PARLOPHONE RECORDS - COLDPLAY, PARADISE

COLDPLAY, PARADISE

Task 1: Product analysis. Semiotic analysis of 4 music videos (two from COLUMBIA record label, two from PARLOPHONE) using the technical codes, conventions of Music Video with reference to Goodwin (ML), representation(Rep), record label (Ind), audience and how this is targeted (Aud).

TECHNICAL CODES 

CAMERAWORK - the camerawork resembles somewhat to a home VHS video showing a journey, there are a lot of stationary shots where we see the protagonist committing to an action or moving

EDITING - the editing isn't anything special with no use of special transitions or effects perhaps to not distract the audience and let them focus on with the narrative 

AUDIO - there aren't any additional sounds or music added to the video but the song has been altered to allow for a longer intro and outro

LIGHTING - a lot of natural light is used, the overall lighting grade is quite bright as it's shot during the summer and in areas with a lot of sun 

INDUSTRY

   

INDUSTRY is reflected through the beginning of the video, the audience is exposed the the PARLOPHONE logo at the beginning of the music video, fans of the record would understand that they hold well established artists that they would enjoy, the production aspect is mid to high end as the editing isnt as specialised however the location of the video ( AFRICA ) looks to be very high end and almost magical in it visual representation  

AUDIENCE

The Coldplay Band has it well established audience by its side as well as the track being on the top chart for 2 weeks which attracted an audience, the elephant played by a band member looks directly to the audience as he announces the lyrics to us, here the mode of address is informal and it is here where audiences identify with the character as the music video is something the audience enjoys, Genre plays a big part, audiences who enjoy the alternative pop rock will align themselves with the band which is reflected through the song produced

GOODWIN 

The lyrics match well with the video as in some parts of the music video we see the elephant hold up cards which spell out the lyrics that are being sung.