EG3: One Direction - Best Song Ever

single cover

ACT: One Direction
TRACK: Best Song Ever
YEAR: 2013
DIRECTOR: 
GENRE: Pop Rock
MAIN AUDIENCE: 12-18
LYRICS

Relationship between visuals and lyrics

'producers'

This video doesn't have any connection to the lyrics. The video is more of a comedy sketch, starting with 2 minutes ten seconds of acting before the song actually starts. The concept of the video is connected to the boys releasing there film a couple of months after the song being released. The band play two parts in the video each, themselves and comedic characters such as film producers and choreographers. As well as making the song more popular with the big set and video it is also promoting their film as the trailer for their film came out the same day as this video. 

the band dancing

Genre characteristics

Even though the video is meant to be very comedic, there are some stereotypical boy band aspects such as them dancing together towards the end. There is also a lot of lip syncing individually looking directly down the camera which keeps with the teen pop genre as the female audience seem to have the boys attention and it's is like they are singing to them. 

Intertextuality

As said earlier, there are references to the bands film being released. All fans of the band would understand this reference, but people who don't may not understand why they keep referring to a film and may just think it was a random plot choice for the music video. 

lip syncing

Performance and Narrative

With their being 2 minutes of acting at the beginning, I think only a fan of the band would tend to find it funny as they recognise that the boys are them in disguise. To people less familiar it may just be an annoying clip they have to skip every time they wish to hear the song. Throughout the video (when the song has started) the shots switch between the band destroying the film studios and individuals in the band lip syncing the words. 

Performance Style 

Throughout the video when performing they never use microphones or instruments. The dancing is only shown at the end and is very simple and fits with the comedic feel of the video. Their is also intertextuality with their dance moves as some of them are used in their other videos and the band do a lot in interviews etc. 

destroying the studios

Linear Narrative

The narrative in the video is very linear as the story is progressive and in order. Todorovs theory of equilibrium can be easily applied to this video as it starts calm, then turns to chaos as the band starts to destroy things. There is then a new equilibrium at the end as the boys have the power and have destroyed the film studios. 

band on tour

Audience in Video

In the video it cuts between clips of the bands new movie. This involves a lot of scenes from them on tour so fans and a lot of the audience is shown. This shows the direct contact the band has with the fans and makes them look more normal and will make them more likeable to their fans as they will then think they have a chance of meeting the band.

picture of the band

Representations

Other than office workers in the studios there are no other female roles in the video. This is done so the female audience feel that they are in no competition and therefore enjoy the video more. Laura Mulvey's theory of the male/female gaze is strongly portrayed in this video, as everything the boys do is to make them more loveable for their female fans. There is also a picture of them topless at the beginning of the video. Even though the picture is meant to be comical it is an example of the female gaze also.

Pace and Shot Variety

low angle lip syncing

At the start of the video in the acting/sketch sequence, the take are very long and not very varied.The pace of the action at the beginning is very slow. As soon as the music starts the pace instantly starts to pick up to try and build some suspense of the boys reaction to the situation. As the boys start to detroy things the variation of angles and shots increases dramatically and pace is very fast from here on and throughout the rest of the video.There are many different shot set ups, and there doesn't seem to be any pace change or increase/decrease in shot variety between the choruses and the versus of the song. When the lip syncing is taking place the shots tend to be medium/close up, and the angle changes. A few times a low angle has been used effectively in the lip syncing sections, with the artist still looking into the camera. 

Relevant Links
The bands wikipedia
Syco Music (record label)
Individual band members
http://en.wikipedia.org/wiki/Niall_Horan#Niall_Horan
http://en.wikipedia.org/wiki/Harry_Styles#Harry_Styles
http://en.wikipedia.org/wiki/Zayn_Malik#Zayn_Malik
http://en.wikipedia.org/wiki/Louis_Tomlinson
http://en.wikipedia.org/wiki/Liam_Payne#Liam_Payne