Music Video Deconstruction and Analysis: Justin Bieber - Where are Ü Now

Performer and Record Label:

Justin Bieber is a Canadian singer and songwriter. He was discovered after a talent manager found one of his videos on YouTube, and was later signed to RBMG. He is also linked to labels such as; 'Island', 'Teen Island', 'School Boy' and 'Def Jam'. He is originally from Canada, however he moved to the United States and which is where he is currently living.

"Where Are Ü Now"

https://www.youtube.com/watch?v=nntGTK2Fhb0

Lyrics:

I need you (the) I need you

I need you (the) I need you

I need you, you, you, you, you, you

I need you (the) I need you

I need you (the) I need you

I need you, you, you, you, you, you

You, you, you

I need you the most

I gave you the key when the door wasn't open, just admit it

See, I gave you faith, turned your doubt into hoping, can’t deny it

Now I’m all alone and my joys turned to moping

Tell me, where are you now that I need you?

Where are you now?

Where are you now that I need you?

Couldn't find you anywhere

When you broke down I didn't leave you

I was by your side

So where are you now that I need you?

Where are you now that I need you?

Where are you now that I need you?

Where are you now that I need you?

Where are you now that I need you?

I gave you attention when nobody else was paying

I gave you the shirt off my back, what you saying?

To keep you warm

I showed you the game everybody else was playing, that's for sure

And I was on my knees when nobody else was praying, oh Lord

Where are you now that I need you?

Where are you now that I need you?

I need you (the) I need you

I need you (the) I need you

I need you, you, you, you, you, you

Where are you now that I need you?

I need you (the) I need you

I need you (the) I need you

I need you, you, you, you, you, you

I need you the most

Where are you now that I need you?

Where are you now that I need you?

Where are you now that I need you?

I need you the most (I need you the most, I need you the most)

Lyrics Analysis:

Narrative:

The beginning of the video starts off in a gallery with photos of Justin lined up on the walls. The camera moves towards one of the canvas's which is black, it then goes through the canvas and Justin fades into the shot. The first minute is Justin singing to the camera and connecting with the audience about his lost love before the beat drops and a number of doodles erupt onscreen and are edited over Justin. This sets the fast pace for the rest of the video, after the doodles there are a lot of fast cuts in  what seems to be a high school corridor at first but is then shown to be the gallery from the first shot and people are painting their own work. The people in the gallery are the ones making the doodles which are edited onto Justin and the video almost has a 'making of' vibe to it because you can see the cameras filming the people doodling. The video then comes full circle and goes back to the solid visual of Justin singing to the camera again before the beat drops again and the doodles reemerge. The video ends with Justin standing in front of a white screen with doodles covering him before the song ends and the visuals fade to black. 

Shot Analysis:

Total Time = 4:11

Total Shots = 93

Total Cuts = 79

Close-Up Shots = 54

Mid Shot = 34

Long Shot = 13

POV Shot =1

Over-the-Shoulder Shot = 0

There were a lot of combination shots which were tallied twice, also there weren't as many cuts because the editor used fades instead and this meant that they weren't counted in the tally as straight cuts. 

Mise en Scene

Setting:

This video is very simplistic in the sense that the only location is a green screen and an art gallery. It is the simple setting which makes the editing a lot more effective. It can be assumed that the video is set in LA because of the good weather which can be seen through the window in the gallery. The canvas like pieces on the walls in the gallery and virtual which means that when the camera is based in the gallery and looking at the walls, the visuals show Justin dancing and moving as well as the doodles being edited on at the same time.

 

Costume, makeup and props:

Costume and makeup in this video isn't one of the main focuses. Justin Bieber wears a pair of jeans, a white t-shirt and a button up shirt over the top which is not done up along with white trainers. Justin himself doesn't use any props he just dances around and sings to the camera. However, in the gallery when the people are doing their own artwork they use props such as paints and paint brushes, as well as handbags and other various items owned by the people doing the doodles.

 

Lighting and Colour:

The lighting when Justin is singing to the camera is quite dark and there is a single light shining at the back lighting up Justin so he can be seen. When he is standing in front of the white background he becomes a darker colour so he contrasts with the light, bright background. The doodles are a wide variation of colours and are very bright so that they can stand out. The gallery is very light and open in the sense that everything stands out. The people are darker than the white walls so that they contrast the background, especially more so if the person is wearing darker clothing.

