Analysis of Pop Videos

This is Jessie J's newest single "Who's Laughing Now" and this is defiantly a promotional video because what most popular artists do nowadays is they release what's called an "Official video" of there tracks before the CD comes out viewers, fans and more importantly consumers will view the video most of whom will probably Google it or type it into YouTube and view it and this in turn encourages them to buy the album when it comes out.

I chose this video not only because I like it but because I thought it's very cleaver about how it shoots certain shots and artist and producers choices about including cinematography, sound, mise en scene and editing.

Examples of mise en scene: -

Because there are two Jessie's in the video (the real one and the sort of mini school version) they needed to include a shot at the beginning were the real Jessie was shown so that the audience is reminded of who's really performing.

I chose this shot of Jessie not just because it was the first one of her in the video but because I loved the way it was framed the way she's shying away from the camera and cowering behind the desk.

Another shot I thought was not only well shot but well timed was this one -

Because this is well timed to Jessie's lyrics when she sing's "She broke out of the box" because in this shot mini Jessie is literally lying in a box full of colorful balls to symbolize she 's broken out of the dull black box of her school life now she's living the colorful life of a celebrity.


Similar to this one is the one below: -

This is actually a small section of a series of shots where mini Jessie sprays the bullies with fire extinguisher foam and again I thought that this shot was well timed because Jessie says her key chorus line to this shot who's laughing now and I think that this shot perfectly matches that question as if mini Jessie 's asking it to the bullies.

Examples of sound: -

The first good use of sound I found was at 0:05 when the school bell sounds to establish that the music video is based in a school.

The sound effect is acompnyed by this shot which is very complimenting because there's a clock in it linking the sound to what's being shown on
screen.

The next good use of sound was at 2:25 when the lyrics "You've got that ego cough" is accompanied by the sound of someone coughing and I loved this because it made me think that someone was coughing sarcastically.

This is the final good use of sound at 2:32 where she's saying she got a massage from someone and the lyrics are snag as if they were said over a phone.








Examples of cinematography: -

I liked the fact that they used a long shot to show mini Jessie crossing the playground with a big hammer to go and smash the ball box lock off.
Perhaps they decided to do this to emphasis the extent she's going to to break free as it were.

I also loved the way they shot this shot the way the paper is conflicting the pure black background and the way the light is only focuses on her and makes the paper whiter I thought it looked like something out of a ream so prehaps that was one of mini Jessie's day dreams.

Another good use of Cimimatography was this one: -

Where Jessie tapesher watch and says "way too late" as if to say I've got to were I am later than she should have.

The final good use of Cimimatography was this shot right at the end of the video where Jessie and mini Jessie are saying "Who's laughing now" and pointing to eachother as if to say we are mate.







Examples of Editing: -

This is an entire editing section where it cuts in order to show mini Jessie pushes down a couple of props in the Hollywood exibition.