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Monday 10 September 2012

E.g. Vid 10: OutKast - Hey Ya!

Track: Hey Ya!
Artist: OutKast
Genre: Hip Hop
Director: Bryan Barber
Year Released: 2003

The music video for OutKast's Hey Ya! uses intertextuality from The Beatles appearance on The Ed Sullivan Show in 1964 which makes it a postmodern video. The video begins backstage where there is diegetic sound of the manager talking to Andre 3000, then the band goes on stage and performs the song. A family is also show watching and dancing to the performance on TV, which the screen shown is in black and white but the rest of the video is in colour. Each band member is played by Andre 3000.

B&W TV Screen
The song was performed and filmed 23 times which allowed the video to have a lot of shot variety. The video combines performance with narrative and the setting switches between backstage, the stage and the family watching the performance on TV.

Band
The audience are also shown who are a representation of OutKast's primary target audience. They are all female and predominantly black, older teenagers/young adults. The audience is very similar to the one of The Beatles performance on The Ed Sullivan Show as they are excited and jumping and screaming.

Audience
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1 comment:

  1. DB24 September 2012 at 13:38

    This starts really well - and the detail on it being shot 23 times is a useful one to remember
    However, there is overall relatively little detail on the conventions (or exceptions to these) you observed by watching (or reading about) this video. Despite being a postmodern recreation of a TV performance, do you see the general performance conventions? Is there a mix of performance + narrative/concept? Any observations on editing?
    Highlighting technical terms used (you've used bold) is a good idea

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