Artist: Marina & The Diamonds song: PrimadonnaLabel: Atlantic / 679released: 2012

CINEMATOGRAPHY

the opening shot which is a medium close up is of a screen introducing the song this is effective as it goes with the Hollywood glam that the video overall portrays. this is also a common convention of a music video introducing the song with an artist and the title of the song which is predominant in the pin up Hollywood girl culture in which the video implies a lot of. the cinematography throughout the video concentrates on the only character in the video which is marina herself the use of the extreme close up when we are first introduced to the character implies that  the main focus of the video which is her is the centre of everyone's attention and that she vows to be loved. the shot is intimate showing the intimacy she has with the audience this is effective that all our focus is on her because the song focuses on ideas about being centre of attention constantly and concentrates on her way of life.

The video shows a strong use of medium close ups these establish the difference in locations which is important as it shows her vast life and personality. These three shots show the character marina which is a different person to the artist marina. She's within three different locations which is important as a viewer as it makes us unsure our perception on her ideology because its not specific enough its constantly changing so we cant pinpoint her exact look this is also supported by the use of different camera angles. the use of the medium close up allows the artist to be intimate with the audience and make specific contact with them. The loss of characters in the video shows how everything's about her which we are reminded by shots in which she mimes the lyrics into the camera. The third shot shows marina hiding behind a piano which could show ideas about even though she boasts on confidence inside she's very broken and insecure

The medium close up on the left presents a character visually reminiscent of 1920s pin up girl which reinforces the theme of the lyrics and the Hollywood glam it reinforces part of history that are still iconic such as people like Marilyn Munroe. There's also a number of extreme close ups that are grainy and shaky in order to make it look film like showing the audience that her life is like a film and that it’s the ideology in which she wants the world to view her from none of this is a reality we are living in the ideological world she's created for us. There's a change of location throughout the video which is shown in this close up shot the artist isn't central but more to the right conveying ideas how she's sick of being in the limelight and that she wants to change her lifestyle. This is reinforced by the black and white filter which is in comparison to the overly bright colours shown at the start of the video

EDITING

the editing throughout  the video is fast paced as it imminently switches showing how fast paced her life is and the life of a Hollywood star. It shows how her lifestyle is constantly evolving and the use of shot reverse shot editing in which we see her in numerous locations shows her want to be everywhere at the same time still maintaining the audiences focus as she follows wherever the camera is there's a strong use of filters in order to make it film like starting with the grain TV filter to again make the footage look like a film but also relate it back to the 1960s television there's also a use of a black and white filter when marina is in the car which is interesting as its different to all the other shots in the film this could connote sadness as it becomes nearer to the end of the video

MISE EN SCENE

Costume may be one of the most important in getting across the narrative as previously stated as its constantly evolving and no two costumes are the same alongside with the makeup and hair. She's has bottle blonde hair which is conventional of the beauty kind of world. The pin up curls are a clear and direct link to American 1930s and 1940s pin up girls reminiscent of people like Marilyn Munroe and Madonna marina is channelling iconic figures in the celebrity world in order to link herself to someone else common ideology by her use of costume being a mimic of other characters it again establishes narrative but shows the confusion that she doesn't know who she is that she copies and takes things from everyone else in order to create her ideology. The pink silky dress that Marina is seen to be wearing has connotations of seductiveness, again supporting the narrative. Marina’s makeup within the video has different connotations, the bright led lipstick again has connotations of seductiveness, however the love heart on her cheek has connotations of childishness and immaturity.

Colour scheme The screen at the start of the video is a purple pink conforming to the theme of the video of it being girls and about primadonna girls. Its also typical of the genre. marina wears bright colours and has excessive makeup compared to the artist who we know who it attached to the indie genre. When the location changes so do the colours portrayed there's a strong semantic of blues and purples in scenes and then the idea of green and nature in the other this shows a contrast and that we cant pin point one specific colour with the artist she is confusing and hard to figure out for the audience which makes her effective

PropsThe video also has numerous of different props in order to establish the old television has a large significance to the video as it represents the culture and time period we are reminded everything is film like from the use of the TV randomly popping up. On the left is also a shot of an incredibly large chandelier conveys ideas about wealth and high class. This is a clear connection to the lyrics of the song about wanting to be rich and of wealth in order to rule over the rest of society. The representation of the piano could be to please previous fans of her older music as she her music used to be piano based this is interesting as it allows the audience to be broadened.

