I Gotta feeling is a record released back in 2009 by Dance Pop group, "The Black Eyed Peas" in their album "THE E.N.D.". It became a majorly successful song being nominated for both Record of the Year  but also for a Grammy which it won for Best Pop Performance by a Duo or Group with Vocals. It also spent a total of 14 weeks consecutively at the top of the Billboard Hot 100 which was the longest of any single back in 2009. Generally within music videos of this genre they are normally very fast paced similarly to the music itself.

 

Sound;

In this video there is only one example of non diegetic sound and that is when towards the end of the song where they reach the chorus and the music video is displaying them in a really wild and crazy manor. At this point there is a futuristic and high pitched sound which goes up the scale and this is used to convey the electronic nature of this part of the song and it presents to the audience the conventions of this dance genre so that they can hear the stereotypically chaotic style to this genre.

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Furthermore sound is used to present this music in the beginning of the song when the lyrics, "I gotta feeling that tonight's gonna be a good night" this verse from the song is pivotal as it depicts to the audience the nature of the song and it almost foreshadows what a crazy night is going to be had. Moreover whilst these words are sung the actual music video itself showcases the people getting ready and this link between the lyrics and the video really helps to portray to the audience the animosity that is about to unfold.

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Another example of an effective use of sound is when the words, "Let's paint the town, let's shut it down" are sung and at this point in the video the lights are turned off and the screen goes black. This link between the lyrics and the video really transports the audience into the video and makes them feel like they are a part of it but it also helps to depict the crazy and energetic nature associated with the genre. As a result both the lyrics and the video become almost one thing as they are both portraying the pulsating feeling you would associate with the Pop and Dance genres.

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Editing;

In this particular music video the editing is pivotal in conveying to the audience the actual artists within the video and this is mainly done by the use of screen time. Throughout the whole video the camera privileges the four stars of the 'Black Eyed Peas' but more specifically the lead singers WILL.I.AM and Fergie who appear most frequently throughout. By presenting the lead singers more often it helps to be able to show to the audience that they are essential to the video and to furthermore bring both the lyrics that are being sung and the visual aspect of the video together to collectively display the energetic nature of the dance genre as a whole.

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Another way editing is effectively used is through the use of slow motion. This is captured when WILL.IAM is shown falling down into the seat, however simultaneously the people in the background are in fact in real time and the party continues while he is in slow motion. This technique is cleverly used to emphasise the falling motion of WILL.IAM and this draws the attention of the audience to the crazy party atmosphere that continues to happen in the background and it further depicts the vigorous mood within the video conveyed by the editing.

 

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This technique is used in another section of the video when Taboo another member of the Black Eyed Peas is pictured floating in the air. This use of editing results in the audience becoming part of the wild and chaotic tone depicted in the video but it also conveys the crazy nature of dance genre as a whole. Moreover these shots of both artists being mid air show them partying and going crazy which is the main stereotype of this genre and by depicting the singers in this manor helps to showcase to the audience the vibrant tone of the music and the incessant party atmosphere.

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Another way editing is used successfully within this video is through the use of cut transitions as they link the music and the video together throughout. These fast cut transitions help to keep with the pace of the music and convey to the audience the speedy and lively nature of the genre of music, this is shown especially when the song reaches the chorus as the futuristic and frantic tone of the song shines through.  Finally editing is used within this video in a great way when the words "Losing all control" are sung as at this point the last syllables are prolonged leading to an almost robotic or futuristic feel to the song which links to the conventions of dance music as this energetic nature is shown to the audience so that they are able to feel the crazy tone of this genre as a whole and this is demonstrated through the editing.

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Mise en Scene;

Setting

Mise en Scene is extremely important within a music video due to the fact that even without any music the audience can tell straight away what genre of music it is simply by the use of setting, lighting, costumes and props. In terms of this video the setting is imperative in the portrayal of dance type music due to the fact that throughout the whole video a dance atmosphere is showcased to the audience as shown in the opening shot being of a sign displaying that it is set in “Hollywood Blvd” which is stereotypically known as one of the most dramatic and energetic places in the world. Moreover through the use of this as an opening shot the audience straight away knows that the song will in some way involve partying hard and having a crazy time and this helps to convey the genre of music straight away. Another example of the setting displaying a chaotic nature from the off is where everyone is pictured getting ready and there is loads of make-up and clothes which further depicts the unrest before it is about to get wild at the party. 

 

 

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Finally the party nature is displayed later on in the video when everyone comes together and chaos occurs as everyone is shown going wild as the pace of the music increases until it reaches the chorus and this use of setting results in the audience feeling energetic and mad just like within the video which relates to the dance genre as it meets the conventions you would associate with it. 

