Introducing 

Prezi AI.

Your new presentation assistant.

Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.

Loading…
Transcript

Kid Cudi 'Day n night music video analysis

Artist Representation

Camera and editing

The main character is constantly performing on screen as all the attention is aimed him. The audience's attention is never allowed to stray away from the artist and to ensure this, Kid Cudi is shown in every single clip. This is linked with Sven Carlson's theory as there are many times when the televised bard is being used. This is when an artist is shown performing the lyrics on screen showing off a particular side to his/her personality.

Throughout the entirety of the video, Cudi takes up the majority of the frame to assert his dominance and to ensure that the audience see him as the figure head of the single. With regards to editing, there are fast cuts to each character shown in this music video. This is done in time with the beat of the chorus and so allows the video to flow, preventing any obvious continuity breaks.

Mise En Scene

Sven carlssons theory of the commercial exhibitionist is also used effectively in this music video. The producer has ensured that in every scene there is a reference to either the song title or the artist himself. An example of this is when the artist is stood in front of the cereal boxes in the store. Every box has 'Cudi' written on it. This is effective as the artist is selling everything from his image, to his name, to even his appearance. We as an audience will never not be aware of who Kid Cudi is through the use of clichéd imagery and through the way we are subjected to continuous information about his name.

Continued...

The mise en scene is effective in this music video in creating a particular atmosphere for the audience. The use of cold colours in the opening of the video such as the grey's and blues helps depict 'Budi's' life as miserable and dull when working in the store. The colour change is significant when the artist is left alone for the first time as the warm colour of yellow alongside the increase of brightness helps form a vibrant atmosphere. This could be a deliberate strategy used by the producer to show of a 'fun side' to the artist which attracts the audience to wanting to watch more of his videos to see if he is always this engaging

The female actresses often use a direct mode of address at the audience whilst winking and biting their upper lip. This is effective in terms of audience involvement as we feel the women are luring us in.

Manipulation of the female body

Many of the camera shots focus solely on the female body. This is, in many ways, very controversial as what we are seeing implies that women's emotions are not accounted for in real life and that their bodies are more important from a males perspective. It could be argued that Cudi's behaviour towards the women reinforces this view as we see his excitement only when the women begin removing their clothes.

The use of colourful filtering also represents the neo psychedelia genre which kid cudi is often associated with. This genre came about in the 1960's and the music involves layering sounds to create a surreal sonic atmosphere. This is similar to the beat in Day N Night as its distorted sound matches this genre.

Women play a key role through the way the music video is constructed. There are repeated sexualised references to the female body as there are many shots of half naked women dancing for Cudi's pleasure. The use of women in promoting a label is a typical convention in modern music videos as it meets the demands of adolescent male fantasies according to Michael Shore, a renowned media theorist. Although seen as morally wrong and derogatory towards women, music videos that exploit women often sell many records. This is because there is a growing need to see women not for who they are but for their good looks and so by having beautiful women in Cudi's video, this is allowing male audiences to watch for there own pleasure. This, in my opinion, creates an almost hypnotic state where audiences are more interested in what they are visually being shown rather than the music itself

The artists dress fashion refelcts the hip hop genre that Cudi is also associated with. Tattoos along with the African American neo-fro hair cut are common in the hip hop genre. Other artists that have this haircut use this particular style to identify the hip hop genre such as Kanye West and Jay Z. This haircut is also shown by other African - American artists such as John Legend. This could be seen as establishing a link between music videos and portraying certain cultures within society.

Kitty empire from the guardian argues that young girls idols create an unrealistic image of how women should appear. She believes that the 'willingness to party' shown in music videos is seen as more important than personality and humour. Even though Cudi is criticised for his objectification of women, it is an effective strategy that works in the modern day in selling records and making money.

Learn more about creating dynamic, engaging presentations with Prezi