Music Video Style FINISHED

When analysing a pop video it is important to consider the technical codes which are used to construct the video itself and the representations inherent within it.

CAMERA WORK - As with any moving image text, how the camera is used and how images are sequenced will have a significant impact on meaning.

CLOSE UPS - because of the size of the screen music videos will be played on, different shots are used - and there is generally an abundant use of close ups. Also, it creates a sense of intimacy between the artist and the viewer. 

A good example of a music video that follows the generic technical codes of a music video is Coldplay's "Violet Hill"

The video is performance based, but via a range of post production effects, framing and pop culture references a memorable video is created. 

Below are a series of screenshots from the video itself. The first shows a close up of a drum, taking up roughly half of the frame in the foreground, but shows Chris Martin lip syncing in the background, but also taking up the other half of the frame. The video constantly cuts in time with the music, and moves the band around - emphasising different members with each shot - in the second screenshot we see the emphasis shifting to the drummer, with Chris Martin and the guitarist of the band in the background and midground of the shot respectively.

The latter two screenshots show the band as silhouettes atop of a mountain, and the band performing the song in the same location, but as a midshot.

These shots and colours are very much a hark back to music videos of the nineties, specifically the stylisation that The Stone Roses used in many of their music videos, for example the video of "I Wanna Be Adored" (1991) contains a shot virtually identical to the third screenshot above.

The Coldplay video also plays with colour and focus a lot, and is consistent with the use of close ups. Although very much a gimmick, the use of a magnifying glass to confuse the shot of lead singer Martin is effective in contrast to the rest of the video (flickering between Black and White, and a warm colour scheme).

This style of shot is not uncommon in this video, with close ups and extreme close ups of the band to build a sense of intimacy with the band - every member is presented in this way at least once.

The use of a dark background and dark filter brings attention to the band members.