Case study two

Case Study Two

Demi Lovato - Heart Attack 

 

In Demi Lovato’s music video, “heart attack” she doesn’t stick to the main conventions of a pop video is some ways this helps the music video because we care more about the song and not so much on the video. Although this is what I believe, some could critic this and say that because she has not narrative it causes the music video to be vain and no one will really want to watch it because all we see is her. Applying to Goodwin’s theory he would say there should be a balance between narrative and performance but this case study is a bad example of the balance.

Unlike my first case study the music and lyrics begin start away and the first shot we see is a close up of demi’s face this adds the emphasis that she is the star image and she is the only thing that matters in the video. In this music video they use more close up than the other genres I am studying because I creates the image that the artist is the most significant thing in the music video.

At first when listening to the title of the song I believed there would be a love story narrative side but the director has not gone with the stereotypical convections. In this video he has Demi is different rooms with different clothes on just singing and dancing a little.

In relation to lyrics throughout the song she goes “if I ever did that I think I’d have a heart attack” this is a very effect line because as she is singing this they do a medium shot of her putting her hand over her heart to illustrate that she is having a heart attack. Additionally this isn’t just a once off thing, they continue to does this shot every time the lyrics occur. Personally i believe this to be very effective because the audience will understand the music video more. 

Another thing the director uses all the way through is “I think I need a cover up” and throughout the video we jump to a scene where Demi is getting covered paint and this creates the image she is hiding so she doesn’t fall in love and so she doesn’t have a “heart attack”. Every time we jump to this clip we see more of her covered in black paint. The use of the white wall adds a lot of emphasis to the black paint. I believe this is a symbol saying the white is innocence and the black is covering from love and this is bad.

In the other case study the girl who was singing didn’t really wear clothes what wear in fashion she just wore casual clothing. In a pop video this is different because the artists have to look in style because everyone who is listening to the music also is in style so they have to keep up the famous image.  Although I said the performance all the ways doesn’t drag our attention away from the song, I believe the clothing may affect some audiences and make them stray from the song. Additionally in this shot she is wearing a revealing top, which will appeal to the males. Furthermore in this shot we can see artist and the band performing, but the band is blurred out so all the attention is focused on the artist.