Myself, Megan Claydon, and Emmie Bryett ( two A2 pupils from Ilkley Grammar School, aged 17, are creating the a promotion package for the release of an album, to include a music promo video together with a cover for its release as part of an album digipak (CD/DVD package) and a magazine advertisement for the digipak (CD/DVD package.)

Monday, 20 September 2010

Taio Cruz- Dynamite

  • The video starts with a high angled shot of a group of girls, all in bikinis, connoting this is to draw in the male audience (Male Gaze)
  • There is then a close up side shot of female with two females behind her in short clothing again connoting it is used for a male audience
  • It is RnB

  • There is sparks coming off from where the two girls are, again this could be seen as post-modernism, as this was used in Madonna's music video for Vogue
  • Lady Gaga also used a similar scene in her music video for Bad Romance
  • Taio Cruz then pulls up and everyone stops to stare at him, this could be seen as menaissance, there is a backlash, men are reverting back to traditional ways and wanting to be seen as "macho" and powerful

  • This could also show the patriarchal society we live in, and the females are just being used for the video, it is connoting Taio is superior, the women look up to him
  • He is dressed in all leather and wearing a helmet, this gives narrative enigma, he is also dressed very alpha-male
  • It then zooms in on the BMW logo, this is product placement, Taio Cruz will have been paid to advertise this in his video 

  • He then removes his helmet as the girls are watching him
  • And puts on his glasses, connoting his fame and wealth
  • There are then two girls following him, holding his briefcase, again connoting he is superior to them

  • There are then shots of females, however you cannot see their faces, just there bums and legs, and Taio is "looking them up and down" connoting they are just there for an object, and for the male audience, it could be seen as degrading
  • There is then close ups of Taio's face and him singing, often seen in music videos, connoting he is the main part
  • Females then start dancing around Taio, as he is stood on a car he is higher than them, this again showing how they "idolise" him, a low angled shot has been used to emphasise this

  • A group of girls are having a bubble fight in a jacuzzi, dressed in just bikinis, this is provocative and again is used for the 
  • Gold sparks then come from the sky, showing Taio's wealth and fame- he is the star of the video

  • The females then all cheer for him and he drives off
  • The video is concept, it doesn't have anything to do with the lyrics
  • It is aimed at teenage girls- especially tweenagers- those that want to be seen as teenagers, and dress act and behave like teenagers (10-14 year olds) 

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