Music Video Analysis
The last music video have chosen is 'Bad Romance' by Lady Gaga (Stefani Joanne Angelina Germanotta), American singer, songwriter, record producer, actress, and businesswoman. The music video created during 2009 and published on the 24th November 2009. The record companies she is signed too are: Interscope records, Universal Music Group, Def Jam Records and Sony/ATV Music Publishing. The director of the 1Billion viewed music video is Francis Lawrence and written by Lady Gaga herself and Nadir Khayat. The artist mixes between country music and pop genres, the singer varying between different styles depending on where she feels she wants to delve into.
Within the music video, the relationship between the lyrics and visuals is varied, the lyrics, "I want your ugly, I want your disease" correlates with the strange visuals. The dancers dressed in robotic, monster like clothes create a strange atmosphere; "I want your disease" I feel works well with the visuals as the fashion has similar intertextual references to the 'Black Plague' uniforms. Furthermore, the song lyrics, " I want your horror, I want your design", matched with the visuals of the artist stood in a side profile naked within a dark, unlit room, using SFX makeup to create a skinny almost scaled monster effect on her body. This body makeup matches the the "horror" lyric, giving an impression of a hostile, uncomfortable tone. However, the lyrics of the music video seemingly being about a 'bad romance' with an ex lover, Gaga explained that she generally felt lonely when she was involved in a relationship and that she was attracted to men with whom romance never works. "Bad Romance" explores her preference for such lonely relationships and her poor choice in men. Moreover, the fashion in the music video as well as the visuals of other characters/back up dancers emerging out of futuristic cases demonstrates a symbol of Human Trafficking. Gaga has been held as a human sex slave in the video where she portrays as a victim in an ugly industry.
The opening of the music video showcases a high pitched electronic sound, almost like the sound of a video game; the visuals demonstrating a master/establishing shot off the set of characters used within the music video. The artist is splayed out on a high quality throne in the central shot, the colour imagery of the footage nearly all white; this could be symbolism of the static audio portrayed in the first section of the music video, as if it was 'white static'. In the narrative of the video, character's emerge from futuristic cases that uses cutting to the beat. The lyric audio starts when they characters starting to emerge, the signature lyrics "Ra-ra-ah-ah-ah
Roma-roma-ma, Gaga, ooh la-la" reflecting the strange and inhuman like movement. Within the video style there is a use of studio videography, a brightly lit room used to shoot the music video in. As well as this, there is wide use of different choreography, made by 'Laurieann Gibson', the dance movement being robotic and almost inhuman. Furthermore, there is a strong use of intertextuality relating to 'clock work orange', the majoritively white monochrome clothed fashion reflects the reference. The dystopian gothic style of the music video contrasts to the intertextual reference/iconography of 'clock work orange'. Even further, the movie 'space odeyssy' is used as an intertextual reference, Kubrick being a strong impact on the style, fashion and cinema photography of the music video. 'Space Odeyssy' having a futuristic tone, used in the building of the set in the music video of a surreal white bathhouse, as well as its almost gothic tone. The video style being fast paced, the choreography matching this throughout, helps generate the movement of time and speeds up the narrative.
When Lady Gaga first made her debut in 2005, featuring 'Just Dance and ' 'Poker Face', her record company created an image for the artist, being a wild, inhuman like character, producing a persona for the singer. The record company of Interscope Records didn't specifically ask for a usage of close-ups but this was a common repeated feature throughout her multiple music videos, featuring her drastic, coloured makeup and unusual fashion styles.
As well as this, throughout Gaga's fame, many of her fashion choices have ranged to be very over sexualised, the outfits in this music video having a twisted perverted sexual sense. This again, is not a demand from her record company but was an aspect of the Gaga image that they wanted to portray.
The genre of the music video is Electro-pop/dance-pop, the archetypical characteristic of the Lady Gaga persona is that she is “the archetypal hyper-sexualized, hyper-colorful woman,” which makes the audience believe to be Lady Gaga performing multiple genders. Her costumes often reflect this hyper-sexualized nature of her persona. The structure of the music video being a unconventional narrative, showcasing a story of what the artist herself descries to be a character involved in relationships with men with whom romance never worked; this I feel is unclearly conveyed to the audience through the whimsical imagery but creates a story line that the lyrics can reflect off.
