CONOR MAYNARD ANIMAL

GENRE
Genre POP
Characteristics of this genre:
Catchy, Short, Simple and Melodic

Pop music is a genre of popular music that originated in its modern form in the United
States and United Kingdom during the mid-1950s. The terms "popular music" and
"pop music" are often used interchangeably, although the former describes all
music that is popular and includes many styles. - https://www.quora.com/When-
did-pop-music-become-popular
TARGET AUDIENCE
TA The target audience for Connors music is based of secondary research and a
study that found that the main audience that have heard of Connors music was
between the ages of 15-19; therefore making his target demographic ultimately
below the age of 19 and for the most part in the social economic groups: A, B, C1,
C2 and it also attracts the physiographic groups that are interested in high quality
brands and well known names, indicating that they like to feel modern and part of
the crowd . So as the video is made so that its relatable to those audiences, by
e.g. including themes they are linked to as a younger person for instance we can
see in the screenshot below that the artist is wearing a typical costume for that
age group and this therefore complies with the uses and gratifications theory as
its relatable for the viewer and can lead to social interaction with other people of
that age around the subject. It can also be seen in some of his other music videos
such as Vegas Girl and Cant say no that themes relating to youths are clear
for instance the Graffiti below can be denoted to be related to Hip Hop and
criminal activity; and this seems to be a recurring theme in all of Connors songs
music videos.
THEMES/STORYLINES
Themes The themes in the music video, are about a positive relationship and a how
a women leaving a man; could potentially making it relatable for the audience.
The storyline is all about love and relationships and how he is looking for a women
and how she is now gone, and that has effected him (shown in the music video
embedded at the start).
The Music video is relatable to the audience as the TA is likely to have witnessed a
similar experience as we know the TA is somewhere between 15-19 and its likely
that in this time period the consumers have had an attraction to someone else.
This once again complies with the uses and gratifications theory by Katz &Blumler
as consumers are able to identify with the artist and the situation he has ended
up in.
TECHNICAL CODES
Technical Codes The editing is very fast paced and is beat matched to make the
artist more emphasised, this makes the experience more engaging for the viewer.
The camerawork in Animals music video is very much focussed on the artist or
actions around them; this is accomplished through using close ups on the artists,
which Andrew Goodwin said would be used to show the star of the music video
which the audience can relate with.
The lighting used in this video is also very unique as we can see high and low key
lighting is used to compliment the appearance of the artist; which is shown in
Black and White which is a form of juxtaposition as the two contrast each other.
This could have a deeper meaning such as two sides to the story, but its likely to
emphasise the fact that he describes himself as an animal and the black and
white effect just makes that clearer.
The obvious use of sound and dialogue is used as its a music video. However In this
music video, there is no other obvious use of SFX or Soundtracks (e.g. doors
shutting etc.)
PERSUADE THE VIEWER
The music video persuades the viewer to watch the extract through the use of the video
techniques such as black and white effects and close up shots to engage the audience
with the artist themselves..
The music video also persuades the audience to watch more of the music video the
audience could have a sexual attraction to the artist and there style. The narrative that
is present in this music video could also be what intrigues the consumer to watch
further, but this does link with the song and the lyrics being spoken indicating to me
that the video just further expresses the song to make It clearer what artist is really
trying to show.
From the research conducted its also clear that the minority of his audience are female,
and we can see from magazines such as Shout below that the magazines are
advertising him to a female audience therefore suggesting that they are more inclined
to like him than a male audience and this could lead to a stronger following from
targeting a more specific demographic. The artist is advertised on different magazines
and platforms to advertise his presents, but to also allow more of a connection with his
TA, to develop into further success for his brand in the future whether that is to buy
another song or a form of merchandise for instance.
MAROON 5 SUGAR
GENRE

