Music Video Analysis

The genre of “Think of You” by the artist Ms Mr is alternative; directed by Brthr. The music video follows many of the stereotypical conventions found in music video of this genre, with artistic influences seen in the post production stages as well as the filming stages.

The mise en scene throughout this music video is seen to be of a quirky taste, set in a warm cabin in the 70s, this can be seen through the use of props with a blazing cabin fie, a number of knitted blankets, and a vintage television cantered in the room. This is to be later contrasted with cold colours of the studio, and special effects later to be seen when the song starts. It can be seen that the music video is set in a different time period, this is something that appears to be growing in popularity with stars, with artists such as Bruno Mars and Lily Allen also having this effect. Costume can help tell the time of this period music video, with flared cords and a waste coat. The theme of the music video can be determined with the opening title, a basic font but with a white noise effect, showing the video will possibly have some relevance to a TV, which the main prop is found in the establishing shot of the music video. The use of props helps establish a warm homely feel to the opening sequence, with knitted blankets on the sofa, taxidermy moose heads and rocking chairs. Throughout the opening sequence the master shot is of the whole room, where the TV is centred. Once the TV is turned on the cameras zooms into the TV, where the set is now the set of a TV show. Immediately after a young boy turns on the TV, fast flashes of controversial images are shown such as explosions and death, this is a controversial moment within the music video and setting the atmosphere for the song. Standing in the screen is a man about to introduce the band, this is something that can also be seen in Lily Allen’s Not Fair music video and is also very similar to the opening of Requiem For A Dream. In the back is the letters MS MR, the name of the band in bright lights, however the letters are slightly slanted giving the band an edgy feel, the hair and makeup of the band is all unique to fit the style of each band member, unlike most commercial pop bands who are dressed in sync, breaking the conventions of pop music as most pop stars dress accordingly to what is fashionable and is of a popular style.. This style of the bands mates attracts an audience both male and female aged 14-25 when teenagers and young adults are experimenting with their style. The use of lighting within the music video helps create a pop star type video as it is a convention of pop videos, however the sombre tone to the song and facial expressions portrayed by the band member the happy glamorous effect of the lighting is juxtaposed and creates an irony feel. Throughout the chorus there is footage of colour images, with mandarin flashing at the screen, coloured in items similar to the work of artist Hayley Warnham, adding artistic influences to the

 music video gives the music video a stylistic feel and is something that will be favoured amongst its demographic as its target audience is most likely to be fans of art and photography. The use of special effects is something that appears dramatically throughout this music video with kaleidoscope effects, animated images, and flashes of bright colours, spinning shapes, colourful white noise

The pace of the music video increases dramatically instantly as the television is turned on, with shots of 70s news reports, lasting only miller seconds. Once the boy sits back from the TV there are more quick shots of things relating to the 70s and also artistic influences with splashes of bright electronic colours. This differentiates the music video from many pop music videos with its random sequences creating a juxtapose feeling with images of explosions and death mixed with bright happy colours. The build up to the chorus is simultaneously matched by the pace of the editing, with new images appearing at every drum beat in sync, once the song hits the chorus the video is flooded with random shots of 70s TV shows and bright flashing colours. During the chorus there is footage of people dancing and being crazy with animated effects, contrasting t the sombre zombie type atmosphere seen in the opening.

The demographic of this music video will be for young adults aged 15-15 of both genders. This target audience has been established from listening to the radio station (Xfm) in which this music is played, reading magazines (NME) of the same genre and even attending festivals (Reading) where they have played. It can be seen that MS MR have fans of different sex by the comments left under the music video on YouTube, “Love her style” was written by a girl, “I Larrv MS MR” was left by a boy, showing that both genders can idolize this band and also shows that their unique style is proved popular amongst their fans. This music video breaks the stereotypical conventions of a pop music video by not having, the latest sports car, or having women in bikinis, the music video allows the song to be the main attraction and for the video to be more like a piece of art with influences from artists. This is something that proves popular with its niche target audience.

There isn’t such narrative to this music video despite the song being about a broken relationship, this is something that is typical of a music video in this genre often seen in music videos for artists such as Florence + The Machine. However there is a slight metaphor that keeps appearing throughout. Later in the song during the second verse we see the TV almost controlling the mind of the young boy, perhaps acting symbolically as a metaphor for the control Television has over the younger generation, as we see the boy being mesmerised by the images and slowly reaching towards it. This later also seen with image of glasses being distorted with brightly coloured white noise, also acting as a metaphor to the control TV has over the younger generation. Towards the end of the music video the young boy is swallowed whole by the TV, images of TVs with cracks in the screens and the young boy is seen floating through bright colours and funny shapes, also acting as a metaphor for the control TV has over the younger generation.

New technology allow fans of niche genres such as alternative, find new flourishing bands such as MS MR through video sharing sites such as Vimeo and YouTube. The use of digital technology in promoting is also very common for indie artists; Bones by MS MR was released as a single of the week on iTunes where for a week people were able to download the song for free. By doing this many people were able to listen to MS MR and buy their album if they enjoyed what they heard. Social Networking sites such as Tumblr are also very helpful for indie bands as most of their demographic are members of the social network site and can reach fans and spread new songs and promotion via this site. Digital technology have made is possible for small bands like MS MR to gain followers, fans and even get into the Top 100 album charts. The use of portable devices like iPhones and mp3 players also means fans of music can play their songs wherever they are, especially with wireless headphone and wireless speakers.

 

As the song we plan to use for our music video is of the same genre there are many things we plan to take as influences when we create our music video. We plan to have a purpose of shots, with editing slick and in time with the music, we also plan to have special effects during the chorus like the kaleidoscope effect to build momentum this is something we believe will rove popular with “our demographic”(which is very similar to the target audience of MS MR)