Before planning for our music video we thought it be a good idea to analyse the original music video for the track we chose, however, under the guidance of our teachers, we thought it be best to do a track without a music video - we chose Sugababes' 'It Ain't Easy'. So I thought I analyse another Sugababes' track 'Ugly'.
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| Shots that convey setting |
Though I'm not entirely sure what narrative was followed, the video was used to convey a message using Goodwin's theory of illustration (e.g. "People are all the same, And we only get judged by what we do"). Though simple shots were used, transitions changed in the beat of the beat, - though smart - made it slow in places. The most excited shot used was an Over Shoulder Shot as it was simple but effective, the mirror prop used in the shot was effective as it conveyed the idea of grittiness, a semantic field for ugly. Furthermore, the establishing shot at the beginning of the video was made to look unattractive, reinforcing this idea that ugliness exists everywhere.
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Fades (Used by keeping the camera still)
to display message in the video |
In retrospect, 4 base-tracks were used. Aside from using a base-track of them performing the chorus, this followed the pattern of each individual artist performing their own verse. Edits used were simple fades and match cuts to make action appear seamless, there was no use of SFX.
Overall, this video got its point across. I believe I could easily extrapolate the basic concept of this video and apply it to my own, however, I intend to use Mulvey's male gaze and Vernallis' theory on fast-paced editing. I will also attempt to use a variation of shots (both simple and complex) as well as more props to create synergy. We're also looking to use a monochrome colour scheme throughout the video, stepping out of the traditional convention of colour used in modern pop videos.
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