Vid EG 3 Calvin Harris- Summer

ACT: Calvin Harris

Track: Summer

Year: 14^th March 2014

Director: Emil Nava

Genre: EDM (Electronic Dance Music)

Main Audience: M/F 15- 25+ (predominantly male as this genre music videos present a lot of male-gaze)

Lyrics

Relationships between visuals and Lyrics:

‘Summer’ is a concept video as at first we don't get a clear relationship between the visuals and lyrics as we are first introduced to a car race and it quickly transitions to a woman standing on a balcony in lingerie looking into the distance whilst the lyrics say” when I met you in the summer”. However, we could argue that this is literal as whenever the repetition of the line “when I met YOU in the summer” is said, in the video a woman is presented in a different location, usually in lingerie.

 Location/s + Mise-en scene:

The locations shown throughout the music video appeal to the lyrics of the song as they are a car racing track, a swimming pool, a luxurious apartment and a disco. This are locations that we associate to a summer experience, furthermore it is at these locations that this genre of music is most likely to be heard at as they are locations that suggest a lively atmosphere, and the music is further reinforcing this idea through the song.

 Representations:

There are two different representations in this music video, there’s the representation of the women and the representation of the artists. The women in the music video are presented as the attraction to the male as they are mainly dressed in revealing clothes and posing sexually towards the camera. Whereas Calvin Harris is represented as neutral, could be suggested that he is represented as innocent because he is dressed in white, however this idea of innocence contrasts whenever he is surrounded by the women because it gives the audience the idea that he is a bit of a player.

 Star Treatment:

Calvin Harris is usually surrounded by women which is a convention to the genre of music as in most house music videos the artists is surrounded by females or has a female beside him giving the impression to the male audience that if they listen to this genre of music, women will be attracted to them.

 Linear, Closed Narrative:

It is a linear narrative as it is seen as a flashback to a summer experience of the artists having various different affairs with women as whenever the lyrics ‘When I met you in the summer’ are said a different woman is shown on the shot, or various different ones of them are shown at the same time surrounding him, further reinforcing this idea of him being a player.

 Looking/ Mode of Address:

There is some mode of address from the women staring into the camera suggesting that the reason to why they are doing it is to intimidate the audience as they are being presented as these flawless powerful women, made to appeal to the male gaze.

Characteristics:

The song presents the general conventions of house genre music as there is a party presented at the end reinforcing that the music is targeted for parties, and would usually be heard at a club whilst dancing (as it is dance/ house music). Furthermore, the artists himself is dressed in neutral colors which is a typical convention as it reinforces the idea that the music is tech/ modern and the colors white and grey which Calvin is dressed in, are colors that are usually used when technology is present.

Male Gaze:

The music video is filled with male gaze as it focuses a lot on the females who are presented in revealing clothes such as; in the race most of the women are in mini shorts and crop tops leaning against cars and letting their hair blow in the wind giving off a sexual vibe because the women are seen as flawless, fierce and powerful due to their body language and the location that they are at. Furthermore, when seen in the apartment, they are mainly in lingerie laying on a bed, dancing or walking down the hallways. This suggests that the women are seen as an item because they have been presented in a sexual way to attract the male audience. Furthermore, the women are mostly always presented in black or at least wearing an item of clothing that is that color, suggesting that these women are powerful and mysterious as we are presented with various women causing the audience to wonder who is the mystery girl that Calvin is referring to in the song.

Pace + Any Variation of Pace:

The pace of the music video transitions fast through each shot, which is a typical convention to this genre as the music is upbeat and fun, and not only do the visual reinforce this but so does the pace of the editing as its cuts from shot to shot to further develop the narrative of the song which is the flashback of the artist and his summer experience.

Location/s + Mise-en scene:

The locations shown throughout the music video appeal to the lyrics of the song as they are a car racing track, a swimming pool, a luxurious apartment and a disco. This are locations that we associate to a summer experience, furthermore it is at these locations that this genre of music is most likely to be heard at as they are locations that suggest a lively atmosphere, and the music is further reinforcing this idea through the song.