Genre Research: Adele

This long shot is typically used in Soul music videos.

I chose to look at the music video for Adele's 'Chasing Pavements' as it isn't stereotypically a music video that would be associated with a Soul artist like herself. However this song 'Chasing Pavements' is definitely a Soul song as can be told by the sound that we hear in her voice and also the instruments that accompany her in this song, and in fact all the songs on her album.

The colour scheme that is used in this music video, very much matches the genre of her music. The dark orange colours of the leaves on the floor, the dull colours of Adele's costumes and in fact what the actors are wearing fits into the typical colour scheme. 

Contact sheet to represent the colour scheme.

Colour scheme is one way to instantly tell the difference between a pop and soul music video. Pop videos use brighter/bolder colours whereas Soul will use more neutral colours that go together well.
In Soul music videos, the female artists are usually dressed to look glamourous and as if they are wealthy people. In this particular music video, Adele is wearing a long coat with black trousers on. This isn't particularly glamourous but does fit into the overall colour scheme really well.

Adele as an artist does not normally include dance moves into her music videos, and this one is no exception. She has little screen time in this music video, but what she does do is very important and very well done. She has various close ups on her face to convey her facial expressions and  perhaps show to the audience how she is feeling. Like other soul music videos, the use of the long shot is  used here (as shown at the top of the page). This is a very effective shot, as it shows the background as well as Adele and the colours fir together, creating the overall mood of the music video.

As Adele is just situated in the background for various shots, it could suggest that her status perhaps isn't at it's highest point. However the close ups on her face, could perhaps go against this idea. In Soul music videos, females are seen to be of a high status and parts of this video go against this.

The lighting in this music video, is natural as it has been shot in the natural environment, which looks to be a park. The lighting is used in a very clever way, as it creates slight silhouettes of the characters on the floor when they are performing various movements. However when Adele is moving around the set, a silhouette is not apparent, again limiting her status. This could also be used to make the two main actors in the video stand out when they are surrounded by the other characters.

Genre Research: Jamie Cullum

Jamie Cullum is an English pop and jazz pop singer and songwriter, he is a solo artist who accompanies himself on many instruments such as the guitar and drums as well as the piano. 

Jamie Cullum's video 'Everlasting Love' fits into the Soul Genre with conventions that match to others in the same genre.
Jamie's mise-en-scene is clearly portrayed clearly to the audience as he us wearing a suit. This could also be a similar style to the likes of Lemar (also a Soul artist). This could be a common convention. The clothes that he wears could also make people see him to be a man that takes pride in his appearance, and this sort of pride could also be taken with his music, as he is very pedantic when it comes to songwriting.

1 and 2. Lighting
3 and 4. Sound

The lighting in this music video perhaps fits into the genre of Soul music videos as well as perhaps going against.
Image 1 (far left) shows that this music video uses artificial lighting that is seen as very bright, highlighting the figure of Jamie who is in the black suit. However, when approaching the end of the song, (2) the lighting becomes more low key and Jamie isn't as prominent as he previously was. The low key lighting fits into the genre of Soul music, whereas the bright artificial light could be seen as 'not the norm'. This may make the audience more familiar to the music and the genre in which it fits.
The sound in this music video could be described as diegetic as Jamie has a band that are accompanying him as he plays the piano. This conveys to the audience that perhaps the music has been left as it was recorded, with little or no changes to the sound of the instruments and Jamie's vocals.

While he performs it is clear to the viewer that this performance means something to Jamie Cullum. When he is playing the piano and singing the notes that reflect how he is feeling, he will gradually stand up, and this is when the camera comes closer to him. This conveys to the audience the passion that Jamie has for his music, and perhaps his feelings towards the person that the song lyrics are about.

Genre Research: Plan B by Cameron Roberts

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Plan B is a soul artist of sorts, what I mean by this is that he mixes soul with other genres in order to create a fusion. However his song "Prayin" is definately of the soul genre, we know this due to the sound that we hear. The non-diagetic sound that is provided, this comes in the form of a brass band, these are a key trait of soul music. Also the way he sings is very expressive we can tell this from the tone of his voice and the desparation that he clearly puts across in his lip synching. However as the sound that is diagetic is only the singing it shows how Plan B is a solo artist rather than part of a larger group it could also show how alone he feels during this video as the song is about guilt for killing another man this idea seems to fit well.

