JD - Video Analysis

Track: Louder - Katy B

I chose to analyse this music video as the video is very artistic and has a fairly low-fi feel to it. The track is also of the same genre as the track we have chosen.

Institution and audience:

I feel that the video would be viewed in a more ambient way than focused. This is because it doesn't really have a narrative. As the video is fairly artistic and cinematic in the way it has been filmed the first couple of viewings of the video may be focused. The extremely shallow depth of field used in the shots helps to keep it interesting, along with the continuously changing scenery

Genre And Narrative:

The video is solely narrative based, with nearly 100% of the shots being meat shots. Katy B is the main character in the video with her seemingly walking nowhere and meeting up with friends. Looking at Goodwin, there isn't an obvious link between the sound track and the visuals. The video cuts mainly to the lyrics, but when it does cut to the beat of the music it only goes on for around 4 beats. After the video has been cut to the music there is often an extended shot that helps to add to the narrative.

Media Language:

This music video doesn't seem to have a distinct narrative, but in a way the lyrics could be connected to the video. The lyrics seem to connote Katy B as a rebel: 'As I buy another round, with my final twenty pound. Seems as if my money's spent, how'm I gonna pay the rent?' When watching the video at this point there seems to be no worry of not being able to pay the rent, as Katy B is sitting round a table in a cafe laughing with her friends. I think that the video depicts a a girl still in her youth, with nothing to worry about, and the lyrics tell us of a girl who's adventurous and sociable, just like the stereotypical teenager.

Representation:

The lyrics of the song represent the artist as a stereotypical teenager, but the video represents her as a more mature, young woman that enjoys meeting up with friends. The location looks fairly run down and reminds me of East London with lots of flats and run down shop fronts in small streets, which is a fairly typical characteristic of rap videos.