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  • 1. TEXTUAL ANALYSES Music videoGeorgia Wilson

2. MIND MAP-The main purpose of a music video is to promote the release of a new album.A music video will often represent a group or individual. For artists musicvideos establish the artist into the genre, it shows the audience what theyreabout and what music messages they incorporate into their music. It increasesthe fan base of that artist.-To gain popularity some producerspair big artists with upcoming artists,which helps them gain their own fanbase. This was done with Emeli Sandein Professor Greens Read All AboutIt, since the music video release shehas re-released her own version of thissong and her increase of popularityled her to perform at the closingceremony of the Olympics. 3. MIND MAPMusic videos can be promoting sales of notonlyalbumsbutfilms too.http://www.youtube.com/watch?v=zk4qJ3bzt5U Will Smith made this video topromote his film Men in Black, this videowas made for his large fan base that will thenwant to see the film.http://www.youtube.com/watch?v=P4-732dLRCw This video is promoting a bandname Skindred, they have taken intoconsideration that the creativity of the video isa talking point. Also using attractive dancersfor visual pleasure that draws in maleattention, this is more commonly know as theMale Gaze Theory. 4. Phaeleh Lament http://www.youtube.com/watch?v=FuzHBSa_FDsCodes and ConventionsThe genre of this music video is Ambient/downtempo. The video is slow paced andfilmed in exotic places such as the dessert, thisis because they are wide open spaces and theyconnote with peace and freedom.The women featured in the video are young and attractive, they draw in themale attention noted from The Male Gaze Theory Laura Mulvey, the menwant to be with the actors and the women want to be them. Maybe not justthrough looks, but in freedom, these actors appear to be living a care freelife.The use of exotic animals in this video may draw in viewers as it makes thevideo more exciting.The colours used in the video are very earth based and they connote peacewith mankind and nature. Although I believe black is used to show thatthere will always be a mysterious or down side. 5. NarrativeAs the music video progresses in a chronological order it is alinear narrative, although as there is no real comprehensive storyit could also be viewed as non-linear.There are fiction and non-fiction elements to the video thatmake it somewhat relatable for instance the real meaning ofwanting a peace between nature and mankind and also everyonelongs for freedom. Yet, the fictional interaction between theseexotic animals and attractive women in slow motion almostmakes the video humorous as it isnt believable. 6. AudienceAs I have spoken about before, the video has a sense of the MaleGaze Theory. Men will watch the video and want to be with thewomen actors where as the woman will want to be them.In other Phaeleh music videos I believe it is aimed at a youngeraudience, yet the actors in this music video seem to be around 25-30. I still think that Phaelehs audience in general are freethinkers and carefree, those in the younger generation. But thecontent of this video suggests freedom and I believe it is sendingthat message to those who are older.The content of the video also suggests that the audience attractedwill be those who want to help the earth and are very natureorientated. They will also want to bring peace to mankind. 7. Editing techniquesThe music video demonstrates a slow motioneffect that is used continuously through thevideo. It adds to the atmosphere and thesurreal ambience.There are many camera angles usedthroughout, such as the wide angles shot thatestablish the landscape, the close up of theactresses faces which put across the emotionwithin the scene and the many mid shots ofanimals, shot in HD. These elements makethe audience not only appreciate theprofessionalism of the video but the emotionthey are trying to display.There is also fading between shots, thiscompliments the slow tempo of the musicvideo and is more dramatic, making the videomore interesting. 8. Boards Of Canada Everything You Do Is A Balloonhttp://www.youtube.com/watch?v=dQEmaj9C6koCodes and conventionsThe genre of this music is Ambient/ Electronica.Its this genre that suggests the video will be slowpace as ambient music is about the calming andintriguing effects of visual aids.The music video was originally a safety awarenessvideo for bike riders, although there were elementsadded and removed for the video itself such as thenarration as it is a music video and they added inanimations to show the drop in the number ofpeople, which is eerier than the original as itsbasically showing a count down to death.The last animation and the end of the video is a 1, representing the last child standing.The children wear monkey masks and tails to represent the misunderstanding of communication,in the way that if it were monkeys being told they would