A2: TEXTUAL ANALYSIS- 3 MUSIC VIDEOS

As Long As You Love Me- Justin Bieber ft. Big Sean:


http://www.youtube.com/watch?v=R4em3LKQCAQ

Due to Justin Biebers rising population and massive fan base, his record label can afford to make his music videos into almost mini films with some acting at the start of the video. It is in the style of Romeo and Juliet so this is an indication that it is clearly going to be a love song. The Genre of the video is pop and very mainstream.The style of it is a mixture between performance and narrative but narrative is a big part of it so that the audience can follow the story line. Justin Bieber's fan base are mostly teenage girls so a love song with the idea of a parent not wanting it may relate to them. Justin's unique selling point is basically himself because he is so popular. However as he is growing up in the music industry he is starting to incorporate dance moves into his videos; slightly Micheal Jackson styled. This helps to further his young image to the audience who look for these traits in his music videos. Having already identified the target audience, we notice that the montage style of the video suits the fan base because they don't like long winded videos with not much happening; they enjoy a lot of action and the music video is an effective example of the syle they like. The Music is typical Justin Bieber, but perhaps much more slow than his other songs. However the style remains the same, as most of his songs are about a girl or has some sort of element of romance in them. The music is slow paced towards the start of the video but then it speeds up during the chorus and Big Seans rap. The video matches this by turning violent when the music speeds up and gets louder. This creates excitement and gives the video some form of climax. The video is obviously big budget due to it being over 5 minutes, having an acting section at the start, all the effects and just the general quality of it. The wardbrobe of Justin and the extras is casual but the makeup that makes him look as if he's been beaten up is effective and obviously of good quality.