Music video research

K'NAAN, Wavin' Flag

K'NAAN Warsame (2010) Wavin' Flag (Coca-Cola Celebration Mix) [Performed by K'NAAN Warsame] Troubadour , Retrieved from https://www.youtube.com/watch?v=WTJSt4wP2ME


The song was produced by K'NAAN Warsame as a Coca- Cola's promotional anthem for the 2010 FIFA World Cup, hosted by South Africa. Was released on 18 March 2009 on the Album Troubadour. The Genre of this song is Pop, Reggae fusion.


Media Language


This music video starts off with musical instruments it cuts to a clip of people playing football and a clip of the artist of the song singing with people from different backgrounds can be in an African city, a rice farm in Asia, or beaches, this allowed the audience a feeling of worldwide atmosphere, as in the video the audience experience different location at the same time. This is suitable for the song as the lyrics talk about 'everyone in the world joining together to play the beautiful game of football'. The genre convention of a typical pop music and reggae fusion video but it have been subverted, as it is not common to have a music video featuring people around the world playing football and with a different backgrounds. The video also shows a close-up shot of a football to show how everyone in the world loves football.


Representations


There are various representations that are present in the video. But the most obvious one is the representation of lower-class people and high-class people, in the video, there are kids playing football without boots and don't have good clothing but it is usually shown towards the African community and Asian community whilst it also shows people from Europe using football boots and proper football kits playing football, this is a good indication that everyone worldwide is playing and enjoying football as we can see in the video. These representations subvert the representation of football being only enjoyable to Europeans and South Americans while the video proves it wrong by putting different people like Asian and African in there and showing that football is a worldwide sport enjoyed by everyone in a different class and different nationality.


Target Audience


The obvious target audience for this video is clearly set for people of all ages from young to old who knows football, as it is shown in the video that there are adults and children who played the game, as it is the main demographic of the singer. But not only that the videos feature males and females as both genders are present in the video but most of the part the females don't play a lot of football so this conforms it while at the same time, subverts to a traditional target audience as females are usually known to not like sports. The video also acts as an advertisement to the fans as it tries to get them to attend the world cup. This is also a part of the gratification theory, as the theory suggests that the audience would use this as a form of diversion to escape from the stresses of everyday life as the video show that everyone is having fun.


Industry


Modern technology such as social media has greatly influenced the production of video. Thanks to social media, the song became popular on apps like youtube, Instagram, and Facebook, as it allows the audience to share it with their friends and amongst their social groups, which can a sort of engagement to the audience and can also allow the video to reach new markets. But not only that the song was also used in various games like FIFA 14 from EA sports and PES from Konami, as a form of advertisement to get the gaming community to like the song.


Heat waves, Glass animal


(Heat waves sung by Glass animal (2020) Retrieved from https://www.youtube.com/watch?v=mRD0-GxqHVo




Media Language


One of the best things that I like about this youtube video is the simplicity and how it is straightforward in the video which is just one long continuous shot of the singer walking along the town while singing and dragging a sound board, which can also mean that the video is taken in a single take. The camera angle of everybody using their phone to record the singer walking one way towards the town was good for the song as it gives it some sort of an atmosphere to show that the town isn’t empty.As the song progresses, the singer goes to the stage and performs it on the stage. The camera quality in the youtube video keeps changing as every camera that was used by the town folks is shown, this is a good way to show their view. Heat wave is classified as Pop rock and Psychedelic rock, so the video follows the typical conventions of the genre, as the video goes along with the convention of funk and rock and it doesn't seem that the video itself has a large budget.


Representation



It’s clear that the song is a love song with funky music. A clear indication that the producer shows it is by showing angles of the singer singing it with emotion which makes the audience feel more emotional for the audience. The music video also can maybe portray the singer as someone who is in love with the said person and can't think of anyone but the person the singers in love with, the setting for this is good as it is in a town where there are people living in the town, this can also mean that the singer wants to show the world how he is in love with the said person out loud. The bright sunny day gives it a more positive denotation. But not only that the video also portrays town people.


Audience


Dave Bayley who is the singer and the main character of the music video and everyone recording him on each building is no doubt the center of attraction. Fans of Glass Animals or Dave Bayley are by default attracted by this music video and the song. It is very likely that the target audience for this song are teens or young audience (around 15- 20) who are more likely to have the same experiences in life that they would be more likely to enjoy the feeling as it can be the main target of this music video as they can relate.


