Analysis of Music Videos

Goldfish - Fort Knox (ft. Sakhile Moleshe)

Goldfish is a duo band which creates electronic music, their song "Fort Knox" features Sakhile Moleshe a vocalist who is featured regularly in their songs as do some other vocalists. Fort Knox is animated by Mike Scott making it a creative piece just like Goldfish's other music videos, this artistic side to it might have an interesting and special reaction to it as it slightly comedic to see these characters with no body, it resembles Chiddy Bang's "Opposite of Adults" music video as they would put big heads of the artists on children, these sort of creative ideas are very eye catching and make it a very unique music video compared to one that would just show them performing, you could say that it relates to Andrew Goodwin's theory saying that electronic music can maybe only be expressed through loads of colours and creative ideas to represent the idea of making loads of different sounds.

The target audience I feel could be anyone as Fort Knox just seems to be a fun and energetic song to listen to, gratification theory can be applied here as the visuals could make from kids to adults entertained and could attract attention to creative students/ people, something almost similar to this would be Tom and Jerry as it's something that has been around for so long and everyone seems to know about the show. I also feel that it doesn't try and send a message either positive or negative like 50 Cent's "In Da Club" which sends a message of being a gangster (or asserting dominance in some way) and instead just tries to be unique and something you can come back and watch for entertainment.

Fort Knox's visuals are able to clearly represent the music and lyrics of the song through the images presented on screen, lyrics are shown through the characters movement and what they do, an example would be when Sakhile (beenie man) is running away from the girl at 1:24min the lyrics "you must try to escape it" playing over it. For music and visuals we can see throughout that the characters are using various items and instruments that are in sync with the song are suppose to represent the different instruments in the song (such as the salt shaker at 0:36).

RUN-DMC - Walk This Way

Walk This Way by RUN-DMC is a collaboration song and music video with Aerosmith in which it creates a mix between RUN-DMC's hip hop and Aerosmith's rock and roll. No doubt an interesting collab between the two as the music video portrays the change in the times shown visually with the gap between the two bands and their style of clothing, props and characteristics.

Aerosmiths rock n roll vibe is shown through their colourful clothing and accessories, their workplace environment messy with posters of pin up girls and their characteristics very wild or trying to provoke RUN-DMC with a look that makes it look like they're saying "our genre's been around longer and we know we're better than you", In contrast to this, DMC present themselves in matching black clothing and hats along with their gold chain and matching adidas shoes, their workplace is presented to look more professional with a giant print of their logo on the wall and the whole room and equipment black, their characteristics more bopping and expressing what their singing through movement (mostly with their hands). I think it's interesting to mention the difference between the two of them because it represents the contrast between Hip hop and Rock and also likely shows the sort of lifestyle that both of their audiences live.

                                                        

I feel although the music takes on two genres it is more focused at hip hop making the target audience teenagers, I think this because of the featured gold chain and branded shoes that RUN-DMC wear as they are both something that teens are aware of wearing to represent their like in genre as well as the idea that it still happens today, an example that I can think of is Robbie "Williams - Candy", although not the same genre it pushes the idea of branding its genre with clothing between 2:20 and 2:30 as even though he is in knights armor they insist on present his nike shoes and dedicate a shot to just the shoes just as RUN-DMC has.

Panic! at the Disco is a rock/pop genre band which formed in 2004 and have been around since. Gospel has been considered as an alternative rock cover and looks at showing a narrative through movement while vocalist Brendon Urie lip syncs along with the song.

Camea shots in the video are mostly close ups as the hands of people try to hold him down i.e. not letting him go, these scenes are quite intense as the camera moves around to the action of these hands and what they are doing to him, the narrative can be portrayed as Bendon not being able to go to the afterlife likely due to family still mourning over his death.