Research - Music Video Analysis 2

JLS – One Shot
“One Shot” is a single by boy band JLS set to be released in 2010. It is a completely different type of video to “For An Angel”. To begin with the genre is different, it is simply a pop song, possibly contemporary R&B and the difference in genres reflects the different conventions seen in each. In “One Shot” the imagery is less realistic and is more professionally choreographed and manufactured than “For An Angel”. 


     As pop videos go it is a relative simple take on music promotion and that is why I chose to analyse it. The group can be seen in only one location dancing a well-choreographed dance sequence in time with the music. The location is a creatively lit room with ever-changing lights that reflect the mood of the music. The costumes are significant because they are extremely modern and fashionable, obviously very expensive and have been carefully considered because in the modern world, people’s choice of clothing affects how they are perceived. Already there are people discussing on YouTube and Google what they think of the chosen outfits and this reflects the importance that fashion and costume has to an audience and what they think of the video and therefore ultimately the music itself. 
     
     The group is performing the track and their singing is lip-synced to the lyrics, which is a classic convention of music videos. The emotion displayed by the group reflects the mood and the lyrics of the song as it progresses. The song lyrics are like a story in how they begin contemplatively and by the end the lyrics have progressed to positivity and the emotion expressed by the group reflects this in how they are moody to begin and by the end are smiling and notably happier. Although the video is shot in one location the editing is still very fast. There is a constant switch between different types of shots - long, medium and close ups of individuals’ faces and emotions at important part of the song and when it is there turn to sing. The editing transitions are fast, simple cuts that are always in time with the beat of the music and this makes sure the speed of the video is fluent and not dissonant or noticeable to the viewer.