This video is effective because it is very different to other music videos that are being released at this point in time. The video focuses on Beyoncé’s performance the whole way through and it also uses her in abstract scenes among the performance.
The relationship between the sound and the image is performance based however there are exerts of other image that represents the lyrics in an abstract way.
The director plays quite a small but effective role as the video just switches between close ups and mid shots.
The lighting in this performance focuses just on Beyoncé and the rest of the setting is in darkness as to not draw away from the song. Other colours used to light the scenes are blue as this creates a very calm image.
There are no other texts referenced in the video as I think that was draw away from the raw power of the lyrics and voice.
The video is concerned with themes of love mainly, but it also references war or fighting.
There are elements that could be interpreted as narrative, but this is done is a slightly abstract way. For example when the lyrics mention being shot, this is dramatized by using a sped up image and powder.
I particularly like this music video because it is very different from other music videos out at the moment and even different from other music videos for other ballad type R&B songs.
I think it creates the representation of Beyoncé being a very powerful and evoking woman because of the deepness of the lyrics and the compellingness of the vocals. I think this also creates a positive image of woman being strong and a representation that other women can look up too.
This video follows conventions because the technical element of the video is quite basic as to strip away from visuals and leave the audience with the raw vocals and power of the song. However, it also challenges conventions with the imagery that are put in among the performance of the vocal. Furthermore the use of slow motion and speeding up also challenges conventions because it seems unusual for this to happen to a very stripped song however it is very effective.
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