Below I have analysed whether this music video fits the 15 main music video conventions.
1.The music, lyrics and imagery work in collaboration.
This is evident throughout. An especially notable physical image during the lyric "if you like it then you should've put a ring on it" is that of Beyonce moving her hand back and forth, making it clear that there is no ring on her hand.
2. The performance drives the music video and it is sustained throughout. There may well be narrative or conceptual elements too.
The video is purely performance based, dancing ability is something that artist is renowned for.
3. The band or artist sing/mime throughout. The lip-sync is believable.
The lip sync is believable and Beyonce sings/mimes throughout.
4. The role of the band / artist may switch between artist performance and artist-in-character performance.
Beyonce does not switch between artist/artist-in-character performance; one persona is maintained throughout.
5. The audience will expect to see singing/ dancing/ movement/ playing instruments. This is likely to conform to their expectations of the genre and/ or the band/ artist.
Whilst Beyonce sings/mimes throughout, this performance is strongly based on dance, and no instruments are seen due to Beyonce being a solo singer. This is recurrent in most of her videos.
6. The band/ artist performance will be engaging/ impactful/ visually striking.
The performance has been extremely impactful with the dance routine recreated by
fans and non-fans worldwide. The black and white grading emphasises the dance increasing its impact and making it even more visually striking.
7. It is likely that the video features highly stylised costume, hair, make-up, backdrops and effects. A variety of sets, backdrops and costumes is common.
Whilst costume, hair and make-up are highly stylised, backdrops and sets are not in order to emphasise the formerly stated aspects. This simplistic minimal range directs the audience focus to the most impactful aspects of the music video.
8. A strong sense of development is expected - things change and move on.
Whilst a very strong message is delivered, other than this, there is no massive change or development.
9. A strong sense of artist identity is crucial through movement, gestures, costume/ hair/ make-up and band relationships. The video is aspirational to fans of the band/ artist.
Beyonce is represented as strong, independent and beautiful in this video. Her appearance, vocals, and dancing ability are aspirational to not only her many fans but to many others that have seen the video.
10. Beauty shots/ money shots are expected by the record label, plus repetitions of these key shots.
In this video the focus is on Beyonces body and dancing ability. However there is a notable money shot at the end, when the camera zooms from a long shot to a close up, and Beyonce smiles.
11. Extreme juxtapositions and binary oppositions make the video interesting.
There is very little juxtaposition in this video, the main juxtaposition being in the lyrics "cause cried my tears, for three good years" juxtaposed with the other lyrics connoting and dance moves connoting her strength.
Most of the shots are very long (timewise) and so editing plays a more minor role in this music video. A majority of the editing at the beginning is continuous however towards the end discontinuous editing sets in, although there is still no change in set and costume.
13. Audience will gain pleasure from references to popular culture.
Minimal references to popular culture beyond the concept of marriage.
14. The video will be polysemic in nature, offering different layers of meaning, despite only being a performance video.
The video does not make the song polysemic, however the song arguably is polysemic with the surface meaning being that men should commit if they have feelings for a woman. Other meanings are similar but preach female independence and related issues. These meanings are all of the same subject so arguably the song is not polysemic; the general message is very straightforward and evident.
15. It is likely to provoke a strong audience reaction.
This song had a massive cultural impact and provoked a large audience reaction, particularly among women, with multiple cover versions and parodies. The dance is commonly recreated and has been featured in multiple mediums.
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