HG: Comparison of two music videos

How do music videos contribute to an artist's meta-narrative?

Mikky Ekko- Smile
Katy Perry- The One That Got Away

Hall
When discussing Stuart Hall's theory of the preferred and negotiated readings of a media text, there are several different interpretations in terms of the possible readings of Mikky Ekko's 'Smile' music video. The preferred reading at the end of the clip is that despite the crash being inevitable, the audience hope they survive and maintain their romantic affectionate relationship. Nevertheless, the negotiated reading is that it is probable after the horrific crash that they may not survive (shown via the blood in the above picture). In addition to this, a further negotiated reading is that in the clip the keys (shown above) for the car are focused on in several shots connoting that possibly if she had driven it may not have happened. Furthermore, another preferred reading that could be conveyed from this piece is that even if they do die, they are together. On the other hand, in the music video 'The one that got away', the preferred reading is that one day somehow they will be together as they are shown to be extremely happy in the clip. Discussing this point in more detail, as Katy Perry is being shown to grow old unhappily without her partner, there was a belief that the two lovers would grow old together rather than apart. On the contrary, the negotiated reading is that money doesn't buy happiness, this is shown in the clip as the old lady is shown to have a wealthy lifestyle but without her lover she is extremely miserable.


Derrida
Derrida's theory featured Binary Oppositions, in the music video 'The one that got away', there is an obtrusive opposition between old and young as the audience can see the artist at present as well as her artificial character made within the video reminiscing on her younger years. Discussing this opposition, the younger girl is shown to be hedonistic, fun-loving whereas the older character is shown to be miserable and lonely as despite being married, she isn't married to the one she so clearly wants. On the other hand, in the 'Smile' clip, there is a binary opposition between devastation and happiness, this is because prior to the crash which is atypically shown afterwards, the audience can see the couples affectionate, happy relationship. Despite this, at certain points in the clip there is evidence of flashbacksdisplaying blood and darkness which connotes tragedy and devastation for the couple.



Goodwin
Goodwin's theory can be used in both music videos I have analysed. When discussing Mikky Ekko and relating it to Andrew Goodwin, the genre is pop and the song is a stereotypical pop song as it is a love story. Furthermore, in terms of the relationship between lyrics andvisuals, it is amplifying as there is some link. Explaining this in further detail, when the couple are together they are shown to be very happy and affectionate. Though, when the artist is alone, it is dark and gloomy and he looks distressed as he knows what is going to happen, this can be seen by the lyrics 'smile, the worst is yet to come'. 

In 'The one that got away', there are many similarities including the genre which is also a pop video, despite this, it is not stereotypical as it does not have a 'happy ending' in fact, it is a tragedy. As well as this, neither video has a big production, it is just purely storytelling which creates empathy and audience exposition. Discussing Katy Perry's video further, the link between lyrics and visuals is illustrativeas it is all about the break-up and the artist talking about her previous lover. An example of this is as soon as he leaves it states 'The one that got away', the word "one" insinuates that he was the only man that was able to make her happy. Furthermore, in terms of the relationship between music and visuals it isdisjunctive, this is because it is a typically upbeat fast pop song with an emotive, saddening story. On the contrary, in Mikky Ekko's 'Smile' video, the relationship is amplified as the pace when it is set in the countryside is generally slow connoting that time is endless. However, at times, when the flashbacks appear it is a much faster pace which creates a parallel to the quick pace of the crash. Goodwin talks about the importance of close-ups, in Ekko's video, there are several meat shots used (one is shown above), this is because he is shown to be the narrator of his story through his music and his meta-narrative. Similar meat shots are used in 'The one that got away', these close ups are used to show her unhappy emotion as an old woman, and her happy, life-loving nature as a young lady with her lover.

Archer
When discussing Archer, the music video 'The one that got away' had very meaningful lyrics, this includes when the artist states 'We'd keep all our promises be us against the world'. These lyrics has an emotional effect on the audience as they want the couple to be together and they experience their heart-break. Furthermore, in terms of story telling, the artist is relaying the story to the audience, although, as well as this, she may be singing not just about him, but addressing him in the lyrics. Despite this, the music video contradicts Archer's theory in terms of the Narrative Fuzz theory as the music video is entirely authentic and it is heart-felt storytelling. On the other hand, in the music video 'Smile', the lyrics are mostly negative as 'the worst is yet to come', despite this, the audience want the couple to enjoy their last few moments together creating a happy yet emotional mood. Nevertheless, there is still a saddening tone as the audience know what is going to happen to the couple as the end is at the beginning of the video (as we see the car crash and are constantly reminded of it via the flashbacks). Similarly to the Katy Perry video, the artist is shown to be relaying the story though addressing the song solely to his partner rather than the audience. This storytelling is depicted mostly via meat shots of the artist throughout the video, this is significant as his voice is crucial in telling the story; the effect of this is that the audience can familiarize themselves with the artist despite not being directly addressed. Comparatively to the Katy Perry video again, this music video contradicts Archer's Narrative Fuzz theory as it is authentic and emotional creatinggravitas as the audience empathize with the characters because of the solemnity of the events. 

Barthes
Barthes' research found that there is evidence of narrative codes in media texts which is evident in both music videos I have researched. In the 'Smile' video, there is evidence of anenigma code as the audience know what is going to happen as it starts at the end of the clip and literally rewinds back to the beginning in the countryside. In addition to this, the music video also has a symbolic code due to the use of the flashbacks as a constant reminder of the crash, an example is the flashing blue and red lights and police tape which have been used as visual signifiers. Also, a semic code has been used to construct a difference in mood from the manic nature of the main road (and crash scene) to the countryside which is shown to timeless and create open-ended happiness for the couple. 

Similar codes are used in 'The one that got away', an example of this is the symbolic code. A symbolic code is used when the artist throws red paint on her lover's painting intimating a turbulent end to their relationship, also, the red paint has connotations of violence which may have been a factor.  Another symbolic code used in this video was the tattoo, this is a use of a visual motif which shows a long-lasting commitment between the pair who thought they were going to be together for a long period. There was also evidence of an action code as the throwing of paint mentioned earlier was a metaphor signified to show the end of the relationship. On the topic of visual signifiers, the ring on the finger of the artist when she is older is an indexical sign which connotes that she has re-married unhappily. 

Dyer
Richard Dyer's research was based mostly around the star image, Dyer also talks about theincoherence of this star image, however, both videos I have researched contradict this theory. In the music video 'The one that got away', there is nothing unclear about the character, the audience understand her situation and empathize with her. As well as this, despite creating an artificial older character, it seems real and shows the audience the artist at two different phases in her life. 

Additionally, the video features one of Dyer's paradoxes, this is because the artist is shown to have wealth and affluence, however, she is shown to be ordinary as she only wants love constructing her attractive meta-narrative. When discussing 'Smile', the audience understand Ekko's situation similarly to Katy Perry, also, unlike Dyer's theory, Ekko is not shown to be a star and doesn't act differently, he is depicted as a regular person who was in love and had a fatal accident. Unlike Katy Perry's video, it contradicts Dyer's first paradox as Ekko is shown to be very ordinary and easy to relate to. Furthermore, Dyer states that stars are manufactured, however, Ekko is by no means manufactured, it is his own style of music and his own meta-narrative, where he is shown to be normalizing. Despite this contradiction of Dyer's theory, the video supports Dyer's belief that music videos provide a focal point for our own cultural thinking. In this music video, it makes the audience feel as though they should not take anything for granted as life can change extremely quickly.