Ella EyreIf I go

So as to create a music video that is believably within the pop genre – I shall analyse 3 real products:

• Britney spears, “Baby One more time”• Ella Eyre, “If I Go”• Avril Lavigne “What the Hell”

I will be using Goodwin's music video analysis theory to analyse these products.

Goodwin Theorised:1. Music videos show genre2. There is a relationship between lyrics and visuals3. There is a relationship between music and visuals4. The demands of the record label will include the need for lots of close ups of the artist (so as to sell the artist, and create recognition) and the artist may develop motifs which recur across their work - The artist may develop a certain visual style as a trademark.5. There is frequently reference to notion of looking (screens within screens or telescopes) and particularly voyeuristic treatment of the female body6. There is often intertextuality - references to films, TV programs and other music videos

Ella Eyre and actors in the video wear clothing typical of today’s fashion, e.g. co- ord shirt and slim cut trousers, trainers, as well as the male actors wearing baggy sports trousers, trainers and caps – this again represents the current fashion.

The majority of the video is in high key lighting.

Goodwin Theorised that Music videos show genre characteristics:

Goodwin Theorised that there is a relationship between lyrics and visuals, these are either:

Illustrative: The lyrics are directly copied by the actionAmplifying: The action is an exaggerated visualisation of the lyrics

Contradicting: The action contradicts or completely contrasts the lyrics

Ella Eyre’s music video generally incorporates contradicting visuals as the song is about leaving a loved one , “If I got will you love me til I come back” however the entire video is shot in one room, around each wall so instead there is no sense of escape as the artist is kept within a room walking on each wall – giving the sense of a cycle also.

There is a relationship between music and visuals, for example, the beat and dynamics of the song:

The visuals in Ella Eyre’s video are in general illustrative as during the quiet beginning of the song, as the audio loudens the room becomes brighter, also each cut is on beat and the editing matches the beat changes in the music – this makes watching more pleasant as the audience can keep up with both the audio and the visuals at the same time.

The demands of the record label will include the need for lots of close ups of the artist (so as to sell the artist, and create recognition) and the artist may

develop motifs which recur across their work - The artist may develop a certain visual style as a trademark.

The only close ups within the music video are of the artist, establishing that she is the face of the video and this labels the product as that of Ella Eyre’s as the dancers are shot at a longer range

There is frequently reference to notion of looking (screens within screens or telescopes) and particularly voyeuristic treatment of the female body

Ella Eyre, while not costumed to fit the male gaze, is shot in positions such as lying on her back, this position represents sexuality and also places the artist within the male gaze, whilst the males are positioned more dominantly. Also the framing of the shot, within the square room makes the video look as if it is on a television screen as if the artist is stuck within the room.

There is often intertextuality - references to films, TV programs and other music videos

While I can not find any references to other products, this product is based around a love triangle that the artist feels trapped in, hence seeing the artist and actors performing on all four sides of the room, and the whole video being shot in the one location, the cycle begins to become more chaotic to where the room is seen spinning.