A2 music video analysis - 'Cant Hold Us' by Macklemore

This is a music video of 'Cant Hold Us' by Macklemore and it has been done by media students. My overall opinion on this video would be that it looks professional, scheduled and prepared. I think that this group would've made a very detailed storyboard as this video is a mixture of caricature/animated and half live video therefore they would've had to draw out the contrasting parts. This encourages media students to consider their storyboard before shooting because recording without a plan could make the video look very unprofessional and rushed. However, some people may have the intention of making their video unprepared and realistic by shooting unexpected things but it would still be good to have some ideas about what they would want to shoot. 

This music video has a storyline and linear narrative that is shown clearly throughout the video. Following a linear narrative makes it easier for the audience to follow and understand the storyline as they are not expecting something completely different from the last shot or event. I think the use of linear narrative in this storyline has worked amazingly because the confusion from the characters of mixing up their bags is the only confusion that is presented to the audience so the linear narrative takes the audience on a mission along with the protagonists. 

They have used a lot of creative and interesting editing techniques in this video which made it even more attractive to watch for the audience. Different angles and compositions of shots has shown the different perspectives of the situation from the external characters. The change of density of the shots made it inescapable for the audience to give up on the mission of finding the correct bag and the less dense shots enlarged the complexity of finding a bag in a big world. 

The director of this music video has figured out the performance really well, in fact the video is mainly directed by performance. The lip sync was perfectly done. The mise - en - scene of costume in this video clearly defines the villain and the innocent. The stereotypical representation of the 'good' and the 'bad' made the video more hilarious and it highlighted the genre of comedy. 

Although this is a contrast to our intended music video for our project, the editing techniques and the denouement had an impact on me.