Analysing A Video Of My Genre

Ellie Goulding's 'Lights' music video is a good example to show the promotional techniques and conventions of our genre, electro pop. The mise en scene is just one of the aspects that makes this music video attractive to those within the electro pop audience. Unlike in pop genre music videos, electro pop music videos the artist tends to be seen playing instruments, in Ellie Gouldings case the tamborine and drums. Although there isn't location changes the several lighting effects makes the video more exciting and gives something different to look at. With the back ground being black the lighting also brings colour into the video, this is highly effective as it gives off a club atmosphere. It also ties in well with the song name and lyrics, as she is singing about lights possibly making her stronger. A section of the lyrics says, 'You show the lights that stop me turn to stone, you shine It when I'm alone and so I tell myself that I'll be strong.' Female solo artists that are of the Electro Pop genre are known to be highly confident independent women who are strong with high self esteem, Ellie Goulding's lyrics and performance show she is exactly this, she is full of energy and her movements are strong and powerful. I think this makes her a good role model to young girls who enjoy listening to her music. There are two costume changes throughout the video which helps to avoid viewer fatigue, her short black and white costumes portray slight sex appeal however she also looks quite glamourous and sophisticated compared to her previous videos where she is seen in duller more informal outfits. These costumes compliment the song and video as it is about feeling strong and good about yourself.

There is an interesting use of camera shots in this video, the cinematography creates a powerful, uplifting atmosphere. The first and fifth screen grabs I have chosen to put in my contact sheet show low angle shots that portray Ellie Goulding as having a high status whilst she is performing. The long shots are also quite creative, they show the multicoloured lighting that have been edited onto the video which makes it quite fun and lively. One of the most successful shots is my fourth screen grab that is taken from a low angle at the left, she is seen with her hands held high in the air looking strong and has a higher status than anyone else, this could represent her success in the music industry.

There is also a lot of computer editing used in this music video, there are special light effects and unusual coloured shapes and patterns rotating around her shown in my fourth and eighth screen grabs. I think this is something that adds to the electro pop genre. It is made to look quite robotic and futuristic which links in well with the use of lighting. Whislt this is going on the filming has been put into slow motion, adding to the electrical/mechanical feel.