Directed by: Luga Podesta
Production company: London Alley Entertainment
Producer: Christian Heuer
Executive producer: Luga Podesta
Director of photography: Rob Witt
Production designer: Phillip Boutte Jr.
Editor: Luga Podesta
Director's rep: Yell Productions
Colourist: Bob Curreri
Label: Jive
Release date: April 26, 2011
The first video I decided to do a textual analysis on is a video from a band called 'Hot Chelle Rae' who are considerd to be an 'indie' band - however they are perform a different style of indie music and are much more up beat in the sense that their instruments used are much more electronic and artificial. The song is quite meaningless in the sense it is just about partying and 'tonight'.
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The video begins in an office and it varies between shots of 'random' things going on and the main singer looking directly into the camera, singing the song. There is a comical element to what is going on, reinforcing the upbeat, fun feelings of the song.
In some parts of the music video, the lyrics are taken literally and are acted out. For example,
at "0:45" the lyric is "I woke up with a strange tattoo..." and the singer is shown, well, getting a strange tattoo! Sometimes whats going on in the music video has no relevance to the lyrics being said. In our music video we hope to include shots similar to this where we really listen to the lyrics in order to create an engaging and interesting music video.
Some of the cuts are fit and edited to the beat and jumps of the music, for example, at "0:29" there is a fast repeat of the word 'top' , so the shot is repeated. I love the effect this creates.
As well as the shots of the band in a more 'natural, everyday' environment where the band aren't necessarily singing, there are shots of the band set up with all their instruments and band members performing the song. I believe this is a vital convention in music videos where there is a band.
As the video goes on, the day progresses and eventually towards the ending of the song, it is night time and there is a party setting where there are loads of people dancing, presumably to the song! This enforces the vibe that the song wishes to create.
There is no specific story line to this video, and just shows people who have gone from being really bored and having a 'messed up week' to enjoying themselves and partying.
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