Video Analysis of My Genre - by Emma Holt

Marina and the Diamonds - Oh No
The genre of music that I have looked at is “girly – pop” with a unique twist to the artists.
The cinematography in this music video is kept very basic and simple throughout, firstly it opens with a long shot (grab 1) of the singer, and in this shot you cant see anything but a red screen, and this works well because it leaves the viewer wondering what the music video will be about. From then on the video cuts through a number of shots, from close-ups to mid-shots making the video less boring and largely this helps avoid viewer fatigue. Also, there is a unique style of camera work in the music video, like (grab 9/10) is a birds-eye-view and that (grab 11) is a worms-eye-view, and I feel that this works well with the genre as it almost emphasises the quirkiness of the artist and that they like to stand out from the crowd through shot types.
The mise-en-scene plays a huge role in this genre of music as it helps towards making the artist seem more unique and quirky. Firstly, the colour scheme throughout is bright and bold with uses of reds, blues, pinks and yellows suggesting that Marina isn’t afraid to stand out from other artist, maybe allowing her to be more noticed in the music industry. The basic shot type allows the viewer to focus on the performers costume; throughout the video Marina changes her costume from a pink dress, to a dollar dress to a bright yellow sequined dress emphasising the fact that the genre of music is girly-pop with a touch of quirkiness and that she stands out from the crowd so the audience will be more interested when watching the video. The video has the same aspect as a usual pop video, with the female singer having a dance routine with backing dancers, but the dancing is more quirky and robot like linking largely to my chosen genre. Also, the locations are kept basic but have a large impact and link well to the genre, as they are always brightly coloured always drawing in the viewer to watch the video.
Editing in this video makes the video seem more unique as throughout there are edits of cartoon styles linking to the lyrics of the songs, for example in (grab 6) there are the bold words of “Oh No” and they are lyrics to do with the song, reinforcing the idea that Marina in crazy and like standing out from the crowd, allowing her to be more independent in her style of music. Lastly, the lip-synching is perfect throughout the video, making the performance more entertaining and emphasising the genre of music of quirky-pop.