Music Video

    Cards (16)

    • Alicia Keys
      • a solo R&B/Soul artist.
      • Some of her awards include: Billboard named her as the top R&B artist of the noughties, and she has hosted the Grammys twice
      • a philanthropist and activist.
      • The track Underdog was taken from her 2020 album Alicia, released on RCA records. It was written by Keys and other contributors like Ed Sheeran.
    • Director
      • Was directed by Wendy Morgan, a Canadian film director
      • Morgan said her aim in creating the music video was to create ‘a space grounded in reality… a joyful natural world for the video to live in’.
    • Narrative
      • Focuses on the premise that those that are underestimated in life can defy the odds and ‘rise up’. The story is positive and celebratory and redefines the idea of the ‘underdog’.
      • It shows that chance encounters with strangers can have an impact on your life and draws attention to different groups in society that may often be overlooked.
    • Narrative Structure
      • Different narrative strands are woven with the performance of the artist who acts as the storyteller (a typical convention of mvs).
      • The repetitive lyrics of the chorus reinforce the narrative:
      -"this goes out to the underdog", "keep on keeping at what you love", "you’ll find that someday soon enough" & "you will rise up"
      • The images are highly illustrative and often feature a literal interpretation of the lyrics. This adds to the sense that a vivid story is being told with a clear message.
    • Technical codes
      • The establishing shots of the urban milieu anchor the narrative in a realistic setting, representing real life and experiences.
      • Tracking shots follow the characters in their everyday lives (the man on the pavement and the young woman on the bus), which involves the audience in their narrative.
    • Technical codes: meaning
      • The use of close-up shots of the characters in the mv and their positive expressions creates an upbeat feeling and an engagement with the audience.
      • The low-angle shot looking at the sky through hands is repeated and is a visual representation of the lyrics ‘rise up’, connoting aspiration.
    • Visual Codes
      • The resolution of opposites can have ideological significance, particularly in music videos that encode social messages
      • Music video brings together disparate groups through their individual narratives to create a cohesive community with a single aim – to ‘rise up’
    • Settings and Iconography:
      • The mv is filmed in real locations to create a sense of realism; urban street scenes, domestic situations, and the market.
      • This establishes a sense of actuality. The desaturated, earthy colour palette reinforces the sense that real life is happening, and this is juxtaposed with the bright, vibrant colours of the larger-than-life street dancer character.
    • Clothing:
      • Different cultural codes are established through clothing styles and colours, highlighting the diversity of the community.
      • For example, the young women in hijabs dressed in conventional prom dresses and the bright clothing and headdress of the street dancer all carry cultural connotations.
      • Keys wears understated clothing which signifies the music genre but does not draw attention to her as the artist. She blends in as part of the group – an active creative decision.
    • Editing
      • The use of slow motion is a reminder that this is a stylised construction.
      • The editing cuts between the individual stories and the performance of the artist, establishing a clear link between the two; the young mother spinning with the child in her arms and the street dancer spinning on the table reinforce a sense of community through visual signifiers.
    • Expressions and Gestures:
      • The only audio in the mv is the song lyrics. Instead of dialogue, the individual stories are constructed through expressions and gestures.
      • The exchange between the young woman and the street seller is inaudible, but the meaning is effectively conveyed through the lyrics, gestures, and expressions.
      • Similarly, the upbeat atmosphere of the music video is reinforced by waving, smiling, and clapping, which are recognisable signifiers of positivity.
    • Music videos create meaning
      • The form contains a repertoire of familiar elements regardless of the music genre.
      • Cutting between the constructed narrative and the performance of the artist.
      • Music videos have a set time (the length of the song) to construct meaning and use conventions including clothing and iconography to rapidly convey messages.
    • Music video- Keys:
      • In this performance, Keys sings directly to the camera which involves the audience in the story- common convention
      • The involvement of the artist in this style of music video allows them to establish their persona and, in the case of Keys, use the music video form to raise awareness of societal inequalities and issues.
    • History of Music Videos
      • The Music Video was established as a form in the 1970’s .
      • They were initially shown on TV shows like ‘Top of the Pops’ and quickly became a vital tool in marketing and promoting singles.
      • When MTV (Music Tv) was launched in 1981, the form exploded and opened the videos up to larger audiences.
      • This is now even bigger due to the advent of YouTube.
      • Music videos have always sought to push boundaries whether that be visually, technologically or by upping the controversy factor.
    • Name of the Music Video
      Keys said: ‘Some people may think of the word ‘underdog’ as a negative word, but I see it as a powerful word representing people who may be underestimated and yet still rise to the challenge and exceed expectations.’
    • Production
      • Production company Scheme Engine
      • Wendy Morgan directed it
      • 2020
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