not fully understand just like thesechildren didnt.There is an antique grain added to the film that has been added to make the video look older,this effect goes strongly with ambient music because it adds to the hazy ambience that the musicmakes you feel. 9. NarrativeThis video shows a situation to the audience. It is non-fictionalobviously due to the content of the video. Although the video is veryconceptual as it is about events that could happen. Visually the videois linear because the events happen in chronological order, there iseven a animated count down that allows the viewer to follow everystep of the video. Yet, as the video is non-fictional and has beenadapted to the music it had a non-linear element as it is a videoabout a concept: awareness.The original video tells the whole story of each child and what theydid wrong to end up dead. The music video has made each clipmore mysterious and quite sinister as you never find out what thatchild did wrong to die. And then the one child who lives eats theother childrens lunches, by not seeing the original video makes themusic video very dark. 10. AudienceThe original video was made in 1963 and was aimed at children and parents, it wassending a message of safety awareness. The video was then constructed to fit Boards ofCanadas music in the 90s, it brought in an audience as the video was considered vintage.Due to the content of the video it was seen as quite visually stimulating as the band wereassumed to use psychedelic drugs, the way the video had been edited is considered to beweird, dark and exciting. The word trippy has been used widely by people who havecommented on Youtube , this refers to the psychedelic trips induced by drugs, a term usedsince the 60s, when the original video came out.The expected audience to this music video are the creative and soulful people, maybe theyoung generation with minds of their own, this is evident as the music video has beenadapted in such a way that it is matter of opinion of what the music video could mean.The monkeys are the wild creative desires born into us all. Over time, they die out. Fromthe cars, societys machines of system. From exhaustion; our natural state cannot keep upwith the artificial speed of the life. The pothole, a man-made danger, built-in to society. Itsa warning that the hustle and bustle of modern life is not at ease with our spirit andnature. comment on Youtube 11. Editing techniques As the music video is built by extracts from a safety awareness video made in 1963, there arent many editing techniques that are the work of those associated with Boards of Canada. The narrative of the original video has been moved, removed, switched and edited. So that the music video is more mysterious and would not make sense if it was not for the music itself. Also, the voice over to the original video has been removed. The fact that these editing techniques did not come from those who work with Boards of Canada shows that they already had a meaning that they thought would fit well with the visuals of the original video. However, they did add an animated countdown in between clips, they do look like very old drawing, using soft colours, that fit with the video well. I believe they added this countdown to make the video more intense and creepy. 12. SummaryLooking at both videos I have learnt that I need to becareful with planning what I want to example within myown video.From these videos my partner and I have decided that wewant to make a video that will not only be enjoyed by ourtarget audience but by everyone, thus widening the targetpool.I really like the old-time grain effect used on the Boards ofCanada video and hope to be able to include it within myvideo. 13. TEXTUAL ANALYSISDigipakGeorgia Wilson 14. Boards of Canada Music Has The Right To ChildrenThe genre of this album is electronic ambient.The digipak sticks to the normal conventions such asthe album art on the front, a track list on the back andthe track list printed on the hard disk as well.In a shop the first thing people will look for is the titleso they are able to find out what the album is calledand who it is by. The title is a simple text as it reflectsthe calmness of the artists personality. The track list onthe back is so that people are aware of the song titles, itis also printed on the front of the hard disk as manypeople lose the cases and if that was the case then it ishandy for them to have the track list on the front asthey wouldnt know which song was playing.The album art isnt bold and in yourface like many mainstream albums itis subtle and it stands out because itis different from all the other albums. 15. Lettering - The font is rounded and smallwhich, like the imagery, alsodoesnt stand out. That isntnecessarily a bad thing, itsgood because its different andit shows that this band are moreinterested in their music thantheir image and as a musiclover I respect that. And that iswhy Boards of Canada haveearned so much respect fr