lyrics along with Kelly Jone's husky vocals have made an impact on rock music, and these have given them the success and recognition they worked hard to get. Unlike other artists, Stereophonic's image doesn't draw much attention as they don't rely on it to be a successful band. However they still wear stereotypical rock clothes, such as leather jackets and sunglasses, but that is as far as it gets.


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Research an artist who does not fit into your chosen genre.

Justin Timberlake

Justin Randall Timberlake was first famous for being the lead singer of the boy band 'N Sync which was formed in Florida, 1995. But as it usually happens in the music industry, the band broke up and the lead singer, Timberlake went on in a solo career.

He released his debut solo album 'Justified' in 2002, which sold more than 7 million copies worldwide. In 2006 he released his second album 'FutureSex/ Love sounds' which was just as successful as the first one, reaching UK's top music charts, ultimately winning six Grammy awards, and two Emmy awards.

Like other boy bands and pop/ RnB singers, Justin does use his image to earn success. Ever since he was 'N Sync's lead singer, he has been considered to be an attractive and very well dressed man, he even became a sex symbol.

Ever since he released his latest album 'FutureSex/Love sounds' he has been performing his shows and modelling in his photo shoots wearing a suit and a tie, It connotes elegance and manhood, this has become part of his image, of his style. 

Besides his looks, Justin has showed he is a truly talented man. He doesn't only have excellent vocals and great dancing skills, he also blows away his fans by performing the piano, the guitar and by beatboxing.

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Gorillaz

In 2000 the British music project, Gorillaz was created and it has brought to the music industry a new concept, it launched a new trend: Virtual bands. Where the actual musicians hide their identities behind cartoon characters and genuinely only focus and sell their music.
Their concerts were reviewed as "Awesome, Unique." as they are a mixture of art and music.


British cartoonist who designs the Gorillaz visuals displayed an interesting point of view when referring to the group's image 'If you’re going to pretend to be somebody you’re not – which is the whole point of being a rock star – then why not just invent fake characters and have them do it all for you?'
A virtual band allows the musicians to have freedom, something artists lose as soon as they gain recognition in the mainstream. They have the opportunity to express themselves in their music, be successful without involving their previous identity, allowing them to live their lives like ordinary people.
Their debut album released in 2001 sold over seven million copies, which led to an entry in the Guinness Book of World Records as the most successful virtual band.

Audience Research, Questionnaire..

I found this website where - once I have created an account in it - I can create surveys for free, pass on the link to my friends so they can answer the questions, and ultimately get the results needed for this project.
I thought this website was not only useful but easy to use.

http://www.freeonlinesurveys.com

Here are a few printscreens, showing the questions I put together in a survey...

Result:

Through this questionnaire, I found out that the target audience of Grime music are teenage and young men of African origin, whereas Pop music are teenage and young women. However, Indie music seems to be equally attractive to both males and females, but the tendency is for White-Caucasians to listen to this. I also noticed that very rarely young people listen to the radio or watch television in order to consume music, the majority of them use Youtube to watch music videos, and mp3 devices to listen to their music on a daily-basis. This research has also highlighted the fact that young people do judge artists by their image, as very few said they usually give a chance to them, despite their image. My Questionnaire also shows that people that do dress according to their favorite artists, tend to be young teenagers, whereas the majority of the young adults claimed to only do sometimes or not at all. Another interesting fact is that the majority who find music videos a vital component to their lives, are teenagers aged between 15-18, the majority of the young adults have claimed they don't find it crucial to watch it when a particular song is released as they feel satisfied to only listen to the song.

Music Video Analysis

Jessie J - Do it Like a Dude

Feminism can be found in many modern music videos, each artist explores it in a different way. This video caught my attention for many reasons, and it is indeed relevant to our project.
It can be seen that both the song "Do it Like a Dude" and the whole concept of its video were made with the purpose to empower women, to evoke equality between men and women. Different interpretations can be given to this video. Although the purpose behind this may be positive, I personally believe that the message conveyed here is not positive at all. In fact, it is implied that for a woman to be strong, she has to be like a man,  she has to become one. This is portrayed through the use of mise-en-scene, where the females are wearing men's clothes and acting like stereotypical manly men. The lyrics emphasize the visuals:

" I can do it like a brother, I can do it like a dude, We can do it like the mandem (...) Boom Boom, pull me a beer, no pretty drinks, I'm a guy out here. "

 I personally disagree with the whole concept of media texts - especially music videos - encouraging women to be consumerists, to conform to stereotypical beauty standards. However I don't agree with the message conveyed in Jessie J's video either.

Female Perspective: Music Video Research

 TLC: "Unpretty"

I like this video as it corresponds with what our video is about - How the media tries to manipulate and use younger female women to be or act a certain way. This video explores that concept and explains that it's okay to be the way you are. The video portrays some of the problems girls have to face such as bulimia.

Female Perspective: Music Video Research

 Destiny's Child: "Nasty Girl"

This music video demonstrates how a girl should not look in society. It is interesting as they sing about how "nasty" the girl is for not having much dignity. Yet again, the song and the music video correspond very well.

 Wyclef Jean: "Perfect Gentleman"

This video suggests that it's okay for females to be promiscuous in today's society. That there is no problem with being slutty and that it could be a profession. I think this music video gives out the wrong idea since it's not a good message to send out.

 Stacie Orrico: "More To Life"

This video shows the life choices females take nowadays and explains that there is more to life than becoming a mother or working in a diner. I like this video since it explores different themes. The song fits well with the video, too.

Feminism in Music videos

Some artists have tried to intergrate the message of feminism in their songs and videos. Well, some were successful some were not.But that is probably a matter of opinion. Firstly a Music Video from Christina Aguilera (Can't hold us down)



I believe that the song is interesting but the video was not strong enough to convey a memorable,important message.
Another artist who also encourages feminism is P!nk. Many of her videos are fun to watch but are still conveying the strong message they were meant to convey.

