Deconstruction of Music Promo 3

Where are Ü Now - Skrillex and Diplo Ft. Justin Bieber

This music video fall under the form: Concept

Where Are Ü Now is a song produced by American EDM artists Skrillex and Diplo under their collaboration effort to form Jack Ü with vocals from Canadian singer Justin Bieber. Initially, a demo was written by Bieber as a piano ballad titled “The Most”, however Bieber decided to send the track to the duo, who transformed the track into electronic dance music, but maintained the original lyrics. According to Skrillex, this collaboration is called 'Jack Ü' because it refers to how the music 'jacks you up' with its high energy beats and bass line.

I need you, I need you, I need you, I need you, I need you
I need you, I need you, I need you, I need you, I need you
I need you the most

I gave you the key when the door wasn't open
Just admit it
See I gave you faith and you doubted it open, can't deny it
Now I'm all alone and my choice to the open
Tell me he, where are you now that I need ya?
Where are you now? (Where are you now?)
Where are you now that I need ya?
Couldn't find you anywhere
When you broke down I didn't leave ya
I was by your side
So where are you now that I need ya?

Where are you now that I need ya?
Where are you now that I need ya?
Where are you now that I need ya?
Where are you now that I need ya?

I gave you attention when nobody else was payin'
I gave you the shirt off my back whatchu sayin'
To keep you warm
I showed you the game everybody else was playin', that's for sure
And I was on my knees when nobody else was prayin', oh Lord

Where are you now that I need ya?
Where are you now that I need ya?
I need you, I need you, I need you, I need you, I need you, (Where are you now that I need ya?)
I need you, I need you, I need you, I need you, I need you
I need you the most

Where are you now that I need ya?
Where are you now that I need ya?
Where are you now that I need ya?

I need you the most
I need you the most
I need you the most

A convention of a EDM song is the use of repetition and this tune is no exception. Justin Bieber also uses the use of questions which engages the listener. It gets across his emotional needs and feelings but also makes it catchy and something that everyone would know. Most of the lines are repeated from the chorus into the verses to tie the song together.

The structure of the song follows a typical pattern of verse, chorus, verse, chorus. This is a very simple song as it’s very repetitive and predictable and the use of ‘slag’/shorthand such as ‘ya’ provides the song with a more party, common language as well as giving the sentence a softer finish than ‘you’.

Mise-en-scene in this music video:

Lighting: The lighting used in this music promo is majority artificial lighting from spotlights and LED lighting from the ceiling, however some lighting in the ‘creation’ room is natural.

The lighting surrounded by Justin Bieber throughout the music video is contrasting black and white tones. The use of a bright white light coming from behind the artist creates a black silhouette which is later reversed to a black background and a spotlight on this front to show off his facial expressions and clothing as a transition before the bright colours/drawings appear. This gave the draws over the top stand out more as they were so different to the neutral colours in backdrop. The use of a back drop and projector/green screen allowed him to create different images behind himself e.g. the explosion and blue to white gradient towards the end. Even though any image colour have been select the theme was kept to whilst keeping the viewer engaged.

Make-up: Specific make up and beauty products aren’t used in this music video, well at least not noticeable however, the use of face paint on artist, Justin Bieber is a very effective and unique way of incorporating colour and creativity of art. The colours are added to his skin through an invisible paint brush stroke as well as splashes and drips. These could symbolize the tears and the mess of a relationship that is unstable and one sided as suggested through the lyrics of the lyrics.

Costume: The outfits selected in the ‘Where Are You Now’ are very casual everyday clothing. The people coming into the creation room’s clothing isn’t predicted or suggested its purely just chance. However, Justin Bieber’s costume was chosen specially to draw focus onto the colours reflected upon him. Contrasting colours is used frequently throughout this music video and there is no exception when it comes to his dark coloured jeans, bright white t-shirt and a checked neutral toned shirt unbuttoned looking causal appearing as a fashion role model for fans.

Setting and location: During this music video only 2 locations are used. Either in the pop up shop were members of the general pubic come inside and draw on different shots of Bieber to be used in the video. The light through the windows of the ‘creation room’ don’t seem to change proposing that it was filmed at the same time of 1 or several days, unless light has been enhanced for effect. Every other shot is suggested to have been filmed in a studio where all equipment used would have been readily available. To prevent his video from looking ‘low budget’ Bieber would have need specialist help, especially in the ending process to make sure the quality and look was sufficient.

Timeline: 

0.00 – 0.22: Establishing shot of a white room, naturally lit with black rectangular sketch pads on the wall. Artist logo is listed in yellow in the centre of the frame. Pan transition to the wall zoom in to one frame.

0.23 – 0.44: Silhouette is created through a black and white contrast. Medium close up shot of a male. Spot light transitions from behind to in front of male showing face feature and outfit of artist Justin Bieber. Light streaks are added.

0.45 – 0.51: Cool tones are used accompanied with a slow zoom to a medium close up. Change in background to black, then a written light overlay before a cut back to plain back. The zoom in continues.

0.52 – 0.57: Close up of the artist, white light behind the figure creating an inner shadow. Lens flare overlays transition to blue light leaks and cool tones to develop a transition to a white frame. This looks like a camera glitz.

0.58 – 1.01: Cut to a paint brush dripping into black paint dish, the camera transitions through an anticlockwise rotation. Cuts to a black and white shot of paint splatter pattern as a transition between shots.

1.02 – 1.05: Paint brush makes contact with sheet of plastic. Cut to an extreme close up and a slow zoom out of the artist, a black line of paint starts to appear and travel up his left side. This links the artist’s location to shots taken in the other location.

