Why I chose this video?
I have chosen the Olly Murs song called 'heart skips a beat' featuring new artists by the name of rizzle kicks. I chose this video because it is young and vibrant, and doesnt really have a structure to the video which i think makes it more appealing to me. It isnt a performance video, nor is it a narrative. I think this video is more abstract. Another reason why i have chosen this video is because, i am a fan of olly murs, i watched him succeed on the x factor to where he is now.
Textual Analysis
This video has been filmed in a real life skate park. There doesn't seem to be any apparent story to the video. It hasn't been filmed to send across a meaningful message of some kind. It is just a fun and exciting video. There is a lot going on in the background. People skateboarding, hula hooping, playing drums, skipping, riding bikes, and also dancing to the music. Everyone is dressed in casual clothes. They aren't dressed smartly or anything, it is all according to their own personalities. Olly murs is wearing his iconic hat that he is known for since his first x factor audition where he shot to fame.
Also, there are a few props in this video, such as the big drum kit that is placed in top of the big music vinyl that olly can be seen dancing and singing on throughout the video. This vinyl symbolises the passion for music even in the most random of places, i.e. the skating park.
There is a lot of lighting in this video, suggesting it is a happy video. There are lots of different people, of different races, and also different ages as at one point in the video it shows olly raising his arms with an elderly woman. This suggests the song is not just for the younger generation but also something for the elderly to enjoy too.
The editing is seamless. There are no sharp cuts that shock the audience. It has all been done so it runs as a smooth video. There are however shot reverse shots that go to and from olly with different people in the video and also with his singing duo rizzle kicks.
Genre
This song has an upbeat tempo, some would say its a club dance type song. Personally, I think its an upbeat pop song. This is because most dance songs are usually faster paced than this song, although this is already a fast paced song. When talking about genre I would say this song should be classed as a pop song, because when it comes to marketing and selling this product, i don't believe it would sell very well if labelled as a club dance track.
Audience
I think the video in itself initiates the target audience for this song. That is, anyone! The video shows many different people of many different ages all doing activities to the sound of this song. Therefore, i think if you are attracted to the melody of the song, you are automatically the target audience for it. Some may say that this song is stereotyped for a young audience, however i disagree with this statement. I think it is up to the person and whether they enjoy the music, no matter how young or old.
Form
I believe this video to be an abstract video. It is mainly just dancing and singing with a load of people keeping busy and playing along to the song.
Context
This video was directed by Corin Hardy. Corin hardy has also done another video for olly murs's song 'Busy'. The ideas behind his videos are all his own and corin thought long and hard of how to showcase olly murs song in the right way.
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