The video shows a few misconceptions and stereotypes that people have about feminists.



How women are being exploited in the media

An article on feminist female rap artists

http://www.questia.com/googleScholar.qst;jsessionid=9BC672E98722DF8772134F41D116C217.inst3_2a?docId=5000245433

Lady Gaga interview



There has been a discussion on whether Lady Gaga is a feminist icon...She makes an intresting point in the begining of the video but as the interview carries on she shows us that she does not even know what feminism is about.

G.I. Jane



The whole movie and espescially this scene is showing a woman doing what she wants not what others tell her to do and it shows how she succeeds in breaking some stereotypes of women in general. Espescially the dialogue is very intresting e.g. when the chief master tells the other soldiers how her presence makes them all "vulnerable". This also represents the view many men hold of women, that they make men weak and that it is best for them to stay home or at least not disturb men in "their territory".

Music Video Analysis, Stone Sour - Through the Glass

I decided to analyze this music video, since I thought it is relevant to our final idea. The video to the song, Through the glass was written and directed by Tony Petrossian. It conveys the idea that celebrities are plastic, shallow. The music industry is now only focused on an artist’s appearance, instead of their actual talent, the content of their songs.

This is achieved as the video is set in a stereotypical Hollywood party, and as the video develops, the celebrities socializing in the party become cardboard cutouts and they are then taken away. I reckon this was a brilliant idea, since it successfully illustrates the point Corey Taylor – the lead singer – wanted to make. As they become cardboard cutouts, it is suggested, that these celebrities are only an image, they are not real people made of bone and flesh, they have nothing to offer but their looks. This is emphasized when the band members take their place to play their instruments in front of another cardboard cutout that says “Hollowood”, this makes the point more obvious to the viewer, it clarifies that Hollywood is full of shallow, plastic people.

The video illustrates great part of the lyrics,

“And it's the stars
The stars that shine for you
And it's the stars
The stars that lie to you, yeah”

Mood Board

Mood Board

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Music Video Analysis

The whole idea of this music video is very interesting, as well as visually appealing to the audience. Their target audience are teenagers and young adults, and by choosing to make a video which involves technology and internet, ultimately allows the viewer, their target audience, to relate to the music video. It captures their attention, their interest, since internet and technologies are now a huge part of their world. The concept of this music video is utterly creative and unique, it truly achieves a director’s aim, which is to make people enjoy their creation and watch it again. The video in general is really colorful, I believe this is done for effect, to make the video stand out and engage the viewer.

However, though original, this music video is - at the same time - extremely conventional, since modern music videos usually display a sense of voyeurism towards females, and this is one of them. The representation of women can be seen as quite negative in this, since they are baring a lot of skin throughout the entire video, and there are the actual song lyrics – at one point – written on their semi naked bodies. Therefore women are portrayed to be their sexual objects, only there to give them pleasure.

The video conveys the lyrics effectively, not in a literal way, but not in a complex manner either. The artist’s body language and facial expressions cleverly fit with the beat of the track.

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Directed by Joseph Kahn, “Always” is reminiscent of the music video “The Good Life”, by American rock band, Weezer, however – in my opinion – it is still an unique music video. In the video we are able to see the band, Blink 182, performing, this reminds the audience of their particular talents, which helps promote them and this is highly desirable and conventional.

“Always” is concept driven. It conveys the lyrics as the video clearly reflects on the theme of love and relationships. This is the kind of video that evokes curiosity in the viewer, since - though the theme may be crystal clear - the story, the meaning behind the video, isn’t so obvious. There a lot of different interpretations that can be given to this music video, and the viewer will definitely ponder at the end, what was the meaning of this video, what was the story. This is a clever technique, since it consequently makes the viewer watch the video over and over again.

 The video is displayed as three horizontal panels, and the panels splits the characters in three, this adds a sense of bewilderment to the video, which eventually intrigues the viewer, and it’s another successful technique since it emphasizes how relationships can be perplexing.

Music Video Review

http://www.youtube.com/watch?v=LSYiSqx--7o&ob=av2n

In this essay, I will be analysing a music video called "Drive" performed by the american rock band, Incubus. Characteristics of the genre of rock can be seen in this music video, for example, close ups are used on each and every member of the band; as they are playing their instruments. It's very conventional to display bands performing in their music videos, I believe this is done in order to remind the audience of their individual talents, of their creativity. Also to emphasize the fact that they are a band, they are able to play instruments.

The music video begins with cartoonized hands drawing the rest of its own body, this conveys not only the lyrics of the single "Drive" but it also illustrates the name of the album the song came from, which is "Make yourself"; this links to the famous quote "Life is not about finding yourself, is about creating yourself." Though the music video may illustrate the name of the album quite literally, it does not convey the lyrics in the same way. The song, the lyrics reflects on the theme of life and decision making, and this is conveyed through the metaphor of driving. I believe this works since it is more appealing to the viewer, watch a music video that is not literal, that can make them reflect afterwards, make them ponder what message this particular media text tried to convey.

The editing is quite basic, it is slowpaced which matches the rhythm of the song. However, as the song develops, it becomes more of an upbeat track ( chorus ) the editing follows and also becomes fast paced, it synchs up with the track. Again this is very conventional when it comes to music videos in general, they look sharp and attractive when the pace of the song matches the pace of the editing of the video.

Another convention of rock music videos which is displayed in this music video is the fact that the camera's focus is on the lead singer, he is the main star, so the close ups are all on him. A sense of voyeurism is found in this media text, as the majority of the lead singer's shots are of him shirt less, this is also a convention of modern music videos.