Research: Close textual analysis of case studies

Case Study One Disclosure Omen Ft. Sam Smith: 

Opening shot of a futuristic mise en scene creates an ambiguous setting which draws the audience in from the very onset of the video.

As an audience we then see a shot of two individuals on a motorbike, their faces are never revealed so that widens the sense of mystery insinuated from the beginning shot.

A change in time frame shows that the opening is now over, and the main narrative of the story is now about to begin. Having this narrative, again draws in the audience as they have something to focus on throughout the video and are less likely to be bored. I have chosen to include a narrative in my video so watching this video helped me gage an idea as to how to incorporate a story line in a dance music video.

The video then includes an example of intertextuality, the image in the top centre of this shot is of Irma Serrano, a Mexican folk-singer, actress, politician. She was known for her work as well as several controversies, maybe insinuating the club shown in the video is set in Mexico City and is the hang out spot for other people with a similar reputation.

Throughout the video a symbol is repeated several times, this symbol being a wild cat called a caracal, also the name of Disclosure’s next album. As the club seems to be a hotspot for local outlaws it could be perceived as a symbol of rebellion. Hence, the use of a wild cat, pushes that the members are also ‘wild’.












The video also uses a wide range of shots, this being one of the most mysterious, as the antagonists figure comes across like a silhouette and the background is blurred.

The video ends with the same font used as before creating a sense of brand identity. Ending the video with the phrase “to be continued” hints that there will be a follow up video. This would draw fans and audience members to create brand loyalty. The next time this text appears in a future video,  audience members will be aware of the fact that it is the “sequel” to the music video Omen.

Case Study Two Promises- Calvin Harris and Sam Smith

Opening shot, shot on a home video style camera ,this theme continues throughout the video. Adding a closeness to the video. Also the music has not yet begun, it is just the models talking about themselves.

The creators are then introduce, the lighting changes to make them appear as different and slightly superior to the rest of the people in the video.

One of the last shots, the two artists together bringing it together as a whole. From this video I can recognise that a common convention of dance music is that the lighting exuberant, you can grasp this from most of the screen shots I have taken. I can also learn that it is important to differentiate between the models and the artist. So I will apply these aspects to my video.

Case Study Three No Tears Left to Cry- Ariana Grande

First location of many, looking very futuristic just like in my first case study of Omen. The first two shots introduce the artist with both her name and then a shot of her herself. They also use an interesting spinning technique that makes it seem as though she is standing on the side of a building. This was seen a lot on Ariana's social media before the song was release, therefore creating a strong brand identity.

The next locations are very different, some bright some quite dull, the end shot being a mix of the two. As a result it represents the lyrics in the song, her having a good mentality after a tragic year, maybe the mixture of the two is her coming to terms with what happened, due to the calming mist en scene.

I want to include several interesting locations in my music video as it creates a very interesting aspect, and creates deeper meaning to the video.