First music video analysis In this presentation I will be analysing an artists music

video. The video I will be analysing Ben Howards-’Keep your head up’

Watch the music video here-https://youtu.be/ADP65wbBUpc

Mise-en-scene

Forms and conventions of the music video

Location/set- In the music video the artist has chosen nature as the dominating theme throughout, in doing this they show the beauty of nature and also makes the video visually appealing as well as entertaining to the viewer. The outdoor location also gives the viewer a sense of adventure which seems to represent the type of artist Ben Howard is, with a lot of his songs talking about nature, animals and adventure/ happiness in life which again is what the outdoor location portraits to the public. The water slide inn the video is also very effective in showing happiness and excitement which directly links to the song lyrics and name ‘keep your head up’

Costume- The video itself has no eye catching costumes and clothing which I think is effective in showing to the viewer it could be anyone including themselves in the music video, which again is effective in making the viewers feel happy in themselves which adds to the effectiveness and popularity of the song

CameraworkExamples of shots-POV-This is used very effectively in the video, it is used to show someone going down the water slide behind the artist Ben Howard. This adds excitement to the video and gives a different insight that most videos don’t have, it also makes the viewer feel like they are there and also increases more excitement. Long shot- long shots are used when recording the cast of the video going down the water slide. It is effective as it does not only show the artist and others having fun but also shows the environment around them adding to the nature aspect of the video.Low Angle shot- The use of low angle shots and other unique shots makes the video visually appealing throughout so it doesn’t become boring towards the end, it keeps the viewer watching and entertained from start to finish Movement- The camera man used slow movement at the start then when they make the water slide, the movement increases in speed to represent the excitement and increase in happiness. The main way they have filmed the video is by hand held camera, this gives the natural and personal feel that is shown throughout and again makes the viewer feel like they are there.

EditingCuts- Cuts are used in order to present excitement and increased speed which links to the excitement of the water slide.Effects- Not many effects are used in the filming which gives a raw feel again adding to the natural aspect they aim for in the video. However they do use blurring to show sunlight blurring vision which again emphasises nature and happiness. The sun which is in the video from start to finish presents warmth and is commonly seen as a metaphor of joy.

Goodwins 7 conventionsThe video doesn’t specifically tailor to one age, gender and ethnicity which I think they aimed to do as the song can make anyone feel happy and ‘keep there head up’. They aim to grasp anybody and reach out to anyone who may be unhappy or seeking adventure and excitement. However age may be a factor as younger people will be more drawn to this video as they are commonly more likely to want excitement like outdoor adventure like seen in the video rather than elderly people. The casts age is also a factor that effects the age of viewers as they are also young to. Even though physical ability could be seen as a factor the song can make anyone feel happy even if there not going to get outdoors themselves the song can still ‘speak’ to them and give them a message.