Analysing a Music Video: Usher climax

Image: Throughout the music video we see the character wearing casual clothing, jeans, t-shirt and a leather jacket. They all distinctly seem to be of dark shades, maybe connoting the character to be mysterious and this is re-enforced when we see a gun (prop) in the frame also. The positioning of the camera is commonly  in a mid shot of the character and he is most of the time, in the centre of the frame. This means that the audience will then focus on the character directly. Cuts are used showing the different situations that the singer is singing about, the cuts portray an expensive car, where the male black singer sits in. We also feel the sense that the music video is portraying a flashback, as while the cuts show the male to be sitting in the car. From his facial expression and the cuts back and fourth we sense that he might be reminiscing on a past event in which is conveyed to be a bad memory.

Editing: The pace of the song is extremely slow however the music video, has fast cuts this enhances the change in the transitions, conveying the reality of the situation to be faster than what it seems in contrast to the song. The colour scheme within the music video seems to be of a grey scale or the colour that is being conveyed is of dark tones in specific frames this is perhaps more obviously conveyed when the two shot of the singer and a female character is presented. These colours suggests that the actions of the two characters are being negatively portrayed however, I also feel that the specific colours also reflect the setting that both the characters are in; as the dark colours could suggest the modernised society we live in. The effect these edits have creates a rather confusing atmosphere as the blurred dark framing  suggests that the actions are wrong and yet the camera shots seem to be shaky, suggesting an in-stableness within the situation.

Genre: There are specific elements that are used within the music video that communicate the R&B genre. The singer is of a black ethnicity, and this is commonly presented when R&B songs are presented to the public. Within the song that is conveyed either words of wisdom are presented or deep emotional feelings are conveyed. Within this music video in particular the lyrics suggest a desperation for the other female character. Additionally the setting that is presented is quite modernised and has a beautiful atmosphere perhaps representing modern communities within America. A car is also conveyed which seems to be expensive and is very 'posh'. Within R&B music videos, a lot of 'money' seems to be conveyed and this is from the fresh looking lifestyle that is conveyed.

Connotation: The secondary level of communication within this music video is the lyrics. The lyrics back up the visual elements on screen. However, they also suggest a whole different narrative story and is rather ambiguous and it is up to the audience which interpretation of the song they would like.

Target audience: From this music video the target audience is rather obvious, the song is perhaps aimed at Male and Females aged possibly 18+ as the song mirrors adult relationships and situations. However it is not unlikely that other audiences such as teenagers may listen to the song or be influenced by the song. Additionally within the music video all the characters are mixed race. This could also suggest the type of target audience the artist is looking for in particular.

Mode of Address: The audience is directly spoken to through the artist and this is presented through close ups and mid shots throughout the music video. The mood and tone is created throughout the atmospheric sounds within the song, but also from the visual image that is presented. The story line will have an impact on the audience as it is situations in which people can relate to.

Narrative: Within this music video Propp's theory does not apply as the music video does not have the typical character functions of a hero, princess or villain. However I feel as though archetypes are conveyed rather than these specific narrative functions. Todorov's theory however could possibly be applied to this music video as we sense a disruption and an attempt to fix the disruption when he returns to the setting in his car but when we reach the end of the song and the lyrics 'we've reached our climax' and the fact he drives away suggests the character has moved on and that the equilibrium has been reinstated.

Post Modernism: I do not believe there is any inter-textual reference to anything within the media.
Representation: Within this music video the characters are all of a black ethnicity. This is a common representation of R&B music and the genre itself is African- American. Elements however such as the shot of the gun within the sequence suggests typical stereotypes that are associated with black people that they are aggressive, violent and they cheat on there partners.

The story of the music video seems to be an affair that went wrong, in which someone was shot. A panic had occurred and the from the screen shots that are presented a car accident happens, possibly killing the female character. An enigma is presented through the main character as the flash backs, camera shots suggest an uncertainness about the situation. This then creates an intention for the audience to watch further to understand the narrative more. These specific elements attract target audiences by using specific characters of a certain ethnicity but also, real emotions are conveyed in which people can relate to.