Case Study 2

Alicia Keys - It's On Again ft. Kendrick Lamar

The close up of her face shows her facial expressions as surprised, when she was lip syncing the cutting rate was quite fast. Her fingers creep in the close up where she is excited about the spider man movie. The target audience will feel delighted that Alicia wants to watch the film too. The video reinforces the   values of beauty.  In the beginning there was a focus pull towards Alicia so that the audience are drawn into her lip syncing it was plausible. 

She is wearing a black leather jacket and a short black dress black connoted power and elegance however, she is not represented as classy instead she is raw and edgy. The audience want to know what will happen next.

The use of the editing match on action shows the continuity of the spider man film cuts and Alicia lip syncing. Moreover the spider man film has a voice over of Alicia. The montage used in the fast cutting rate to show urgency for the importance of the aim of the promo video.

Wide shot in the tacky location, she is dressed in black short dress in this Long shot of Alicia Keys the camera is in  a low level angle this connotes the idea she is powerful and she is talking directly to us. She is in an edgy posture. The footage reinforces youths who want to dress like adults, the female audience will aspire to dress and look like Alicia. The symbolism of female artist is as an sexual icon.

The use of the flashing lights links to the whole idea of power and control, the audience may view Alicia as supernatural. In addition the flashing adds to the rhythm when she lip syncs emphasizing her power

Locations

 Garage, Studio 

 Props: piano, chair, walky talky  

Costume

Black jacket, black dress, black heels.

 Lighting

 3 point lighting

Makeup

 bright lip stick, dark eye shadow

This case study will help me to create a star image of the artist, direct eye contact to the camera to engage the audience.