Lady Gaga created her own star iconography in her start of fame, Gagas fashion has always had a chic and sleek look but also grotesque at the same time. Her iconic fashion styles I feel have been a strong influence from her rise in fame and even in culture today, most of her music videos spreading awareness for causes such as: advocation for youth, Alzheimer's association, American foundation for AIDS research, autism for justice, etc.
Moreover, there is a repeated use of voyeurism throughout the music video; used from behind characters for the audience to look at choreography or looking into computer screens (screen within a screen). This draws attention to what is happening in the music video, adding a sense of illusion and distorted perspective.
In the very beginning of the music video, there is clear sense of direct mode of address, the artist and background characters looking directly at the audience. After this there is repeated use of indirect mode of address, the background characters in white monochrome outfits have face coverings, although using gestures that provoke the idea they are look at the audience, making the audience confused by the imagery. There is shifted perspectives throughout, either below the artist, on eye level or above in a birds eye view; these create unusual types of modes of address, as well as the fashionable face coverings confusing the viewer. Furthermore, the very opening of the music video demonstrates mise-en-scéne, every character and prop used aesthetically placed in the central composition of the panel. Again, this is used repeatedly throughout, the artists and background characters all directly within one frame; this keeps a common theme within the music video, the fashion and location seemingly confusing but the narrative having consistency. Additionally, there is only one location used throughout the entire music video, with only some simple shots of other dark lit rooms in exception. Bad Romance was filmed on location in Beijing, and was written, filmed and edited by debut Chinese filmmaker François Chang, with a largely unknown cast. The setting comes off as a gothic, dystopian futuristic style, the consistent clean white background with flashing light sources throughout.
Shot #1 and #2 - This opening establishing shot uses a wide lens shot and a mise-en-scéne to showcase the characters, setting, atmosphere, fashion and artist. The white monochrome setting sets up a gothic, futuristic tone with blaring white lights and a mix of gritty dark outfits. The secondary shot demonstrates a close up, the artist in clear full view in bright white lighting, this introduces who the narrative will be about. As well as this, techno audio is played in the background, mirroring the strange futuristic aesthetic on screen.
Shot #3 - This extreme close up invokes the idea of a brand deal within the music video; normally when branded items are shown up close to the camera as well as the specific artist uses them, is archetypically used for a brand deal, invoking the audience to go and buy said item.
Shot #4 and #5 - These two shots are used cutting on the beat, using an establishing shot to showcase a new dark and ominous setting. A light is used to highlight the objects in the scene, what seemingly are pods/vessel's/cases. As well as this, one case has an inscription of 'monster' written in red with a christian/religious cross underneath; possibly invoking the idea that the things inside are dangerous creatures, although the religious symbols contradicts this. However, in context of the music video, the artist commented that the background dancers emerging from the cases were symbolic figures of sex trafficking, the artist using her platform to share more awareness on the subject.
Shot #6 - First CGI title used in music video, the red bold letters extremely clear of the artist and setting fo the music video.
Shot #7 - This is the first shot we see off a moving character, featuring Lady Gaga in a perverted sexual white monochrome costume. The mid shot is lowered almost beneath the character, creating a worms eye view. The character being concealed in a case and emerging in an unfriendly alien like manner invokes the idea that the character is supposably monster/alien like.
Shot #8 - This long shot showcases the artist within a bath tub, emphasising the name of the title 'Bath Haus'. The white light and setting creates a clear, almost chic setting; the artist is seen sat in a usual position beginning the main lyrics to the song.
Shot #9 - This master shot establishes the set of characters, all in futuristic sexualised clothing; their choreography imitating animal imagery, setting up an unusual and uncomfortable tone. The large white lights behind the characters create an alarming tone, bring the viewer straight into the action if the narrative.
Shot #10 and #11 - These mid/medium shots showcase the use of voyeurism; the artist using a mirror to look into the eyes off the viewer. For the first time in the video we see a darker tone of light and fashion used, the artist in full black, seemingly funeral like. However, there is a consistency of the repeated usage of wearing a contorted crown and eye/face covering. There is little light in this scene, letting the audience focus be directly on the artist.
