Who is the practitioner (what is their name?) and when were they practicing? What is the title of the photo or video you have chosen to analyse (can you provide a link?)
Bradley and Pablo from PRETTYBIRD
The title is Music Video | Silk City & Dua Lipa – Electricity although i have chosen to focus on the snippet that Dua Lipa posted on her Instagram account, as she is the main vocalist she was announcing the release of the new track.
With the photo or video you are examining when was it produced (date)?
The video published on Dua Lipa’s Instagram was published on the 6th of September however the actual music video was published to Youtube on the 5th of September.
How was the photo or video authored? For instance, with a photo, this would involve understanding the device used to record it and the technology used to prepare the image for publication. Included in this observation may be how the image was recorded (like in a mise-en-scene analysis).
The video itself although published on Dua Lipa’s account is not her work as it is a music video which she is the lead singer for. The authoring process is hard to locate due to a whole production company that worked on this high quality piece of video. In this specific post no credits are directly given to the producers, but when you read the caption you are instruction to go to Dua Lipa’s biography and click a link that takes you to the full music video published on youtube. From there we find in the description of the video, the company and individuals who worked on the video almost at the bottom.
PRETTYBIRD is a production company who has many ties top creatives and advertisement agencies. They produce high quality work which is seen just from perusing their company website. So you would only expect they use very high quality expensive equipment, such as cameras, lighting, editing software and so on.
How was the photo or video published? For example, with a photo, this would involve understanding the medium the photo was published in, like for instance – was it print media or the World Wide Web? Was the photo printed? If so how does this printing process affect the photographer’s practice?
When taking a look at Dua Lipa’s video post, it is a short extract from the full music video for her to promote on her page. Although I’m sure she has a team that works with her and i do not assume that she’s personally cropped the full music video to this shorter snippet. It was done to fit the restrictions of Instagram videos, which must be no longer than 60 seconds which was only increased from 15 seconds a couple years ago(Engadget, 2016).
How was the photo or video distributed? For instance, with a photo, this would involve understanding how the photo is distributed to multiple viewers. Like for instance, if the photo was printed in a periodical magazine – how is that magazine marketed and distributed to viewers?
This video was distributed through a number of channels including Dua Lipa’s Instagram page that at the time of writing this post has 18.1 million follows, which is quite a big reach. However the video itself on received just under 5 million views. Considering it was published only a week ago I’m sure that number will climb a little more. The full music video was published to Mark Ronson’s Youtube channel which received 12.5 million views who also collaborated on the song and he also does have a slight different audience but many crossover with Dua Lipa’s. So just from this one video we see a lot of sharing and a lot of pages featuring this video, not to mention all the other people who have shared it on their instagrams or other platforms for admiration and appreciation.
References:
Engadget. (2016). Instagram’s big bet on video doesn’t stop at 60 seconds. [online] Available at: https://www.engadget.com/2016/04/05/behind-instagram-video/