Music Video Analysis: Conceptual

For a conceptual music video I chose Robyn - Killing Me.

This song is quite repetitive within the lyrics causing the music video to be quite repetitive too. The video is made up of red, blue and black circles and squares of different sizes moving around the screen. These shapes move around the page with the beat of the music, this is done because if these shapes were moving around the screen aimlessly and in there own timing, this wouldn't look right and they would look like they were not part of the music video. In a conceptual video, the objects move with the music as they are trying to advertise the song and if they were within their own time, this would distract the audience's attention and they would not be advertising the song.

When the artist says 'kick drum' and we hear this instrument come in, shortly after the background colour changes from white to black. The black in the shapes now turn white. This has been done to make a difference to the music video and is emphasizing this new instrument being added within the beat. The speed also changes from this because now the beat has changed, this has to influence the music video also advertising the song and giving the music a matching visual.

Robyn repeats the phrase '... is killing me' throughout the song but each time she says a different thing is killing her and this word appears on the screen: for example drinking and smoking. These words also follow the colour scheme of red, blue and black; these also move around the screen and usually move towards  the screen as if it was flying towards the audience. This has been done because this is the theme of the video so the whole video has to match these theme.

When another instrument is added and the beat gets faster the shapes and words move faster and heavier around the screen as this is impacted by the music. At this stage triangles are also added to move around the screen, the different shapes could be representing the different instruments within the music and this explains why a new shape has been added to the screen.

A minute from the end, we hear a new sound being introduced in which the writing shows words in which the audience have inputted what they feel  is 'killing' them. This writing comes and goes within the beat of this new sound.