Music Video analysis

I will be analysing the music video Beat again by JLS. This is an upbeat, fast catchy pop song. The video is performative as it is just the boys singing the song and performing in it. The video itself is all dancing, and only has the boys in the band in it. It is all focused around them, with the setting being very simplistic, with only really different coloured lights being used. It is based in a warehouse area, with no distractions away from the band, making them the centre of attention. This brings all the attention of the audience to them, so they are the main factor this video. I think this is important as this is the bands first official single, so they want to show who they are and what they can do. This is better put across is a performative way rather than a typical narrative. As with a narrative the focus wouldn’t be as much on the band directly, but a story along with the song. Narrative is common in pop videos, however in this case wouldn’t be as effective. The band are very well known from their success within the x factor, and therefore by making a simplistic video it helps to show who they are again and allows for the audience to recognise them.
The lyrics and visuals support each other a lot. The whole video is a dance routine, and the dance is seen to match the lyrics, it is choreographed around the lyrics, which shows how they are linked. Examples such as ‘beat again’. This is the main title, and the band all has the same choral dance move representing a beating heart. Another example is ‘up’ and all members point up. This is done the whole way through the song, with the dance moves illustrating the lyrics, sticking with the song and making them visually seen. From a market point of view it also helps to be rember and encourages people to buy the track. The dancing increases the interest for the audience, and it helps for the audience to see the dance in relation to the lyrics. This video is quiet stereotypical with the boyband image, for example having a full choral dance routine, however I think with the setting and the song it modernises this image and updates it. This is also a strong point to consider, as they are not many young boy bands around in the industry at this point who do this kind of music and performing, so is a USP. There isn’t any contradiction to the lyrics and the dance steps amplify and support the song very well.
The music and the visuals also support each other and are very important in this type of video. The music and the beat and pace of the music all have to be considered fully in any music video. But because this is all a dancing video, the steps and dance routine have to match and support the music otherwise it wouldn’t mix and gel together well. In this case, the beat is considered and dance moves have been created for different parts of the songs to match. For example, for a brief pause in the song, the dancing stops for a second, supporting the rhythm of the song. For the chorus, when the tempo is at the highest, the dance moves are the faster and bigger, as this is a very important part of the song which is repeated. Another example of this is when the beat slows down towards the end of the song, and the dance also slows down and changes. This video is all focused on the dancing, so this has to be constructed carefully to the rhythm and speed of the song, otherwise the dance wouldn’t match the song and then the video wouldn’t be as effective. The dancing is very professional and in synchronisation with each other which also highlights a strong point within the bands talent and relationship.
There are many close ups used in this video, which may be for a number of reasons. Firstly, because this is the bands first official single since the x factor shows, so it is highlighting who they are again, as they are well remembered from the x factor. Also, as it is a band, it is also showing who is singing so the audience may know them individually as well. In the video, there is quiet an equal amount of close ups of each person, which again may be because it is their first official video, so is a good way of introducing them all professionally since they were on the x factor. There are many differnt camera angles and shots used, and all help to keep a vatiery within the video and keep the intreast level up instead of all just being the same stlye.The image being presented of them is very positive and friendly, for example in part of the video there is a short dance off between them all, in a friendly jokey way, showing their close relationship with each other and showing them as down to earth, which would be appealing to the audience. Their image has moved on since x factor, as in x factor they each had different bright colours they always wore, however in this video they are all wearing the same dark, simple matching outfits. This may show them as moving on from the x factor and now starting up professionally in a sophisticated way. The setting is very dark and edgy, being set in an old warehouse type building, which supports this look they have throughout as well as the dancing and even the type of song.
This band JLS, has already got a strong and steady fan base of X Factor fans, especially teenage girls. In this video, there is reference to the notion of looking on more than one occasion, when members of the band lift up their shirts to show their bodies off, so wanting to be looked at and admired. I think this is really the only notion to looking and in a slight sexual/showing off way and is to appeal to a large audience they already have.
There are no intertexual references that I am aware off, and I think this is a very simplistic performative video, just for the main focus to be the band and to show that they have their own single out. Overall, I think this is a good example of a pop video. It is all focused on this band, with no attention anywhere else and I think it shows the band off and all that they can do and sells them positively. The music video represents them well, and I think it supports the music and the lyrics well. In conclusion I think this is a good example of a band starting out, and it also shows pop very well.