Music Video Analysis

Sigala Say You Do ft. Imani Williams, DJ Fresh

The music video for Say You Do, a tropical house song, begins with an
establishing shot and a high angled shot of a bright blue sea and a beach.
Not only do the waves in the water help to connote peace and make the
target audience feel relaxed but the high angle of the shot also helps to
evoke feelings of authority from the audience who are looking down upon
whatever is in the shot. Multiple shots are used throughout to denote a
range of different people and one shot used quite often is the medium
close-up shot of Imani Williams. She is looking directly into the camera
and despite not wearing revealing clothing the seductive look upon her
face may appeal to a male target audience who could look at her for
voyeuristic pleasure. This conforms to Laura Mulveys Male Gaze theory
which suggests men see females within the media as sexual objects.
Overall alot of low angle and worms eye view shots are used to capture
the male characters of the narrative, this signifies their authority over the
opposing gender and helps portray them as more powerful. This idea
could evoke anger from the female target audience as it conforms to the
idea of a patriarchal society where men rule.

Another one of the four key micro elements used within music videos to
help give off different representations of the music artist is the mis-enscene. In the opening minute of the music video for Say You Do a range
of different animals like horses and a chicken are denoted in some of the
shots. This immediately makes it obvious this music video is a mixture of
both performance and narrative and the fact random animals and objects
are being used could evoke a sense of disorientation from the target
audience and build excitement as the anticipate what is going to come up
in the next shot. This also conforms to Frederick Jamesons theory that
music videos are random without meaning. It is evident this tropical house
song is aimed at a mass target audience as the mis-en-scene consists of a

load of different objects like skateboards and drums and this could help
reach out and spark interest from people with different hobbies all over
the world. This is an example of the uses and gratifications theory of
personal relationships as the audience may be able to relate to the
images theyre seeing within the narrative.

Throughout the music video the sound remains upbeat and in synch with
the images, signifying happiness and evoking hope from the target
audience. However the positive non-diegetic beat and setting of the music
video are conflicted by the lyrics break my heart which have negative
connotations. This is unusual but could help to amplify emotions and
contradict the lyrics, which is one of the conventions of Andrew Goodwins
music video theory. The high key lighting works well alongside the upbeat
soundtrack and helps to connote how the music artist may be staying
strong despite going through a heartbreak.