Analysed video no. 1

Marina and the Diamonds

I really like this video because it's a hybrid/ mixture of mainly staged performance music video with elements of narrative (Diane Railton and Paul Watson- 'Music video and the politics of representation'). For example a narrative part is 1:07 whereas instead, the dancers are staged performances on 1:12. I reckon this video is bubblegum pop because of the fact that parents wouldn't mind if their 11 year old daughter watched this video because it's suitable for children. Instead when you look under pop you will find, Britney Spears, Jessie J, Nicki Minaj which are not suitable for young people. Also, I think that the bright, bold colours are eye catching, the lighting is bright and the editing is very cartoony which, also reinforces the child like appeal.
At certain moments she is edited to dance or move at the same time as the beat of the song repeatively, for example 2:11.
The thing that i find interesting about this video is that she is put in different scenarios and representing different roles. An example is, 0:16 because she seems to be at work and 0:55 because she seems like a rich but bored, housewife. This shows the artist can play different roles and that she can connect with different types of audience.
It is obvious that for the target audience, Marina is the main interest because the whole video is based around her and there are a lot of close-ups of her which, reinforces Andrew Goodwin's view on artists. Goodwin said that there is a demand from the record company for lots of close-ups of the artist. Also, the camera, throughout the video is always facing forward or towards her which connotes that the audience is very interested on how she acts and dresses probably, because they inspire to be like her.
Joe Gow identified 6 different types of music video genres and i think that this is a 'song and dance number' because it focuses on the physical ability and the vocal presentation of the artist.
All in all i think that this video is a great inspiration for the kind of music video i would like to do. I will probably use some of the elements from this video because it's fun, colourful and interesting for my girl band music video.