Music Video Textual Analysis: _Rita ora- I will never let you downClose up shot still camera

Analysis

This close up shot of the artist allows the audience to focus just on her and it emphasises her importance to the video. The fact that this part of the music video is in black and white creates a soft and effective atmosphere and is also a convention of a pop music video.The mise en scene creates a very natural mood as she doesn’t wear harsh makeup and her hair is naturally styled. The lyrics match the mise en scene of the shot as she sings about sunlight which the lighting is made to look like in this shot.The back background of the shot ensures that she is the main attraction of this close up shot.

‘watch the sunlight coming through…’ Cuts in from a white flash transition

Wide, mid shotcamera slowly zooms in

Analysis

This shot of the artist and the two backing dancers follows the conventions of a pop music video as it shows there is a dance routine involved. The composition of the shot has her standing at the front of the two backing dancers, implying that she is of higher importance to the song. The costumes used create a modern vibe and imply that she is fashionable and stylish.During this short series of shots, special effects are used to create the impression that there is flashing lights and this is a typical convention of a pop music video.

‘I know exactly how you feel’ Cuts in and out

Extreme close upStill camera

Analysis

Laura Mulvey’s theory of male gaze applies to this shot as the close up shot of the artist’s lips emphasises the facial feature which is usually focused up on and seen as attractive and this is the main reason why this shot has been used.The red lipstick used connotates danger and sexual attraction and the bright and bold colour falls in the category of conventions for pop music videos. Close up shots are a convention of pop music and these are used frequently throughout this video.

‘when you’re feeling low on love, I’ll be what you’re dreaming of’

Cuts in and out

Mid shotStill camera

Analysis

This mid shot shows the artist on her own dancing, which is a convention of pop music videos. The composition allows the audience to see her clothing which is bright, following conventions for a pop music video. The dance routine allows the audience to see how versatile she is as a performer, making the video more entertaining.Mid shots are also another popular shot used in pop music videos as they convey the artist in a dominant way as they are always the main visual in the shot.

‘Oh, I will never let you down’ Cuts in and out

Wide mid shotDolly camera

Analysis

The shallow focus of this shot makes the artist look like the dominant person in this shot as she is clear and the two backing dancers are slightly blurred out.The fact that she has bright and bold clothes, hair and makeup makes her stand out in the video and imply that she is different and modern. The dolly camera allows the artist to move on the shot and walk towards the camera, making her look dominant and a strong figure. The bright lighting in the setting creates a fun atmosphere and coveys that the song should be fun and entertaining.

‘when you’re feeling low on love…’ Cuts in and out