A2 MEDIA STUDIES - Robert Atkinson

Similarly, In Bruno Mars’ ‘The Lazy Song’ we get to see mysterious characters/performers wearing monkey masks, and in the pop electronic/dance track Turn Up the Music by Chris Brown we see a variety of people wearing that of animal masks such as rabbits etc. Us as an audience are only able to see this unique type of costume choice within these music videos and not through lived experiences (Barthes), therefore enabling an audience to keep watching these music videos. Blocking is also a major part of the mise-en-scene utilised in order to put the importance and emphasis onto the artist e.g. Chris Brown at 0:59 being seen at the front centre of the frame. At 0:52 we see a close up shot of Brown himself singing directly towards the camera therefore promoting his talent of being a singer, in which close ups are used a lot in these music video to do so and in many other music videos I have analysed. (Goodwin – Music videos are a promotional form). Although long shots are also used in the video to enable Chris to show off his raw dancing talent, which us as an audience know he is very talented at (Loyal by Chris Brown), dancing is part of his iconography and is a major USP of his (Dyer). All of these camera techniques resembling typical pop conventions. At 1:20 an element of slow motion is used when Chris enters the main building, what this does is almost lets the audience and the song take a breather from all the fast-paced editing predominantly used throughout the video. The fast pace of it almost makes it disorientating for the audience, but on the other hand it matches the choreography of the video and suits the type of song that it is. The contrast between the fast and the slow makes Chris seem both extraordinary and ordinary, making it entertaining for his audience (Dyer’s Paradoxes). At the start of the video, the track doesn’t kick in straight away and we hear a few elements of ambient sound and diegetic sound, e.g. cars driving in the background and when Chris takes a sip of his presumed alcoholic drink. What this does is almost give an introduction towards our artist and what character he is playing, a psychologically confused man who is about to enter an unknown world, and we as an audience want to know what is about to happen to him. (Uses and Gratifications - Surveillance). As some extra notes, Chris is wearing a suit in order to add to the aesthetic of the video and make him look a smart man stereotypically matching a typical male pop artist. 1:27 a low angle shot is used to connote superiority of this artist and that he has broke out of this ‘confused’ shell. Then at 0:50 a jump cut closer towards the artist in order to place emphasis on his behaviour and that he is the main show in this music video. Low-key lighting is also predominant throughout which enabled the use of ambient light to become most effect, specifically at 0:46 with the strobe lighting effect, connoting a club/dance atmosphere matching the tone and choreography of the song becoming aesthetically pleasing. These being elements that I have not seen much of their use and the way that they are used in the other videos I have analysed. Lastly to conclude, ‘Turn Up the Music’ by Chris Brown offers a variety of conventions and stimuli that help present itself as a unique pop music video. One thing I am a fan of is the editing used in this video and the contrast between the fast editing and the slow motion effect, and is definitely something I will consider implementing into my music video me and my group will be creating. It is very, very effective.