What is a music video?

Disclosure - You and Me ft. Eliza Doolittle

The purpose of this music video is to give the audience more knowledge about the song and provide a narrative. Also it is a feature that the artists uses to attract their audience. In this case the artist have tried to attract a young audience by creating a music video which relates to younger people. This is by using showing a narrative of a relationship between a young couple and their love for one another.

 This is also seen as a concept idea as the music video displays the ideology of how young people live and the relationship between them. In this case the artist is trying to show the message that nothing can get in the way of their love for one another. The performance aspect of this video is seen at the end of the video when the DJ’s, disclosure are performing to a large crowd.

This is an effective marketing tool for the artists as it can promote the song and themselves. This scene especially also encourages young people to by this song as it is in the clubbing scene. As well as selling the song the video also creates a large revenue which is a huge purpose for its creation. By the use of social networking sites such as YouTube, this video can be seen globally which will increase its popularity. The artists will therefore become more famous and earn more money as more people around the world want to by their music. Also this helps the artist earn revenue for tours as many countries may demand to watch them live. This is shown below the music video on youtube, where the there is a link to buy tickets for Disclosures tour. 

The genre of this music video is dance and it is mainly a narrative video showing the relationship between a young couples as they go travelling. This shows their lifestyles and how they go about their everyday lives. 

This music video is very obscure and it doesn’t match a lot of codes and conventions of a usual music video. The usual conventions for a music video show the artist the ideology of them with lots of money in a hot country with nice cars or attractive women. In this case the artist has tried to make the song relatable to its audience by showing a story where the couple don’t have much money as they go travelling. There are no expensive sports cars and the female is even seen arguing with a cab driver of the price of his fare. Also the go to a country where it is quite cold so the artist doesn’t show off their wealth. All the scenes are also quite basic which doesn’t match the conventions of a music video. Usually the artist tries to amaze or impress their audience by showing eye catching scenery or special effects. However in this case the artist has kept it basic and used scenes in a park for example. The end of this video does match conventions however as the artist is scene clubbing and laser lights are used to entice the audience.  

This music video attracts a young audience as factors such as dancing, clubbing and young love a represented. This matches the music which is dance, often associated with the youth. By using two attractive characters to play these roles this video appeals more so to an audience. The audience can also see the artist’s style of clothing and this appeals to them with the use of this music video. A line reads ‘please don’t let go’ showing how she wants them to stay together throughout the tribulations they face such as lack of money, which we see when the go travelling.  This also helps the public build a relationship with the artist as they get an insight to the artist’s lives in this video. The clubbing scene shown at the end of the video brings the narrative story to a conclusion and allows the audience to enjoy the dance music. However the audience is able to relate to the video as they are shown as living off a basic budget and not having much money which can give some of the audience who are poorer hope and show them that they don’t need that money isn’t as important as love in a relationship. They are also seen playing in a park and going in a club making the audience relate once again.