Genre research video 1

Post created by katie Lee (group work)

Amy Winehouse's video for 'You Know I'm No Good' fits some of the conventions for a soul genre video, however much alike herself, certain aspects do contradict the 'norm' in terms of soul music videos but it works as a promotional tool nonetheless.

In terms of lighting, Winehouse's video is really effective and conventional to soul. In the example (below) low key, but highly effective lighting is used on a dark background, reminiscent of a Duffy video, which not only flatters the artist but increases their status and in this case creates an 'eerie' feel. This use of bright lighting on dark background is evident in a lot of soul music videos and could definitely be considered typical of the genre.

In this video Amy is dressed in her typical 'scruffy' style, messy beehive and vest top despite the conventional dress for a female soul singer being usually quite the opposite, dark, smart clothing (such as a black dress). However, Winehouse's own development of fashion earned her recognition as a household name and figure, her sense of style is recognised both world and nationwide. Therefore, although she doesn't really conform to the fashions set by previous soul singers, this helped her to create her own success as an artist and an individual.

The location throughout the video is strikingly similar, although props change around the dark room, such as a bar, a table, a bath, a bed (pictured below). This prop rotation allows the room to take on the shape of a new setting and avoid viewer fatigue.

The colour scheme is dark and revolves around a blue/white/black/grey basis which is highly typical of a soul genre video, particularly in female soul artists. Soul singers tend not to use garish colours and sex-appeal image to sell music but focus more on the message of the music.

Unconventional use of shot types.

Despite the 'lack'of real location change or at least dramatic location change, the video is extremely effective due to it's clever use of cinematography. Winehouse's video is unconventional to the average music video in that a wide variety of shot types are used whereas a music video normally stays around the long shot/close up area, this helps to introduce the viewer to and sell the artist. However, Amy's creative influence in clear in this instance, as is the soul genre, a focus is set more on the message of the song and conveying this in a narrative structure rather than by creating a video revolving around how the artist is important, sexy, etc...

As well as this, a creative, but unconformist decision has been made using cinematography, in that the video uses the highly rare over the shoulder shot in music video format. This is a shot type usually avoided by a music video director as it completely shuts off the artist from the viewer in that their face is not visible, but the back of their head which is often considered a sign of rudeness in day-to-day situations. This would be considered ineffective as the viewer is supposed to engage with the artist in a way that would make them want to buy their music after watching their video. This represents how Amy Winehouse was more interested in her music, than image, or money, fame and beauty (which is further shown in her less than glamorous state of dress) although this isn't typical of a music video this is a trait often portrayed in the soul genre.

Evidence of media and alcohol cultures in the video

The editing throughout on a general basis is typical to a music video structure, moderately fast shot rotation and a mixture between narrative shots and performance based scenes. However, what I found particularly interesting was the way editing is used to show Amy watching her own actions on television and in moving polaroid 'photographs', I found these scenes particularly poignant as they connoted her own struggles with the media and the media insistence on documenting her 'fall from grace' at any given opportunity so all were aware of her personal issues and dramas. As well as this was the dominance of alcohol throughout the video, which I also found intriguing as Amy's creative influence upon the video becomes evident, connotations of her personal battles with alcohol and drug abuse whilst being questioned by a love interest, representing her rocky relationship with husband, Blake for which the whole album 'Back to Black' was based upon add an essence of personality to the video. These connotations show how Amy was passionate about her music, how these lyrics meant something to her and how she wanted to represent this in the video and make it more personal to her - something, maybe not to such extremes, which isn't rare in the soul music genre which is known to focus on music, not image.

Off centre shot, represents her personal state and her unconventionalism