Little Mix Video essay

Little Mix formed as a group in 2011 and upon leaving the X-Factor talent competition, were signed to Simon Cowell’s record label Syco Music. Other artists from this label include the members of One direction and Fifth Harmony; providing an indication as to the labels intentions for producing a music video. The Bands target audience is aimed at young teenagers who are impressionable, meaning Little Mix will be role models for girls from ages 10-15, they would be able to sell lots of merchandise such as t shirts and tickets for live concerts. The clothes they wear would also become a look their demographic aim to achieve. In their video- ‘shout out to my ex’ the band dress in a juxtaposition of colour as some wear all black (Jesy Nelson) and others wear pink and blue shirts. The environment they are in is also colourful. In relation to music video theorist Carol Vernalis, there is a constant variety of continuity in a music video, so by Little Mix changing their outfits and the colours of the environment they are in frequently changing there are continuity errors that are conventional and support Vernalis’s theory. In terms of continuity, the video also refers to research conducted by Kaplan. Kaplan identified music videos as a post-modern form of the media. This means that they subverted of disregarded the expected conventions of film-making.

For example, editing in music videos is meant to be noticed whereas continuity editing in the majority of other visual media such as film was not. Through the use of frequent  mid shots and close up shots go against some opinions of music video theorists as some believe there is a main star that is the priority in the music video. Little Mix go against these conventions as the group tend to stand together showing they are collective. The women are illustrating their independence, with regards to research conducted by Goodwin this shows one of his conventions; ‘There is a relationship between the lyrics and the visuals - this is shown through either illustration of the lyrics, amplification of the meaning of the lyrics or disjuncture from the lyrics’ - little mix dress visually independent and their outfit is redolent of the lyrics they are singing about in terms of a withdrawal of affection for their ‘ex’

There are also conventions that were studied by theorists kiezer and wubenna (k and w)  
• high frequency of cuts
* visual effects
* graphic elements
* synchronization of editing to the beat


However, K and W also identify that the internet has changed music video as a form. Little mix's channel is run by VEVO who operate within popular video streaming service YouTube, this means more people are likely to see it is it is free where as some artists make people pay from premium services such as Spotify premium and Apple Music for exposure to their songs such as the release of Drakes 'more life' album. There is also a key point from the work of Dianne Railton, whilst ambiguous the video has element of a Narrative (telling a story)

According to Sven E Carlson, some generally acknowledged "facts" about music video are that ...
i) music videos communicate through TV-screen and TV-speakers ii) music videos are a form of low-brow popular culture
iii) the reception of music videos depends on the beholder (music video may be beautiful or ugly, art or trash, etc.). with regards to little mix, the group have been able to influence pop culture by appearing as celebrities at various events.

As a consumer of music videos, you had no control over what you were shown which meant that channels like MTV could build up to 'event style' showings such as that for Michael Jackson's 'Thriller'. 

Kaplan identified music videos as a post-modern form of the media. This means that they subverted of disregarded the expected conventions of film-making.
For example, editing in music videos is meant to be noticed whereas continuity editing in the majority of other visual media such as film was not. There aren't any continuity errors in the music video for 'shoutout to my ex'