The video I have chosen to analyse is 'Boys and Girls' by Pixie Lott. I think this song is linked to our chosen song because both songs are from an indie pop genre from young female artists who have only recently broken out into the music scene and therefore their video budgets would be relatively low as the record company's cannot grantee a high return on their investment at this stage of the artists career.
Institution and Audience:
The main consumption of this video would be through music channels or the Internet through websites such as YouTube. However I think that the audience viewing would be ambient because the majority of people who visit sites like YouTube and music channel often do it so that there is background noise where ever they are, audiences aren't necessarily listening to the songs to watch the artists latest video.
Genre and Narrative:
The only narrative part of this video is the fact that the video features both boys and girls which is what would be suggested from the tittle of the track, as well as that one lyric says 'ohh we're going to lose control' which is sung shortly before the video shows a group of boys and girls dancing what seems to unchoregraphed dance moves. Through the video the artist is singing along with the songs lyrics either directly to the camera where she is the only one of screen as well as when she's surrounded by the dancers and extras. I think that this video is inherently commerical because there is nothing challenging about it, this video is mearly used to sell the artist as an attractive young woman and therefore if you didn't like the song then you would still listen and watch the video because you still find an aspect you enjoy.
Media Language:
During the first 15second of the video the artists face is shown more than once where extras are wearing 'pixie' masks and then turn their heads to the left one after each other to reveal the artist sitting at the end of the line.
Representation:
The artist is being represented in a positive way, the video shows her as being a fun and free spirited girl but as well as this the video shows close ups of the artists toned and tanned legs as well as her appearing in several skimpy outfits. This helps the label to sell their product as the video would still appeal to those who enjoy this artists music how it has the power to entice others to watch it who wouldn't normally because they find something something else other that the music to focus of during the duration of the video.
Georgina this needs work, it is very brief in places
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