 

Camera and Editing:

The camera work is a lot more simplistic than the editing process. The editing would've been very difficult because in post production the doodles would've had to have been drawn onto the frames so that they match up and work. Also it would've been difficult to link the doodles, the speed at which the frames move and the song itself. The visuals and lyrics/beat of the song have to match. Therefore, when the beat drops, something has to be shown on the screen in response to it happening.

Focus Group Opinions:

"It is very creative having the doodles in the background of Justin Bieber singing. It breaks up the video in a cool way."

"The song itself is very repetitive so the fact that the doodles are different every time the beat changes makes the video easier to watch and enjoy without getting bored."

"It's funny how the doodles are so random and sometimes uncensored, its weird and quirky. I like the simple setting and its good how the video goes from calm when Justin is singing to crazy and jumpy when the beat changes and he's dancing around."

Avicii: True - Digipak and Magazine Promotional Poster Deconstruction

Avicii - Digipak

Front Panel

The front album cover is very basic in its appearance. Unlike the music video which has a narrative, this album cover is very simple and stands out because of the simplicity. The silhouette provides a very relaxed and casual vibe. There is a simplistic colour scheme of black and white and the title of the is album is very large and eye-catching to the audience. 

It is likely that the record label would've let Avicii have creative control over his album cover. The title 'True' is almost saying that this is the album which represents me and who i am as an artist. This album was one of his last before retiring therefore it makes sense he has more control and he's trying to get his fans to figure out who he is and what his music means.

The album has many traditional conventions such as the artists name and the album title. Also, Avicii's logo is under the album title, just above his name. This is important because the audience is able to identify the logo and make a link between the product which is being sold and the artist himself. The logo is white and therefore stands out amongst the dark background. The logo is also important in this case because the artist's name is quite small so that it means the logo has to make up for it and be recognisable. 

Back Panel

The design on this back panel is very simple and in opposite colours to the front cover. The black writing on the white background ensures that the writing stands out. The panel includes the conventional features such as the track list, the barcode and both the artists and record label's logo. 

Promotional Poster

This promotion poster is actually for the tour related to this album as I was unable to find a magazine promotional poster for the album itself. 

The Promotional Tour Poster is very similar to the the album cover in the sense that it has a silhouette of Avicii. It is likely that the similarities are so that the audience can have some artist recognition and be able to create a connection between each of the artists products. There is the album the tour is promoting in the bottom right corner, this create another brand of recognition for the audience. The artists name is in the middle of the poster in large, bold lettering; this makes it clear who the artist is and whose tour it is. 

There are conventional features such as the tour date, they are on every tour poster, as well as when tickets are available to be brought and where just below them. The logos are important because it is likely to be the record labels who are paying for the tour therefore need to be recognised on the poster. It is important that the ticket company is recognised so that the fans are able to know exactly where to get their tickets. 

Music Video Deconstruction and Analysis: Avicii - Wake Me Up

Performer and Record Label:

Avicii, (real name Tim Bergling) is a Swedish electronic musician, DJ, remixer and record producer.He debuted in 2006 and signed with Dejfitts Plays label in 2007. In October 2010, Avicii signed with the European A&R team with EMI Music Publishing. He is originally from Sweden but works all around the world touring and collaborating with a variety of artists. 

"Wake Me Up"

https://www.youtube.com/watch?v=IcrbM1l_BoI

Lyrics:

Feeling my way through the darkness

Guided by a beating heart

I can't tell where the journey will end

But I know where to start

They tell me I'm too young to understand

They say I'm caught up in a dream

Well life will pass me by if I don't open up my eyes

Well that's fine by me

So wake me up when it's all over

When I'm wiser and I'm older

All this time I was finding myself

And I didn't know I was lost

So wake me up when it's all over

When I'm wiser and I'm older

All this time I was finding myself

And I didn't know I was lost

I tried carrying the weight of the world

But I only have two hands

I hope I get the chance to travel the world

And I don't have any plans

I wish that I could stay forever this young

Not afraid to close my eyes

Life's a game made for everyone

And love is a prize

So wake me up when it's all over

When I'm wiser and I'm older

All this time I was finding myself

And I didn't know I was lost

So wake me up when it's all over

When I'm wiser and I'm older

All this time I was finding myself

And I didn't know I was lost

I didn't know I was lost

I didn't know I was lost

I didn't know I was lost

I didn't know I was lost

Lyrics Analysis:

Narrative:

The video is about two girls, living in an outdated city where they don't belong. They are a lot more modern than those living amongst them. The eldest one goes on a journey and discovers a place where she and the other girl (presumed to be her sister) belong. Upon her return she tells her sister to get up and pack because they're moving on to the place where they belong and will be happy. After another sequence of shots based at the concert the visuals cut to the house in the village and the bed which was previously occupied by the girls empty, the vineyard is also empty as the girls are not making a return journey. The video ends with a girl, who is dressed in the old fashioned attire staring in the direction the girls went in, she then turns around and walks towards the village before the video ends and fades to the credits. 

Shot Analysis:

Total Time = 4:32

Total Shots = 143

Total Cuts = 140

Close-Up Shots = 64

Mid Shot = 56

Long Shot = 20

POV Shot = 6

Over-the-Shoulder Shot = 3

There is a mixture of combination shots which were counted in individual tallies and sometime a fade was used by the editor and not a straight cut so it wasn't counted in the tally.

Mise en Scene

Setting:

The setting starts off in what seems to be an old fashioned American town. It is in the outskirts and doesn't seem to have any major geographical features so the location of the village is unknown. When the girls speak they have accents which appear both European and American, however I stand by the thought that the video is filmed in America. The older girl leaves on a horse and rides through a vineyard and American countryside before reaching the outskirts of a city, she then enters the city. The city itself seems to be a lot more modern than the first location. The next setting is a concert hosted by Avicii. What appears to be the next day the older girl rides back to her village through the same settings previously shown.  The settings go between the old fashioned village and the new, modern city.

 

Costume, makeup and props:

There are two different types of costumes in this music video. Old fashioned, period pieces worn by the people living in the old fashioned village, they are wearing old style dresses and shirts with over coats. Cloth hats are worn as well as suspenders. This is a huge contrast to what the girls who live in the village and star in the video are wearing. They are wearing denim jeans, t-shirts, jackets, modern shoes and the older one is wearing a beanie. They are very incongruous to their setting and draw attention to themselves because of their outfits. The people in the city are also wearing modern clothes and are congruous to the concert setting. They are very casual and are wearing clothes which are appropriate to what the modern 21st century teenager wears. There are props such as mobile phones which are used and the camera focuses on them because of the endorsements deals made previously to the video being shot.

 

Lighting and Colour:

Like the costume there is two different types of lighting. Natural and light colours and lighting when the girls are outside and in the village compared to a darker vibe with artificial coloured lasers in the concert. There are dark and light contrasts and lighting is manipulated in order to create silhouettes of the audience with their hands in the air. The colours in the concert are very important because of the effect they have on the audience. They add to the excitement of the show and help create an atmosphere.

 

Camera and Editing:

Camera work is very natural and not intrusive when filming the village and the girls. A wide variety of shots are used such as birds-eye-view and wide shots. Also tracking and panning are very popular. Whilst in the concert the camera work is very closeup and seems to be very 'in your face' especially when filming specific audience members and avicii himself. Most of the time though the go to shot is a mid shot. Editing is a mixture between slow and fast paced cuts. It depends on the setting which editing pace is used. Mostly though, the faced paced cuts happen in the concert and the slow in the village. The editing mainly follows the typical EDM structure; the cuts happen when the beat drops or changes. 

Focus Group Opinions:

"At fast I didn't really understand the video's narrative but now i get that its a journey of like self discovery and figuring out where we as individuals belong in the world."

"I love the song but I feel like the video is same old same old, nothing new or special. The camera work and editing structure is very similar to every other EDM genre music video. It's not unique."

"This video was published in 2013 but still holds the same morals and values which are so prominent in 2016, the self confidence and finding who we are as people is as important today as it was three years ago. I like how this video is so far standing the test of time."