The mise-en-scene for this video is a lot more aggressive than other soul artists whos songs and mise-en-scene are a lott calmer and more romantic. This emphasises Plan B's very individual image, as he originated in rap (a traditionally agressive genre) that shows in his mise -en-scene (see above.) Also the fact that the video is set in prison shows a darker side to his music which connotes his very grimey up bringing in London. However his clothes suit the trend for soul artists, this is due to the fact that most male artists wear smart clothing such as suits, as we can see (again above) Plan B conformes to this one stereotype of his genre.

The cinematography in Plan B's video is very in keeping with the style of a rap video, in fact it has very little in common with most soul videos, for instance above there is a clip of Plan B's "Prayin" video, as we can see the shots are handheld, this connotes that he has so much emotion that he cannot control it, this is similar to a soul video. However, the close ups and high mobility in the shots connote a very angry theme to the video, this shows Plan B's rap background. The close ups could however connote that this is a very personal video as its almost like Plan B's own confession which is obviously a very personal affair. The editing colates with the cinematography very well as the montage editing creates a very confused atmosphere which emphasises the angry/upset mood that is clearly very evident in this scene.

Genre Research: Lemar by Cameron Roberts

Lemar is a classic Soul singer, he has a lot of passion that he freely and openly shares on stage, this passion is clearly shown in his video for the song "It's not that easy". Lemar's mise-en-scene is clearly shown in the video as he wears his trademark suit and tie combination and uses the classic 50's style microphone. These 2 items clearly state him out to be a soul singer as the suit is common for male soul artists across the board, and the microphone refers to the golden age of soul, the 50's. The clothes he wears also make him very approachable as he looks to be a gentleman, this fits him as he is often reffered to as one of the "gentlemen of pop", which reflects his mise-en-scene of the "nice guy".

The sound in this video is dominated by diagetic sound as Lemar and the band make up the music, this shows how his music is very "real" and has not been interfeared with (autotuning) as we can see the band playing the music (for the most part.) The moments of non-diagetic sound emphasise the singers isolation as he is alone and the music has almost abandoned him along with everything else, this is shown by the absense of the band.

The cinematography in this video shows how Lemar's emotons are increasing, this is clear as the camera comes closer to the singer as the shot progresses, this could show how Lemar's emotions are intensifying. It also makes the performance more personal to the viewer as they have an up close and personal view of the performer, this enables the song to have a greater effect due to the fact that the viewer can clearly see the emotion on the singers face. The editing here is clearly continuous as the shot is about 10 seconds long, this could show the singers long suffering or the everlasting love he possesses for the woman he is singing to.

Genre Research: Duffy by Katie Lee

My group for A2 media have decided we'd like to make a music video for the pop-soul genre (artists such as Duffy, Plan B, Adele, Seal, Jamie Cullum etc)...

Duffy's video for 'Rain on Your Parade' is very conventional to the Soul genre. The colour scheme (black/grey/white) is consistent throughout which is a typical colour scheme in itself to the genre which tends not to use bright, garish colours and prefers to give an impression of 'class' and subtlety. These choices in colour may be in place to represent the differences between genres such as chart pop and soul, to show how soul music isn't manufactured and the artists care about music more than image. In most cases, female soul singers appear classy, glamorous and well-dressed however, in this particular video Duffy is dressed moderately provocatively. Despite this, Duffy's state of dress still comes across to the viewer as quite smart, she wears a black blazer and tights and has sex appeal but doesn't look cheap unlike some r'n'b artist, no real inappropriate skin is shown.

In terms of performance, Duffy's role in the video is bold but simple, she sticks to basic but effective dance moves (as shown in the gif image attached below) which is conventional to the genre which doesn't rely on dance moves in music videos and hasn't done even since the real beginning of soul/motown music (as shown by The Supremes in the gif image attached to the right). Instead, Duffy uses male dancers to compliment her own simple dance routine with a more complex one and to avoid viewer fatigue and the technique is effortlessly effective. The dancer's costumes are also smart, the men wear suits and jackets which is again very conventional dress for men in the soul genre including artists and dancers. The male dancer's routine (below) revolves around the main artist and they are seen to be 'falling' around her which suggests her status and importance as an independant and strong woman which is an attitude often adopted by females of the soul genre.

