MUSIC VIDEO ANALYSIS

DESTINY’S CHILD-LOSE MY BREATH

ABOUT THE BAND• R&B band Destiny’s child

formed in 1997 originally had 4 members. The band reformed in 2000 producing the final line up including Beyonce Knowles, Kelly Rowland and Michele Williams and formed the new and very successful ,Destiny’s child. This band relates to my music video because of their target audience, costume and kind of music they produce.

BEYONCE KNOWLES KELLY ROWLAND

MICHELLE WILLIAMSDESTINY’S CHILD

THE VIDEO OVERALL

PERFORMANCE• The music video is mainly

performance with a lot of lyrics and visual links(Andrew Goodwin theory) the video shows a dance off between two trios of girls , both of them being destiny’s child but shown in different alter ego’s or sides to the band. The dance off shows a battle between street and Contemporary dance. The use of linking the lyrics and visuals amplifies what the songs theme is. The song relates to the target audience (15-18) because of the nature of the lyrics.

TARGET AUDIENCE• The target audience is 15-18

females. The lyrics in the music reflect target audience experiences which makes it more appealing to the target audience. I believe it begins at 15 because of the bands style as well, the clothing is very provocative however not so much so that the audience would be a mature audience. The band also have a street style which you can associate more with mid teens rather than early teens, and the band itself appeals to 15 to 18 because of the nature of the songs they usually produce creating the 15-18 age range.

GOODWINS THEORIES

CONVENTIONS AND GENRE CHARACTERISTICS

R&B GIRLBANDS• R&B girl bands tend to appeal to

the average teenage girl. The songs they produce are about target audience experiences like relationships or going out and enjoying themselves . They also have costume which would appeal to the target audience (mid teen-older teen). This is because they use high street fashion and street fashion to relate to their audience. This trend is shown through similar girl bands such as Ruff Diamondz, Cleopatra and Sugarbabes.

Cleopatra

Ruff Diamondz

Sugarbabes

LINKS

LYRICS AND VISUALS • The pace of the lyrics begins at a regular

pace but then speeds up and slows down on the lyric ‘oooo’ as if someone is breathing out or taking a deep breath. This relates to the visuals as the dancing speeds up and slows down. This also links to the music as the music is does the same thing as the lyrics and the choreography. When the artists say ‘Lose my breath’ at one point they blow dust from their hands as if it is their breath again showing the link between lyrics and visuals in this song. The surface meaning of the song is about keeping up with dance moves (the surface meaning link the lyrics and the visuals clearly). This is shown when the trio’s have a dance battle to see who gives up first and who can’t ‘Keep up’ . This is a direct example of Goodwins theory.

MUSIC AND VISUALS • The music amplifies the lyrics

of the song. The music is at a fast tempo which, like the visuals, relates to ‘keeping up’. The choreography and the music mimic each other. There are drum rolls every 24 beats which is where there is travelling either walking to another location or towards each other. There are also two counts of horn sounds which is when there is a close up of a big dance move or a facial expression which amplifies the music.

Can you keep up?Baby boymake me lose my breathbring the noise

moved so fast baby now

grabbed you, grind you, liked you, tried you moved so fast baby now I can't find you (at this point the pace of the lyrics speeds up)

Ooo, (this is where is slows down)I'm starting to believe that I'm waytoo much for you

ADVERTISING THE ARTISTS & RECORD LABLES

VOYERISTIC TREATMENT OF THE FEMALE BODY• Although there are many areas where

voyeuristic images could be used there is only 1 particular moment where there is a medium close up of one of the members body parts which could be seen as a voyeuristic element. There are several moments where men are involved in the choreography so the voyeuristic areas of the songs are shown through the choreography rather than camera angles.

CAMERA ANGLES AND MOTIFS• The first camera angle is a long shot

which is a strong camera angle as it establishes the girl band right away and shows their costume which is key for captivating heir intended audience. After the songs begins there are close ups of each artist on the beat of the music which creates a punchy attitude for the band members. The motif the band has is aural rather than visual as we hear a drum roll where there is travelling every other 24 counts.

Overall

• The way the artists are advertised has been a main learning point for me as I can now use this in my groups music video to advertise our artists as they appeal to the same target audience. I can also use what I learnt from the links between music/lyrics and visuals and incorporate it into the music video to amplify the lyrics as they are important to the song. The conventions I researched can be challenged, used or developed in the music video to create a new style for our band.