"It's the same as all the EDM videos, have a random narrative and then when the beat drops show a concert or club scene and some jumpy dancing. I think it is unoriginal and nothing special"

Swedish House Mafia: Until Now - Digipak and Magazine Promotional Poster Deconstruction

Swedish House Mafia - Digipak

 Front Panel

The front album cover is actually in sync with the 'Don't You Worry Child" music video in the sense that the black and white colour scheme is consistent in parts of the video. The album cover is very dark and low whereas the video has a more positive vibe and is about going on a journey and although that journey is coming to an end it was a very positive experience. The three members of the group aren't interacting with each other and this is showing them as being isolated and focusing on themselves.

This is the final album released by Swedish House Mafia and the 'Don't You Worry Child' music video was their last single. This therefore means that it is expected for the record label to be supportive of their decisions, however they would not relinquish too much control. The band and the record want to project a sense of finality and show that the time as a combined group has come to an end. The title of the album itself 'Until Now' is saying that this is everything we've come to and this is us; we've been Swedish House Mafia, until now. 

The scene captured on the front album cover is one of sadness with a hint of happiness. The dark colours represent and have connotations of sadness. However, the man on the left of the cover is smiling as if to say 'it's all going to be okay'. You can't see much of what they're wearing other than the leather jacket, however it seems to be quite casual attire.

The album cover does consist of traditional conventions, such as the name of the artist and the title of their album being visible. They aren't as clear as they could be but they aren't restricted in any way. As tradition, all members of the group are present on the front cover.

Back Panel

The design of the back panel is consistent in the sense that is ticks all the boxes of conventions. The track list takes up most of the grey background with the copyright information taking up most of the bottom 1/3. On the right there is a barcode and a iTunes link. Unlike most other back panels of the album there is no record label logo visible. Although no logo is visible, the record label's information would be included in the copyright section. 

Promotional Poster

This promotion poster is actually for the tour related to this album as I was unable to find a magazine promotional poster for the album itself. 

The stye in which the tour poster is presented is very similar to that of the album cover. The colour schemes are very similar both being black and white. The whole group has their individual bubble and column of tour dates. The tour dates contain the location and date of which Swedish House Mafia will be in each city. The consistency in style will make it easier for the audience to make links between this tour poster and the album cover. They can identify with the images of the members of the group as well as the band name being in the same position on the poster and the album cover. The large album title shows that this is the final tour and is in sync with the fact that the group is breaking up and this is their victory lap of their successful career. 

Music Video Deconstruction and Analysis: Swedish House Mafia - Don't You Worry Child ft. John Martin

Performer and Record Label:

Swedish House Mafia was a Swedish electronic music supergroup consisting of Axwell, Steve Angello and Sebastian Ingrosso. The group officially formed in late 2008 and broke up in 2013. Swedish House Mafia were originally signed with EMI but broke the contract due to differing ideas and in 2010 signed a record deal with UMG's Polydor Records (formerly Polygram).

"Don't You Worry Child"

Lyrics:

There was a time, I used to look into my father's eyes

In a happy home, I was a king I had a golden throne

Those days are gone, now the memories are on the wall

I hear the sounds from the places where I was born1

Up on the hill across the blue lake,

That's where I had my first heart break

I still remember how it all changed

My father said

Don't you worry, don't you worry child

See heaven's got a plan for you

Don't you worry, don't you worry now

Yeah!

Don't you worry, don't you worry now

Yeah!

Don't you worry, don't you worry now

Yeah!

There was a time, I met a girl of a different kind

We ruled the world,

Thought I'll never lose her out of sight,

We were so young

I think of her now and then

I still hear the songs, reminding me of a friend

Up on the hill across the blue lake,

That's where I had my first heart break

I still remember how it all changed

My father said

Don't you worry, don't you worry child

See heaven's got a plan for you

Don't you worry, don't you worry now

Yeah!

Ooh, ooh, ooh, ooh!

Ooh, ooh, ooh, ooh!

Ooh, ooh, ooh, ooh!

Ooh, ooh, ooh, ooh!

Ooh, ooh, ooh, ooh!

Ooh, ooh, ooh, ooh!

Ooh, ooh, ooh, ooh!

