Track and artist

The track I am going to be using is New Romantics by Taylor Swift. The reason why I have chosen this track is because it ties in with my concept which is to represent a group of teenagers living life to the fullest and having fun. In addition to this, the lyrics equate to the emotions and feelings of contemporary teenagers, which is another reason why I would like to choose this track. On the other hand, Taylor Swift is a fun loving, upbeat and eccentric pop artist which correlates with one of the requirements on the brief. She is also mainstream and well known and has a huge fan base within the audience demographic age range 16-25. I am also able to use Taylor Swift as my inspiration for costumes and representation for my main character within my music video.

Music video analysis

This music video features a montage of clips of Taylor performing on stage at one of her concerts, therefore, implying how this video is soleley performance based. The beginning of the video starts of with an aerial shot of the stadium, reinforcing her huge fanbase. There are various other shots of her fans throughout the video, further highlighting her popularity. During the video, Taylor has a confident and enthusiastic personality, furthermore, this is represented through her empowering dance moves and gestures such as a fist pump in the air. Using the Roland Barthes theory of semiotics, the colour white connotes; purity, innocence and goodness which equates to Taylor's persona and the colour red which has been applied onto her lips showcases Taylor as a powerful, bold and confident woman. The choice of apparrel within the music video is very sexualised to attract the male gaze and is also a popular convention of pop music videos. The camera angles have been used stylistically as the long shots and establishing shots set the scene and showcase Taylor's performance, whereas, the close up shots reveal Taylor's facial expressions and makeup that enhance her features. Close up shots are a typical convention of pop music videos as they enable the audience to feel emotionally connected to what the character is feeling. Finally, Taylor has been signed to various record labels, some of which inlude; Universal Music Group and Virgin EMI Records.