Genre POP
Characteristics of this genre:
Catchy, Short, Simple and Melodic

Pop music is a genre of popular music that originated in its modern form in the United
States and United Kingdom during the mid-1950s. The terms "popular music" and
"pop music" are often used interchangeably, although the former describes all
music that is popular and includes many styles. - https://www.quora.com/When-
did-pop-music-become-popular
TARGET AUDIENCE
TA The target audience is young people right through to elderly people. The main target
audience for MAROON 5 is teenagers and young adults so an age range of 15-30; but there
music also appeals to the older age groups as well as its engaging and happy to listen to, and
is very different from other common music produced today such as Grime & Rap, which is not
liked by the elder generation.
The TA is also likely to be both male and female genders as the video involves both genders, but
its also clear from the secondary research I undertook that its mainly young adults and
teenagers that are targeted, and the music is very noticeable and good to dance to
suggesting further that it fits with that demographic. The themes shown in maroon 5s videos
are engaging and it could be said that it brings escapism for the audience as they can now
see a world which is fun and different from what they are used to.
Maroon 5 also have a very large global audience, and have a following of over 250,000 of a
million people interacting social networks talking about them. They obtained a large amount
of their following through online presence and have therefore been able to also target specific
people, due to the new features available on platforms such as Instagram, YouTube and
google, and therefore the introduction of web 2.o has allowed for more interaction between
the artists and the consumers of their products allowing for better brand growth and long
term loyalty.
THEMES/STORYLINES
Themes The storyline for Sugar, is all about making people happy at the there
weddings.
The themes shown in the music video are happiness and relationships and how the
music brings people together.
Other themes include Love, Marriage and happiness which adds to the positivity of
the video and makes the storyline that bit more interesting.
The main singer (Adam Levine) is explaining his love for someone and how they make
his life that much better. The video also talks about how his love for her is
unconditional. In comparison to the Connor Maynard video this is a lot more
happy, while Connors videos tend to follow themes of pain and realism as he is
telling the full story; while Maroon 5 is showing the more happy side t things
which is why a lot of people like to dance to their music because it has a more
positive vibe.
TECHNICAL CODES
Technical Codes The editing used in sugar is slower paced than animal, but its also smoother
and easier to consume than other videos. The techniques used in this video also conform
with Andrew Goodwins theory as Maroon 5 is the start appeal and he iconic part of the
video that the viewers are engaged in; the leads to him building his brand and growing his
following as people relate him to his music as he is present in the music videos.
The camera work focuses on setting the scene for the audience throughout, showing them the
location on the artists, through the use of establishing shots and medium shots to set both
the scene and the actors expressions. The editing is also used in combination with the unique
camera shots as it beats matches to the different verses sung by the artist. Therefore the
editing technique and camera shots used can provide a deeper meaning for the story behind
the song, such as the love shown between two people.
The lighting is also balanced and there is a clear use of both high key and low key lighting, this
makes it more intriguing to watch. And it could be connotated from this use of lighting that
there is diversity present in the music video as some scenes contain themes of happiness
and others show themes of despair.
The obvious use of sound and dialogue is used as its a music video. While in this particular video
SFX are used such as ambient sound, and also doors slamming for instance or crowds
shouting; this produces more realism for the audience and makes the video easier to watch;
therefore this music video is more conventional than other music videos such as Animal by
Connor Maynard.
PERSUADE THE VIEWER
The music video persuades the viewer to continue watching through the use of
unique camera shots including establishing shots, close ups and mid shots of the
artist and scenery. Also, editing effects such as fades between shots and cross
fades in the music video make the experience of watching the music video more
simultaneous.
The music video also persuades the audience to watch more as the artist could be
seen as attractive and they could have a sexual appeal towards him. Or they could
see the main icon in the music video as engaging and inspirational in how he
changes the world for different people as show in the music video Sugar.
Including themes such as happiness in the music video, will generally lead to more
engagement in the video as it gives people escapism from the more stressful life
they live. Also this will potentially lead to an increase in the following as people
like to be taken out of reality, to make themselves feel better.
CONCLUSION
From these two examples of music videos, I have found from analysing both some of
the techniques we will include in our own music video such as continuity within
the editing and better transitions between shots, in order to maximise viewer
attention and keep the video easier to watch. I also found that by analysing these
two music videos, I could also use and adapt the music videos to our own
production; however I could also foresee some conventions that I would like to
challenge for instance that generic themes should be used by (Andrew Goodwin)
and we would like to include characters in our music video that not conventional
and seem a little less likely to appear in a music video of a pop genre, such as
strong females and weak males; which competes which prop's characters types
theory.