(Post 2) Research into existing professionally made music videos.

Creativity
The music video for Marshmello - keep it Mello features a very unique story line which shows a lot of creativity and imagination. The video is very Unique and is the only video in this style that I've ever seen. The choice of a Marshmallow is very individual and witty because it links to both the artist and the name of the song. The choice to manipulate the appearance and use a Marshmello is unique to this artist.

Setting/Location 

The music video appears to have been shot in america as the scenery looks more american that british. The use of this location puts emphasis on the traditional american style house party. This fits with the theme of the video because this what the 

Costume and props 

In the music video the main character is dressed up all in as a marshmallow and has a bowl of marshmallows for breakfast which fits with the title of the song- Marshmallow. The performer who lip-syncs is dressed in more casual clothes as he wears a leather jacket and a chain which portrays the idea that he wants to be a biker. The two characters contrast each other as one is very obviously dressed up in a costume.

Mix of narrative and performance 

The video uses a mixture of narrative and performance in order to engage the audience further. The performance is very staged and unrealistic which creates a sense imagination.

Editing Camera shots, angles and composition 

The video uses several different time-lapse clips which makes it more interesting to the viewer, it also makes the video appear to speed up when the song speeds ups. The use of speed creates a sense of fast pace and excitement which is captivating for the audience. There are several different camera angles used in the video which portrays different people in different ways. For example the clip of the men working behind the check-out is filmed from bellow which gives them a sense of importance and authority.

What I liked/didn't like

I don't really like the music video on a whole because I think the video is poorly made and tacky. The video has a distinctive lack of quality which makes the video on a whole less successful. However the video does show a lot of creativity and imagination which on a whole makes the video more successful.  

Creativity
The music video for Kid British's song Our house is Dadless is very creative and is made up of a mixture of different clips all centred around the lives of people in a less wealthy area (a council estate). The use of less affluent locations is frequently used within music videos which because it connects to certain audiences on another level as well as having the more fortunate audience pity the cast and band. Therefore the music video is less creative because the concept of poverty to sell a song is so frequently used. However the video does show creativity because the video has the unique effect of following the band while they travel through the location. 

Setting/Location 
The video is shot at the location of a council estate which appears to be rough and less affluent which appeals to a wide audience who connect with this environment. The poverty shown in the video adds a new depth which makes the audience more sympathetic towards the cast and song. 

Costume and props 
The costumes and props used in the video appear simple and original to the location where the video is filmed. The use of typical clothes and location makes the video appear more accurate and therefor leads the audience to believe this is actually how the location and cast were without having been manipulated by the producers.

Mix of narrative and performance 

The music video for Kid British's song Our house is Dadless incorporates a mixture of narrative as well as clips which develop the plot of the story line. The combination of performance and narrative gives the video more effect. By developing a storyline the video is able to express what the lyrics are about. The link between the lyric and video makes it easier for the audience to understand and therefor connects the audience to the video.

Editing Camera shots, angles and composition 
The video is well shot and edited which makes it on a whole more effective and increases its likelihood for success. The video uses a range of different camera angles and shots which builds up the idea within the views head of the location and lifestyle of the cast. The short clips which are edited together creates the sense of fast-pace movement of the band moving through the location. The Fast editing of the video links well with the fast-pace music. 

What I liked/didn't like
I really liked the meaning within the video. The fact that the lyrics to the song link so closely with the video I think it makes the video more effective an captivating. However despite its positive attributes the camera quality is quite poor which therefor depreciates value of the video. I think the video would be more successful and moor popular. The fact that the song is a more meaningful parody gives it a deeper meaning and the song therefor draws on the audiences more emotional side.

Creativity
In Ed Sheeran's music video of castle on the hill he uses a group of teenagers to represent him and his friends at that age. This is quite a unique idea as it is not often seen in a music video. the decision to portray himself using a boy called Hugo who actually looks very similar to ed himself, enables the viewer to understand the storyline. The cast do activities which are typical of teenagers which creates nostalgia amongst the audience because its so widely believed that teenagers lost their childhoods to devices and social media. 

Setting/Location 
The use of filming the video in the outdoors creates a senic atmosphere. The locations the cast visits makes the video more aesthetically pleasing. The combination of different locations contrast well, the difference in colours between the outdoor scenes mixed with the busy, colourful and vibrant bar makes the video appear more upbeat. The video is filmed in a way which makes the audience feel more involved and it even feels like you're present during some clips, this connects the audience to the video on another level.

Costume and props 
During the video the cast are wearing traditionally teenager-like clothes. The costumes are very casual and don't appear to have been well planned out however despite this they are clearly designed to make the audience believe that they're just some typical teenagers in their natural environment doing the things they usually do.

Mix of narrative and performance 

In the video of castle on the hill Sheeran uses a combination of narrative and performance. For about a 1/4 of the video ed Sheeran is filmed lip syncing the words to the song and the rest of the video is portraying to storyline via the cast.

Editing Camera shots, angles and composition 

Sheeran's video for castle on the hill incorporates a wide range of different camera, angles and editing techniques. The use of a variety of shots and editing helps to build a more exciting and engaging video. there are several different short takes which are sewn together seamlessly in order to build up a  well edited captivating video.

What I liked/didn't like
On a whole I really like Ed Sheerans music video I think that the storyline of the video is very imaginative and well filmed. The quality of editing and filming makes the video more successful. The colour scheme within the video makes it far more captivating and draws the audience to the clip.

Creativity 

The video includes creative content however it also appears to be upstaged and as though this is just the life of Britney Spears.The natural and unstated style of the video makes the audience more intrigued because they want to know about her life However the addition of creative content makes it more interesting and engaging.

Setting/Location 

The setting for the video appears to just be an ordinary and typical location for someone like Spears to be. The choice of having an inclosed space full of paparazzi makes the audience more aware of how intrusive the media is towards the lives of celebrities.

Costume and props 
The costumes and props used are simple but effective and give the video an unstaged vibe which makes the audience more intrigued because they want to know about the lives of celebrities. The props and costume appear to be as though they would within Britney's life and therefore seem more effective because it looks so natural.

Mix of narrative and performance  

Britney's video for everyday consist of a mixture of narrative and singing on Britney's behalf. The video shows her and a man arguing. The use of using her rather than a different actress makes the audience more able to connect to the video. A wider audience would be able to resinate with the video because so many people know Britney Spears.

Editing Camera shots, angles and composition 

The video uses a range of different camera shots and angles, which makes the video more engaging and captivating. The fast pace editing increases the videos sense of stress and puts emphasis on the tension within the relationship. By rolling the couple as they move through location to location gives the video a since of progress and makes the audience feel as though they're more involved.

What I liked/didn't like

I like the video on a whole because it shows a different more manful side to the pop culture which is often ignored by the media. The lives of famous women are often glamourised, however for examples such as Rihanna and Chris Brown violence plays a big role in their life. Due to the deeper meaning behind the storyline the video resinates with the audience on another level. Due to the experiences of many the uses of domestic violence builds a relatable story line which connects the audience to the video.