1.09 – 1.23: a black and white to colourful cut transition occurs of Bieber, long shot. Rapid colourful designs flash on the screen as an overlay upon the standing image. The colours contract the black background and dark clothing.

1.23 – 1.28: Pans of original location, a pop-up shop. People are drawing on the black sheets showing in the opening sequence. Side pans, low angles and anticlockwise rotations of the camera are used to make the shots different and more interesting. Tracking shots are used to show creations being made as well as downward tilts to show off the location.

1.29 – 1.35: More pans and quick shot durations are used. Close ups of people drawing their designs to be featured in the video as well as high angles and zooms to show crowd. A white glow and colour balance has been added to shots.

1.36 – 1.37: Zoom into a black rectangle at eye level shot. The audience can see what people have been drawing upon and why. Cut transitions used to increase pace.

1.38 – 2.05: Bieber dancing around the frame, a common convention of EDM genre. Colourful designs/drawings overlay causing a contrast to the black gradient to white backgrounds. Shot size varies focusing on body parts and full body. Ghosting of the arm following different designs.

2.06 – 2.21: High angled close up, fade in to face. Soft lighting creating shadowing on his face as he lip-syncs. Blue light leaks are added as soft overlay.

2.22 – 2.35: Upward pan of artists body, close ups. Artist is wearing dark coloured clothing to match backdrop. Paint traveling up his hand, cutting back to close up face shot using soft lighting as before, cut back to pain traveling up his other arm. Extreme close up of his ear covered in pain, cut transition to face shit again. This increases the intensity of the build-up in the music.

2.36 – 3.02: zoom shot, medium long shot to medium close up of a male’s back. Camera is on an angle to the artist as paint/patterns appear on his back. Cut to hand, more colourful artwork to contrast the plain black background. Upward tracking shot up the body to face accompanied by more intense blue light streaks. Diversity of black and lighter side of Bieber’s face. Extreme close up of artist’s eye giving direct contract with camera addressing audience. Introduction of warmer light leaks. Cut to close up of face covered in pain, lip syncing.

3.03 – 3.15: Light/paint effect create transition then fade to white. Background change, black white warm smoky spreading in slow motion. Long shot of artist displaying more artwork. No movement made. Cut to black, drawn locations such as buildings are shown briefly. Justin Bieber’s head is faint in background shown through light shadowing.

3.16 – 3.22: Cut back to medium long shot, flashing artwork and more dancing to this fast beat music. These transition between close up of paint on body parts and distanced shots.

3.23 – 3.30: cut back to medium close up, dancing shots that are in slow motion now contrasting the fast-paced music. Background is black and smoky still.

3.31 – 3.57: warm light streaks are added creating a harsher light and dark contrast. Dancing and artwork changes speed up following pace of music. More lighting techniques have been used. Smoky background turns to black and white.

3.58 – 4.04: Cut to white frame, figure fades in. zoomed out close up to midshot transitions, lighter paint covered the artists body. Shot looks brighter. Rapid zoom out as image appears to melt/run like paint. Fade to white, cut to black finish.

Digipak Deconstruction:

Front Panel

The front panel of the album, Skrillex and Diplo Present Jack Ü, is similar to the 'Mind' music video. The background of the front panel consists of several pictures of the artists involved in the making of the album, likewise the music video consists of several shots of the different artists. These media products both share a 'busy' presentation which could reflect the artists' lives during the making of the album.

The album cover employs traditional conventions, firstly, the duo's logo is presented as the focal image of the front panel. Their logo is the letter 'Ü' which is used for the purpose of it looking like a smiling face. The artists' motive is to spread positivity through their music and their logo helps to reinforce this idea. This concept is suitable for the dance genre as it is upbeat and people generally listen to this genre to uplift their mood. Furthermore, the artists' individual record labels are displayed at the top: Skrillex is the founder of OWSLA  and Diplo is the founder of Mad Decent. Lastly, the Parent Advisory label is included at the bottom left which alerts parents that the material is potentially unsuitable for younger children. This doesn't have a large impact on their target audience as their audience consists of people within the age range of 16-24 years old.

However, it is important to note that the album cover also subverts other conventions, specifically the title of the album and the name of the artist. Due to the distracting background, perhaps the designer of the digipak has chosen to not include text as it would be hard for the audience to read it. It is arguable that these are the key information of an album but it is possible that the artists solely consider their music as the importance and they are not focused on communicating their name or the title of the album as most artists would.

Back Panel

The back panel of the album uses the same background as the front panel, however, the  brightness of the image has been reduced in order for the text to be easily read. The album track list uses the same font as the artists' logo for continuity and the featuring artists are distinguished in a yellow font. The use of black and yellow colours throughout the media product is relevant to the artists' logo and further reinforces their brand recognition.

In addition, the back panel features more traditional conventions: copyright information,  record label logos and a barcode. Looking at several digipaks, it is clear what the conventional features are which will be incorporated into my production of a digipak.

Inside Panel

The design of the C.D. is also as simplistic as the other disks which were previously deconstructed. The design consists of a plain yellow background and the duo's logo in black. The colour of the background connotes happiness and this is relevant to the artists' motive of creating positivity through their music.

The C.D. similarly doesn't include many conventional features: the album title, album track list, record label logo and copyright information. This could be due to how the artists are acknowledged for their ways of avoiding the norms which is evident in their music where they have explored a unique sound of dance/electronic music.