Music Video Analysis

Since the current change of our music video choice, my colleagues and I are obligated to analyse the video 'Attracting flies by AlunaGeorge'. In this blog post, I would be discussing the technical areas which consists upon: Camera, Editing and Mise en scene. Also, I would also make interpretations of the certain representation the artist is looking for by these conventions.  Here is the original video for our video.

Camera: 

In the beginning of the video where we see the footage of the main artist and cameo (children), we slow  panning and tracking of the people in the video, especially on the main artist (AlunaGeorge). We see the camera slowly pan on her hair, this is to introduce the artist with suspense and create the idea that AlunaGeorge is associated with long hair. This can also be considered as branding because it will make the audience instantly recognise her by the length of her hair. The panning for when AlunaGeorge is walking down the street. The panning could be suggested to be the 'male gaze'. This is because it reveals the seductive body of the artist and the panning shows that it is intended for the male audience in order to seize their attention. This follows Laura Mulvey's theory of the artists choosing a particular way to represent themselves in order promote their image across the media and to attract a particular audience. In the case of AlunaGeorge, we can assume she is trying to appeal to a young female audience and to men as well. In addition, the wide shot that is used when we see the castle illustrates that the artist is searching for a fairy-tale theme/image for this video. This wide shot footage of the castle will also provide evidence with the idea that AlunaGeorge is trying to attract a younger audience and attract those that are interested in creative and imaginative concepts to music videos.

 

Editing:

 

 When the artist, AlunaGeorge, was walking down the dark streets with bright red hoody top and the men and the dog were gazing at her, we see a slow motion used. This could suggest that the artist is in danger by the daunting stares of the stern characters used in the shots or to represent the artist as a desirable creature that the men/creatures are craving for. The cross cutting between AlunaGeorge and the young male with the sword shows that she is vulnerable at that she waits for him to rescue to her. This is to represent the theme of the song as a fairy-tale that the woman is in need of a hero and that he is the one to save her. With these aspects used for the 'Attracting flies' video, it opens the door for the young audience that are interested in fairy tale narrative.

 

Mise en scene:

 

The props, costumes and the setting of the video all demonstrates the theme of a fairy tale and wild imagination of AlunaGeorge. The sword and mo ped used by the young male illustrates that contemporary idea of a fairy tale hero, the two props are used to contrast from each other and create a bizarre but imaginative idea to a music video. The costumes are also contemporary and unique such as the hoodies, tracksuits and extended hair for AlunaGeorge. This is to build the brand image of AlunaGeorge being an imaginative and creative artist.