"Single Ladies" 

VS 

"Umbrella"

Serving two extremely similar purposes, Rihanna's music video "Umbrella" and Beyonce's "Single Ladies" are unusually different. Both video's are fall under the performance category and are being used to sell the artist on screen, however this is done in completely different ways. 

Rihanna's "Umbrella" rely's much upon computer graphically designed effects in order to enhance her performance. These effects are specially developed in such a way that they fit the topic of the song itself, IE in the screen shot (left). Rihanna is fighting off the water, or when used in the same context as the song itself, she is fighting off the rain.

Another technique used in the music video is close up shots of Rihanna. This is effective when trying to sell the artist, because it highlights her picture perfect features. As a performance video, the audience needs to be fed something of which they can focus on in the video, and as Rihanna is the only significant being in the screen grab (right) The audience haven't anything to focus on other than her.

Another thing to take notice of in this music video is its abundance of cuts. This video has over 100 cuts overall. This is effective in the context of the video because it reflects the intensity of the content

This however differs to the techniques used in Beyonce's music video "Single Ladies". Lets explore whats changed

Beyonce's single ladies shares a similar purpose to it, however this is achieved in different ways. Take for example the number of cuts. Compared to Rihanna's over 100, this music video have less than 20 overall.



Instead of using cuts, this music video makes use of lighting to its full potential. there is nothing other to focus on than Beyonce and her two backing dancers, and to emphasize this is the lighting of the set. The lighting perfectly compliments the body and movements of the dancers, making it easier to sell them and overall, Beyonce as an all round performer.

Again, Beyonce has substituted CG effects for lighting. There is no use of computer graphics in this ideo, as anything of the sort would not compliment the dance routine and act of the whole video. The dance on its own along with the plain background and lighting is enough to sell Beyonce and her music.

Fuse ODG - Umbilical Cord Music Video Analysis

Fuse ODG – Umbilical Cord 

After close analysis, I have concluded to deem this music video as performance/narrative. My reasoning for this is because the video bears conventions of both categories. 

The performance conventions are the scenes of where the artist (Fuse) is on scene rapping the lyrics along with the music. He is filmed in a number of locations, but each location shares a cimilar, dark background. In the case of the screen shot to the left, there is nothing to focus on in the background, there fore the eyes of the audience are forced to be drawn to the act on scene

The narrative scenes are the ones of the actors playing the character roles of which Fuse is describing in his lyrics. As Fuse raps in the song, there are a number of scenes of which the actors imitate his lyrics as a physical act. The screen-shot to the left is of a distraught woman checking her pregnancy test as Fuse raps "Im in your womb mummy, please don't get rid of me"

However, there are also conventions of a concept music video. These are the scenes of the actors blowing the candles. I believe these scenes are strong as they reflect the mellow mood the music sets. The flame can be used to represent hope, and the actors blowing it can be symbols of how people are disrupting this hope with their talks of abortions. 

Nevertheless I still deem this music video to be performance/narrative because there are more scenes of these than concept.