Demi Lovato 'Heart Attack'

Demi Lovato- Heart Attack

Released: 9th April, 2013

Genre: Electropop

Lyrics and Visual Relationship
As the video progresses, it supports Goodwin's theory from the strong link between lyrics and visuals. This is presented in a variety of ways:

"Puttin' my defences up"- Whilst Demi conveys this line to her fans, she is shown fiercely staring into the camera whilst sporting dark/grungy make up- this enhances the fact that no one is allowed to mess with her and explains the meaning behind the lyric clearly.

"I think I'd have a heart attack"- As we continue further, Demi sings this lyric whilst the song hits its peak. In the video, a vast explosion of dark paint hits the screen which is expressing the emotion behind her lyric and makes it appear as if she is actually having a 'heart attack'.


Music and Visuals Relationship
The link between music and visuals is also evident in 'Heart Attack':

From the image above, there are lights on the ceiling whilst Demi is shown performing with her band. Once the beat and tempo alters, the lights flash either on or off depending on the speed- a clear relationship between the music and video which conveys Goodwin's theory.

As i've mentioned previously, a dark and gothic paint plunges onto the screen as the volume of the song increases. Plus, it happens when the music enlarges in tempo and speed.


Close Ups and Star Image Motifs

Clearly from the gothic images of Demi Lovato shown throughout the video, it seems that, as an artist she is trying to show her fans that there is a truer and darker side of her which she wants to reveal. If we compare this to Demi's previous work, we can see that she is trying to inherit a more mysterious and gothic image- maybe to suit her fan base as they are growing up. Moving on from this, we can see that there are motifs in this music video. For instance, the use of dark paint are recurring which could be an important message to her fans.

Notion of Looking 

In my opinion I believe that this video goes against the 'notion of looking' and how men dominate women in music videos. This is clearly shown through the strong imagery and the severity of the lyrics. Plus, it seems that the video conveys Demi as an individual and its clear that she wants to be seen as herself and not as an object to the opposite sex. 

Intertextual References

In terms of intertextual references, there appears to be no sign of this theme in Demi's previous music videos signifying that she is trying to build a new persona for herself.

Performance based, Narrative Based or Concept Based?

From further analysis of the video it appears that it has elements of performance based and some concept based.

Performance:

Concept:

The Tie Of Movie And Music

 The Tie of Movie and Music

Once movie and music began to develop, they decided to join in order to offer the best entertainment for audiences. This all dated back since the 1900's where the silent movie soundtrack mostly consisted of a piano. But, 15 years later scores were beginning to be used and in the 50's movie musicals were created ('Singing in the Rain' by Gene Kelly). 

But, the highest peak for movie musicals was in the 60's as soundtrack sales flourished. For instance, music in movies which were especially popular are Westside Story and Yellow Submarine. 

Examples of some films which became a major success because of its involvement with music is 'Easy Rider' starring Dennis Hooper, Peter Fonda and Jack Nicholson- the soundtrack was a collection of rock songs which had a huge influence on the genre. As well as big orchestral music such as 'Jaws' and 'Indiana Jones: Raiders of the lost ark'. 

From the examples above, it shows that the combination of the two can be a powerful tool for music promotion. It not only increases the artists platform, but widens their audience which can then lead to more sales and a raise in their profile. Nowadays, an example of how an artist became successful through this is Adele. She was apart of the Skyfall soundtrack which clearly boosted her career and allowed her to reach out to a larger audience which was made up of different age ranges and nationalities. The theme song reached number 1 in several countries and received an Academy Award, Golden Globe, Brit and an Oscar!

Other examples where artists have gained popularity and expanded their audience through movie music is 'I See You' by Leona Lewis (Avatar), 'Safe and Sound' by Taylor Swift (The Hunger Games) and 'Decode' by Paramore (Twilight). 

Evolution Of Music Videos

The Evolution of Music Videos 

Since the 1920's, music videos have developed and come a long way through the growth of technology. What really sparked their popularity was the creation of MTV in 1981. As more people began to tune in to the television channel, it quickly became the artists longest promotion tool of the decade. 

Once MTV was launched, the very first video released was 'video killed the radio star' by The Buggles. After this, more successful artists featured their music videos in the hope of receiving a promotional deal. 

As more and more music videos were featured on the channel, the competition grew meaning that more money was invested into each artists video. However, Michael

Jackson wiped the floor by releasing the very first big budget music video called 'Thriller'. The production was incredibly costly being over 1 million dollars! 

Although, the man himself then topped this by releasing 'Scream' featuring Janet Jackson. Despite the successes of Michael Jackson's music videos, other artists also contributed money towards their videos in order to reach the pinnacle of fame and familiarity (like Madonna and Guns N' Roses). 

Nevertheless, everything changed since the launch of You Tube in 2005. This program made it easier for fans to get closer to their most admired stars. Also, it reflected that music promotion was becoming more successful online due to easier access as well as offering a new platform for musicians in terms of elevation.

Concept Based

Types Of Music Videos 

Concept Based

Narrative Based

Involved Around The Artist

Performance Based