Video Analysis of My Genre - by Gemma Flinders

Florence & The Machine - Rabbit Heart (Raise It Up)

This music video follows many of the typical features of our chosen genre whist also using features that the artist usually uses in most of her videos. Throughout the video the main type of shots are close ups which so the artist face which take up most of the frame showing her singing whilst looking passionate about her music. Being passionate about their music is a convention of this genre, also stereotypically the artists have their own unique style and Florence is no exception. The close ups on her face last quite a long time and are sometimes followed by a very slow fade into the next shot which causes the two shots to be overlapping creating a surreal feel to the video. It feels surreal as the audience is viewing two scenes together so the audience has to concentrate on what is happening. As close ups are used throughout the video it ensures that she is the main focus through out and that the audience should be watching her. This is also exaggerated through tracking shots that follow her while she is dancing and singing.

The props and costumes create what I believe to be a fairytale tone to the video. This is due to the pale colours (cream and green). The females in the video are all wearing frilly dresses that flow as they dance while the males are wearing top hats, and some form of uniform or suit. The choice of costume I think is quite unusual for this genre as the female artist stereotypically portrays herself to be a strong and independent woman and the choice of clothing creates a vulnerable feel towards the artist and the other females while the men seem stronger due to their costume. These costumes seem quite old fashioned and give of a slight hippy feeling and also suggest some sort of ceremony is taking place as they are a smart choice of costume. The artist is usually recognised due to her bright hair, and the soft and neutral colour scheme allows her hair to stand out.

The lighting throughout the video creates a very calm and peaceful feel to the video which contrasts with the sacrifice shown at the end which I think is effective. The lighting seems to be quite bright however it is very soft which adds to the fairytale and surreal feel to the video. I think the lighting is a big element that makes this video successful as they are effective is telling the story of what is happening in the video and how the audience should feel throughout it.