Analysis of A2 Music Video - 'Crystal Whites' - 'To Anyone'
Technical Aspects:
Mise en Scene - Casual - jackets, t-shirts, hoodies, jeans. This is reflective of the rock genre, adopting a 'cool' look. The intial setting is at night beside the River Thames, and this is frequently interspersed throughout the video, with the band playing in a park.
Editing - This has enabled the rough original cut to be arranged into a final cut. In addition, it has enabled each of the shots to follow a sequence, interspersed shots of the main singer and the band in two different locations and time periods.
Representation:
The gender of the video is male, potentially with a female target audience. They are all young male 'musicians'. They are represented through the technical codes as typically suiting their age, their interests and the way they dress.
Audience:
Because of the way they are represented, the obvious audience for this film would be female. They are a 'boy band', and have the potential to generate great commercial success, as well as creating a huge fan base.
Goodwin's Theory:
Andrew Goodwin, in 'Dancing in the Distraction Factory' has identified the following features of music videos:
Music videos demonstrate genre characteristics - Male/Rock Band
There is a relationship between lyrics and visuals.
There is a relationship between music and visuals.
The demands of the record label will include the need for lots of close-ups of the artist and the artist may develop motifs which recur across their work (a visual style)
There is frequently reference to the notion of looking.
There is often intertextual reference.
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