There is a very strong narrative in this music video, the idea is that four unpopular girls are struggling to find love. They're quite nerdy and everyone see's them as unattractive and therefore un-interesting. We see this as 'Perrie' thinks her crush is waving at her, when really he's waving at the prettier girl behind. 'Jade' then finds a spell book where they perform some 'Black Magic' and suddenly they are transformed.
The shot then cuts to the four girls 're-invented' as they step out with fashionable clothes and flawless makeup with magic dust coming off them. They grab the boys attention and embarrass the girl with their magic who once embarrassed them. They then help the unpopular boy attract the girls attention. The narrative is essentially about transformation by 'black magic' and confidence.
There are 6 key characters all together, Jade, Perrie, Jesy and Leigh-Anne (little mix), the lover and the popular girl.
The majority of the video is lip synced, the first two introduction lines aren't as the girls fall over, however when the first verse properly starts each little mix girl/character lipsync's the part they sing in the song. When it comes to the chorus, for the first half they all sing it together as they sing the chant (the idea is that the chorus is the chant) but for the second half each one of the girls show off their magic power, for example Perrie turns her hair purple and Jade makes her glasses float, then they all look at each other in amazement as they levitate. When the second verse starts it returns to the norm, each girl lip-syncs their part of the song however the second chorus is the girls demonstrating their powers in front of their school mates and gathering a lot of attention due to their new flawless looks.
For the bridge of the song the four girls are standing in an outwards square breaking the fourth wall no longer in character, they're singing to the camera (lip syncing) as a live performance whilst there are some short shots of all the boys in the hall looking at them in awe. Finally for the last part of the song they use their magic for fun, stopping a lecture and starting the party, lip syncing until the end. There is no dialogue.
There are credits at the beginning of the video showing the title and characters and at the end showing it was made by 'Director X'. There are 5 locations in the whole video: outside on campus, the library, one of the girls bedrooms, the school hall and a class room.
I really like this music video. I think it is so creative, fun and energetic and I really like that each of the girls play a character and there is a clear storyline. I also like the balance between live performance, lip syncing and the narrative where the four girls are acting. On top of this, I love the different types of camera movements and shots the producers used, and whatever my brief I choose (music video, short film or children TV show), I will definitely take some inspiration from this.
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