Cinematography is fairly simple throughout, ranging mainly between close ups and long shots which is conventional to music videos (particularly for solo artists) which tend to show the artist performing/singing the song then long full body shots to show dance moves. This is really effective because it presents Duffy as the main focus for the video, which is also portrayed by the fact that she is the only female and that the colour of her legs stand out against the black of the dancer's costumes.  The camera movement depends a lot on tracking the artist, which again conveys her to be the main attraction and connotes her to be a strong woman as everything revolves around her (which is conventional to female artists in the soul genre). The camera movement is very smooth (demonstrated in the above image) and fits in well with the smooth, jazzy feel of the music.

Lighting is key to this video, despite the setting being a plain room, the lighting turns it from dark to light in an instant which creates the idea of changing setting to the viewer and thus avoids fatigue. The lighting is also used to create sillhouettes and at times (again demonstrated above) is used as a vehicle to make Duffy stand out and the dancer's to appear sillhouetted. This is a typical lighting style of the music video, which is a promotional tool and uses lighting to flatter the artist - in order to create sex appeal and sell records. As a viewer, we also see a lot of sillhouetted instrumentists, this is conventional to the soul genre in particular as the instrumentation is key to convey that this genre isn't manufactured and the artist is passionate about music moreso than image, which is more important to pop chart artists.

The editing is also fairly simple which is conventional to a music video which tends to run as a narrative with occasional cuts to performance based shots. However, in the clip above I have included a jump cut which moves from a shot of Duffy central to the frame in a long shot, to a mid shot. Her stance is strong, hands by her sides and legs apart, dominating the frame and the lighting makes her appear a sillhouette. This creates a sense of strength and mystery which again are both conventional to the genre as strong women are prominent in soul as I've previously stated and this eludes to the fact that women in soul tend to be more mysterious than those in pop as they don't so much reveal their personal lives to glossy magazines etc... The shot rotation throughout is fast and fluent to avoid viewer fatigue, although this slows down when the dance routine begins as this allows the viewer to focus.

Genre Research: Amy Winehouse by Katie Lee

Amy Winehouse's video for 'You Know I'm No Good' fits some of the conventions for a soul genre video, however much alike herself, certain aspects do contradict the 'norm' in terms of soul music videos but it works as a promotional tool nonetheless.

In terms of lighting, Winehouse's video is really effective and conventional to soul. In the example (below) low key, but highly effective lighting is used on a dark background, reminiscent of a Duffy video, which not only flatters the artist but increases their status and in this case creates an 'eerie' feel. This use of bright lighting on dark background is evident in a lot of soul music videos and could definitely be considered typical of the genre.

In this video Amy is dressed in her typical 'scruffy' style, messy beehive and vest top despite the conventional dress for a female soul singer being usually quite the opposite, dark, smart clothing (such as a black dress). However, Winehouse's own development of fashion earned her recognition as a household name and figure, her sense of style is recognised both world and nationwide. Therefore, although she doesn't really conform to the fashions set by previous soul singers, this helped her to create her own success as an artist and an individual.

The location throughout the video is strikingly similar, although props change around the dark room, such as a bar, a table, a bath, a bed (pictured below). This prop rotation allows the room to take on the shape of a new setting and avoid viewer fatigue.

The colour scheme is dark and revolves around a blue/white/black/grey basis which is highly typical of a soul genre video, particularly in female soul artists. Soul singers tend not to use garish colours and sex-appeal image to sell music but focus more on the message of the music.

Unconventional use of shot types.

Despite the 'lack'of real location change or at least dramatic location change, the video is extremely effective due to it's clever use of cinematography. Winehouse's video is unconventional to the average music video in that a wide variety of shot types are used whereas a music video normally stays around the long shot/close up area, this helps to introduce the viewer to and sell the artist. However, Amy's creative influence in clear in this instance, as is the soul genre, a focus is set more on the message of the song and conveying this in a narrative structure rather than by creating a video revolving around how the artist is important, sexy, etc...

As well as this, a creative, but unconformist decision has been made using cinematography, in that the video uses the highly rare over the shoulder shot in music video format. This is a shot type usually avoided by a music video director as it completely shuts off the artist from the viewer in that their face is not visible, but the back of their head which is often considered a sign of rudeness in day-to-day situations. This would be considered ineffective as the viewer is supposed to engage with the artist in a way that would make them want to buy their music after watching their video. This represents how Amy Winehouse was more interested in her music, than image, or money, fame and beauty (which is further shown in her less than glamorous state of dress) although this isn't typical of a music video this is a trait often portrayed in the soul genre.

