Rhianna Flett

The music video for Royals by Lorde uses a combination of perfomance, illustration and concept. During certain parts of the song, we see the artist performing straight to the camera. This creates a relationship with the audience, and it appears she's singing directly to those watching. Parts of the video are illustrative, as they show the struggles of growing up in a town like the one described in the lyrics. Lastly, concept is used, as it isn't always straight forward as to what she's saying, some parts connotatively show what she means, by representing certain things by what can be seen in the video - for instance she shows how bad the town is, by using low-key lighting and showing an empty road, where no one is walking/living. The use of these elements is conventional in pop music videos, as seen in the other videos I have analysed. Therefore these seem like good techniques to use in our music video, in order to convey the appropriate feelings and storyline. 

 

 From 0:00 to 0:09, low key lighting is uesd to connote the dreariness of the area. This reflects the lyrics, which discuss a "torn up town, no post code envy". This implies the place she is describing is not an appealing area - which is then shown in the video. By doing this, the audience can understand the lyrics to a higher degree, and some may be able to create a personal identity (uses and gratifications theory) as they may live in a similar area, and feel the same way. Furthermore, Lorde presents herself as both ordinary and extraordinary (Richard Dyer), as she describes the struggle of trying to make something of yourself when you come from a town like the one in the song. By becoming a huge star herself, Lorde shows it is possible, therefore giving those that identify with the song hope.

At 0:09, the screen cuts to a black background, which allows for the white typography to stand out against the background. The use of san serif font for her name shows the youthfulness of the artist, however the use of serif font for the title of the song shows the professionalism of her music. This makes her more appealing to the audience, as she appears professional, yet fun and similar to her audience. This is often a conventional approach in the pop music genre, as many of the people listening to this music are young.

The different settings that are used help to convey the basic lifestyle these people are 'destined' to live, as we are shown plain white walls, rooms with little furniture and no decorations/personal belongings. This shows the emptiness that these people are surrounded with whilst living there, showing why it's such a struggle to do something productive and amazing - it stereotypically isn't expected. The high key lighting which is used during indoor scenes shows the positivity that Lorde as an example is showing. By making something of her life, people who are in similar situations will feel motivated to follow in her footsteps. The high key lighting helps to convey this, as the characters being shown are constantly trying to do something with their lives.

 

Throughout the video, the scenes cut between close ups of Lorde, and other images of characters in the "torn up town". This perhaps suggests to the viewer that Lorde is the narrator, and she's portraying the story of how it is to grow up in a place like this. This allows for the viewer to create a personal relationship (uses and gratifications) as they will want to know what happens to the people, as they are intrigued by their strive to do well, despite their location.

At 0:58, a low angle shot is used to show the camera panning, acting as though it's the viewpoint of the character in the video. This shows the person travelling, connoting that in order to achieve their dream, they need to get out of the town they are from and go somewhere where their dream is possible.

At 1:53, a high angle shot shows the deepness of the water that the character is holding themself in. This shows the struggle he is having to go through, in order to train to be a successful boxer.

At 2:02 a wide angle shot is used to show the bare room that the male character is staying in. The use of a wide angle shot allows the viewer to see that the TV doesn't work, and all he can do is sit and stare into space, as there's nothing better available to him. This once again shows how he lives in an un-luxurious area, with little entertainment and support.

Shallow focus is used at 2:54, to show the character sitting with friends at a bus station. The fact that he isn't joining in with his friends shows he has bigger aspirations. 

 

A straight cut is used to open the video, creating an abrupt entrance, which matches the rhythm and the straight forward tone of the lyrics. This is furthered by the use of straight cuts throughout the video, which reflects the to-the-point dynamics of the song. Lorde tells the story as it is from her own experience.

The slow pace of the editing reflects the tempo of the song, whilst also giving the video more ability to tell the story of the song - lingering on certain scenes allows for the viewer to realise what's going on at certain points. It is conventionally seen in pop music videos that the pace of the editing matches the tempo of the song, in order for everything to look professional and correct.

At the end of the song, the video cuts to black. This is similar to the start where the video cuts in from black, meaning the video ends and starts in the same way (like Meghan Trainor's video for All About That Bass). Furthermore, the end scene pans in the same place as the opening scene, just in the opposite direction. This rondo structure makes the video appear well structured, but also highlighting of the important aspect of the lyrics - the image of the location that inspired the song.