Narrative - Being a Hybrid Concept/performance style video this particular video has literally no narrative or direct storyline, it is composed of seemingly random shots that cut back and forth and do not follow in order of events. This video relies more on Mise En Scene, Camera shots and editing. Most videos with a narrative are so much easier and less original than a conceptual based video making this a harder task that compliments the song perfectly.
Camera shots - The establishing shot is a long shot of marina standing alone to show that she is the main focus point of the video even before the music starts, this then cuts to a few mid shots and closeups in time with the music while she acts out punches with her boxing gloves on. The video itself featurs lots of closeups creating emphasis on marina alone. she is always placed in the center of shot in every scene and barely moves place when shots are cut to different scenes. There are quite a few unusual shots in the video such as top down shots of marina looking up again placing Central focus on marinas face just like a closeup and extremely low shots of the camera looking up towards marina placing money on the floor. shots such as these are not often scene in music videos and are rather unconventional and specific shots. The unconventionality of the shots could relate to marina herself who has carved out her niche as being different from what everyone else is doing and how everyone else uses camera shots in their videos.
Mise en scene -There is great emphasis on colour in the video with each different shot having its own specific colour in background and marinas outfits. The first shot in the ''office'' uses a light blue colour for the background walls and many of the items placed on the desk and in marinas outfit itself. many of the ''scenes'' place more emphasis on colour than what is actually placed in shot with marina, for example the yellow scene where marina is wearing a gold dress has only her with effects placed over it. there is also a pink scene with a few television cases. In contrast there is a red/purple scene where marina is lying on a couch watching television with lots of props and furniture, This Scene could be related to the scene after it; the darker blue scene where marina is stood with a shopping cart full of different products all with the comic book style Oh no! placed on them, the link between them is that there are many shopping bags thrown around marina while she is on the couch. There is great emphasis placed on money and shopping within the video itself. I believe the focus on colours in the video are synonymous with the Comic book Theme and style of the video itself. Although each scene is never really shown for very long before cutting back to main scene with marina and her dancers the messages each one holds becomes more apparent towards the end, for example in the dark blue scene it shows marina eating a money sandwhich to create a message about wasting money, then there is the pink scene with marinas head placed inside a tv case on her shoulders, this is an obvious comment on how people in society think and form opinions based on what they have been told on Television. there is also a scene where marina is wrapping herself up in red ''wrapping'' paper which could possibly symbolise the obsession with shopping and the hold it has over people were they are bound and cant breakaway. Lastly the Choreography itself links together well with the over all feel of the video and at certain points the lyrics, for example when marina sings oh no, her hands are placed over her mouth to represent shock and my favourite line ''TV taught me how to feel, now real life has no appeal'' is accentuated by the hands forming a box around the dancers heads.
Editing - perhaps one of the most edited music videos i have seen there is a lot of emphasis on effects. Cutting from scene to scene is quite fast and reflects on the fast upbeat pace of the song and is at times cut together and repeated well with the drumbeat of the song. The effects compliment the video extremely well and are used extremely cleverly and placed well as not to look too cheesy. the over all theme and style of the video is Comic book pop art. there are often speech boxes and thought bubbles and at points Word ''explosions'' such as the POW! in the beginning. there is a lot of emphasis placed on money with words such as Ka-Ching! and many different images of coins and notes popping up a lot. a particularly clever one that i like is placed when marina sings ''i just want a change'' and there are 3 rotating coins that appear over each arm after she moves them. i believe this is a very clever play on words as coins are often called change as opposed to money in paper form. aswell as effects such as images placed over the video there are lots of light blooms and rainbows to give the video a brighter and even more upbeat feel. in certain parts the shot is paused momentarily and stylized to either look like Andy warhol Pop art or comic book pop Art. there are more cleverly placed images such as when marina sings ''it has no appeal'' and there are stars in her eyes which could reprisent a number of things such as Aspiration to fame or captivation. The text in which the Oh No's! are written is very conventional of a comic book style with an often semi 3d look and an ellipsis placed after them to create emphasis on the Exclamation marks.
Target audience - Marina fans and hipsters (ages 13-18+). the video is simple enough to connect with people on a simpler level but is also deep enough to connect with an older generation on another more intelligent level with its symbolic references and meanings.
Music video Style - Hybrid Concept/Performance based. I believe this style fits the video perfectly because it has almost no narrative leaving a lot of room for creative input and influence allowing the video to be a lot more original and stylistic instead of leaning more towards creating imagery for the lyrics. I believe that a video relying soley on narrative can be rather boring and leans too much on the lyrical content unless the narrative is mixed with conceptual and tells an entirely different story from the song itself.
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