Assignment 2 - Analysis

I am analysing the Band ‘Lukas Graham’ and some work they have produced – specifically a music video for their worldwide hit “7 years” and the corresponding CD cover. Lukas Graham is a Danish pop and soul band signed with Warner Bros. Records Inc. The music company uses a variety of media platforms to promote the band including things like Instagram, YouTube, Twitter, the Radio and TV; With the help of these the band rose to fame and their song became No. 2 hit on Billboard‘s Hot 100. Taking the genre of the track, which is pop, and the conventions followed in the music video and album cover into consideration, it is clear that target demographic for the promotional products is an older, rather mature teenager/young adult - possibly 15 to 24 years.  This is because the themes in the song are quite deep and emotive; the singer recalls his childhood, his hopes, and his dreams, however they are topics that affect male and female though, so the target demographic can be both genders.

The single cover for 7 years heavily reflects the main themes of the music video and song, which are growing up as well as relationships with family members. The image depicts a young boy (presumably the lead singer Lukas Graham at 7 years old according to the song) with what appears to be his father. The way the man is protectively holding his son connotes love, warmth etc. which attracts the desired target audience. The high angle and indirect address makes it seem like the two were caught in a genuine moment and this appealing authenticity is continued in the outfits; they are very basic and practical, do not really match and seem like they are solely used for comfort and warmth. This has a heavy influence on the overall impression the audience may have of the artist – it allows the audience to understand that they do not want to be judged by what they are wearing or what they look like, but by the quality if the music they produce. The fact that the colour palette of the image is very earthy and natural also shows there is nothing staged or fake about the band and the music they produce is quite minimalistic but powerful, just like nature. The colour scheme also includes calming shades that create a happy atmosphere and make the whole image more peaceful even though they are on a cliff. This pleasant atmosphere is emphasized by the presence of the sea in the picture, as the sea connotes tranquillity and happiness. The distinct link of peace and candidness between the music video and the single cover creates synergy and aids in promoting the product and causing it to be more recognizable. Basic conventions are followed such as featuring the artist’s name and song title. The font used for this appears very handwritten, possibly by Lukas graham himself. This makes the cover more personal and could help the audience view the band on a more intimate level. The use of a different color for the band name compared to the rest of the cover is also a convention of album covers and helps the name to stand out/ be more recognizable.

In general, ‘7 years’ stands out from other music videos of the same genre; it is exceptionally compelling and the visual representation is equally as deep as the content of the song. There are varieties of long shots and mid shots that are cut quickly between scenes. Many of the shots are still or panning, which works with the emotional theme of the song and the rather sedate pace/ rhythm of the piano (especially at the beginning of the song). It represents the artist as very composed and genuine about what he is singing. However, this is quite unconventional for the genre of the song as usually artists are very lively and bubbly in pop music videos. Furthermore, the fact that the whole video is in black and white hues instead of the usual vivid and bright colours is very unconventional. I think Lukas Graham has done this to steer away from all deceitful, exaggerated happy, staged videos and created something with the aim to attract and audience that values pure, unfiltered creativity. The majority of the video is blurred, with only one small thing being in focus in most scenes. I think this was done to reflect the message of the song, which is to “focus on the small things in life that make you happy”. It gives the atmosphere an inspirational feel and represents the band as optimistic and influencing. The nature and outdoor based setting also adds to the realistic tone of the video and is contrasted by some clips of fire, explosions or bright bursts of light. These two completely different ideas make the video stand out and I think it is that which makes Lukas Grahams products so distinguishable. Some of the music video is also shot at a graveyard, which I feel is an unusual and unconventional place but again makes the video more mysterious. Furthermore, just like the album cover, costume is used to show the unadorned and frank life he is living. This again is unconventional as usually artists are portrayed as happy, enjoying and content with life as seen by their bright costume however graham makes use of his simplistic outfit to show his real life. The band, as a whole, is not visible in the scenes however Lukas graham is present in most of the music video. Usually, his NVC is very direct as he is usually making eye contact and his posture is very strong and not at all slouched which connotes self-assurance.

In conclusion, I feel that the band Lukas Graham has convincingly created synergy throughout their promotional products and caused the audience to recognize and appeal to them and their important message.  

Terminology

Media production

Representation