Music Video Analysis

Target Audience & needs

The target audience are mainly young girls. The video I have chosen is kind of comedic, each member of the group dress up as another role for the video. This will entertain the viewers and keep them watching it to see what is going on throughout the video. The video is narrative but also performance based, their fans like to see them performing in their videos.

Lyrics These types of music videos (pop music for young girls) usually have very easy lyrics. This is because the boy group want their target audience to be able to learn, to sing a long and to understand the lyrics. The lyrics are usually really repetitive, the chorus is normally sung a lot more times in ratio to how many verses are sang. This is so the song can be easily remembered by their target audience. The lyrics are very catchy and easy to listen to; the song will stick in your head making you remember it.

Tempo The video and lyrics need to match the tempo of the song and follow it as it changes throughout the song. The tempo at the start of the song starts of slow and builds up for the chorus. Its style of the song is quite fun and catchy, so young girls would love to listen and dance to it. The tempo isn’t too fast or to slow it’s at the right pace for people to enjoy the song.

Genre The genre of is music video is pop music, more of a modern style of pop music but has the some of the same codes and conventions. The video matches the genre, most pop music videos are quite cheesy but they draw your attention. There are a lot of things happening in the video, to keep people their target audience interested. The genre of the music video also matches the target audience, as young girls like pop music.

Camera Technique Throughout the video there are a lot of close up shots of each of the members which is what the audience want to see. Also within the video some clips of One Direction on tour are shown; close ups of the fans having fun seeing them live which will make viewers want this experience and will buy tickets. Popular codes and conventions are used in this that are used in other pop videos, for example when the members are looking at the camera whilst singing. This make the viewer feel as if the members are singing to them. The camera shots match the pace of the song, changing from long shots to close up very well.

Editing There is quite a lot of editing used, a lot of fast cuts are used between clips where they’re jumping and dancing. The main edited parts are the members of the band. In the video the members have used make up to change themselves into different characters, but the members from One Direction are also in the video at the same times as their made up selves. This makes the video more interesting and fun for the viewers to watch.

Use of digital effects There is none or very little digital effects, if they were used it would be too much in the video. It wouldn’t look as realistic as it does if digital effects were used.