Music Video Analysis 1 (Performance) - Adele

I chose this music video to analyse as I wanted to see how 'live performance' music videos can be constructed and why there's a purpose of making them. This video in particular, 'Set Fire To The Rain' (by Adele) is very eye catching due to the complementation of the visuals and sound. For example, at every instance the movement in the pictures is never idle. This means that the vast majority of shots has movement from either the camera or the performance itself, which will therefore keep the energy to the video. For example, at 1.00 we see a tracking shot behind the crowd. This is a very effective shot as it gets the audience involved, which not only keeps the energy to the video but creates a desire for the audience to be there. 

According to ‘Sven Carlson’ this music video acts as the ‘commercial exhibitionist’ as it gives a platform for the artist, Adele to market herself. The photo to the left is a perfect example for this. Here the camera positioned below and facing up towards her. This is a very conventional choice to make as a director as it gives the artist another dimension of superiority. Moreover, the corroborate that, the elegant use of lighting has a major factor to play as well. Both the unique backdrop and the spotlight aiming towards the camera helps with the portrayal of the artist. We as the fans, want to see the artist in her best image and by having external factors, such as the location, it will emphasis this even further and make her look more admirable. For example, At 0.58 we see a pedestal shot of the Royal Albert Hall. This is very significant as it creates further effect to show the artists sophistication which therefore reflects the nature of her performances. This effect is also helped by the constant sounds of excitement from the crowd.  

As with most music videos, the pictures of the video is cut to the beat of the music. When the ‘beat’ drops as such, Adele is always shown. The artist is taken up in most of the frame - further showing her significance. The editing has been done in this way to show her status and emotions to the song. 

In my eyes, the overall aim of this video is to make fans want to experience the Artist perform live. This means that the video acts as a marketing tool for Adele and her concerts.