Analysis of existing music - Analysis 1

Analysis 1: Pixee Lott 'Turn it up'
http://www.youtube.com/watch?v=OvRDJe5a51g&feature=player_detailpage#t=3s
Pixee lott is a young singer who works mostly in the genre 'Pop & Hip Hop'. All of her songs are very catchy, with an upbeat feel to them. The video contains a catchy dance rountine which continues throughout her whole video, with many long shots of Pixee and her back up dancers dancing to show body shots and show clear shots of the dance rountine. The video does not just contain shots of them all dancing, it tells a story so the camera uses a variety of shots and swifts from shot to shot. By using long body shots it helps to show off the costume that Pixee is wearing, it involves her wearing her trademark high waisted shorts that show off her image. It helps to fit in with the image that she wants to get across to her target audience as being sexy by showing skin, such as her legs but in a subtle way and still showing she is sending across a positive image and now showing to much skin or revealing to much. Her trademark shorts are keeping up with the fashion, as she wants to come across as stylish to her target audience and appeal to them as this is mainly young girls age 5 - 20 as Pixee is also in this age group.
As well as using long shots, the video also includes a number of mid shots mostly focusing on Pixee to show her connecting with the camera and her audience, mid shots are also used on small details such as on her costume and dancers footwork, this is a very simple yet effective technique they have used.
The dance rountine was set on a roof of a tower building. With the rountine being filmed outdoors it makes the dance look a lot more interesting and appealing. The camera also goes into a pan shot of the dancers to show off their rountine and costumes, it looks very effective as you are able to clearly see what they are doing and whether the dance works well with the song. The music video contains a narrative story that fits in well with the song lyrics and has performance cuts put in to make the video look more interesting to watch. The way that the video brings Pixee across is a very positive image as she looks trendy and is not revealing to much so does not look to perogative. In another scene of the the video performance shots are taken of Pixee walking down the road, a clear straight road, Pixie dancing alone on the roof and sat in the car whilst its raining. These shots contain a lot of close ups to show her emotion, long shots and mid shots to show Pixee dancing and to still capture the emotion in her face.
Extreme close ups are used throughout the video of hands and props such as the mobile phone. This looks effective as it gives the audience a better idea of whats going on in the scene and gives these objects an idea of importance at the points in the video when they are shown.