See heaven's got a plan for you

See heaven's got a plan for you

See heaven's got a plan for you

Don't you worry, don't you worry child

See heaven's got a plan for you

Don't you worry, don't you worry now

Yeah!

Ooh ooh ooh ooh!

Ooh ooh ooh ooh!

Ooh ooh ooh ooh!

Yeah!

Lyrics Analysis:

Narrative:

The music video opens with a news reporter announcing the news in what appears to be Swedish that the group are splitting up. The visual then cuts to concert footage of both the group and the fans. The footage seems to be a documentary style and shows a time-lapse of the time the group spent together. The narrative of this video is that it is showing the story of Swedish House Mafia before their split.

Shot Analysis:

Total Time = 5:34

Total Shots = 257

Total Cuts = 159

Close-Up Shots = 71

Mid Shot = 70

Long Shot = 111

POV Shot = 5

Over-the-Shoulder Shot = 5

It is important to note that there is a lot of times where editing and special effects have been used to transition between shots and therefore aren't counted as cuts in the tally. Also the tallies cannot be taken as an exact number because, in true EDM fashion there were very fast cuts and therefore I found it difficult to catch every single cut and shot. 

Mise en Scene

Setting:

The setting begins in a newsroom but the real setting is all around the world. The video takes the audience on the same journey Swedish House Mafia took during their time together as a group. The settings consist of a concert, a boat, a helicopter... Mostly though, the setting is a concert in a variety of countries and cities.

 

Costume, makeup and props:

The costume's of the group are very casual and are simple in being mostly jeans, tops and jackets. Makeup is limited as was the use of props. The music video is in the style of a documentary so it is very natural and mostly spontaneous, this means that the use of props isn't planned and if one of the group is holding a coffee cup it is because he is actually drinking out of it, not for aesthetic.  

     

        

Lighting and Colour:

The lighting is a mixture between natural and artificial, when outside the lighting is very natural however when in the concerts, the lighting is artificial and the use of lasers and lights make the show more enjoyable for the audience. When in the concerts, colour is very important, the colours go with each song in the concert but also have to fit in with this song and its video.

 

Camera and Editing:

The camera work is very natural in the sense that it follows the group's movements and also focuses on the crowd in various aspects. There is a variety in the use of lenses and shots for example, a reverse birds-eye-view shot when the helicopter is shown. The editing is very creative in the sense that the visuals merge into each other as oppose to a straight cut between them. There is also a mix between a slow motion effect and normal speed. Usually the slow motion is used in the concert setting, mostly on the crowd dancing. A fly on the wall effect is used whilst showing the documentary sequences. Also as well as hearing the normal song that goes with the video, the audience can also hear diegetic noises such as the crowd cheering and the Swedish House Mafia actually addressing the audience. 

Focus Group Opinions:

"I love this song and I really love how that as its the last single released by the group before the broke up they made the video a story of them and how far they've come."

"This video is really cool, creative and unique. I think it goes really well with the song and I love it."

"It's really cool how the documentary was incorporated in music video and I love that it's not a normal live performance video, it has extra aspects added in to it."

Music Video Deconstruction and Analysis: Calvin Harris - This Is What You Came For ft. Rihanna

Performer and Record Label:

Calvin Harris, (real name Adam Richard Wiles) is a Scottish record producer, singer, songwriter and DJ. Calvin Harris founded his own record label called “Fly Eye Records” in 2010, whom he is to my knowledge currently signed with. Calvin Harris has Scottish routes however produces most of his music in LA.

Rihanna, (real name Robyn Rihanna Fenty) is a Barbadian singer. She was born in Barbados but now holds residence in New York City, USA. Rihanna signed with the label Def Jam Recordings in 2003, she also has links with Roc Nation Records and SRP Records. She is a household name and focuses her music genre on pop and R&B.

