Music Video Analysis - Bad Blood

 

 

 

Mise en Scene

 

 

An important feature in what makes this music video stand out is
the style of the mise en scene. We see several conventions which are typical props associated with women in the music video, such as in the opening sequence when Taylor Swift is applying lip stick, and when 'Arsyn' is checking out  her looks in the mirror.

 However the use of the futuristic weapons and female products
such as the mirror as weapons really creates a theme of revenge and a war like atmosphere between the two females in the intro. This also has a knock on effect for the representation of women in the video as it leads to them being represented as powerful and dangerous, whilst still maintaining more typical conventions such as the representation that women are sexy, through the use of feminine props like make up and handbags, as well as the feminine costumes.

We also see one of the settings which is a white room in which Taylor Swift alongside Kendrick Lamar are watching two other girls training in a glass box within a large room. This is significant as the only other people that can bee seen in the building are the other warrior like women, and nobody from the outside world. This also enhances the war like atmosphere present between the two groups but also has other effects, most notably it enhances the scale of tension between the two groups for the audience as we realise the fact that they are in what looks like a hidden combat training camp that they mean business and are to be taken seriously. The fact that there are only females apart from Kendrick Lamar in the room means we can draw a representation that woman are portrayed as intelligent and skilful due to them training in a hidden setting, but also devious and potentially nasty, as the setting indicates an upcoming all out war for revenge which is possibly being planned behind Arsyn's back, and the scale of what they are hoping to do could be unjust.

 

Sound

 

We also hear that the lyrics are consistently based around getting revenge on someone who wronged her, therefore there is a relationship between the lyrics and on screen visuals (one of goodwins conventions) and there is plenty of reference to a theme of conflict with the use of lyrics such as 'band aids don't fix bullet holes' which sets the tone for the use of weapons and aggression throughout the video, also those lyrics indicate Taylor Swift feels that she will not feel better by taking time to heal, and that the only way for her to get revenge is through force, which is an idea clearly communicated visually in the video. The lyrics appear to have a message to them as towards the end when the two groups face off they become a lot more direct, e.g 'take a look what you've done' could possibly be referring to someone personal to Taylor Swift who has wronged her during her life. We also hear an alternative version of the song in the background whilst Taylor and Arsyn are fighting men in the office, this version is similar to a superhero theme and helps to represent the two women as powerful and unstoppable. We also heat the effective use of sound effects when Taylor Swift gets kicked through the window we hear the glass shatter, this enhanced sound is not just effective because it shocks the audience but could also represent a metaphor for the shattering of their relationship and the fact its in pieces means it is now irreparable.

 

Editing

 

The pace of the editing tends to match the speed of the song in that when we hear the lyrics slow down we see a scene which is often of longer duration with slower cuts and at times the use of slow motion. The slow motion used when Taylor Swift gets knocked through a window is also effective mainly because it emphasises to the audience the importance of the change in Taylors relationship with Arsyn in the narrative of the rest of the music video, and on this occasion the slow motion also gives the audience time to process what has unfolded between both characters, which makes the scene easier for the audience to understand and therefore buy into then it would if it was shown at normal speed.

 

We also see the use of split screen in the scenes where Kendrick Lamar is rapping, one showing him and the other showing Taylor. This is effective as even when Taylor Swift is not singing she is still kept in the shot through the use of split screen which helps to keep up the fact that she is the main artist and is the focal point of the video as even when she isn't singing the audiences focus will still be on her with Kendrick alongside rather than just him.

 

Camerawork

 

One key shot used throughout the video is the mid shot. We see this shot along with some close ups when we are being introduced to the female characters such as Cut Throat and Dilemma. The effect that this shot has is that it portrays the women as sexy, due to the shot showing us some features which men find attractive such as them wearing minimal clothing and lots of make up all of which are common conventions of the male gaze. We also see the use of close ups during the shot sequences which introduce us to the female characters, these shots allow us to see the characters facial expression which often show them looking serious and directly at the camera, the use of these close ups show that the characters are ruthless and that can also be interpreted as a representation of women which is not typically seen of them in music videos. 

        

 

 We also see that the frequency of shots that Taylor Swift is involved in shows us she is the focal point of the whole video, even when she is not directly in shot it is still based around her. An example of her influence can be seen in a point of view shot we see from Taylors view when she gets kicked out of the window, despite the audience seeing only Arsyn in the shot, we are still feeling Taylors betrayal and the breaking up of their friendship, as we are seeing it from her own eyes, and the fact we can even see her hand grasping out in the screenshot below ensures that her physical presence in the shot is still there.

 

 

Other Features

Many of Goodwins conventions can be seen within the video, some of which I've already mentioned. One key convention of Goodwin's that is in the video is that there is often references to film, television and popular culture. Not only is the music video done in the style similar to that of a short superhero film, but there are also guest stars who will be familiar with the audience as they are big names such as Ellie Goulding and Selena Gomez, and given that these names are well known at the time of release it will help to make the video more successful due to the guest stars helping to appeal to a mass audience. Another of Goodwin's conventions is that the demands of the record label include the need for lots of close ups of the artists, which there are plenty of as well as the fact that most shots are based around Taylor Swift as she is the focal point of the video.

We also see that narrative is the style of this music video. We can tell this as there are few aspects of a performance video e.g. no live performance, stage, band or crowd, and the fact that the theme which is friendships/ break ups has a universal appeal is a typical convention of a narrative music video as well as the fact that it tells the audience a story. There are some features of a concept music video such as the different female characters do seem to be symbolic, possibly of Taylor Swifts emotions/ anger at her friends betrayal.