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This is the offical music video for 'Single Ladies' by Beyonce. Although Beyonce is not even close to the Indie genre, I thought it would be useful to look at more artists in different genres, to see if there were any conventions I could borrow and use in my music video. This video breaks many conventions of music video in general, the cutting rate is not fast, like normally expected, but this is made up for by the fast onscreen action, which is a dance routine the whole way through, the lack of narrative or story line is also apparent in the video, and it is similar from start to finish as there are no plot, costume or location changes within the video at all.
What I can take from this video is how from the way the video is constructed, and the onscreen actual footage, the woman performer (and backing dancers) are all seen as Independent, Strong Minded women (which fits well with the lyrics and overall feel of the song). The target audience for the song would be 'Single Ladies' as the title suggests, as it, at time of release, gained huge popularity as a female anthem, however the target audience for the video could also appeal to men, due to the construction of the sexy, dominant female roles, done through costume, hair & make up, and the use of a location which allows for the characters to be the main focus of attention throughout the entire video.
What I can take from this video is how from the way the video is constructed, and the onscreen actual footage, the woman performer (and backing dancers) are all seen as Independent, Strong Minded women (which fits well with the lyrics and overall feel of the song). The target audience for the song would be 'Single Ladies' as the title suggests, as it, at time of release, gained huge popularity as a female anthem, however the target audience for the video could also appeal to men, due to the construction of the sexy, dominant female roles, done through costume, hair & make up, and the use of a location which allows for the characters to be the main focus of attention throughout the entire video.
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