The four videos analysed for this essay were all
Beyonce music videos, this was done to make comparison easier and to help get
across the different roles an artist can play in a music video. The four videos
used were Crazy in Love, Single Ladies, Halo and Telephone.
These four videos demonstrate how versatile an artist
can be in a music video, and also how an artist’s style changes the further
they get into their career.
Each music video carries a different message, not
necessarily matching with the lyrics.
In Crazy in Love, Beyonce is represented promiscuous
and revealing.
The nature of the music video presents it as upbeat,
with a lot of revealing clothing and indicative imagery. Seductive dance moves
create a certain image of Beyonce.
Beyonce claimed that her alter-ego, Sasha Fierce, was
“born” in the music video, which used a lot of camera cuts and scene changes to
keep with the upbeat and high energy nature of the video.
In Single Ladies, Beyonce uses a simpler, more
minimalistic approach, with only a white backdrop, retaining a seductive
effect.
The music video is technically one unbroken dance
routine, using suggestive and lustful dance moves.
Halo casts Beyonce in a less saucy light, wearing more
normal clothes in the video and using an everyday setting. The video is
described as being pure and clean, and Beyonce as innocent and pure, the
opposite of Sasha Fierce.
In Telephone, Beyonce isn’t the main focus of the
video, but in it is portrayed as naughty and energetic, wearing abnormal and
abstract clothing, which is somewhat conceptual.
The videos are influential, persuading the audience to
aspire to be like Beyonce, as well as broad advertising, such as in Telephone,
where branded products are seen during the music video and narratives.
The videos draw female audiences in with the idea of
aspiring to be like Beyonce, whilst the male audience will be drawn in more
because of her attractiveness and the form of dancing.
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