Evidence of media and alcohol cultures in the video

The editing throughout on a general basis is typical to a music video structure, moderately fast shot rotation and a mixture between narrative shots and performance based scenes. However, what I found particularly interesting was the way editing is used to show Amy watching her own actions on television and in moving polaroid 'photographs', I found these scenes particularly poignant as they connoted her own struggles with the media and the media insistence on documenting her 'fall from grace' at any given opportunity so all were aware of her personal issues and dramas. As well as this was the dominance of alcohol throughout the video, which I also found intriguing as Amy's creative influence upon the video becomes evident, connotations of her personal battles with alcohol and drug abuse whilst being questioned by a love interest, representing her rocky relationship with husband, Blake for which the whole album 'Back to Black' was based upon add an essence of personality to the video. These connotations show how Amy was passionate about her music, how these lyrics meant something to her and how she wanted to represent this in the video and make it more personal to her - something, maybe not to such extremes, which isn't rare in the soul music genre which is known to focus on music, not image.

Off centre shot, represents her personal state and her unconventionalism

Record Label Research by Cameron Roberts

Columbia records started up in Washington D.C in 1891, from then to know a lot has changed (believe it or not) and it has since become a very successful record label for soul artists. It is owned by the Japanese company "Sony Entertainment". This is a big label and therefore a lot of very successful artists have been attracted to it because of that.

I think that this label would suit our music video due to the fact that they sign on a lot of british artists (like Adele for instance) and a lot of artists who fit into the catagory of soul artists (Adele and Beyonce pictured above.) However it is an American label which might make it a bit less relevant to the type of artist that we need to emulate.

Record Label Research: by Katie Lee

Island records was founded in Jamaica but was based primarily in the UK for many years, now it's owned by the Universal Music Group however now it operates under the Island Def Jam Motown Music Group. This fits well with soul as soul as a genre is derived from Motown which came about in 1960s Detroit, as well as this Def Jam records is well-known for the making of accomplished r'n'b and hip hop artists such as Rihanna - which are also genres of black origin. However, nowadays soul music is equally as dominated by white artists especially in Britain.

Artists such as Leona Lewis, Lionel Richie and most relevant to our genre of female soul, Amy Winehouse are signed to Island Records.

The fact that Island records is related to soul artists means that they're a relevant record company to our planned artist as we wish to base our portfolio around soul music.

Record Label Research.

WARNER MUSIC GROUP: is the record label that I have chosen to discuss in this blog post. This is because it best supports the genre of music that I intend to use to create my own music video.

This is the third largest business group and family of record labels in the recording industry, making it one of the big four record companies.

This company was formed in 2004 when it was spun off and made completely seperate from Time Warner.

Some artists that work with Warner Music Group are the likes of: Chaka Khan, Seal, Simply Red and Rod Stewart. This sing in the same style as my choice of artist Duffy.

Warner Music Group is currently situated in New York, United States. This is a very beneficial place to be as there are always new artists looking for recognition in America and being situated in New York would be ideal for the artists to find the record label and want to work with them.

Assessment (SUMMER WORK) 18/09 SJA

WWW:
- Very pleasing to see a much more organised and up-to-date blog Kayleigh - big improvement on Year 12!
- You have clearly taken lots of care taken to compose very good contact sheets - all posts are visual because of the use of contact sheets
- Evidence of careful thinking and analysis for every post completed as part of the summer work. Some good reference to specific conventions / techniques, and a clear understanding of the features of a successful music video. You clearly gained a lot of useful ideas from the 'In The Sun' class shoot. You blog is looking very good so far.

EBI:
- Just some suggestions to help you improve the work: The contact sheets are very good Kayleigh, and it's good to see each post is visual, but try to show a more varied use of media to create visual posts.
- I'd suggest that you try to take short extracts (clips) from some of the music videos you have anaylsed instead of relying on contact sheets for all posts. This would boost marks for 'creativity' and 'skill in the use of media and ICT'. Try creating a 'voice over commentary' parhaps for your analysis of the low budget videos to talk through the ideas you liked and the approaches (lighting / shots) that you felt were successful.
- Make sure you show that you are thinking about 'genre' when analysing the pop and rock videos - and check your analytical posts to make sure you are using as much media language as possible (mise-en-scene, etc).

