alunageorge- your drums your love analysis

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Page 1: AlunaGeorge- Your Drums Your Love Analysis
Page 2: AlunaGeorge- Your Drums Your Love Analysis

AlunaGeorge- Your Drums, Your Love

Forms and Conventions/InstitutionsGenre: R&B

Released in 2012Director: Henry Scholfield

Reached #50 in the ‘UK Singles’ ChartLabel: Island

This single was released in the format of digital download and advertised on YouTube. Since its release in September 2012, it has 2+ million views on YouTube, showing that it was successful.

Hybrid of Performance and Concept

Performance as she is singing (lip syncing) to the audience

Concept based as the street dancers dancing in the video are representing the Aluna’s emotions.

Page 3: AlunaGeorge- Your Drums Your Love Analysis

Cinematography

Relationship between sound and imagesEditing

Mise-en-scene

Wide shot used of the dancers dancing to reinforce the artists emotion. The wide show allows all the dancers to be viewed, to further exaggerate the artist emotions. This links with the emotive nature of songs in the R&B genre.

The fact that they are in an art gallery which tend to be mellow, allows Aluna to think to herself, whereby all her emotions are displayed, again linking with the R&B genre where emotions are shown.

Aluna is the only person wearing cream, whereas even George blends in with the street dancers, allowing herself to stand out, and allowing the audience to divert their attention to her at all times and realize that the emotions being described in the song are about Aluna.

An editing technique used was panning from her profile to her full face. This was used to inform the audience that this video is centred on her, rather than the audience only seeing half of her.

In parts of the video the artist is lip syncing the lyrics of the song.

The dancers are dancing in sync with the artists emotions.

Taking the techniques used into consideration, I believe that some techniques adhere to the conventions of R&B music videos, e.g. it displays the artist singing to the camera, which is a convention seen in R&B music video as it suggests that she is presenting her emotions. However, I believe that setting is not conventional, but adheres to R&B itself, as it allows the artist to project her thoughts in a mellow environment.

Medium close up used to display the artists emotions through Aluna’s facial expressions. This links with the fact that the song is of the R&B genre, as R&B songs tend to be emotive.

Page 4: AlunaGeorge- Your Drums Your Love Analysis

RepresentationsThe artist is represented as by being emotive, something that is stereotypically seen as a naïve trait and commonly associated with females. Relationship is seen as complex.

Evidence through Mise-en-Scene

She is looking down, suggesting that she is thinking about what she is singing about- emotions. This links to the dominant representation carried by women, whereby they are seen as ponderers and are well in tune with their emotions.

The location of an art gallery signifies relationships as a complex concept. This notion links with the fact that Aluna is singing about how George is oblivious to her love for him, and compares it to ‘treading water for your love’.

Page 5: AlunaGeorge- Your Drums Your Love Analysis

Audiences

I believe that the target audience for this music video are women who long for the attention and love from a potential partner that they are fond of. When applying the Uses and Gratification theory to this, This medium wide shot, allows the audience to identify their personal potential relationship with the fact that the potential partner may be oblivious with the fact that the individual is fond of him/her. This allows the audience to empathise with Aluna, and possibly influence them to talk to the potential partner as Aluna has.

Target Audience and Audience Theories

This video fuses R&B with the art subject, allowing a larger audience (people interested in art and dance) to watch the video and see how this video links art with emotions, which are two complex aspects of life.

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Relationship Art Gallery with dancers