L: Music Video Analysis

Institution and Audience
How might this video be consumed?
This video has the benefit of being consumed in multiple ways. As the video is montage edited and has a fast cutting, as an audience you can't catch every image. Therefore it is necessary for the audience to watch the video two or three times to appreciate each shot. For repetitive viewing, the audience will use websites such as 'YouTube'. On 'YouTube' the video has been watched 61,195,961 times. The video will also feature on various music channels. Here the video will be consumed in three ways; watched as focused viewing, used as just something to listen to in the background or to provide music for a party. The song is upbeat and catchy, giving it a role to play at parties.

What role would the record label play in creating these promotional texts?
This was the band's first major hit, therefore the record label will want to promote them as much as possible and try and build a star image for them. This is where the band can share more about themselves with the audience, so it is key to be interesting, likeable and relate-able.

Genre and Narrative
What are the forms and conventions evident in the video?



Is this an example of illustration or amplification? Or Disjuncture? Why?
The song consists of two word repeated over and over, 'Barbra Streisand'. Because of this there is no illustration, however there is a sign of amplification. They use the surreal humour of a bad Barbra Streisand impersonator to push the video forward and to amplify it's meaning. There are several shots of the impersonator sitting in a rowing boat in the middle of a lake. She talks about how powerful and inspirational New York city is, whilst also promoting the band by saying how good they are and how popular.

Could this video be considered art?
The video experiments with a variety of shots; using different angles and shot sizes. Throughout the piece it showcases a collection of talents, some extremely well known, such as Kanye West,
whilst the others are relatively unknown. The video shows a large variety of different types of people in the video, doing profile shots of each of them. Not all of the people necessarily fit in with their image, yet they are used and its effectively uniting everyone with their music. This video is completely original with it's exploration of their 'neighbourhood' and mishmash of querky characters. However, I believe it is ultimately commercial. I think this because it is production of their image alone and is only to establish themselves among other musicians and to build a fan-base.

Media Language
What is the 'message' or purpose of the video?
As I have said previously, this video is a construction of their image. They want to showcase their individuality and their personalities so people will like them as a group as well as for their music. It is used as an insight into who they are and what they like. They use a combination of unknown individuals and superstars to create and image, sending the message that they are talented and famous whilst still being down-to-earth and fresh.

What visual techniques are used to do this and why?
The video uses montage editing creating a fast pace that fits with the song creating a lively atmosphere. They use a selection of high angled extreme long shots to show New York city, creating a sense of fame and talent as if they have 'made it' in New York. The high number of locations means a large variety of mise-en-scene. One clever use of mise-en-scene is a shot involving Kanye West. There is a completely white room with only a multi-coloured chair in it with Kanye West sitting on it. The video cuts from long shot to medium shot to close-up of Kanye West on the chair keeping your eyes on him. The simplicity of the room moves all focus to Kanye West and creates a sense of importance and superiority. With the exception of the superstars, the video has relatively small budget. The video uses lots of raw, documentary style, footage with very little if any special effects used.

Is there any intertextuality/ references to popular culture?

They use pastiche/parody by showing the slightly obscure Barbra Streisand impersonator. Her 'kooky' attitude and flamboyant manner shows her as over-the-top and more dissimilar to the real Barbra Streisand. They use her as a tool to draw on the lyrics of the song whilst creating a new and different meaning to the famous name.

Representation
How are the band/artist represented?
The video helps to sell their product by labelling them as fresh, young and interesting. They are relatively new, meaning this video constructs for the majority of viewers who they are as people and what type of music they do. In way of meta-narrative is creates a starting base; establishing where they are from, what they are like, giving the audience an insight into who they are whilst still leaving the audience questioning and wanting more. The video doesn't quite fulfil the audiences 'need' for the band, lending us to want to see the next video.

How are different social groups represented through the video?
They show a variety of 'locals' in their video, people who we presume live in New York. Each ones image is different from the other, showing a vast difference in lifestyles. They show old men and girls with piercings. Rappers and stall-owners. Each one represented in a positive way, showing the gift of individuality and freedom and expressing who we are. No race or age or gender is represented badly but each one lends itself to creating the band's image positively.

What is the ideological discourse?