COLUMBIA RECORDS - DOMINIC FIKE, 3 NIGHTS

DOMINIC FIKE, 3 NIGHTS

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 opening scene uses a sequence of montage scenes that consists of zoom in and outs as well as tilts of objects which evoke credibility, the camera's depth of field is always on focus with either the artist or on another subsidiary character and never on the background to supposedly to emphasise them throughout the narrative

EDITING - the music video does not use any special effects or fancy transitions perhaps to help progress with the narrative naturally without any distractions, they decide to use a film filter to make it feel almost real for the audience with a slight distortion for the escapism 

SOUND - the music video does not contain any other external noises and only has the song with it, however at the end of the song we do get a snippet of another song Dominic has produced, the audio links well with the visuals as they help elevate the narrative as in one scene we hear “stuck to the walls” and he is literally stuck near the walls 

LIGHTING - the music has aspects of lighting which is experimental with a lot of purple and blue hues as well as the use of artificial lighting strikes however the video primarily uses a mixture from natural lighting to artificial lighting when transitioning to the inside but the overall use of the lighting is to evoke a sense of escapism as well as show how the narrative can also be reality for some  

REPRESENTATION 

TEENAGERS - the representation of teens agrees with the typical stereotypes of teens partying around and finding love, as well as leaving that this is seen when the artist appears to be in a party and then sees a girl but then they leave and with the visuals they hint to a possible relationship. 

AUDIENCE + INDUSTRY 

The Audience was marketed in different ways, for example through advertisements and promotion with social media platforms like instagram and snapchat as well with youtube, another way the audience was targeted was through Dominics upcoming status which got him a lot of hype and brought the audience along with it, the intended target audience is aged around 16+

GOODWIN   

 

The lyrics help illustrate the narrative well and highlight the message of love being temporary as well see Dominic go from seeing someone to loving them to leaving them in 3 nights and that helps elevate the narrative