What is a music video?
An artist might create a music video to
appeal to a greater part of their target audience and to help create and image
and define the type of music that they play.
·
The purpose of the music video “californication”
by the “red hot chilly peppers” is to attract a younger target audience to
their genre of music. This can be seen as the video looks like a game
throughout; a specific example of this is at the beginning where the band is introduced
as video game characters. This will appeal to this audience as younger people
are into gaming and may encourage people to listen to the song while they play
video games. This can be seen through the use of cinematography as a long shot
is used to show off to the audience that the bands are characters in a video
game and that they have different strengths and characteristics. This type of
video is not conventional to the genre of music, as games are not commonly used
to represent a band; here they have broken this convention so that they can
appeal to a younger audience.
·
What is the style of the music
video?
This video is a mix between a performance
and a narrative style, the performance part can be seen at points throughout
the video an example would be where the video game character is swimming and
changes to the band performing when this character punches a shark. An example
of where the narrative side is used would be the video game character skate
boarding on a bridge, many long shots are used to show off this video game
narrative. The purpose of this is to make the video fun and interesting possibly to show the band in a different light. The performance and the narrative based video is also used as it can appeal to two different target audiences, a younger audience that will like the video game narrative and enjoy the bands fun side, and a slightly older audience that will see the bands performance and will enjoy the bands talent.
·
What are the codes and
conventions (2-3) of the peticular music genre and how are they
followed/adapted/ changed
One convention that I noticed that is linked to this type of music genre is the frequent shots of the band performing, this is commonly seen in rock bands. An example could be near the begging of the video where all the band are playing in a secluded area looking at the camera, this gives the impression that they are performing to the viewers of the video this has been shown through the use of a long shot.
Normally a convention is showing the the bands lifestyle partying and drinking etc, however in this videos it breaks conventions and shows video game instead. This can be seen throughout the video through the use of long shots showing off the video game, this perhaps shows the band in a more child friendly positive light which is used to attract a younger audience.
Normally a convention is showing the the bands lifestyle partying and drinking etc, however in this videos it breaks conventions and shows video game instead. This can be seen throughout the video through the use of long shots showing off the video game, this perhaps shows the band in a more child friendly positive light which is used to attract a younger audience.
·
How and why this video appeals
to its target audience?
This
videos target audience is a younger generation of 15-25 as this is the
age group that mostly play games, because they have used a video game narrative
it is relatable to its younger audience. This may also appeal to an older target audeince as they will enjoy seeing the bands talent in their performance.
This is the music video I analysed "Californication” by "The red hot chilly peppers":
By Alexander Flanagan
