bThis is the Artist Olly Murs' Music Video for his Indie-Pop song and Single 'Oh My Goodness' from his album 'In Case You Didn't Know'.
-Conventions of the Genre: A general formal convention that is conventionally used in most msic video's that is used within this music video is the concept and convention of lip-syncing which involves the artist speaking some of the the lyrics of the track, as its played over the music video, in time to it within the diegesis and narrative of the music video. This is conventionally used within lots of parts of this music video which is effective in promoting the artist and the track as a package, allowing an audience to instantly associate the artist with the track and therefore be more likley to remember them both and buy there track, single or album. This use of lip-synicing also allows the artist to become the narrator of the narrative, story and music video, adding a personal touch and allowing an audience to instantly connect with the artist and feel as if there getting a personal insight into there world, relating, comparing and contrsasting their own lives too that of the Artist, therefore making them more likley to become a fan of them, there music and ultimatly makes an audience want to/desire to buy there music now and in the future.This Music Video also conforms and uses the typical convention of its Pop / Indie -Pop genre and formal conventiom of music video's in general by placing the main Artist of the song within the narrative of the music video itself. This is common and conventional within music videos of many genre's as it allows the artist to be promoted with the song itself and its meaning, it enables an audience to connect with the artists as the artist communicates the ideology, message and meaning of the lyrics/song itself through the narrative and story the Music Video visually tells and presents to us. Placing the main Artist within the narrative of the music video adds a personal, relative touch to the media text, meaning an audience are more likely to remember the artist and the song as a package and therefore are more likely to buy the song itself, making the music video successful at marketing the artist, 'Olly Murs' and the single 'In Case You Didn't know' in order to make money through it as a business. The music video itself also uses the Pop/Indie-pop convention of creating realism and verisimilitude within the narrative of the music video. It does this through creating and establishing a realistic scenario within the diegesis of the music video through the use of naturalistic locations such as a shopping centre, a resterant and a cinema more specifically Vue Cinema,a sports shop, Forever 21, Bowling Alley and Zara, during the sale season due to the use of mise-en-scene displayijng signs in shop windows such as 'Sale' '50% off' and 'Further Reductions'. These realistic locations make the narrative appear real and reflect society creating verisimilitude and allows an audience to connect with the music video and the message and ideologies it puts across as it reflects their own lives. All these different locations and settings are all very contemporary and represent reality and society in real life which an audience connect to and relate too as it reflects there own lives. This concept leads onto anouther convention of creating comedy through playing on realistic features and things that happen in society and reresenting them in a commedic way, this is a specific convention of modern Pop music video's used in this Olly Murs music video for his single 'Oh My Goodness'. For example in this music video there is the representation of the concept of falling in love but literally, falling over in public, awkwardly running through crowds of people, having to say 'excuse me' to get past someone and the annoying, busy January Sales that people in the UK go mad for. It plays on the commedy within reality and represents things that we do and thst happen within modern society that a contemporary audience can relate too as they recognise it happening to them or someone else in their lives creating commic effect through the realistic setting that gives an accurate but hightened representaion in socirty. Modern Pop songs also typically and conventionally use hightened reality within the narrative and diegesis of there music video. This convention is used within this music video ehich complements and emphasises the commic effect that is also used, these conventions work together and complement eachother to create an interesting, commedic media text that interests and excites an audience. For example the falling over in public and awkwardly running/trying to get past people happens a lot in reality and because its refelcted and emphasised through hightened reality in this music video it becomes funny and commedic. By using the editing technique of slow motion and close up's of these actions like Olly Murs falling over this emphasises these elements that happen in society through hightened reality making them more commedic and interesting to watch. The overall naturalistic and edgy setting is also conventional of the indie-pop genre giving of the ideologies and representations of being unique and indpendent 'indie, representing an average working class audience (whothe meaning /situations/lyrics are more likley to relate too) with the naturalistic situations, mise-en-scene and locsations allowing an audience to instatly feel connectesd to the artist and the meaning/feelings behind the music video.This represents raw and edgy as cool and makes people idolise and want to be like the artist Olly Murs and therefore mskes an audience more likley to want to buy there music now and in the future.
-Use of Cinematography.
-Use of Editing.
Within this music video there was the contstant and maintained use of conentional straight cut edits throughout its entirety which allowed for continuinty and created the illution of versimilitude and realism, as if it was real life. This complemented the mise-en-scene, visuals and narrative of the music video which are also displayed in a naturalistic way which reflect the reality of real life society and therefore this allows the creation of versimilitude and realism to be maintained as a theme throughout which develops an audiences understanding of the narrative, appears proffesional, creates continuity and allows an audience to connect directly with this music video as it reflects there own lives and society we live in. The use of straight cut edits throughout also creates continuity and don't distract an audiences attention away from the action that is being portrayed within the diegisis and therefore maintains there intrest in the narraative itself.The edits also have a chronological structure and they edit from shot to shot seemlessly as if real life, this allows the narrative to move forward, develop audience understanding and maintain audience interest in the music video itself. The continual use of straight cut edits also give the illution of real life, fitiing with the naturalistic content of the music video and narrative and creating versimilitude and believability for an audience throughout. The general lack an change of editing techniques throughout this music video allows for the creation of continuity and believabily - the edits are almost invisable, as there dtraight cut, and create versimilitude for an audience that they can connect too, as the music video reflects there real life and the modern day society they live in, almost the concept of looking in a mirror into their lives..
-Deconstruct the Text in Relation to Connotations.
-How is the Narrative Developed?
-How does the Text Appeal to the Audience?
-Link back to Theorists.
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