AR: Semiotic Analysis

Performance

 

 Rita Ora - I Will Never Let You Down (2014)

 

Rita Ora is a British female artist who conforms to the pop genre, in her video for 'I Will Never Let You Down' she is shown in several locations performing to the music by lip synching and occasionally dancing. Different styles in the different locations such as her costume, non verbal language, colours and lighting act as individual signifiers for different connotations.

 

 

•  In the video on several occasions the colour changes from black and white to real colour. The change happens with a big flash as seen in the centre above. This editing technique acts as a signifier for how clarity and informality it created of the artist in the eye of the audience as the fourth wall is broken from the distant, edited, 'fake' black and white image of the artist to the coloured version, closer to reality. This conforms to Dyers paradox that an artist is simultaneously present and absent from the viewer.

• Here two shots have been layered over one another so the artist appears in both the left and right third. This could be viewed as a sign that conforms to the social myth that pop singers are totally inaccessible and extraordinary as she appears twice emphasizing her powerful presence.

• It is a generic feature of performance to have the extreme close up of the artist's mouth as they sing. One of Rita Ora's visual motif's is her voluptuous red lips. The invasive shot emphasises this motif and is an iconic sign that amplifies the artist's femininity and sexual appeal. This reinforces the social stereotype that female artists are promoted in their videos through 'soft porn' and fetishism.

• Another characteristic of performance videos is the non-verbal language expressed to the music, for example dance. Dance acts as a signifier for how the artist is portrayed as multi-talented and creative, it is also an amplified relationship between the sound and visuals as, for example in this music video, Rita Ora moves in time with the music.

• This ghosting effect that has been applied to the shots in the music video is a post production, editing technique that could signify the how the artist is absent from the audience as they are not shown clearly so seeing the artist in real life, such as at concerts becomes much more desirable.

 

 

• Rita Ora is shown wearing designer clothes made very evident to the audience with bold obvious Chanel earrings featuring the widely known logo. Her costume acts as an iconic signifier that draws on the social myth that an artist is extraordinary, reinforcing it. Musicians are often shown or heard bragging about their expensive lifestyles, this encourages the viewer to idolise them as their lifestyle becomes desirable and what the audience wants.