Goodwin’s Music Video Analysis
R.City – Locked Away
ft. Adam Levine
R.City are a pop band that also do several genres of music for
a wide range of fans, they also focus on hip-hop, pop, R&B, Calypso and
Reggae Fusion. However for the song Locked Away in which they perform with Adam
Levine from the band marron five, they come under the genre of pop and perform
this song featuring the standard codes and conventions of pop songs. The band
was formed in 2003 and consists of two brothers Theron and Timothy Thomas. The characteristics of Pop music videos are …
- · They usually contain a link from the lyrics of the song to the actual video itself.
- · Celebrities are usually the starters for fashion trends, usually the actors involved in the music video itself are young, this is to link with the artist themselves but also to the youth, it appeals to the younger audience.
- · Most pop songs are about love or the concept of it, so most of the pop songs have an element of romance to it to make it appeal to the younger audience.
- · In sync dancing with choreographed routines and performances within the music videos are also common, this is too sure they’re all performers and not just singers.
- · Close ups of the artist’s face helps keep them relevant and recognisable.
Music
Videos such as Locked Away are sung to tell a story within them, you can hear
and see the story being played out in your head before you have even seen the music
video, this is because most pop videos have a direct link to the song and
lyrics themselves, it has the ability to give the audience an insight into the
representation of the lyrics and any hidden meanings in them.
The
song locked away has several links to the lyrics starting with the line ‘Tell
me would you really cry for me,’ during this music video, in this particular
line it shows the characters girlfriend crying since they aren’t able to pay
the bills. As well as the soldier in the video crying since he will be leaving
his family, he picks up and then puts down a photograph of his family.
‘If I couldn’t
buy you the fancy things in life,’ in this scene, the character’s girlfriend
also pulls out a jar full of coins while holding their bills in one hand and
pours it over the table, showing that there isn’t a lot of coins in the jar to
pay for these bills.
‘If I couldn’t
be strong,’ this line can have two meanings, and for this music video it
replicates the prospect that the soldier couldn’t stay strong for his family and
broke down in tears when it was time for him to leave.
The
music video was made in the summer and therefor bright clothing was one of the
trends during this period, at the end of the video they were multi-coloured clothing
as well as different design patterns which can be classed as ‘fashionable’ as
well as sticking to African patterns. The girls were braids in the hair which
many African-American women were to protect their hair and dark make-up to suit
their skin tones.
The
demands of the record label mean that close-ups are required from all of the
singers involved in the music video, a lot of the close-ups were of Adam Levine
one of the main singers in the video, while there are medium shots of him to
show not only his body language but also his tattoos, which is one thing he is
known for, his many tattoos. The record label also includes multiple body shots
of the model.
The
label also include product placement with the brand ‘CORE’ water, they include two
shots, one where the main rapper is drinking it and another when he places it
on the counter and the shot focuses on this water bottle for at least 3
seconds.
By Danniella Chapman
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