The shots are edited in time with the music to create a more effective flow. This means if the music is more fast paced for example in the chorus, the shots will be shorter whereas longer shots are used for the verses.
The camera transition used represents the genre of the artists as they are classified as pyschedelic pop, rock and folk which means reproducing the feelings of taking drugs in the lyrics and videos. This works well as it creates a distorted vision and can therefore link to this.
The audience who watches this video will be expecting these references and they will most likely find pleasure in seeing it.
The costumes change 3 times as well as a black hoody being worn and taken off off screen several times throughout the video. This is a convention of music videos as the artist is usually paid to promote or advertise a brand in their videos. It also makes the artist look successful and more glamourous if they have multiple outfits throughout the video as it shows their wealth in some ways.
The white lace dresses the girls wear at one point of the video links well to the hippie style they carry out throughout most of their songs and the folk sound they go for. It also links to the narrative as they pose as innocent girls at the beginning and the white lace gives connotations of this.
MUSIC VIDEO ANALYSIS #2
// Sticks & Stones
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This music video it starts with songs being played from a car radio. The songs heard are other songs from the album. This promotes the other songs a bit more and also acts as a hook to the video as the audience will pay attention to the switching songs and possibly sing along to the ones they know.
The length of the shots is consistent and around 3/4 seconds each. This changes as the mood of the music video takes a darker turn and becomes scarier. The last 30 seconds of the video consist of fast paced, quick shots that add some tension to the music video.
The camera movement is face paced and shaky. This gives the music video a lot more tension that works well with the narrative and the witch connotations.
The fact that the camera shakes a lot also gives the impression that the audience are a lot closer to the artist than just watching through a screen and that gives the video exclusivity for the watcher. This is also done through the POV shots used throughout.
There are different angles used throughout the music video so that the audience can get a different perspective of the things placed in the shot and it looks more interesting. The variety of different shots is conventional to music videos as it looks more professional and sophisticated if there are different shots and angles in the video
The camera is placed at a low angle many times throughout the video. This is significant as it suggests the character representing the audience is inferior. By doing this the artist is presented as dominant are better than the audience so it reflects the roles of artist and fan within the video.