Music videos employ a range of styles and techniques to communicate the themes and
messages behind a song alongside the overall objective of promoting the artist and single. In
preparation for producing my own music video production I have studied the execution of
these styles and techniques to inspire my own ideas and to identify current trends in the
music video sector.
Styles
The first video I have studied is the music video for the track All You Ever Wanted by
Rag'n'Bone Man. The music video uses performance shots of the artist throughout the video
intercut with a range of unconnected shots and scenes linking it to the impressionist style.
For example, when the vocals begin, we see a close up shot of the artist sat on a train miming
the lyrics to the song. This establishes the artist behind the track and introduces his image to
the audience. As this was his comeback single ahead of the launch of his second album, it was
important to reintroduce him to his existing fans and formally introduce him to new fans. He
is not performing to camera as such but is in an everyday mundane setting which suggests he
is reflecting upon life as it passes him by literally as he passes different areas on the train
journey. This coincides with the intended meaning behind the song which is about him
reminiscing over the places he grew up in that have now changed to how he knew them
whilst growing up.
As the video progresses we see a range of scenes that are not directly connected to one
another such as a model town, a gold mine, an elderly lady crossing the road and a couple
eating a picnic in a random location to name a few. These scenes edited together help to
consolidate the song’s intended meaning that these places are no longer the same and have
deteriorated over the years, facing the struggles of modern-day society. There is a
juxtaposition between the scenes of the model town which is presented as idyllic and the
real-life scenes that are nothing to be desired. This sad undertone to the track contradicts
the upbeat sound of the single which upon first listening appears to be another conventional
pop song but this array of visuals adds depth to the music, addressing the common issue that
towns have been neglected and need love and attention to help them thrive once more. The
use of impressionist images creates an air of mystery to the video and keeps us watching as
we try to decode the purpose of these sequences and the connection they may have with
lyrics and key themes.
Techniques, Codes & Conventions
Camera – Throughout the video we see a range of shots and movements being executed. The
video uses a lot of panning wide shots in particular across the model town. This establishes
the environment and scene to the
audience which is important to aid
their understanding of how the visuals
come together to convey the
difference between his childhood
memories of his hometown in contrast
to the darkness of those places now.
By shooting these scenes using a wide
shot we can draw out a lot more
information and get a quicker sense of
the location. The panning movement conveys the idea that nothing stands still forever and the
world around us is continuously changing.
Wide shots are also used in these scenes of the video. There is also a slow zoom out to
gradually reveal the written codes that
are featured in the newspaper headlines.
Wide shots were needed for these
specific scenes to reveal all information
to the audience so that they could
decipher the written codes as they are
revealed through the use of zooms. The
headlines that are featured help extend
the meaning behind the song and are
addressing common societal issues but presented in satirical manner.
Lighting – Contrast in lighting techniques is used throughout to further connote feeling and
emotion to specific scenes. For example, in the footage of the model town, the lighting is high-
key and naturalistic which conveys realism and positivity, suggesting that everything in the
model town is blissful and happy. Contrast this with the live action scenes which are all shot
using low-key lighting with little setting established creating an eerie unpleasant feel to the
footage of reality. This makes us think that these places in reality are facing turmoil and
misfortune.
Props & Costumes - There are a range of props and costumes used throughout the music
video which all play a role in conveying ideologies and telling the story of the song. For
example, in this scene below we see a character dressed in a white vest, pants and socks
suggesting that they come from a low-income household as this is the stereotypical attire for
someone on benefits. This is juxtaposed with the expensive green leather armchair which
symbolises wealth and fortune alongside a gold, mayor like chain around his neck. This
juxtaposition suggests that despite being on benefits the character is wealthier than we would
expect and the fact that he is eating a bowl of model people further implies that he is eating
up the wealth of the people who go out to work and earn their living. This particular scene
suggests that the artist is addressing ongoing issues and societal conflicts alluding to news
reports that people are ‘playing’ the benefits system at the detriment and expense of honest,
hard working individuals.
Overall, I think this music video is effective due to the use of the impressionist style employed
which leaves the audience in suspense as they try to figure out the intentions behind the
random sequences of events. The fast-paced editing makes it engaging and exciting to watch
and help to convey the emotional journey of the song. The similar techniques I would like to
execute in my own music video production are….
[Link]
In contrast to the first video, this second video uses the surrealist style to convey the band’s
unique image and brand, appealing to their niche fanbase……
