Research and Planning- New Video Release- Ciara

This music video below was published yesterday night. It's the artist Ciara's new video that 'Epic Records' which is a division of the conglomerate Sony Music Entertainment holds license to. A few days earlier the teaser trailer came out in HD on YouTube. I thought that this marketing strategy was useful and created hype for the music video fans were eager to watch this video and see the new dance moves she incorporates into this songs video.

Following Andrew Goodwins' Theory On Music Videos. This video has adopted the concept

of amplification of certain words ,which are expressed through dance moves. While the rest of

the video contains elements of disjuncture. It is shot in a dessert which has no link with
the lyrics of the song, but the open space used as a backdrop is appealing
for the target audience. I liked the binary opposition of costumes ' all white '' for the artist and '' all black ''
for the backing dancers, because it put the artist as the main focus of attention.
 Following Laura Mulvey's ideas on representation this music video
does have some elements of the male gaze, but due to the artists choice of costume covered up clothing and
powerful. bold and strong dance choreography the representation of women isn't shown in that stereotype.

In the above picture on the left I liked the use of colored smoke when I saw that I immediately thought of the smoke that my group would be using for our music video. I think that it is better to get the pink colored smoke, because when we edit the footage we can use the pleaseantative effect to pick up on the pink smoke which would be the only color depicted in our black and white music video. While watching Ciara's music video I looked at the transition effects ,and the angle of most of the camera shots. I liked the use of low angles on the artist I think this is something that our music video needs to include to make our video more exciting and dynamic in composition and frame.