Research - Analysing Student Video

Zeynab Berouijel, Charlotte Moore, Kim Nguyen, Yasmmen Ismail from 283goswell on Vimeo. (Password to view: 'student')

Here is a past student music video, using the song Oh No! by Marina & The Diamonds. I will be analysing this music video as I feel it is a good example and reflects the kind of music that I'd love to work with for my own video.

First of all, this video follows Andrew Goodwin's theory in the fact that there is no narrative structure, and the singer keeps eye-contact with the camera nearly all the time. The video uses base tracks throughout; one in particular is against a black backdrop where the artist sings into a microphone, which strongly incorporates the "extension of (music-hall) performance" aspect. Despite the heavy reliance on the artist performing the song, the video additionally contains illustrative aspects (e.g. the singer throwing a paper heart in time with the "don't do love" lyric at the start).

The video contains quite a few edits that draw attention to themselves, which is one of Carol Vernallis' observations in music videos. These edits include the use of green screen during the "It has no appeal..." verse at 1:20, which, although I think doesn't look very effective, is memorable, especially as the singer is edited to move in time with the song. Other edits include quirky transitions, as shown right after the green screen part I mentioned, that go with the poppy feel of the song, and the use of titles as we reach towards the climax of the song. However, I feel these aren't executed as well as they could have been as they lack a 'professional' quality. In addition, there are several base tracks (but no main 'master shot') used that give the video a form of continuity.

In relation to Laura Mulvey's theory on the representation of gender, this video opposes it. For one, the female in the video isn't portrayed in a sexual way, but instead as a quirky young woman who I imagine is much more relatable than the likes of scantily-clad popstars we find today. The music video, largely owing to the song's lyrics – "Don't need money, don't need fame, I just wanna make a change" – portrays women in a positive way.

Main strengths:

• Edits are synced with the music
• Use of green screen
• Artist image
• Performance

Main weaknesses:

• Lack of common editing techniques such as slow-motion and jump cuts
• Locations not very exciting
• No clear concept