The first thing that you notice about this music video is the bright colours used, this is enhanced by there being a colour wash used to create this effect, the costumes and locations are also bright. This would be useful in my video because it creates a positive atmosphere suited to the upbeat style of music that i want to use. The video uses a Japanese style with the mise-on-scene and eccentric costumes. The editing techniques used are cross dissolves which incorporate match on action. Another technique used repeatedly is slow motion which helps give the video its eccentric look. There are many quick cuts between the different locations which make the promo video interesting to watch.
The video conforms to conventions of music promo videos in some respects, in that the band are included in the video as the main characters and they are also miming to the music. I could include this convention in my video but it would have to be done by very good actors otherwise it could potentially look very amateur.
There is a very wide range of camera angles used particularly in the parts of the video where the location is the same for a while. The amount of camera angles used makes the video lively which is appropriate for the song.
Special effects are used in editing which are in keeping with the abstract genre of the video. These effects make the video original and different and work well as they are used to change locations in the editing, they are used almost as a transition between shots.
Having analysed the promo video, i believe the reason this video is so interesting to watch is because of the wide range of locations with quick cuts between them and also the abstract and eccentric style of the video. I can try and incorporate these techniques into my production to make it interesting to watch.
Why is Japanese culture important? What does it offer a western audience? What does it add to the music video experience?
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