Analysis of The Veronicas - 4ever

The Veronicas are an electro-pop-rock duo from Australia. Although they have a very different genre to our unsigned band, they use techniques and editing in a way we wanted to for our music video. The video also shows a strong representation of two modern, young females living a crazy party lifestyle, this is made clear through the mise-en-scene, costume, lighting, performance and effects used throughout the video.

The camera work and editing in the video play an important part in setting the pace matching the level of energy in the song. The camera is constantly kept moving, an abundance of fast zooms in and out and shaky panning. This not only shows the liveliness of the song, but also could portray a drunken/slightly disorientated point of view of the party. This voyeuristic view is also shown as people or objects pass in front of the camera from time to time, out of focus, making the audience feel as though they are a part of the crazy party.
The zooms are mainly of the two lead female singers, allowing them to stand still for their performance as the camera provides the movement and energy.
Fast cuts are also used for this same reason, to create a fast paced movement in sync with the beat of the song.
Close ups of the two singers are master shots used throughout the video, the camera explores the party, people dancing, instruments being played, but always returns to a shot of the two females. This shows a focus on their identity and fame, rather than the music performance or any narrative/story. This is conventional of female rock artists, focusing on their identity to appeal to an aspirational, mostly teenage, female audience.
At the start of the video, close ups of instruments being picked up/plugged in, are used. This introduces the rock 'n' roll genre of the song, and provides a slight focus on the music before the singers are brought in. We have used this technique in our own music video, to introduce the genre and the focus on the music rather than the band.

The artists are represented as the young party girl stereotypes, with glamorous yet quite rock costume/outfits, bright lipstick and plenty of emphasised make-up. The mise-en-scene of the house party, with drinking, dancing, things being smashed, flashing lights and people stumbling around and lying on the floor lends itself to the younger female rock genre, much like artists such as Kesha and Pink. Shots of the artists lying on the floor, grabbing drinks and having a pillow fight towards the end reinforce this modern representation and help sell the track to a teenage audience. The disorientation and constant dancing promote the party setting, which is why i would place the target audience for this track within the demographic of 16-25 year olds, mostly females who aspire to be like the artists.