Textual Analysis of Music Video’s By Jaime

Textual Analysis of Music Video’s

Justin Bieber ft Jaden Smith- ‘Never say never’

http://www.youtube.com/watch?v=_Z5-P9v3F8w&ob=av2e

The music video ‘Never say never’ staring Justin Bieber ft Jaden Smith is a catchy pop genre of music that has been used to promote the new film ‘Karate Kid’ which stars Jaden Smith as the main character in the film along as taking part in the music video. The song is used as one of the theme songs for the film. I noticed that the music video gave me a vibe that now young teenagers can be recognised as famous music artist as Jaden raps in the song giving the audience a feeling that you don’t have to be older to rap also you can be young and old to enjoy rapping not just the 21^st Century generation. There is a very visible connection between lyrics and visual aspects of the video. As the song ‘Never say never’ is promoting the film ‘Karate Kid’ the actual lyrics connect to this as a source of the main story line is about standing up for yourself and not letting anyone walk over you and treat you unfairly. The word ‘Never’ is a strong and powerful word as nothing is impossible if you put you mind and strength to it, hence linking back to the aspect of the theme of the film how Jaden’s character doesn’t give up against the bullies and fights against them. The lyrics to the music video and the actually official clips of the film ‘Karate Kid’ is inspirational about never giving up on your dreams. When Justin Bieber sings ‘Never stay on the ground’ at this moment in ‘Karate Kid’ Jaden’s character has been pushed to the ground by a mean bully and instead of just laying there Jaden’s character leaps up to fight back, just as if he heard Justin’s Beiber’s voice. 

Justin Beiber’s voice has a sense of soft smoothness about it, so the actual uplifting beat in the music seems too really work well together as it gives a sense of maturity and wisdom about he knows what he is singing about. When it comes to the chorus the beat of the music seems to get faster and louder with more instrumentals this connects to the visual side that the audience see in the video which is the fighting clips of ‘Karate Kid’ As the basic bit of the music video is of Justin Bieber and Jaden Smith singing and recording in a studio the main visual side of the video is technically the video in the video (The Karate Kid) the short clips of the film is shown frequently to mainly make up the video while Justin and Jaden sing and react to it like they are an audience themselves to the film. Due to the constant close ups of Justin Bieber and Jaden Smith I get the image that they are both teen heart throbs as the more of the close ups the more the target audience that is a teen pop get to see their favourite artist face. I believe the image that the artists are tying to portray is that they may be young on the outside and in age but they are older enough to concur there hardest dreams and be mature at any age.

This sort of video is different to previous songs that Justin Bieber has done such as ‘Baby’ as in this video the actual music video is basic while his other music videos are more cheesy pop about love when actually he is only 16 years old and probably hasn’t even experienced it let only express his emotions and experiences about it. I believe ‘Never say never’ is a much better song as it can have a personnel meaning such as him becoming a man and the events that come with it such as fighting for what he believes. I think this video is a change of image for him due to him growing up. In  this video there is no reference of sexual display the only vibe I can pick up from the video is that he must be a teen heart throb as he is cute looking from the close up shots from the camera’s, and by him being in a music video about fighting this can become more appealing to girls as it can symbolise he is strong and powerful.

Overall I believe that the ‘Never say never’ music video is great. For such a simple location in a recording studio to base it around while mixing in clips from the film it’s being used in is very eye catching, interesting and creative. For Justin Bieber to change from his normal cheesy pop music videos to something like this is very memorable and effective.