Industry


The music video has been released on Youtube, an online video streaming platform. And the website/ application can allow the video to be accessible and can be shared from users to users online within the internet. Which is 473 million views on that platform in 2023. Modern climatography and filming played a part of the video as the singer was recorded on high shutter speed around 50 FPS, to make the song to be in sync with the original song. The music is also played in the game Fifa 14 which also mean that the football/ video games fan would be familiar with the song and will watch the youtube video as they like the song and heard it from the said game, and due to this it leads to successful and achieve high record numbers of sales





Mumford, M (2012) [Hopeless wonderer performed by Munford and sons] On Babel [Audio File] Retrieved from  https://www.youtube.com/watchv=rId6PKlDXeU&list=RDMMrId6PKlDXeU&start_radio=1


The song started at the dawn of the day, with someone playing the piano and four people moving their equipment, at first we thought that the song was going to be quite simple country music as the clothing that was used for the song was what the farmers used and from the Amish community, but then the song twist and turns into a satire with the music getting all serious and the song not being country music, I like this as it gives it a bit of a twist as it contradicts to what people would expect and this twist. But not only that I think that the vibe was amazing at first as it gives it wonderer vibes of people moving throughout the streets and I think this can cooperate towards my music video as it just gives it a vibe. I also like the twist of the guy kissing as it was really unexpected. There was also the
destruction of glass and musical equipment makes the video much more chaotic as it fits with the climax of the video.

Coldplay (2008) [viva la vida performed by cold play] [audio file] Retrieved from
https://www.youtube.com/watch?v=dvgZkm1xWPE


One of the things i love about the video is the background, I love how in the background it shows clouds and the pictures and art from the french revolution, this is good as it gives it a historical feeling to the viewers and a nostalgic feeling how the person used to rule the world. The clouds in the sky fit with the lyrics of the song as it shows that the person in the song used to be high and mighty. This might be not suitable for my music video as it’s a too high budget for the equipment and budget we have but maybe we can put more of a nostalgic feeling into it.

Vegedream (2018) [Remenez la coupe a la masion sung by Vegedream] retrieved from [audio file] https://www.youtube.com/watch?v=RHb5LKnnxLg




This is a music video made by a french artist called Vegedream, he made the movie as a support for his home country of France for the 2018 world cup, This song was later used in Paris when their players come home bringing in the Fifa world cup trophy. So in the video, the Artist of the music video try to subvert the ideas of French Africans being associated with crime, poverty, and all around not consider french by the majority of the population by showing that they are normal people celebrating France in the streets of Paris and being happy that their national team has won the world cup and hanging out with people who are a different race, as it is to say that we don't discriminate the race. There are also players in the video that won the world cup like Kylian Mbappe, Ngolo Kante, Ousmane Dembele, Antoine Griezman, and Paul Pogba, and many more as it is to show that because of their actions, France has won the world cup. But not only that in the video there are clips of a crucial moment in the world cup as it is also trying to show because of the person we won the world cup. In the music video, I like that the setting is set on all over France, not only in the big building in Paris but even in the small towns, as this makes it more lively with people. Maybe I could cooperate more people into my video as it makes the video much more lively


Benzz (2022) [Je M'appelle sung by Benz] retrieved from [audio file] https://www.youtube.com/watch?v=_83AOaZ3Iyg


Just like every genre of rap music, this video conforms with it having the rapper and his crew wearing expensive belongings and doing gangster pose. But not only that the rapper and it crew are wearing trendy techy clothing that is right now a fashion trend amongst teens in the United Kingdom, and due to this can mean that the video not only conform with the rap genre but it also try to attract young audience with the clothing. In the video there is a representation of the Moroccan community as in the video there are morrocoy flag, morocco clothing and many more. One of my favorite thing that i get from watching the music video is the transition and the crane shot in the YouTube video that is used to show the setting in the video and not only that also the low angles where the rapper is in London and in Paris. If I could i would like to incorporate crane shots and low angles to my video as it can be good to indicate a place or setting but with our current budget that doesn't seem as likely.

Nicky Youre (2021) [sunroof sung by Nucky Youre] retrieved from [audio file] https://www.youtube.com/watch?v=G5xSLbYMr-I


This genre of music is pop and much like a typical pop music video, this one conforms with it having a chill vibe and people can listen to it. I like the setting in the video as the setting is located in a summer American neighborhood and due to this fits perfectly with the song as people would usually relax and chill in a hot summer day, but not only that I like the camera shot and the movement of this music video the close ups, long shots and establishing shots fits perfectly with the music video. If I would want to do is to try and do the shots and the  camera movement in the car as it is shows a journey riding across the neighborhood, but with our current budget I see it as likely

Tom Odell (2011) [Another Love sung by Tom Odell] retrieved from [audio file] https://www.youtube.com/watch?v=MwpMEbgC7DA&list=RDGMEMQ1dJ7wXfLlqCjwV0xfSNbA&start_radio=1

Another Love is consider as an indie rock and an indie pop genre, but unlike other indie pop or indie rock genre this video is different as it shows much more depressing and gloomy vibe whilst almost every indie pop or indie rock has a different vibe into it. One of the things that I like from this video is that the color in the YouTube video is dark as the song has a sad meaning and is very gloomy and its fits well with the Video, also at the last part of the song how the color changed to orange, it is good as it shows that the relationship of the guy and the women to be shattering as chaos presumes and when it stops it goes back to the dark atmosphire where everything just shatters, This is perfect as at the end it shows that the guy doesnt have anything anymore. If I can i would include the coloring for my Video as it can be a good indication for the video


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