Music Video Analysis – The Knife, Pass This On http://youtu.be/gKhjaGRhIYU Declan Tyldesley

Comment on the following aspects in relation to your music video choice. How will these techniques appeal to the target audience needs?

Target Audience & Needs

The target audience in this video is very mixed because in demographic profiling there is all different types of groups from middle class people to lower class people and also a lot of different ethnicity’s mixed by Asian, Black, White, Gender and age. Also the people that would mainly listen to this type of music are quite mature adults, because they will understand the lyrics of the song more and they will also see what this song is trying to do, which is bringing people together no matter who you are. In my opinion I didn’t really enjoy this type of music mainly because this is not suitable music for teenagers or young adults. Although this is an Electronic or dance music genre it is a quite calm and low beat music style so this on the other hand will not be as entertaining for teenagers or young adults.

Lyrics (Meaning Implied?)

Most of the lyrics in this song was just repeated and told a quite complex narrative story due to the fact the main lyrics were “I’m in love with your brother”. Due to the fact that the singer is a transvestite it could also mean he is gay because of the lyrics said in this music video and it is hinted at one particular person. Although there was quite a short amount of lyrics it quite easily proved there was a short dance part within in the song because it played quite groovy music at the time. This got people up dancing at the end of the music video.

Tempo Throughout the whole song it plays a very low, calm or relaxing tempo because it is aimed at a specific target audience. Although we have called this a dance or electronic genre it was quite hard to establish because of the low beat tempo that might not have got people dancing, which the song is meant to do as well as bring people together. The tempo of this song also gave us quite a Caribbean or Hawaiian feel to this song due to the type of music that was playing when the people were dancing along.

Music Video Analysis – The Knife, Pass This On http://youtu.be/gKhjaGRhIYU Declan Tyldesley

Genre We have established so far that this song or music is based more on the side of electronic and dance music. This genre was actually very hard to establish for me because most electronic or dance music tends to be upbeat but it suddenly came to my senses when I heard quite groovy music but still relaxing that played for a while and got people up and dancing. Another reason why I chose this music genre is because there wasn’t quite a lot of singing based in this music video and the lyrics was repeated over and over again.

Camera Technique In this music video there is quite a lot of camera techniques used within this music video but it looks to me that the camera is hand held throughout the whole music video because the camera is a bit shaky, throughout the music video. The most common camera techniques used in this music video are close up shots and mid shots. It does this to show how they are reacting to this type of music and how they move or dance, but there is still a lot more camera techniques used in this music video such as long shots, two shots and some panning shots. The camera techniques are also used to show what type of clothing they are wearing, to give us more a stereotypical opinion of that person. But it does this to try and bring people closer together.

Editing This music video called Pass this on, has given us quite a lot of features so far. In the editing of this music video they made it so there is roughly about two or three seconds on each shot to give it quite a fast moving feel although it is a low beat tempo and quite relaxing music. But they have also used a cutting technique so when it cuts it looks very smooth and visible so we can still see what is happening on screen as the music is playing.

Music Video Analysis – The Knife, Pass This On http://youtu.be/gKhjaGRhIYU Declan Tyldesley

Use of Digital Effects While using digital effects on this music video they have done a bit of colour correction as most music videos use these days, when they was doing a bit of colour correction they have used very low saturated colours to make the set a bit darker. By them making the colours low saturated we get the sense that everyone isn’t in a great mood because there is a use of low key lighting to make it a bit more intense, but when the music starts to play it puts everyone in a better mood and brings them together.