Research for Music Video - Review of previous Student's video

This is a previous Student's video, they chose the song Florence and The Machine - Howl

- The intended target audience for this music video is late teenagers to young adults - possibly the years 18-24, with the wider audience being anybody of any age that listens to this sort of music genre.

- The genre of the song featured in this music video is a combination of various genre's with various elements including rock, soul, and modern indie pop.

-  I believe they followed a disjuncture structure as the music video didn't seem to have any relation to the lyrics - the video was mainly focused on the artist.

What I thought...

• This was my favourite student video, I really enjoyed watching it as I felt it looked like and imitated an actual music video really well - it looked highly professional. 
• It had high entertainment value as they sued a variety of shots, with the camera hardly ever remaining static for too long.
• The concept and video was kept simple, which worked really well as it allowed the video to be easy to understand and easy to follow
• The students really played around with the different uses of lighting - they darkened some parts which added mystery and diversity to the video. 
• The costume changes were kept to a minimum - four costume changes in total - and the locations were also kept simple which allowed the video to be easy to follow. 
• Despite the costume changes, the artists' makeup as kept the same in every scene which allowed the music video to keep continuity. 
• The group used a mix of fast and slow motion when the main artist was singing in front of the projector, her mouth is in sync with the words of the song though her movements are made quicker this added to the more professional feel of the music video as this technique - the manipulation of the speed in shots - is sued frequently in real music videos. 

Despite this though...

• Though this song does not feature an actual video I did find that the lightning used was very similar to the live performance Florence and the Machine did on 'Letterman'. 

• Also the costume where the artists featured in the student video is wearing a cream dress is also similar to the cream coloured outfits that Florence is wearing during this live performance. 
• The student video also follows a similar style that imitates  Florence and the Machine's regular style in all her other music videos. 
• The only criticism I'd give is that I feel the students could have taken a totally  different  approach and completely broke away from the usual style of Florence and the Machine's videos, and used a totally different concept.

Overall though an amazing student re-creation of  music video, very professional. It is clear that a lot of effort and attentiveness went into the creation of this piece.