The video I will be analysing for this homework is by PSY- Gangnam Style. I am using the 15 top key features of a performance video to structure my analysis.
1. There is a clear link between the music and imagery- usually when there is a change of beat the video will cut to a new shot. The lyrics also dictate changes in shots, only less often than the music. The music is very upbeat, which matches the bright and striking imagery such as the carousel and city skyline shots.
2. The performance drives the video as the main dance is repeated during the chorus with lots of interesting imagery inbetween making the audience watch on. The video is more conceptual than narrative as a story is not being told, whereas there are horses for example which is what the famous trotting dance move is emulating.
3. PSY lip-syncs throughout most of the video and it is believable as it matches the lyrics.
4. The main artist appears to switch from performance to in-character performance at 0.48 where he is with another two men in a sauna.
5. There is lively singing and dancing throughout the video, showcasing PSY's talents and conforming to his well known lively persona.
6. The performance is definitely striking as there are many random images of various settings such as a hot tub, horse stables, on what appears to be a party coach and on top of a building etc. This makes the video engaging as the audience always wonders what will appear on screen next and can enjoy the surprises and shocks.
7. Many various sets are used are there are many various locations features in the video, PSY's costumes along with the main female roles' are very stylised and make-up looks flawless as expected in a high concept music video.
8. The video develops and builds up to the main dance sequence in the final shot of the music video.
9. PSY's wacky dance moves and outifts are typical of the image he has created for himself, thus strongly reinforcing his identity. This creativity can be considered aspiration to many, especially his fans.
10. Beauty and money shot can be seen at 0.08 when there is a CU of PSY's face.
11. There are no real strong opposites and juxtapositions shown in the video however there are differences between the male and female characters, settings and some outfits such as the casual wear PSY is dressed in when he is on a boat compared to his usual smart suit attire.
12. The editing is discontinuous- cutting to and back to various shots, and switching between close ups and long shots for example.
13. South Koreans may be able to appreciate the included popular culture references more than audiences from other parts of the world- they may recognise locations features in the video and 'Gangnam' itself is actually a district in South Korea.
14. The song does not appear to have any strong meaning or message, and is more of a novelty for pure fun, enjoyment and engagement of the audience as they are able to replicate his moves.
15. The video has proved to be extremely popular with audiences, with over 1.6 billion views on YouTube.