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Clothing

Another way Mise en Scene is used effectively is through the use of clothing and this is exemplified by all of the members of the “Black Eyed Peas” as they are all exhibited wearing rings, chains, necklaces and gold and these items of clothing relate very much to the dance genre due to the fact that it is all about having a good time and trying to stand out from everyone else by wearing the most eye catching things and this use of clothing throughout really helps to capture the type of song and make the audience idolise the people in the video as well as making them want to be exuberant and absolutely crazy just like the conventions suggest dance genre should all be about.

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Lighting

Lighting is also very important in the portrayal of dance music due to the fact that you would normally associate dance music with artificial lighting that is repeatedly flashing and very random and that is very much shown throughout as at the beginning of the video it starts off with women who are silhouetted by the lights of cars and this establishes straight away to the audience that the women are out on a night out as you clearly see the high heels and dresses that they are wearing which links to the sort of revealing and sexy clothing you would associate with this genre of music. Furthermore this use of revealing clothing would very much link to Andrew Goodwin’s theory that women will act seductively in order to sell themselves through sex appeal and this convention relates very much to the dance and Pop genre of music and is clearly shown throughout the video. However the director of this video was a man named Mikey Mee and if you relate this to Laura Mulvey's theory of the Male Gaze then it will contrast to the previous theory as it states that men will objectify women and see them as nothing more than property. This is carried out by having them wearing little or no clothing and therefore due to the fact that the director is male it could be argued that he is a victim of the male gaze and this results in the way the female actors are dressed in the video.

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This darkness is carried on throughout the whole video when the party begins and there are very dim lights during this section of the video to reveal to the audience the party atmosphere that is going on. This then leads to the final stages of the video where the UV paint is brought out and then the set goes dark besides the artificial light coming from the paint and this use of lighting depicts to the audience the vibrant and wild stereotype you would link with that of the genre of dance music.

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Props

The last thing that helps effectively display this type of music is through the use of props throughout the video and an example of this is when make-up is heavily shown throughout especially in the opening section of the video and Fergie is shown having a whole shelf full. This use of prop really helps convey to the audience the animosity within this genre and the wildness as it implies that all the girls will be dressing up and putting plenty of make-up on to make themselves look better which links to the conventions of dance as a genre. However it also demonstrates a sense of realism to the audience and makes it look like it could have been filmed before a night out as steroyptically most women would have plenty of make up on hand if they were going out which highlights anohter convention of this genre.

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Camera work;

Camera Movement

Firstly camera movement is extremely important in this type of video as it must be able to reflect the fast paced nature of the music. This is effectively shown throughout this video due to the fact that hand held cameras are used and this helps to bring the audience into the video and make them feel a part of it as the pace of the music is displayed by the fast movement of the camera. This continues throughout the whole video and it is a key aspect of the video being so successful due to the fact that it helps to depict the fast paced and electric nature of the genre of music and it helps to link both the music and the video together so that they are in harmony with each other.

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Camera Composition 

Another way the camera is used successfully is through the use of camera composition due to the fact that throughout most of the video at least one member of the band is centred and foregrounded, this use of camera composition helps to convey to the audience both the importance and relevance of the individuals but also to help capture the genre of music as a result of their appearance and delivery of the song. 

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Camera Shots

Next is camera shots and they are used very effectively in this particular video due to the fact that the use of long shots help to display to the audience the atmosphere within the video and also for them to be able to take in the setting and realise the intense party that is going on and how it relates to that of the dance genre. As well as this a dolly zoom is also used here in order to give a certain disorientated feel to the video which relates to the party atmosphere and this along with the unstable hand held camera makes the audience feel as though they are intoxicated which is what you would expect from a wild party as shown in the video.

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 Finally there are plenty of close ups used within this video as well and this is used so that the audience can witness the passionate and energetic mood in the video as they are all pictured jumping around and shouting which very much relates to the crazy nature of this genre and helps to convey the fast and aggressive pace of this song.

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 Camera Angles

In terms of camera angles there are examples of a varied use of them within this video. Firstly low angled shots are displayed in this video in the beginning due to the fact that it is trying to depict to the audience how everyone is going on a night out as all the low angled shots are showing women's high heels which stereotypes would are because the women are dressed up nicely as they are going out to a party which relates very much to the genre of music. Also we see within the video  very often that the camera is at a very flat angle which along with the hand held camera really help to transport the audience into the video and make them feel a part of the crazy dance type nature of this video. Furthermore this angle provides an eye line view of the artists within the video so that the audience can clearly see everything they're doing and witness the stereo-typically animalistic, wild behaviour you would expect from this genre.

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