Genre ConventionDance music - genre conventions include the (especially this one in particular) there is a present of excitement and happiness with the underlining elements of happiness and thankfulness, as she is looking up at the sky with a stern yet thankful face, showing her love of life, and that the music video is attempting to show the video holder of the joy that she feels.
Another key genre convention is the heel taps, this, along with the hand tapping s well, we can see that this sets up the rhythm to the music video and starts it off, it is now showing the artist and the music video what the genre of it is and what it is going to achieve. This is especially confirmed when we see other (less notable) people who are also engaging in the dance style and music characteristics which shows jolliness. These are some of the key examples in the convention. The jolliness along with it's beat is what makes it different from that of a rap video which may have darker more dramatic scenery and fast lyrics. |
Music
The music itself has an upbeat tone and a catchy tune which make it the same sort of music that would commonly be associated with the genre itself, this also comes into affect along with its short sudden pauses and its stretched out notes and then short, sudden notes before we enter the chorus that is short sudden notes repeated but is quite the opposite in the video, where it is always, and continuously changing which is the same in the title of the music video which is 'Changing'. The music video of short sharp and changing, therefore is what you would commonly find in an dance music video that tackles with a specific subject.
The music is hanging vowels as well which leads there to believe that there is an element of suspense as the audience is unaware what the next scene might bring. The music and the song have a almost direct correlation, for example, when there is the short changes in the violin instrument, the scenes change very quickly from one to another. This, with the chorus, which makes up the video. |
LyricsThe lyrics in the video tell's the audience about how old things are changing to new things. This, as it is set in the Americans by the flag's that are clearly displayed, is a representation of America itself. This is because of there past self with racial inequalities and problematic history, this show that they are entering (both America and the world) are heading into a new era of peace and harmony between different people's origin, creed and colour to form. The music lyrics says that 'everything is changing...' this shows the differences that the world is coming too.
However, it could also be about a personal relationship status as well. We can infer this from the lyric title 'This ain't real, this ain't cool, This ain't what I signed up to, This ain't right, it's no good No good oh' this show that the artist herself is not doing what she singed up to, potentially a relationship, and therefore, it leans that she must move on with her life, get away from the town and that everything her estranged lover has been is not good for her. The lyrics show this when she shakes her fingers and looks optimistic in the music. |
Artist BrandingThe artist is being branded because of the pink, commonly associated with happiness shows to the audience that she is happy with the change that is coming forth with the changes that we can see in the title and with the exhilaration that we can see in the lyrics. She has several close-ups, wide shots and extreme close ups, which show her in the light of the main person, singer of this video and that it is centered around her.
Another key point that show it is mainly focused around her, with some artist's located in other frames for a short duration, shows that she is the main reasons and uses the ideals of counter culture to her themes that, along with the blue which represents the sadness of all the racism that is happening in American society even today. The pink and prominent dress show that she is living in a happy society but still has a shroud of sorrow (racism). |
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