Shots #12 and #13 - The first extreme shot is a side profile view of the artist, one of the first extreme up close shots in the music video. While on the other hand, the 13th shot is again extremely close up but used in a match cut from the last panel, however this time in dimly lit light and again in the perverted sexualised clothing.
Shot #14 - In this establishing/master shot, there is an extreme usage of light, the whole set being highlighted with the monochrome white. Within this scene there is a direct intertextual reference to the 1968 'Space Odyssey' film; the clean white cubed floors as well as futuristic tone reflect in this reference.
Shot #16 - This small clip features as a point of view (POV) shot, the audience (camera angle) sat at a lower viewpoint, perceiving the scene from below. Again, the artist is in the central composition of the shot, the other two characters aesthetically placed beside her. This type of shot allows the audience a feeling of watching the narrative from inside the video; this could also possibly be a type of voyeurism.
Shots #17 and #18 - These transitioning mid shots move the narrative along; the new clothing on the artist, that has now darkened, helps portray the music video slowly getting more ominous. background characters are seen dragging the artist away, leaving questions for the viewer of what is happening in the shot.
Shot #19 - This clear demonstration of voyeurism in this extremely wide shows, shows an almost 360 view of the set. Watching the background characters dancing again in the background of a group of men makes the audience feel far away from the setting, pushing them right to the back of the lens. The way the camera is angled conveys a feeling that the viewer is apart of the group of men, although this could make a discomforting feeling to the viewer when looking at the strange and gothic fashion of the characters, invoking they are the villain of the narrative. The contrast from dark black in the foreground of the mens clothes to the bright monochrome white of the women in the background emphasises this again, symbolism of good vs evil.
Shot #20 and #21 - These two mid shots use a match cut, cutting on the beat; the lighting and set contrast greatly compared to the earlier scenes. Within the lack of light as well as sexualised nudity in the frame that almost seams monster like creates a deeply unsettling feeling towards the audience. The only light seen in the frame is the small light source above the artist, highlighting the silhouette of the character in an eerie and ominous tone. Either SFX/CGI is used to make the artist extremely skeleton like or the singer 'slimmed down' for the musics videos role but the monstrous and cyclical imagery sets a tone for the conclusion of the music video.
Shot #22 - This worms eye view creates the feeling that the singer feels below (mentally smaller) than the villain, emphasising the lyrics of the song of Gaga not finding men who want a 'romance'. I feel the use of having the mans legs in a dominating stance in the shot creates a feeling of danger or sexual nature towards the character.
Shot #23 - This is an extremely clear use of voyeurism in this mid shot. The nature of the screen entailing that the singer is 'up for sale' and has a price tag on her head; symbolising the theme of sex trafficking and women being treated as objects. The shot of looking through a screen within a screen generates an illusion towards the audience.
Shot #24 - The nature of the fashion changes involving props around the artist to emphasise the clothing she's wearing. This mid shot and long shot both show the artist dancing in a group of men; again showing a feature of voyeurism. The diamonds round the artist connote symbols of wealth, signifying she is possibly dancing for money from the men.
Shot #25 and #26 - These mid shots and long shots establish another fashion style within the music video; again portraying a strange futuristic theme. The metallic colour scheme and sleek costume suggest this, as well as the lack of clothes again demonstrate a sexualised tone.
Shot #27 and #28 - These two mid and long shots introduce yet another style within the music video; the unlit ominous background suggests it isn't a safe setting. As well as this, her gothic futuristic style of fashion holds significant importance of the character evolving throughout the music video into something darker. Even further, you could interpret that the character isn't turning white in clothing like the female background characters or black in clothing like the gothic men but in a metallic gold fashion, demonstrating her distinct and unique style that she is out of the ordinary.
Shot #29 - This point of view (POV) camera angle is used in a worms eye view shot, generating the audience to feel below the singer. As well as this, the viewer purposely looking into the eyes of something that is dead sets a foreshadowing ominous tone for what happens later in the music video.
Shot #30 - This extreme close up (ECU) shot of the artist creates a relationship between the character and viewer. The dark makeup and angered facial expression again foreshadow that something evil is about to happen, this is then emphasised by the villain of the music video being shown in the reflection of the singers glasses, yet another use of voyeurism.
