Fourth Music Video Analysis

Mcfly - Umbrella http://www.youtube.com/watch?v=_boH9xWnusI

This video was chosen because it is a live, performance based, illustration video and is the style of video that i have chosen to do.

Analysis

The music video is very fast paced which is shown through the quick cuts and the short capture length of the each clip. Also the pace of the video relates with the music being played, the faster the music plays the faster the shots and the shorter the length of these shots, while vice versa for when the music slows down.

All these shots are done in various interesting ways, from shaky camera (used throughout and also gets more unsteady the more upbeat the music becomes).

The various shots used consists from high angled shots of the crowd, to low angled shots of the band members which could be done as a way to show that the band are the important thing within this video. This can also be seen as a point of view shot of the audience looking up to the band, which can lead to the idea that the directors may want the audience to feel as if they are actually in that audience with them.

This links with the idea of repeatability as the audience would watch it again to either reminiscence, using the video to re-experience the day, if they were there. Or allow others who weren't there to feel as if they were there. This could be seen as a marketing technique as by allowing audience who weren't at the gig to feel that they want to go then they would pay to go to the next event. This is furthermore emphasised by the use of the variety of different shots which enable the audience to see everything that was happening and therefore feel more a part of it.

There are also a lot of close ups throughout the video which have multiple affects. One of these is through the close ups of the instruments that are used, which introduces and emphasise to the audience what genre music they are listening to, in this case rock. Also the close up of the band members is a way to present and advertise the band to both the old and new fans as it lets them see who they are.

Furthermore this links with the idea of repeatability as the audience would watch this video again because of the band members themselves. The audience may think of the band as 'fit' and would watch the video again because of them due to the appeal.

This also links with another idea of repeatability as by the camera and the various shots used to show the band members and audience allows the viewers of the video to witness how they are enjoying themselves. The close ups of both the band members and audience faces emphasises how much they are enjoying themselves, which then leads to the viewers 'feeling' the atmosphere, again can be a way of marketing as it leaves people wanting to go a gain the full experience of the gig. The fact that the video is authentic and real can lead to the emphasis on the viewers 'will' to want to go and see the band live themselves.

Another way that the video is shown to be fun for the viewers is the use of various 'sweeping shots' of the audience which shows how active they are, along with showing various facial expressions at a time. This can also link with the pans and track shots of both the band members and audience as again this shows the viewer how energetic and active they are, for example when Dougie is running around with the camera, emphasising the idea of how much fun they are having.

In addition the video uses unusual shots from what are normally seen through a music video, an example of this is the extreme close up of the vocalists face from the camera on the mic. A shot from the mic itself is unusual for a music video and therefore the use of these unusual shots makes the video more interesting and therefore leads again to the idea of repeatability as the audience would want to watch it again.

Furthermore throughout the video there are shots of both male and females in the audience, this is a way to present the band as being liked by both genders. This could encourage more people from both genders to like the band as their view of the band may change, such as thinking that only girls like them which would deter both males and certain females from liking the band.

Another, not usually seen ,attribute about the video that can lead to people wanting to watch the it again is that the song is already famous at this current time and already at number one, which would lead to people already knowing the song and therefore are drawn to the video to see a different version of a good song. Also the way that this music video switches the genre of the music allows them to target not only people who know Rihanna's version of the song but also the audience who like rock genre music.

Ideas Gained From Video

• Use fast paced shots to relate with the music
• Use unusual shots to make it more interesting
• Use as many different types of shots to allow the video to flow better
• Handheld/Shaky camera for realism and authenticity
• Allow it to appeal to both genders