analysing worth it by 2hollypaskell on emaze

analysing music videos

Worth it - Fifth Harmony

use of camera, editing, mise en scene and sound

Camera: We straight away get close ups of the girls outfits as they walk past the camera, and the close ups of each group members face before the words come in. As the girls dance, there is a wide shot of all 5 members (Lauren, Ally, Dinah, Normani, Camilla) dancing to rhythm and lip syncing along. We can also see long shots and close ups of an electric board behind them with messages on. The camera appears to shake and seem hand held at one part of the chorus when the beat is about to go into the verse. It continues to give us multiple of close ups of every girl. When the featured artist on the track, Kid Ink, comes in we again are given mostly close ups of him as well as his two dancers by his side. Whenever it changes to a new setting there are wide shots of where it is with the girl in the center. This pattern continues throughout the entire video of closeups and wide shots, with a little shaky cam.

Editing: The editing matches the beat of the song, and whenever the beat changes so does the scene. There are moments when the camera zooms in a little then out again to match the beat and when they're dancing. There are no special effects except for the males by the girls sides in their seperate work locations as they have green eyes, as so do the women by Kid Inks side.

use of camera, editing, mise en scene and sound continued...

Mise en Scene: Firstly, the costumes are the most eye catching element we see as each girl wears something different and appealing to their setting. They all wear something work/office related as though they are bosses and in charge. Also each outfit colour matches the environment and lighting. As for setting this changes throughout, when the group is altogether we can see they're in a studio with a big board behind them showing messages about feminism. When we see Kid Ink he is in a hallway as though he's outside their offices sitting on a sofa. The first girl Dinah is seen on top of a reception desk laying down and singing whilst a man cleans her heels. The next girl we see is Normani who is standing behind her desk as a man works beside her as she also sings and dances along to the beat. We then see Lauren sitting at the back of car with a male driver but not really singing as she has no solo. Then Camilla in an office playing golf with a man behind her, and lastly Ally in a meeting room with a man typing for her. Each lighting is different, either red, white, pink, yellow or black to seperate each girl, their personality and job.

Sound: There is plenty of cutting to the beat throughout, as it is a upbeat pop song that you can dance too. The choruses always show a wide shot of the group dancing but with less cuts as the dancing matches the beat and rhythm. But it also gives us a few quick close ups of every girl in their different settings. Whereas in the verses it's usually focused on one girl and less upbeat dancing. When it comes to lyrics they don't as such tell a story with them nor does it really match what they're doing. However they say "give it to me i'm worth it" and to show this, they come off empowered and like they're in charge. They say "Ooh I love your style" and style is an important part of the video as well as the group. "Show me what you got" matches to when they show the males working for them. Other then this, the lyrics do not have much meaning as it's just a pop song for radio and to dance along.

Representations

As for gender, Fifth Harmony really try to break down the female stereotypes by using the feminist approach in their video. For example, when they group dance behind them is a huge screen with messages scrolling past from fans who tweeted them about feminism - "feminism is sexy" "women in power". The message of this video is all about that, empowering women which explains why they are in work places and are all in charge in fancy outfits. They also try to give the message that not only they, but all girls are worth it, which is the title of the song. Although they do spoil this a bit when we see Kid Ink and the two girls working for him. Other then that they do communicate their message well to their audience of young teen girls. There is also a bit of breaking the age stereotype as they're all around the age of 18, yet they appear and dress very mature.

Andrew goodwin theory

1) music video demonstrates certain genre characteristics - since they are a pop girl group, it's common to see dance routines and close ups of each member so this was very evident throughout. Although they mix it up a bit by having a rap artist feature, and a common genre characteristic of a rapper is to have girls by their side, which he does.

2) relationship between lyrics and visuals - except for when they say they're "worth it" and messages about women and feminism are shown on the board behind them, there isn't much relationship between the two.

3) relationship between music and visuals - the video itself matches the song well however as it's a girl dominated and upbeat pop song and to show this they have plenty of dancing to match the beat and bright clothing and lights to fit it.

4) demand from record label of close ups of artist - as Fifth Harmony were only recently formed and become a well known group there are still a lot close up demands as every other scene you'll see a close up of each girl so you know who is who and become familiar with them. This is obvious throughout and also because it isn't a deep, heart felt song they do not need to show facial expressions or emotions.

5) artists motif/iconography/visual style - Again, since they're new they don't have much iconography to them except that they always wear fancy costumes, that almost match, high heels and will always dance.

6) notion of 'looking' - every single shot you will see the girls staring right into the camera, although there are no looking through cameras or screens. There is also quite a voyeuristic treatment as they show the girls gestures and bodies as they show off and dance. But it's not to just be seen as sexy but about owning their sexuality and being confident.

7) intertextual references - there are references of feminism and sexuality as this is a big topic right now in todays media, also instead of girls following mens orders its about them taking charge and men working for them. In these kind of videos you're likely to see product placement however there is none.

music video styles

video directors and record labels

The style of this video is mostly performance as there is no story telling or anything idea based. They all sing and dance along to the song which is common element for the pop genre and definitely for a girl group. It's also a typical of the groups style to have dance routines in a studio. I think this video gives a great message out especially to young girls who may be insecure or need uplifting to know their self worth. Also the style and colours used are very appealing to the eye. It is obviously very conventional of this genre to do a video like this also. I like the idea of female empowerment and dance routines with nice costumes so i'd like to include this in our own video.

The video was directed by Cameron Duddy, who has done many big artists videos also. For example, Rita Ora, Cody Simpson, Britney Spears, Rixton, Mark Ronson and Bruno Mars, Rod Stewart. In Rita Ora's video Poison which Duddy directed, there are similar shots used such as mid shots and lots of close ups. It is also a mix of located in a studio and in the streets of LA and other places. Again the editing cuts match the rhythm but not so much the beat. Rita also wears a different costume for every different setting. In Uptown Funk, it's also based in LA on the streets. There are multiple wide shots of Bruno and his dancers together and mid shots. There are no costume changes and hardly any setting changes either. The beat also matches the cuts.

As for Record labels, Fifth Harmony are signed to Simon Cowell's label Syco as they were on X Factor USA, and L.A Reids label Epic Records.