Shot #33 - This point of view (POV) shot, used similarly earlier in the music video, intensifies the sexual tone and within context of the whole music video, the singer approaching one of the men, helps bring the narrative to an end.
Shot #34 - This mid shot showcases the artist stood in front of the burning man, setting him ablaze. This CGI effect I feel is done extremely well, conveying a sense of victory towards the audience of the archetypal villains death. The artist holds a happy and proud expression, helping end the narrative on a positive note.
Shot #39 - This master/establishing shot only shows the silhouettes of the characters and artist, the light from the footage almost nearly gone holds the cast in a still scene. This dark, unlit atmosphere ends of the narrative, almost like a curtain closing in a play.
Shot #40 - This almost comical ending mid shot shows the artist next to the burnt skeleton of the villain, I feel this was added in to create a comical ending and finalise the narrative.
Within the now 10 year old music video, there is a ranged usage of special effects; the editor possibly changing Gaga's appearance in some shots to convey an ominous and monster like look as well as the ending CGI of a fire, murdering the villain. I feel this worked well as it ended the narrative in a vengeful way and created an almost satisfactory tone; the CGI being good quality from 2009 as well helped finalise the ending of the story. Furthermore, the editing of the video I feel was quickly paced to match the fast audio and lyrics, the footage showcasing many match cuts and cutting to the beat; this was an effective way of editing the footage to keep the narrative and song flowing smoothly. I don't feel there was a filter used throughout as the scene was always filmed on the same set, showing harmonious footage that fitted extremely well together. Concluding, I feel it is an iconic, well established music video with many genre conventions and high quality techniques used throughout.
Lady Gaga, a female upper middle class, coming from a Catholic family. Although, both of her parents have Italian ancestry, and she also has more distant French-Canadian roots. Her target audience is aimed towards teenagers to early 30s, which is beneficial for her as her audience is greater, so therefore she can make more sales. Many women also enjoy her music and find her inspiring, and men find that she has a sex appeal, so are drawn into her music and performances. Millennials have a 67% positive opinion and is placed 4th in popularity ranking among genre. Within Generation X, 60% give a positive opinion and is placed 34th in popularity ranking among genres, as well as this Baby Boomers give a 46% positive opinion and is rated 108th in popularity among genres. Lady Gaga's music is a wide stream genre of music as her target audience isn't one specific group, the LGBTQ+ community, women, teens, children, men and many more. This allows her to have a wider range of audience that appeals to her; their job, race and location may be varied because of this. Their lifestyle again may be varied as the artist has been producing and creating music for 20+ years although one may assume because of Lady Gaga's pop mixed country music they may be middle classed, a persistent fan of the artist.
The music video, 'Bad Romance' by Lady Gaga, gives a traumatic and evil sense of the world, the video being a metaphor for sex trafficking demonstrates an attitude of the darker parts of the world. It is making a horrifying reality of the world and how people are actually treated through vivid imagery and fashion. The narrative of the music video is the artist killing a sex trafficker, this stereotypically is a man; empowering women to stand up for themselves and be aware of these types of issues.This isn't a typical topic/genre to convey, thus implying how dangerous the world actually is and giving a sense of reality to the romanticised world normally shown in music videos, thus being a deviant video. It implies the menacing different world women have to live in compared to men and how many more dangers we have to face. Moreover, I feel the music video isn't directed towards a class, as the mood, fashion and atmosphere seam more futuristic as well as gothic, neither fitting to a specific class system. However, as some of the messages are directed towards the lower class as the video represents the problems the lower class and minorities have to face. The target audience is women in the music video, Lady Gaga speaking to the audience about the misinterpreted problems within the world and dilemmas women have to face as well and minorities and the lower class. I respond to this representation with a positive outlook, Lady Gaga raising awareness for these problems and through the music video giving money to charities for the cause of preventing sex trafficking. Lady Gaga is highly sexualised in the music video, wearing revealing clothes as well as acting in a sexual manner, this stereotype typically appeals to the target audience of men, as well as any male characters in the music video being very masculine. These stereotypes are used to create a simple narrative so the audience can easily understand the heroes, villains and side characters through their race, clothing and importance in the video.
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