Similarly, to our song choice 'Empty' by Olivia O’Brien, the music video to ‘Sorry Not Sorry’ by Demi Lovato uses the same symbolic codes to indicate a pop genre. This is shown through the Mise-En-Scene (M-E-S) as the video focuses on the female singers, due to them sharing their emotional state, however the video focuses on the female’s appearance mostly, which is obvious due to the lack of clothing, revealing skin and position in a party environment highlighting the reckless behaviour which is expected from an audience. In addition to this, the video focuses a lot on the irresponsible way of life, this is highlighted through the props such as alcohol, loud music, drugs and intimate relationships that are carried out which meets the audience’s expectations.
The genre is highlighted through the cinematography as a variety of shots are used to suggest the artists control over the camera. Low angles are used to highlight the power of the artist along with her importance in the frame suggesting her careless and unsympathetic nature. Close-ups are essential within the video as they present the artists and those surrounding her as overwhelmed, irresponsible and unconcerned about the outside world as the chaotic atmosphere separates them from reality. The close-ups also show a clear representation of audience expectations of how a young woman presents herself in society with the heavy makeup and revealing clothing.
Editing is controlled the director to create an image that influences the audience’s opinions on the video. Within this specific video graphic matches and jump cuts are used to show a timeline of the artists chaotic lifestyle influencing the audience to believe the artist is driven by excitement and overwhelming atmospheres. Live footage from the artists house party on the 29th June is featured within the video, eyeline matches are used in this video as some of the footage was taken by the artist meaning the audience are watching parts of the video from the audience’s point of view. By using live footage, it creates a more realistic style to the music video presenting what occurs at many house parties which most definitely meets audience’s expectations.
Cinematography is key in helping the audience understand that the artists is stuck in a fantasy when in the hotel room as the panning suggests her incapability to escape and be free of the love-sick nature surrounding her making her seem week. However, the panning later suggests how she is an independent woman, who can free herself from heartache due to her quick movements leaving the hotel room and reappearing later as a friend telling another love-sick female to follow her ‘New Rules’ on how to avoid heartbreak. This links to Levi Strauss' theory as the artist has now switched positions showing she is the opposite to what a normal woman's reaction would be after a heart-breaking experience, as an outsider now looking in on her own mistakes which the audience would not expect. In addition, close-ups are used to present to the audience how the artists state of mind is changing as she seems less bothered about the relationship that was overwhelming her emotions and isolating her from society.
In the music video, the artist along with the other actresses involved are dressed in brightly coloured, summer clothing suggesting that the song is about a summer romance, furthermore the vibrant colours act as a binary opposite as she is being negative about a previous relationship. On the other hand, the costume is used as semiotics to make the audience see the young females as sexual objects due to the limited clothing and dance routines carried out. The set adds to the summer like style being created due to the pool, flamingo accessories, cocktails and palm trees reflecting a calm nature, which the music video drastically steers away from.
Long shots occur often within the music video as the camera follows the artist to show her fast pace movement around the set, as well as this choral movement occurs in the video meaning that long shots are essential in order for the audience to understand the purpose of her actions.
The editing technique ‘split screen’ used within this music video suggests that its opening the doors to the artists new identity as she has become violent, aggressive and heartless due to a conflict that has occurred. This is obvious due the lyrics ‘I’ve got a list of names and yours is red, underlined’(links with her red outfit) matching a Todorov narrative theory suggesting this is her resolution to the disruption. Another editing technique used is ‘Match on Action’ this is shown on the lyrics ‘all I think about is karma’ where the artist is swinging a baseball bat with a gritted facial expression. This suggests to the audience that the artist is interested in her image as a message is being sent to those who have had conflict with her.
Vibrant along with dark colours have been used in the music video, the director uses the colours to catch the audience’s eyes for example at the end where the artist writes ‘Reputation’ in neon pink on a black plain suggests that reputation is the key element in the video as at the beginning ‘Taylor swift’s reputation’ was written on a gravestone. Within the video ariel shots are used when looking down at the artist in a bath tub full of jewels highlighting her desire for diamonds and fame. When the artist is swinging in the bird cage the camera zooms out on the lyrics ‘you locked me out’ suggesting the abandonment the artist experienced which leads to her destructive nature.
From these music videos we can use the idea of vibrant colours contrasting with darker colours for our set and costume to present a specific image or concept to indicate to our audience the narrative we will be following for our music video. Along with this a variety of editing techniques to highlight key moments in the video, or to link back to a previous shot so we know the audience still have a clear understanding of the artists purpose.
