Media Analysis 1

1. CXO - BEYONCÉ
Music Video Forms and Conventions
Andrew Goodwin’s Concepts

2. Information
• "XO" is a song by American singer Beyoncé from her fifth
studio album, (2013).
• XO is an emotional song aimed at people who have lost
someone close to them.
• The main aim seems to be appreciating time and having fun
with those who mean a lot to you.

3. Location
• Beyoncé uses a fun fair/carnival as the location.
• The song is obviously aimed at people who have lost loved ones, therefore having a fun and
interesting location may make the song seem more uplifting than it may actually be.
• The location is shown at night meaning the lights are a lot brighter and more vivid on the rides
at the fair. Carnivals and fairs are mainly associated with happy and enjoyable times and this
may be important as it could have a deeper meaning to Beyoncé herself or just makes the video
more interesting.
• Throughout the music video there are different locations (of attractions) at the fair e.g. the
bumper cars, the top roller coaster, in the haunted house and so on. This is to create different
atmospheres as the music video goes on.

4. Mise En Scene
• Mise en scene is limited, there isn't any real props and throughout Beyoncé
stays in one outfit with the same hair and make up using the location as one
big prop.
• The only props really used in the music video are the bumper cars, the
flashing wall she leans against, the Minnie mouse ears, the money cone, a
pink teddy bear, a golf cart and a jet ski but these aren’t to display anything
specific, just to fit in with the location.
• Beyonce’s biggest prop would be the people at the carnival, which she uses
to display the iconic "XO" symbol and uses people dancing, laughing and
kissing. This makes the music video have a realistic feel to it.
• All the props that have been used are items you would expect at carnivals this
is so the video relates to the audience, as they may have also had similar
things.
• Beyonce’s makeup and clothes don’t change, I think this is deliberate as it
seems more natural and reveals the music video is completely based at one
event.

5. Lighting
• Beyoncé has set her music video at night. She may have planned to film the music video at night
to make the atmosphere more appropriate as it is about being with someone you love,
therefore night time is the perfect setting; mysterious and passionate. The darkness emphasizes
the carnival lights and makes the light look more attractive and vivid.

6. Camera Work
• In Beyoncé’s music video there are various types of shots throughout, which all express different
meaning.
• There are lots of establishing shots to show the attractions and the carnival.
• There’s lots of close up shots of Beyonce singing and medium close ups.
• There is low angle shots showing people at the carnival.
• It seems like a lot of the filming is done using a handheld camera as it always seems to be very
close to the action and the filming seems wobbly.

7. Lyrics and Visuals
• In the lyrics it says “you better kiss me” and this is shown also through the video as it shows
various couples kissing or about to kiss.
• The song also says “love me lights out” very often which is ironic as they are at a fun fair at night
which is very lit up.
• Also whenever ”XO” is said people will make actions for X and O.

8. Music and Visuals
• The visuals relate to the music as it changes as the music does.
After the short vocal and piano intro the music fades out and the
main beat kicks in. when this happens the visuals fade out in
time with the music and a montage of various shots are cut as
the beat kicks in and each shot matches the changing of the
beat.
• There is an example shown of a drop in the music and a firework
going off on the screen.

9. Genre
• Beyoncé's genre of music is normally pop or R&B.
• There are many basic pop conventions included like Beyoncé is clothed
in fashionable, but mainstream clothes. She is portrayed as happy,
enjoying herself and content with life. The lyrics of the song are based
around love and relationships. Often pop artists express the unity
associated with teens, which is the main target audience for this genre
(hence the fairground location). Pop magazines are often themed with
bright and bold colours which are normally associated with positive vibe
and this vibe is seen within the video.

10. Voyeurism
• Voyeurism is interesting the male audience through sexual scenes like provocative dancing and
being promiscuous.
• Voyeurism is seen during XO as couples are kissing and dancing together, there is also scenes
when couples are close and dancing sexually with each other.

11. Close Up
• During XO there are close up shots of shots of
Beyoncé's face throughout the video. A close-up
camera shot tightly frames a person or object so that
the subject becomes the primary focus within the
shot. This shot keeps the audience in-tune and
"connected" to Beyoncé.
• The audience's attention is completely centred and
focused on Beyoncé in the scene and can focus on her
in great detail.

12. Intertextual References
• In music videos this is when there is reference to another video or another media form.
• The purpose of intertextuality in music videos is to give the audience something familiar to
recognise to generate nostalgic associations and create new meanings.
• I picked up on some intertextual references within the video, one being a part in the music video
when Beyoncé is on a rollercoaster wearing a snapback with a picture of Biggie Smalls on it. This
is an intertextual reference due to the fact its connecting to her life outside of the music video
and what music she may listen to herself.

13. Star Iconography
• This could be through: branding, style, brand values and unique selling points.
• In XO, Beyoncé is portrayed as a normal looking woman fitting in with a normal crowd and
being happy and content with this.
• Beyoncé's star iconography is proved to be an approachable and normal person and someone
who teenagers and the audience can relate too.