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Monday, 13 September 2010

Kayne West "Power" -Music Video Analysis - Ned Keating

Kanye West's Power is an extremely short video in terms of length, as it is only 1:42 in length. This is half the length of many contemporary music videos. This the first of many contemporary music conventions that the video subverts.
Due to its short length, the video only covers the first verse of the song; music videos generally cover all verses of the song it accompanies.
The video mainly uses just one shot constantly zooming out to reveal the scene. Again, this is different to many contemporary music videos, which use a wide variety of shot types. Also, the video does not include either a performance from the artist or a basic narrative. Only when you research the video further do you find that the video is full of symbolism.
In terms of movement, the video is almost stationary save for a few slow-motion upper-body movements periodically. This again subverts the conventions of a typical music video as they either include some form of dancing or other form of movement, such as walking.
Given that is subverts so many conventions of contemporary music videos, Kanye West does not label the song a music video, instead calling it a "moving painting".
The video does, however, include some conventions of contemporary music videos. For example, it has a hook - "the video where Kanye West has glow-in-the-dark eyes".
It is also compelling as you are intrigued and want to keep watching as a result of the videos mysterious and unconventional nature.
The video also makes use of dramatic lighting and is aesthetically pleasing, both of which help endear the song to the audience and will hopefully let it sell more copies

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