Cinematography:Within this music video the camera is stationary; it continues to be in the same place at all times. This has a really good effect on the video because it looks like the artists, Mcfly, are singing directly to the audience. As the camera stays stationary, the people in the music video position themselves to create long shots, medium shots and medium close-ups. These shots are conventions of music videos therefore this is what the audience are used to seeing.The first four shots show each member of Mcfly which introduces everyone to the video and who’s it is. There are a variety of shots used at the beginning from long shots to mid-shots which make the video more interesting.

Editing:This music video is fast paced and fits the beat of the music. This is a convention of music videos to have rhythmic editing because it makes video more fun and looks great too.This video has been montaged edited. I know this because there are several different things going on within the video. There is just under 15 different things going on in this video from solo shots to Michael Jackson which makes the video more exciting and make the audience want to know what is going to happen next.

Sound:This song is about love, but the video is not a typical ‘love’ video. Instead of making a typical video about love, which normally can be sometimes sexual, but in this case the video represents the personality of the band. It is a light, fun song with a folky edge to it. The sound is represented to look like it is coming from their instruments; harmonica, guitars and piano. This shows that this band play their own music and therefore makes the video look more organic; because they are playing their own music. Also in the music video there is a violin player and a jukebox which as connects to the musical aspects of the video.

Mise-en-scene:Casting: As a convention of a music video, we see the band in the video which lets the audience know who they are and the parts in the song e.g. singing, playing the drums. Also in this video there is a sign man who is translating the song into sign language. By using this it appeals to a wider audience. Also their is a woman covered in tattoos with a purple Mohawk, a Michael Jackson impersonator, a violin player, a group off old women, a younger version of the group and a dog.

Location: The location is in a studio which, continuously, throughout the video has the same blue background. The choice of the colour blue connotes calmness which contrasts with the different goings on within the video. Also the blue allows whatever is happening in front of the background to stand out more.To make the set look different, their was wide shots of the group with various items falling from above their heads such as coloured powder, bouncy balls and small pieces of coloured paper. This makes the video more fun and exciting.

Costume: The Mcfly members only have one outfit throughout the video which shows that the video doesn’t have a main focus on what they were. The other people within the video wore clothing that suited them and reflected their talent which they show on the video.

Cinematography: The video starts off with an establishing shot of a fraternity house which is assumed to belong to the singers as it has their group name on the front. This shows the audience the location of the video and gives them an insight on what could appear next.Within the whole video the camera is, for the majority of the time, hand held which is evident because as the girls are jumping and dancing around the camera does to. This make the music video more appealing because it makes you want to dance along with them and makes the whole video a positive one.Whilst the girls are dancing, low angle shots are used. This connotes that these girls have the power over the boys, which are seen at the beginning of the video, which gives the message of girl power.There is a lot of wide shots which is used to show all the girls together which reinforces the message of Girl Power.

Editing:At the beginning of the video the pace is quite slow and steady. For example as the guy is making cereal, it is shot in slow motion which connotes that he is dragging out time and shows the audience that he is making a mess. Although when the chorus comes the video picks up speed and is faster. This rhythmic editing helps make the video more fun and makes the audience want to dance along with the girls.The number of edits within the chorus is 37 different shots. This shows how fast the beat is in the song and is quite fast paced.

Sound:The video has a narrative that relates to the lyrics of the song; its about going out and having fun with your ‘girlfriends’ (best friends). At the beginning of the video there is no soundtrack, just non-diegetic sound of things like the birds tweeting, cakes sizzling, the game controllers, rustling of the plastic bags and more. This makes the video more realistic for the audience.The songs starts to play as a song on the radio then a different noise is played like something is going to go wrong then the soundtrack starts to play.To end the song we hear the engine of the car as it is driving away which shows that the girls have all gone out and the video has finished.

Mise-en-scene:

Casting: At the beginning of the video there are the girls from G.R.L and then there are some boys. This continues the first impressions of this being a fraternity house. The girls are seen cleaning up were as the boys are sleeping/playing video games which is stereotypical of both genders. Then at the end of the video there is a guest appearance of the famous Spice Girl Mel B. This is a good effect on the video because, going back to the message of girl power, as she was in one of the biggest girl group of all time it is like they are like the Spice Girls.

Location: Fraternity Houses are usually an American thing so the audience instantly assume this video is set in America. The main colour in this shot is pink/purple which connotes that this is a girls house. The tree’s and the garden in front of the house look like they have had a party which also gives an insight to the state of the house.

Mise-en-scene:

Costume:The girl group change their costumes three times in the video. The first costume set are quite casual but have a girly edge to them. Each outfit reflects on the artists personal style but they have something that another artist has on. For example one girl has denim shorts on and another has red shorts on. The second costume set is when they are all in white clothes in front of an American flag which contrasts well and also represent that they are all American. Also white connotes innocence so it represents that these girls are not doing anything wrong.

The third costume set is their ‘going out’ clothes where they are all dressed up and are ready to go out after cleaning up their house. Also the blonde singer has a union jack corset which is similar to a dress which is worn by a Spice Girl, Geri Halliwel, which connotes that they are alike the Spice Girls. Also it connects with Mel B because she appears in the video and she was also in the Spice Girls.

Cinematography:Within this video, the main camera shots used medium close ups, mid shots and wide shots. By using these shots it makes the audience feel more closer to the artist and is more ‘In your face’ which makes the video more fun and appealable. The first shot is a medium close up which lasts for 15 seconds which is quite long but manages to make it appealable because they want to know what happens next.Also during the dance scenes, the camera is placed at the sides of the frame which allows the audience to see where the dancers ends up after they have finish their moves.

Editing:The editing in this video is fast paced to match the beat of the song; rhythmic editing. This makes the video more fun and makes the audience want to dance.There is also alot of special effects within this video from mirroring the artist, making more of Beyonce to look like there are the same person next to each other and using a grid to present them.Also through editing the shots together it is made to look like Beyonce’s eye make-up and body suites keep changing colour which creates a fun vibe for the video.

Sound:The sound in this video is just the soundtrack, there is no extra sounds added, unlike the Vacation video I spoke about before.The lyrics are about making your man ‘happy’ but I don’t think that the video story matches the lyrics because it is a performance video which means it she is just basically dancing.During the song we can hear fingers clicking which is a way of making the audience want to participate in the video by clicking their own fingers.Also the music looks like it is getting played during the video by the band that is playing which makes the video look more organic and real. By organic I mean that is fresh and realistic.

Mise-en-scene:Casting: The artist, Beyonce, is the main person in the video which is obvious because she sing the song. Also in the video we see the band and the dancers. There are a minimal number of people in the dance group and band which make the video more intimate feel to the video. Location: There are 3 different sets for this video; a studio, a dance room and classroom. For the last setting there is an establishing shot of where Beyonce is at the point.

Mise-en-scene:Costume: There are several costume changes within this video which keeps the video exciting and wanting to see what Beyonce will wear next. She also has different hair cuts and style which also keeps the video exciting. The main colours used in her costumes are black and white which connotes basic but also monochrome contrasts well with the bright colours in the video.