LIIAR ANALYSIS

LANGUAGE

The video for Primadonna shows Marina in very glamorous outfits and settings. In one shot Marina is in a pink sparkly dress with a white fur coat which we often see the Hollywood stars wearing. Marina is also seen in the same shot as a massive chandelier, which often has connotations of the upper class .Shots of the mise en scene are used conventionally this is shown in high angle to the shot of this broken TV, suggesting that the age of media is over, that you cannot make money through media, you have to go out and get it. The long shot shows Marina on step ladders picking fruit, this is a very vintage classic shot, which shows the class that Marina has, and she wants her life to be very classic. The use of cinematography is right after a straight cut edit. They have used this cinematography to make the music video similar to a vintage VCR. So the audience recognise its like a vintage television show or a film

IDEOLOGY

In terms of The genre of Marina’s music is Indie-pop which appeals to young adults and teens the videos ideology makes it viewable to the younger masses due to its cartoon and almost immature appeal. In the first 30 seconds of the song the music is very calm and almost like a lullaby, and then a very strong beat comes in and the song becomes very pop. This could represent how Marina would be in a relationship, very nice at first and then when she gets the life and money that she wants she becomes very demanding. As she is reeling off the things that she wants a man to do for her ‘Buy a big diamond ring for me?’ ’Would you get down on your knees for me?’At many points of the video it is diegetic as Marina is performing the song, implying that she is not afraid to tell people exactly what she wants.

INSTITUTIONS

Marina Diamandis born 10 October 1985) is a Welsh singer-songwriter. Bornin Brynmawr and raised in nearby Pandy, she moved to London as a teenager in order to achieve a dream of being a singer, despite little formal musical experience. In 2009, Diamandis came to prominence after being ranked in second place on the Sound of 2010 poll organised by the BBC. She released her first album under 679 in 2010 named the family jewels she's gone on then to make three albums all of which made the top 10 in the UK

679 Recordings Marina and the Diamonds’ record label is 679 Recordings which is part of the Warner Music Group. The record label was formed in 2001 in partnership with Warner Music, and specializes in “Nothing but futurist popmusic”]. Other artists which are part of 679 Recordings are Little Boots, Plan B, Sirens Sirens, Spark and The Streets. .679 distribute her media to the consumers and budget the music videos Atlantic are a small firm within Warner music so therefore also play apart on how her music is distributed

AUDIENCE

The target audience of Marina & The Diamonds, and therefore this music video would mainly be girls/women of the age of 16+. The target audience of this music video would be able to relate to the video and the message which is in it, the idea of wanting a more glamorous life. However this could also be the same for males of a similar age, which could widen Marina’s audience range. Marina has attracted her audience for this video by making the video quite controversial and standout, for example talking about marrying for money and getting everything she wants. The mise-en-scene and cinematography in this video can also be used to attract the audience to Marina’s video. The costume and make-up Marina wears in this video can also be used to attract an audience, particularly an audience of teenage girls. In nearly all of the video Marina is looking glamorous and elegant which a lot of teenage girls will aspire to look like. Screen shots of some of Marina’s many make-up/costume/hair changes in the music

REPRESENTATION

The representation of women are shown negatively to an extent of fun. Marina shows women to be selfish and self loathing along with gold diggers. The representation goes back to the 50s where marina does things that were conventional in that time era for example staying at home and minding the house all day on there own which is shown by the use of long shots where marina is walking all around this over sized house on her own. The representation looks wise is very reminiscent if not an ode to Marilyn Monroe a high class icon figure who had everything but was still unhappy similar to what the songs about this is also supported by the close up of Marina reading the Jennifer Haymore book Secrets of An Accidental Duchess about a beautiful woman that has been treated specially since childhood however she has a bold independent spirit and passion that proper young ladies must never confess implying that this is what Marina is like