Music Video Analysis

Asher Roth's 'Grind' Music Video

Narrative- In regards to narrative theories, I found that mine was most relatable to Todorov's 5 point theory. This theory suggests that that there are five stages to every narrative; the equilibrium, disruption, climax, resolution and re-equilibrium. I found that although it was slightly relatable, in the sense that it starts in equilibrium with the lack of colour and slowly a new equilibrium is established where everything is in colour. The difference with this video is that the narrative initially follows random people, the link being that they are sad. Then the new equilibrium follows people having a good day. The other 5 point narrative aspect is the disruption of the equilibrium. This is first show when the first shot with any colour is shown. This video does not fit succinctly with the theory. Here the narrative is not established by what is in the shots but by the use of colour. I think this is because music video narrative has different conventions from other video genres. The narrative does not particularly end, just the new equilibrium is established but its never really shown the effect of this. This is because music video narratives are incomplete they never show an entire plot just a segment of a wider story that inspired the artist to write the song.

 

Audience- In regards to audience theories, specifically the Income/bracket Status Theory, which suggests that audiences are grouped in order of their class. I based this assumption on the basis of the music video and Asher Roth's music in general. Although he is a rapper, his music doesn't conform to basic, aspirers' idea of what a rapper's lifestyle is. The song is about poor people finding some inner happiness and strength and carry of going. I think that this was most relatable to classes D and E, the lowest classes. Asher Roth grew up in a working class background and it's likely that the majority of his music videos are targeted at the lower classes as his lyrics are easily relatable to them. 

Wiz Khalifa's Music Video

Audience- In regards to audience theories, specifically Young and Rubicam's Four Consumers Theroy, I believe that the main target audience for this would be aspirers. In terms of this theory, an aspirer 'wants status and the esteem of others. They like status symbols, designer labels ect. live off of credit and cash'. I think that this is an accurate description of the target audience. I think this because I feel that the video represents a typical rapper lifestyle which connotes, girls, money and generally expensive things. The sunny day represents a positive atmosphere, the protagonist of the music video gets to be with the conventionally good looking girl at the end, Wiz Khalifa sports expensive clothes and jewellery throughout the video and there are shots of him talking to people to represent his popularity. The combination of these aspects show a 'euphoria' for aspirers. Wiz Khalifa seems to fulfil the desired person to be if you're an aspirer.  

Narrative- The video starts with two separate scenes, a group of girls and wiz. The narrative runs parallel with wiz performing as live. The narrative follows the story of wiz and the girl. Quickly interacts with her and the As live elements blend with the narrative and what he's singing is obviously addressed at the girl. This directly link the audio and visual aspects of the song. The locations of the narrative and as live sections are very similar. This makes it feel as though wiz is telling the story about his day. In this video there are only 2 main characters. Using Propp's character theory they would be the "hero" and the "princess" respectively. The only other characters that have recurring roles would be the girls friends, however they have no real purpose in the story and i don't think they fit into the model. I think music video narratives have different conventions from that of a traditional narrative. They are often incomplete while todorov would argue stories are supposed to being and end equilibrium music videos never show the resolution to the story they are telling.

Kitty