EG1: Chris Brown - Turn Up The Music

ACT: Chris Brown 

TRACK: Turn Up The Music

YEAR: 2012

DIRECTOR: Godfrey Taberez

GENRE: Electronic Dance

MAIN AUDIENCE: Young teens

LYRICS: http://www.azlyrics.com/lyrics/chrisbrown/turnupthemusic.html

VIDEO:

RELATIONSHIP BETWEEN VISUALS + LYRICS:

There is a lot of lip syncing in this video, to engage Chris with the song. The lyric 'Turn up the music' is repeated many times, and during the chorus there are fast dance sequences which are very effective. 

Solo dance routine

GENRE CHARACTERISTICS:

Because the genre is dance and pop, there are many choreographed dance routines in the video, and people drinking and dancing. 

First shot of Chris

PERFORMANCE, NARRATIVE + CONCEPT:

The first shot is of Chris Brown himself drinking something, but the bottle is inside a paper bag so it cannot be seen to the audience. At this point there is no music, only the diegetic sound within the scene. He then calls up a taxi, however the taxi is a hover car, with neon lights on the outside. He gets into the car and the driver turns up the music on the radio, which is the point where the track is introduced. The driver then turns around and is wearing a horse mask on his head. Chris Brown then gets out of the car onto a street filled with people wearing animal masks, dancing to the beat of the song. 

Taxi driver wearing a horse mask

Close up of Chris Brown

STAR TREATMENT:

No other characters or stars are shown in this video, and there are a number of close ups of Chris when he is lip syncing. This is because he is the one and only star, and because he is also attractive to many younger girls, the close ups attract the female audience.

AUDIENCE:
The track is a dance pop track, so would attract a typical teenage audience, who like to go out and party. The set-up reflects and represents this clubbing audience, as there are many scenes with older teens dancing to the song, and drinking. Although, the song also attracts younger teens because Chris Brown's music is upbeat and happy to listen to.

Chris Brown shirtless

FE-MALE GAZE:

During one of the dance sequences, Chris Brown is shot without a shirt on, and this reflects the fe-male gaze, to attract a female audience. Because the audience for pop like this is younger girls, this works in keeping the audience engaged throughout.

PACE:

Slow motion editing

Slow motion editing is used whilst the dancers are doing back somersaults, which makes the move more effective, and draws the audience in. During the rest of the video, the editing is fast paced to match the upbeat tempo of the song. 

Chris Brown at the end of the video

Entering the room 

LOCATIONS + MISE-EN-SCENE:

Towards the end of the video, there is a change of costume, so that the set ups in the video are varied. At this point, he is wearing a vest top, so that his arms are on show and once again this is for the female audience. The flashing lights and fast editing throughout the video is extremely effective, as it makes the audience feel happy.