Improved Analysis of Music Video from Artist's Similar to Ours

Improved Analysis of Music Video from Artist's Similar to Ours

Leona Lewis - Better In Time

This Music Video for Leona Lewis' 'Better In Time' portrays her as a sophisticated, polite young women. Throughout the music video she is dressed in sophisticated clothing. However the music video doesn't follow the generic conventions stated by Goodwin that all pop music videos have the same characteristics. This music video contains performance and concept elements. The common characteristics for music videos from the pop genre is to have a narrative and performance based video. The music video is set in a photo-shoot, dressing room and movie set which makes Leona seem very upper-class and extremely graceful. 

These black and white close ups of Leona portray her as sophisticated and delicate as most of the time yoga associate black and white with sophistication. Before we watched these videos as a group, Miss Ferdinand suggested that we count how long each shot is. The longest shot was around 5-6 seconds however the camera was either panning or moving slightly. This made us realise that every shot in the music was either moving or something in the shot was moving. We then wanted to incorporate this into our product. 

We discovered that the two shots above were the longest however the camera was constantly panning her or zooming out which suggested that the action never stops. This therefore makes her character seem more likeable as not only is she portrayed as polite and sophisticated a fun side of her character is also portrayed.

These panning shots of Leona, from a close up to a long shot really empathises the effectiveness of keeping the camera moving at all times. It also gives us a chance to focus on the vocal techniques in the close-up and then contrast it with our focus on her beauty in the long shot. The mid shot is an effective way of making the audience focus on both her appearance and her voice.

In the two shots above we see Leona Lewis portrayed as an elegant woman who possibly is a celebrity, actress or singer. These shots establish her sense of importances, and additionally follows Goodwin's theory in which he states that the artist is the main focus of attention. Again the shots are never not moving as they are panning which suggests a sense of action and more importantly it doesn't bore the audience.

In these final shots we discover that she is in fact an actress and the medium shots used of her suggests this as we are given the opportunity to focus on the mise en scene as well as her. The mise en scene is used to show that she is an actress and is also used to show her as a down to earth person as we see her walking with the horse. This creates a comforting sense about her character.