Case Study 1 - Ways Music Video

Introduction:

This is a music video for the song Ways by Roman Lewis. The music video is abstract, however, it incorporates performance aspects too.

Textual Analysis:

My interpretation of this video is that what we see in the background is a representation of what's going on in Roman's head during the scenarios given in the lyrics of the song. This video uses a green screen to change the background and add crazy effects that don't exactly correlate to the song in question. However, in terms of a low-budget music video in the abstract category, this is very well produced as it uses a small amount of equipment and a lot of editing, which is the most accessible thing to a lot of people. The camera uses a mid shot to capture the artist.

Mise-en-Scene:

The location for this video is in a studio in London that has a green screen.

A prop used in this video is a bottle of beer. This is used to connote how people lose their inhibitions when intoxicated and tend to find people more attractive a lot easier.

Roman's costume for this video is a tracksuit. Something that you would expect someone around his age to wear casually. Most likely to a party, where there would be alcohol, hence the bottle in his hand.

The video has an element of performance considering that it consists of Roman dancing in front of the camera to his song while mouthing the words.


Editing:

The takes in the video are quite sort and some overlap to create certain effects like multiple people in a single shot. There is a small transition between the establishing shot of Roman walking into the studio to the shot in front of the green screen. This transition covers the screen in an old-fashioned blur and when it fades we are met with the new shot.

Audience Analysis:

 The target audience for this video and song are most likely people around the same age as Roman himself, that being 16-25. The song is about the many different ways being young changes someones's perception of falling in love, however, you wouldn't assume this from the music video due to how abstract it is. This target audience is en mass as it incorporates and can be understood by many people.

I think this is their audience because it's a relatable topic for people of those ages and these people may find a deeper meaning within the lyrics of the song or something that means something to them personally.