Sweeding- It's The End Of The World

The original music video:

I have chosen this video as it uses an abstract story to depict the lyrics. As well, I selected this music video to sweed as the setting is simple and easily replicated. The use of POV camera shots invites the audience to position themselves as the male character, and is used effectively within the music video.

My sweeded version:

I chose the opening half of the music video to replicate due to the use of lighting techniques; shadows are cast against the walls which create an effective ominous presence in the scene. I feel my interpretation of the music video was successful in the fact that I have stuck to the original camera angles and movements. The 360 degree vertical pan in particular worked well and acted as a confusing camera motion, distorting the audience's view. I feel that this, coupled with the use of lighting, creates a dark atmosphere, along with the cluttered setting. The concept of a child alone in an abandoned building surrounded by trash should cause the audience to sympathize, however as the song is upbeat the music video contrasts with the tone set by the music. I feel this is effective as it adds further layers to the meaning of the song, how perhaps though things seem at a loss that there is a silver lining- suggested by the boy in the music video showing off proudly his possessions to the camera. On the other hand, what I feel didn't work in my interpretation includes the file type I had to convert my music video into- MP4. This conversion has reduced the quality of the music video and thus it loses its impact as well as its clarity. As well, the setting I chose had a vast amount of natural light, disallowing me to recreate the shadows as effectively as in the original video.

Therefore, when creating my final music video I shall convert the video to another file type, such as AVI rather than MP4. As well, I would like to incorporate shadows much like those used in this music video, as they added a more sinister tone to the music video, therefore I shall use a setting suitable to doing so. Unlike with my other sweeded music video- chasing cars- I feel that the use of a female actor instead of a male, as used in the original music video, has not negatively impacted my music video. This is because the actor is not lip-syncing to the lyrics; therefore when I create my final music video I will only be restrained to using the same gender as the voice of the song if I intend on my actor lip-syncing.

Sweeding- Chasing Cars

Below is the original as well as my replicate video of Snow Patrol's Chasing Cars official music video; as well as evaluations of the original and sweeded videos.

The original music video:

I felt that the original music video presented a fitting combination of narrative and performance. By using extreme high angles this portrays the artist as vulnerable, by positioning the audience above him; such as when he is lying in the middle of the road. This influences the audience to sympathize for him in his moment of collapse. The use of long shots also suggest the artist is vulnerable as the world is created to be ominous and vast- the dark lighting in the night time shots emphasizes this, instigating the audience to threat for the artist and feel closer to him. The establishing panning shot shows the passing of time, from day to night, lengthening the period in which the audience has been with the artist, potentially strengthening their connection to the artist, much like the effect of the camera shots previously mentioned. As well, the casual costume of the artist portrays him as chilled and cool, appealing to the female audience as a hip young man.

My sweeded version:

Having converted my file to an MP4 so that it will play online I feel I have succeeded in the task of sweeding. I chose the opening section of the music video to sweed as I was able to easily reconstruct the action and settings. I feel that the timing has worked well, as the mouthing of the lyrics is in sync with the music; as well, the settings have been well chosen- they can be obviously linked with those of the original music video. The camera movement works well throughout the video, slowly revealing the action, leaving the audience in suspense and intrigued. However, the choice of actor hasn't worked as they are female and thus the voice does not match the face. On the other hand this adds a comical twist to the video which contrasts with the serious tone of the soundtrack.

From sweeding Snow Patrol's Chasing Cars music video I have learnt many techniques and important notes to take forward with me when I next create a music video. I will use progressive zoom outs to reveal the scene and characters, much like in this music video, to build on suspense as this keeps the audience interested. As well I shall ensure the actor is a suitable choice for the genre and voice so to keep realism.

Applying Theories

I have analysed Lady Gaga's music video for her single 'Bad Romance', by applying various theories of which I have studied.

Below is my presentation on Lady Gaga's use of representation, the male gaze theory, and the beauty myth.

This contrasts with some of Lady Gaga's earlier music videos, before she became 'extreme'. For example, her music video for the single 'Poker Face', Lady Gaga is seen gyrating and dancing erotically, in near-nothing outfits. This clearly fits with the male gaze theory and beauty myth as she is attempting to show off her body and appeal to the male audience, as well as having a flawless airbrushed body.

From applying these theories to the music video I appreciate the movement against the 'norm', however as my artist may be represented as unique- to appeal to the niche target audience- she will not be freaking, as Lady Gaga is.