Music Video Analysis

Comment on the following aspects in relation to your music video choice. How will these techniques appeal to the target audience needs?Lorde-Royals-http://www.youtube.com/watch?v=nlcIKh6sBtc

Target Audience & needs

The target audience for Lorde-Royals is around the teenage years, with the lyrics relating to everyday life for teenagers and the backing beat being semi-dubstep, attracting the teenagers. The song is about not being royals, being in everyday life not wanting the luxuries.

Lyrics “I cut my teeth in wedding rings in the movies”-to, ‘cut your teeth’ means to learn, so shes learnt about love (wedding rings) by watching films in the cinema, like everybody else in reality, getting an idea of love from movies.“and im not proud of my address, in a torn-up town, no post code envy”-Lorde isn’t boasting about where she’s come from because its just a normal town, and shes not jealous of anyone else from a better place because it wouldn’t make her who we was and it wouldn’t have the same effect on how shes see’s the real world.“but every songs like, gold teeth, grey goose, trippin’ in the bathroom, blood stains, ball gowns, trashin’ the hotel room”-Lorde is describing ‘every song’ because the mainstream songs are about money and showing off, getting high, getting into fights, big fancy dresses and suits and messing up every room by being drunk, she’s talking about influences of the music industry on real teenagers.“we don’t care, we’re driving Cadillac’s in are dreams”-Lorde is talking about not caring about influences aslong as teenagers get to dream there own dreams and not have society have an effect on them.“but everybody’s like cristal, maybatch, diamonds on your time piece, jet planes, islands, tigers on a gold leash, we don’t care, we aren’t caught up in your love affair”-Lorde is singing about having famous people having all the diamonds in the world, owning island, jet planes, tigers, gold items, but lorde doesn’t care because having all the money and gold in the world, only comes with problems with everyday life, meaning ‘we don’t care because we’re not the ones having the problems with everyday life and love affairs because they always get caught due to being royal’.“and we’ll never be royals, in don’t run in our blood, that kind of luxe just aint for us, we crave a different kind of buzz”-she’s talking about not being royal because its not in the family, but she wouldn’t want that anyway because its not what her generation would want, they want normal life with out pressure.“my friends and I, we’ve cracked the code, we count are dollars on the train to the party”- Lorde and her friends take public transport because they’re like everybody else to a party, what normal teens do.“and everyone who knows us knows, that were fine with this, we didn’t come for money”-Lorde wants everybody to know that shes comfortable with the type of life that shes got, that she’s going somewhere for fun, not because she’s being paid to.

Tempo Slow/chilled/easy listening

Music Video Analysis

Genre Minimal/art pop. Lorde is similar to other artists such as Marina and the Diamonds, Foxes and Haim as they are all the singer/song-writer type and aren’t the mainstream artists such as Rihanna and Katy Perry. She is similar to them as well by not being heard of much apart from the music side of things. She won 2 grammys for her song ‘Royals’ and stated that since she doesn’t play any instruments, her voice is the main focus, which she has in common with the similar artists as the main focus in their songs is also their voice. Lorde is different from these similar artists aswell by her theme to her songs with them being more realistic than others, and also because of her age. She is much younger than other artists already out there.

Camera Technique Close up shots of Lorde’s face appears around a total of 14 times, with some of those shots having Lorde singing and others just close up of her face. Along side extra wide shots of a normal teenage boy, living normal life with a friend and close-ups of his face or his friends face around 5 times. I think these shot types are used because they are simple, which fits with the theme of the video and song and because it shows the expression on their faces much clearer than a wide shot would.

Editing The camera editing used is kept to a minimum, as the song is about having the simple things in life and liking it but with the desire to rise above the simplistic life. With the video being simple, it matches the song perfectly and gives an effect on the audience by making the viewer wanting to know what will happen next in the video in relating to the song. The editing of the video gives the song a story of a boy just having fun with his friends, while dreaming about the deluxe life.

Use of digital effects N/A