Cher Lloyd is a female rap and pop artist, I am going to look at her music video for Swagger Jagger.
The video starts off with close ups, this creates a mysterious feel, the audience see her finger pressing play on her mp3, then the music starts.
The mise-en-scene is very important in the first few seconds, there are close ups of her trainers which are designer, then her grey joggers, the leather jacket with the name of the song printed on and finally a boom box. This creates an image for the singer and helps to establish the genre.
This video uses a lot of graphic work, the graphics go along with the beat of the song and give it a funky, colourful look. Throughout the video the graphics pop up. Also there are words and images that pop up when she is singing, this makes the music video literal this also relates to synaesthesia because the audio matches the visuals. Overall I would say that the video is amplifying because it is very over the top. This realtes to Andrew Goodwins theory about aspects of music videos.
Cher Lloyd has attitude in this video and this matches to what we hear in the press about her diva attitude, there are many shots when she looks directly into the camera this connotes confidence. The video has a hip hop feel to it which is the genre that Cher Lloyd fits into. As this is her first video she had to make a statement and make the video stand out so that the audience remember her. This relates to the auteur theory that the director has to get the artist personality across so they can make their stamp, this is done in Cher Lloyds music video because we can see her personality and her attitude.
There is some choreographed dance in this music video which is very common for a hip hop video, there is also some street dance. The editing is quite fast and the pace increases throughout the video as the tune gets faster.
Branding is used in this video, throughout we see close ups of branded trainers and other street wear, as well as Cher Lloyds personalised clothing. This is similar to the 50 cent candy shop video where he wore his 'G-Unit' clothing. This is marketing the singer and the image.
In this video we have a mix of dance shots and then we see a different image of Cher Lloyd, in these shots there is use of an artificial background and colourful lighting. This is showing the audience a different side to the singer.
The video is made up of mainly mid shots and long shots, the long shots are used to make the singer look powerful, she is a young girl competing with big artists and in her genre she is competing with a lot of male artists. The long shots make her look powerful and strong which is the personality of the singer.
At the end of the video it goes back to the beginning as if it is about to start all over again, this is disjunctive.
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