Mise en scene
The music video starts with people entering a gate in to a garden party, the scene is in a white and black effect, however some things within the scene are highlighted in color such as the artists hair and top, cups that all the people dancing at the party are holding and the swimming pool this suggests that the importance of the items which are shown by the color this highlights the effect that the color has for example Fergie has her blonde hair highlighted in color whereas other characters remain in black and white this suggests that she is the main character as she dominants the screen, this is also shown as she is at the front and the group of people are behind her suggesting that she hold the power and importance compared to the others. Also as the cups are shown in colour and therefore helps them stand out it links back to the key codes and conventions as the R&B genre conveys a party atmosphere which suggests the that the R&B music is popular at nightclubs and parties where there would be alchol and dancing. Dance routines are performed by some dancers within the opening of the video which links back to the key conventions of R&M/Soul genre. The party scene then tilts upwards to reveal a plan flying past suggesting that the plane has some significance and importance to the music video.
The next scene then shows Fergie in a plane drinking champyne again featuring luxury items that I have noticed occur in a majority of the music videos I analysed this connotes wealthiness resulting in power and confidence. Other luxury items such as diamonds, expensive cars and private planes are used allowing the audience to experience and see what it is like to be rich and famous. The body language and gesture of the artist suggests she is confident. As she looks at the camera it creates a fell for the audience as if she is directly speaking to them. Different locations and various costumes are also used such as in a garden party, on a plane and shopping this highlights that rich and famous people also do things that less wealthier people do, allowing the viewers to connect with the characters.
The next scene is then a bird’s eye view of the city allowing the audience to experience from what the character is seeing from her position which is on a plane, this creates realism.There is a continuous array of two shots and medium close ups used this reveals the artists facial expression and creates a sense of being close up and personal with the artist, this creates a connection between the artist and audience.
The next scene then shows Fergie acting in a movie and then shows her after starring in a scene of the film created in use for the music video this gives the audience an experience of how movie stars live and what happens on a filming set this allows the audience to experience 'being in the celebrity`s shoes' this helps the audience relate to the artist by seeing how they live their live.
Editing
Black and white effects are used during the opening of the music video highlighting the alcohol the main characters and other items such as swimming pool in colour, this suggests that because there shown in a different effect to the rest of what is in the frame it portrays importance as the coloured objects stand out over the rest of the scene, therefore the audience reconise the objects more then the black and white effect creating enigma.
Non Linear editing is used to show the audience past events suggesting her emotions towards those times, by having flash backs it also helps the audience experience an insight of the artists life revealing her personality creating a connection and helping the audience relate to the music video.
Lighting
Natural lighting is used throughout the music video which highlights the characters face revealing their importance and dominance throughout the video.
Costume and Gesture
Different outfits and hair styles are included and shown throughout the video, the outfits compliment her figure and beauty connoting seduction and sexiness this helps the video and artist appeal to the opposite sex, less clothes are worn which show cleavage and bare skin this shows a seductive side to her which appeals to the male viewers. Whilst performing in the video Fergie has a confident walk and her body language shows power and attitude this is also conveyed as she looks in to the camera showing confidence and allows the audience to view characters emotions. I have noticed from a majority of R&B music videos that i have analysed, that the artist continously in parts throughout the video look into the camera this creates realism and an experience as if the audience are being personally spoken to, i have also noticed that the female artists show a lot of bare skin by wearing limited clothing this links back to the key codes and conventions of the R&B genre.
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