Effort for Summer Work: Very good

Album Advertisement analysis: My Chemical Romance - 'Danger Days: The True Lives of The Fabulous Killjoys' by Katie Lee

The advertising campaign for 'Danger Days' revolved solely around the concept for which the album was based. 'The Fabulous Killjoys' are the alter-egos of the band members (and a few new recruits) who are voiced on several tracks on the album and feature in music videos, the album tells the story of the outlaw group 'Fabulous Killjoys' which is made up of these alter-egos fighting against conformist views and 'Better Living Industries' in 2016. It is said that the predicted doomsday of 2012 is the reason for the catastrophic events relayed in the videos, My Chemical Romance have gone as far as to develop a website for 'Better Living Industries' as part of their advertising campaign which sells merchandise and provides 'news' on the situation in 2016. The music videos as well as the running theme is highly reminiscent of a comic book, this is very relevant to the band as lead singer Gerard Way is a trained cartoonist and comic book writer. As well as this, Way directed the videos for both album debut 'Na Na Na' and 'Sing' which I found both 'comic-esque' in the formation of the band within the frame, costume and shot composition (a lot of facial close-ups).

The image features My Chemical Romance frontman Gerard Way in character as alter ego 'Party Poison', which can be identified by his 'Dead Pegasus' jacket which a defining feature of his character and holds relevance to Party Poison's role in 2016 California - where the music videos are set. An identical advert is also used in the promotion featuring each member of the band, I used Gerard Way's example as I found his portrayal of the character and his role as a frontman interesting.
The artist's composition within the frame is central which conveys his importance and status, as both a frontman and a character. Although the framing is a straight mid-shot, the positioning of his dead looking slightly downwards gives the effect of a low angle shot by making him seem more powerful and threatening. This works as a promotional tool because an artist is supposed to be an aspirational figure for fans or in some cases possibly a figure of attraction to some, so by making Way appear strong this is influential on a viewer's perception of the artist and therefore the music which is being sold. His body language is solid, his shoulders are raised, broad and his arms/chest are tensed which conveys masculinity, this could be applicable to being an aspirational figure or portraying Gerard Way as a symbol for attraction, in general Gerard is perceived to be the 'good-looking' member of the band by fans so this would appeal to fans and work as an advertisement for this reason. His facial expression is serious which indicates status as well as seriousness about music and his portrayal of the character 'Party Poison'.
The bold, capital font is conventional to the genre as it anchors the photograph and comes across as firm and mighty, the kind of idea which is often portrayed by rock music advertisements. The rock genre isn't supposed to come across as timid and feminine unlike pop, so this bright white, 'standout' font is really typical to the genre and works really well to promote the album.

All in all, I think that the advertising campaign for 'Danger Days: The True Lives of The Fabulous Killjoys' is incredibly effective in creating 'hype' for the new release as well as being conventional to the rock genre and advertisements in general (for example, the date of release is bold and focused).

Album Advert by Cameron Roberts

Album Advertisement analysis: My Chemical Romance - 'Danger Days: The True Lives of The Fabulous Killjoys' by Katie Lee

The advertising campaign for 'Danger Days' revolved solely around the concept for which the album was based. 'The Fabulous Killjoys' are the alter-egos of the band members (and a few new recruits) who are voiced on several tracks on the album and feature in music videos, the album tells the story of the outlaw group 'Fabulous Killjoys' which is made up of these alter-egos fighting against conformist views and 'Better Living Industries' in 2016. It is said that the predicted doomsday of 2012 is the reason for the catastrophic events relayed in the videos, My Chemical Romance have gone as far as to develop a website for 'Better Living Industries' as part of their advertising campaign which sells merchandise and provides 'news' on the situation in 2016. The music videos as well as the running theme is highly reminiscent of a comic book, this is very relevant to the band as lead singer Gerard Way is a trained cartoonist and comic book writer. As well as this, Way directed the videos for both album debut 'Na Na Na' and 'Sing' which I found both 'comic-esque' in the formation of the band within the frame, costume and shot composition (a lot of facial close-ups). The image features My Chemical Romance frontman Gerard Way in character as alter ego 'Party Poison', which can be identified by his 'Dead Pegasus' jacket which a defining feature of his character and holds relevance to Party Poison's role in 2016 California - where the music videos are set. An identical advert is also used in the promotion featuring each member of the band, I used Gerard Way's example as I found his portrayal of the character and his role as a frontman interesting.

