Blog 6- Video Analysis

Florence and the Machine- Rabbit Heart

Link to music video...

http://www.youtube.com/watch?v=7nxO-yPQesA

The theme of this music video is very mystical to give an abstract illusion. It is set in a woodland area with lots of grass space and a pont that seems to be never ending which gives the audience a sense of freedom. The main setting is a tea party where all the characters are dressed up in smart old fashioned and mystical outfits therefore looks like a make believe setting as though it isn't real and more dream like. The style of the video is more aimed at the female gendre as it is very glittery and glamorous with lots of dress up costumes and a mystical atmosphere to it which would mainly target females. Also, the fancy dress tea party is similar to Alice in wonderland which is a film aimed at female children and this music video shows an adult interpretation of Alice in wonderland which would still target female. The characters dancing around the artist are wearing long floaty dresses suggesting it is more feminim because males are less likely to want to watch people doing old fashioned folk dancing in long dresses. However, although the style of the video would be mainly targeting females there is still parts that could attract males because the video shows how the men want the artist and are almost following orders from her to show power and that she is in control which males may prefere to watch. This suggests the video may communicate a meaning that women are in power in this mystical world and the artist is showing the audience her perfect idea of how the world should be.

Florence and the machine- You've got the love.

Link to music video...

http://www.youtube.com/watch?v=PQZhN65vq9E

This video is very simple yet still has an abstract illusion like most of Florence and the machines style of music. It includes the main artist on an artificial moon cut out in the air with a black background. It is again very glittery and glamorous. The artist is wearing a silver glittered baggy leotard which looks like a fashion statement that would inspire females interested in the fashion industry which is a high percent of females. This again shows that the video may be more directed at females than male. However, wearing a leotard and making feminin shapes and movements with her body may suggest it is aimed to attract males similar to the representation of the other video analysed (rabbit heart). This suggests although the style of music and mystical illusions of their video's may be more directed at a female audience, it also has aspects that would attract males to watch the videos. However, the style of music may not interest males therefore the record sales would be higher for females. The meaning of the video again suggests that everyone is looking up at the artist and enjoying her music showing she is powerful and in control of the scene.

I like these video's because they show a modernised dream like illusion which we can use as a theme in our own similar interpretation when creating our music video for florence and the machine, my boy builds coffins.