How do music videos speak to/interpolate their audience?

Cherry Glazerr - White's Not My Color This Evening

Figure 1

Figure 2

Figure 3

Figure 4

   We are introduced to the protagonist of this music video within the personal and private location of her bathroom, establishing an intimate connection between her and the audience. Over-the-shoulder shots of her looking into her bathroom mirror and applying lipstick (see figure 1) further position the audience with her, showing us the reflection which she sees - this also enforces an element of Andrew Goodwin's music video theory as the prop of a mirror references the notion of looking. The lipstick and tampons could be iconographic props, speaking to the band's target audience of predominately teenage girls due to their typical connotations of femininity. A sense of aspiration is also created for the audience by the close-up shots of her slightly eccentric but fashionable costume as she walks to her car (figure 2), emphasised by the use of slow-motion; these are complemented by an extreme long-shot (figure 3) which displays her entire ensemble, plus the character's car which has a retro aesthetic which would appeal to the 'hipsters' in the Californian band's target audience. The audience are also positioned with the protagonist by a focus pull when the character's 'love interest' enters the bakery which she has traveled to, directing us to follow her gaze and shift our attention to him as he comes into focus. Close-up shots, such as figure 5, further encourage the audience to relate to the protagonist and empathise with the emotions she conveys.

Figure 5

Declan McKenna - Isombard

Figure 5

Figure 6

   The audience is interpolated through the narrative of this video because it begins with the camera following the artist into a music venue (see figure 5). The use of handheld camera makes this more immersive. The music video's audience are also positioned with the audience within the video who are presented watching the artist perform, especially by shots like figure 6 which is a long shot of the artist on stage so seems to be from the point of view of an audience member. The use of direct address when the artist lip syncs (see figure 7) further interpolates the audience by suggesting a personal connection with the artist. Direct address is also used in clips within the music video which seem to be filmed on a phone, reinforcing the sense of a personal and friendly connection with the artist.

Figure 7

Our music video

   Like 'White's Not My Color This Evening', we will establish a personal connection between the audience and the protagonist of our music video by beginning in the intimate environment of her bedroom. We will also similarly use over-the-shoulder shots to position the audience with her. Additionally, we will use handheld camerawork for some shots, like in 'Isombard', to immerse the audience. Furthermore, the performance elements of our video will include direct address to establish a connection between the artist and the audience.