The rough, grey background could represent the basis of the album and the catastrophic situations in 2016 as well as being conventional to the dark alternative/emo rock genre that defines My Chemical Romance, particularly within the media. On a deeper level this could also connote the 'grey areas' in their musical past regarding the 'emo cult' which they sought to leave behind with the album 'Danger Days' which focuses a lot less on matters like death unlike previous album 'The Black Parade' which caused a media stir. The use of low key lighting also represents both of these matters, particularly in terms of fitting in with the album theme. The colours white, blue and red are also prominent in the feature, both are fierce and forceful colours which could be considered patriotic in relation to the USA national flag which may appeal to American fans. Red appears to be a dominant colour featured on Gerard's jacket and most noticeably his hair, the colour red is known to represent passion and could be a connotation of the band's love for their music which would appeal to rock music fans who tend to be more interested in the 'talent' side of the music industry rather than the image and sex-appeal side. Red could also represent blood-shed which relates to the story of the album.

The artist's composition within the frame is central which conveys his importance and status, as both a frontman and a character. Although the framing is a straight mid-shot, the positioning of his dead looking slightly downwards gives the effect of a low angle shot by making him seem more powerful and threatening. This works as a promotional tool because an artist is supposed to be an aspirational figure for fans or in some cases possibly a figure of attraction to some, so by making Way appear strong this is influential on a viewer's perception of the artist and therefore the music which is being sold. His body language is solid, his shoulders are raised, broad and his arms/chest are tensed which conveys masculinity, this could be applicable to being an aspirational figure or portraying Gerard Way as a symbol for attraction, in general Gerard is perceived to be the 'good-looking' member of the band by fans so this would appeal to fans and work as an advertisement for this reason. His facial expression is serious which indicates status as well as seriousness about music and his portrayal of the character 'Party Poison'.
The bold, capital font is conventional to the genre as it anchors the photograph and comes across as firm and mighty, the kind of idea which is often portrayed by rock music advertisements. The rock genre isn't supposed to come across as timid and feminine unlike pop, so this bright white, 'standout' font is really typical to the genre and works really well to promote the album as the whole image is really effective.

Album Advert Analysis

This is an advert for the album cover The Kooks- Junk of The Heart. It has just been released.

The Kooks are a band that fit into the Indie Genre of music. This album artwork could be described as simple as there is one main image just off centre. This means that the audience that will be focusing on this album cover, can directly focus on the individual image. It is also a simple image, of a woman standing in a car so it is more than likely going to be remembered by their fans and lookers of the magazine.
The font on the cover is in block capitals and in white letters which means that the font is easily seen and will be spotted. The dress that the woman is wearing matches the writing on the album cover so the colours all blend well together.

The costume that the individual is wearing, is an everyday dress that the majority of females would wear. The contrast of the black cardigan against the white dress, could be reflected by the type of people that may listen to the band.
The orange in the corner of the page, matches the ginger hair of the female in the image. All their colours match meaning that no particular part of the album stands out.

CD Cover Analysis.

Maroon 5- It Won't Be Soon Before Long.

Punk Mood Board.

This is a mood board on the genre Punk. Each of the artists featured in the mood board above create their own individual music but follow the same conventions of their specific genre.  Included in the board are both album artworks and images of the band themselves. 

The majority of the bands use colour in their album covers but then contrast this when creating band images. 

Low Budget Ideas 2.

The second A Level music video I observed was The Fix- Just Got Paid. The most important thing about making a successful music video is to make it look professional and these boys do this really well. This video is made on a low budget. They do the simple things that make this video look very effective and believable as a music video. For example, they change their costume from a suit into casual t-shirt and black jeans, but not only that they change the location in certain shots which prevent viewer fatigue. The lip synching was effective as the timing was spot on, which once again makes it look like a professional music video. The performance from each one of the boys was very good which also helped to make the music video look good.
To make them seem like a real 'boy band' they added a dance routine and made sure each of the members knew exactly what they were doing. They all seemed confident and comfortable when performing the routine.
These boys could get compared to other boy bands such as JLS as they made their video fit into the pop genre and made sure it had the same conventions.
The camera shots and angles that the group use are very impressive. In frame 5 they consider the rule of thirds, putting themselves in the middle of two open doors. This is a shot that looks very good, and makes the video look professional. Another favourite shot of mine is frame 2 as they have the bright centre lights shining directly onto them, guaranteeing that the audience focus on the members of the band.