Electropop analysis 3 Kid Cudi vs. Crookers - Day 'n' Night

My third and final analysis video is Day 'n' Night by Kid Cudi. I chose this video because it shows a more prerogative side of electropop music. It shows the fact that the main audience of electropop music 14-30 like something that is upbeat and that they can dance along to. We saw part of this displayed in the video where Nero talks about breaking free. Kid Cudi shows it too in his video by making a narrative where he looses himself in his dreams. The video features Cudi who is acting as a shop worker late at night falling asleep dreaming of his desires (which in particular include women).

Like the videos before it has a short intro explaining the narrative and then the beat/lyrics come in after. In addition, another similarity is that the video tries to be humorous like in the David Guetta video where the old people are dancing. Instead Cudi expresses this humor by having a magical pen that takes woman's clothes of when you press the top. However unlike in the other videos there is no love scene and the video is more focused on having a good time.

Electropop analysis 2 Nero - Promises

The second video I will be analyzing is Promises by Nero. I chose this video because it shows a lot of familiar techniques used in the electropop genre. In the first few seconds of the video for example there is a little intro to the the narrative in the video which is shown without music. This was the same case in the video I talked about previously by David Guetta and Chris Willis. This technique seems to be used a lot in the electropop genre to explain what the video and song is about since most of the video's are narrative based.

Contrasting the video to the lyrics, we can see they are very much connected. In the video Nero talks about breaking free this is shown in the video by the woman who is forced to take tablets to stop her from feeling stops taking them and essentially breaks free from the toxin that is stopping her from feeling. Once again like in the David Guetta video we can see the main focus of the video is on a woman adding the the idea of the male gaze.

However, unlike in the last video we saw Nero takes more of a role in the video. We see her a number of times in the video singing the lyrics. This was unlike the David Guetta video where the singer or Guetta weren't featured much at all and the characters were miming the lyrics. The funky style has although been kept the same with characters wearing big chunky glasses and doing robotic dance moves while in a army kind of building.

Electropop analysis 1 David Guetta - Love is Gone

The first video I have chose to analyse is Love is gone by David Guetta. I chose this video because it has the funky kind of style you expect from a electropop genre. What I mean by this is even though it sticks to some boy/girl love drama you see in most video's it try's to make it humorous by having people do weird things.  For instance, in the video people start dancing in cafe which you would expect to see. But in addition if you look at the types of people dancing it is not just the typically young but also the elderly as well. An example of this is when the old lady starts jumping up and down while playing the drums. The video challenges the modernist idea that everything can be explained by making people do unusual things. For example when the police officers are kissing in public with their hands all over each other. Whereas in real life we would expect police offers to be much more professional about their relationships.


 Another thing I noticed in the video was that the artist does not take a key role in the video. David Guetta is only featured once in the video for a brief second and Chris Willis is not featured at all. Instead the people in the video mime some of the lyrics to look like they are singing it. This is a key concept of most electropop videos and one I will look to include when I make my own video.

Contrasting the video to the lyrics we can see that they have a positive and relationship. What I mean by this is that when Chris Willis says "What are we supposed to do after all that we've been through?" the girl in the video has her hands on her head crying because she doesn't know what to do about the problems she has with her boyfriend. On the other hand though when the chorus "Love is gone" is being sang people are dancing and it shows the clip of the police offers kissing which contrasts the lyrics.

To conclude this video has added to the idea of the male gaze which is a concept created by Laura Mulvey which states that most things we watch are from a heterosexual male's perspective. This video's adds to the male gaze because the prime focus of the video is on a very pretty woman who has just fell out of love with her boyfriend. 

Music Genre Choice Electropop

After a wonderful summer holiday in Canada it's back to media coursework.... fun fun. I have chosen to make a music video out of the electropop genre because I think that people who listen to electropop music tend to ignore music videos because they all look the same and therefore I think it would be interesting to create something different. In addition, I noticed that a lot of other yr13 groups who are making music videos have chose to do indie/alternative bands because it is easier since you can have the video performance based for 50% or more of the video. Whereas in a electropop video all the music is made is the studio which means that if you filmed the video performance based it wouldn't look as effective since music studios are rather plain and doesn't give the same experience as if you were performing to a big crowd. This means that I will be making the video narrative/concept based which is harder because I have to listen to the lyrics and make a story that will follow them for the whole video.

My next step will be to analyse some famous electropop artists and find out what makes their videos so effective that millions of people watch them on sites like youtube. Some artists I have in mind are David Guetta, Nero, Basshunter, DJ Tiesto and Kid Cudi.