What is a Music Video- Miss Miller

I will be discussing what the purpose of Calvin Harris' video of Summer is. I will also be analysing the codes and conventions and whether they are stereotypical or subversive of the particular music genre, dance. I will also be discussing how and why the video appeals to the particular target audience. The purpose of this music video is for the artist to express his jet-set lifestyle through visuals to give the audience a clear understanding of what events occur within his life. This allows for the audience to build a relationship with the artist, with people aspiring for their lives to be like his. The target audience in this video are teenagers to young adults, conveying the message that anything in life is achievable. Therefore, another purpose of this video is to encourage people to work hard, to ultimately achieve the finer things in life. The visuals inspire the teenagers be more motivated and inspire them to work hard. However, the main purpose is to illustrate the artists lifestyle and everyday activities. 

When analysing the music video of Summer by Calvin Harris, there are clear indications to the purpose of this music video. Throughout the video, we are given a short narrative/ representation of the artists life. For example, at 1:58 we are shown Calvin Harris sitting around a pool surrounded by girls. The micro-element of the positioning of characters which is included in mise-en-scene gives the audience an understanding and insight to the singers lifestyle, which we believe to be typical and close to real life. Because of what we are shown, we buy into the artists lifestyle. As music videos are only a short duration, they are only given a certain amount of time to portray themselves, within this shot, still, we are shown more about the artist and how he spends his time.

Concept based videos are abstract and generally follow no storyline. A concept based video could be arty or involve other art forms to be abstract and make a statement and impact to the audience however the video is meant to create a mood, a feeling to be evoked in the viewing experience. The main style in which the music video presents is concept based with occasional performance scenes. The concept based video portrays the life of Calvin Harris and the activities in which he does in everyday life. 

Within the dance genre, typical conventions are seen within this music video. The codes and conventions are noticed multiple times which defines this video to belong to the dance genre. For example, the first convention noticed is towards the end of the video, when a party scene is shown through the use of panning and fast cut shots. The fast shots add to the sense of realism that there would be in a dance/ club enviornment. There is also long shots and mid shots to show the people dancing to further contribute to the sense of realism. The next convention of the dance genre is the use of bright lighting, again, within the party scene. The bright lighting and vibrant colours are typical conventions of a dance genre music video as they accompany the dance audio, and the sense of liveliness and feel good atmosphere is given off the audience. 


The music video appeals to a particular audience being teenagers and young adults. It appeals to this audience as from the clips we are seen, specifically the party scene, the audience can relate to what the are watching to their lives. Many teenagers attend house parties and can therefore understand the enviornment of the video and ultimately the video becomes more appealing for the audience.