"This is What You Came For"

https://www.youtube.com/watch?v=kOkQ4T5WO9E

Lyrics:

Baby, this is what you came for

Lightning strikes every time she moves

And everybody's watching her

But she's looking at you, oh, oh

You, oh, oh, you, oh, oh

You, oh, oh, you, oh, oh

You, oh, oh, oh, oh

Baby, this is what you came for

Lightning strikes every time she moves

And everybody's watching her

But she's looking at you, oh, oh

You, oh, oh, you, oh, oh

You, oh, oh, you, oh, oh

You, oh, oh, oh, oh

We go fast with the game we play

Who knows why it's gotta be this way

We say nothing more than we need

I say, "Your place, " when we leave

Baby, this is what you came for

Lightning strikes every time she moves

And everybody's watching her

But she's looking at you, oh, oh

You, oh, oh, you, oh, oh

You, oh, oh, you, oh, oh

You, oh, oh, oh, oh

Baby, this is what you came for

Lightning strikes every time she moves

Yeah

Baby, this is what you came for

Lightning strikes every time she moves

And everybody's watching her

But she's looking at you, oh, oh

You, oh, oh, you, oh, oh

You, oh, oh, you, oh, oh

You, oh, oh, oh, oh

Lyrics Analysis:

Narrative:

The narrative for this video in particular is hard to describe as it doesn't tell an obvious story. Rihanna is having a great time dancing away to the song and miming to the camera whilst the colours and scenery around her changes but there isn't a clear narrative. At the end of the video all the lights go out and the camera does a birds-eye-view shot of what seems to be a house with only one light left on but I personally cannot see this as being a link the story of the video. 

Shot Analysis:

Total Time = 3:59

Total Shots = 117

Total Cuts = 124

Close-Up Shots = 47

Mid Shot = 49

Long Shot = 43

POV Shot = 0

Over-the-Shoulder Shot = 0

There were a lot of merged shots which were counted in individual tallies as oppose to their own separate category.

Mise en Scene

Setting:

The music video opens with a couple of shots of various settings such as the beach and a field, however the main setting is in a white room with Rihanna standing in the middle of it. Throughout the video the room merges into different locations but only visually, Rihanna stays put in the room with the locations projected onto the setting. There is a lack of geographical features so the location in which the video is shot is unknown, however based on the singers background and that of Calvin Harris himself, it can be assumed the video was shot in LA. Rihanna is completely alone throughout the entire video, making her very isolated in the setting, this is strange because the song has connotations of a love song, "baby, this is what you came for", however nobody else is seen. Calvin is also isolated outside the white cube.

Costume, makeup and props:

Rihanna has one costume throughout the entire video, a glittery ensemble with heels and a glittery headband. Her makeup is very natural and doesn't stand out. Rihanna't outfit coincides with that of someone who is going on a night out, lots of sparkle and glitter. This fits in with the EDM club theme. There is not an obvious use of props in the music video, it is very simplistic and has a focus on just Rihanna herself. Calvin is wearing jeans and a jacket, something typical of a male artist, the makeup is not obvious and he doesn't stand out. However, his white t-shirt and trainers do as a contrast to the dark background.

Lighting and Colour:

There are a lot of colour changes in this music video because, with almost every change in the song there is a different colour which the once white rooms merges into, such as yellow and red. The lighting remains fairly consistent because throughout the colour changes Rihanna remains in focus thanks to the lighting. When the outside locations are shown they posses very natural colour and lighting. Whilst showing Calvin Harris, the lighting is very dark.

Camera and Editing:

The camera work and editing of this music video follows the basic EDM music video structure. When the music changes by means of a cut or beat the visual changes too to match. At the same time the camera work needs to both fit the song and work for the editing process. When the song is going solid, the visual usually shows Rihanna dancing around in front of a projected visual, and when its faced paced, the editing shows quick cuts and various colours. The camera is very free flowing in the music video and by this i mean that it moves with Rihanna rather than being placed at various points and pivoting to see her. The camera work is very fluid and makes the video easier to watch because its not jumpy and unfocused.

Focus Group Opinions:

"I love Calvin Harris and this song, I just wished it would be longer and not conform to the radio standard 3/4 minute songs. The video is cool but I personally don't see it as being unique or very creative."

"I feel like the song and video doesn't really match in terms of visuals and lyrics. I couldn't make any connection with the lyrics to the visuals and that made the video hard for me to connect to and enjoy wholeheartedly."

"This song and video is nothing I haven't seen or heard before, I'm not a fan of it."

"I really love this song and I love that Rihanna was so simple in this video, i didn't feel a connection but still I loved it none the less and EDM is one of my favourite genres of music.