PRESENTATION OUTLINE
Camera work:
the video begins with a master shot zooming slowly into an office that appears empty. This is until a man is thrown onto a desk and it cuts quickly to Taylor fighting, then a close up of her with her alter ego name. The fight scene continues as a lot of wide shots are used to capture the all the action and tricks. When an action like Selena breaking the mans arm is shown, the camera zooms in so it appears as she's really doing it and makes it less graphic. After the fight scene, Taylor is pushed out the window in a pov shot and then cuts to her on top of a smashed car just as she starts to sing. Different shots are used here, long, mid and close up to see everything. A lot of mid shots are used throughout whenever introducing new characters to just see their faces and alter ego name. Whenever Kendrick is onscreen usually split screen is used to show both him and Taylor. Long shots are also used when a new location occurs so you know where she is and what the scene is about, for example an office, headquarters, boxing ring, outside.
Editing:
the whole video is very advanced as it includes a lot of special effects and cgi. For example, blue screen in a studio was used behind the girls walking in a line on the streets of London as big explosions go off behind them. Slow motion was also used when Taylor is kicked out of the window. To achieve the effect of Taylor moving from the top of the car to a white room would've needed a lot of special editing effects and cutting.The cutting of each shots goes perfectly in time with the beat also.
Mise en Scene:
location, costumes, props and makeup are very significant in this video is it's like a short film with so many characters. Firstly, the locations change every time we see a new character to show you what their specialty is and what they do. Different props are used by each star to again, show their ability such as swords, knives, motorbikes, nun chucks, explosives, guns and boxing gloves. Dark makeup is used on every girl to show their tough, dark sides as they're plotting revenge, with touches of red to show they're dangerous. Lastly, many costumes are used throughout as Taylor wears something different in every scene and all of her characters wear unique costumes. All of them revolve around the colour black with a few white and red to show who they are and what they are capable of and not to mess with them.
Sound:
As Taylor has moved on from the country genre to pop, this is a new side to her and a very different one to before when she was seen as sweet and innocent. Bad Blood is all about getting revenge on someone she used to love because they used to have lots of "good times" but now they just "got problems". She is telling this person they used to be madly in love and then that person ruined it - "it used to be mad love so take a look at what you've done". Whereas Kendrick Lamar, who is a rap artist that features says how he can't take it back and hates discussing the relationship as it feels like a civil war - "Now pov of you and me, similar Iraq". The verses and choruses are very different as Kendrick raps the verses so they're more upbeat and of the hip hop genre, whereas Taylor sings the chorus which sounds much more pop.
Representations:
gender is a big part of this video as the girls take the lead over the only male. The girls are all training and getting ready to get revenge on the enemy and all come across very powerful. This breaks the female stereotype of them following men around, being shy and weak. This video is also based in London (although not shot there) it doesn't show anything stereotypical of London people or locations, but we do see famous buildings behind Taylor when she falls out the window and at the end.
Andrew Goodwin Theory:
There is good relationship between the lyrics and visuals as the narrative element helps to portray what is happening, although it happens before the lyrics begin. There's also a relationship between music and visuals as the shots are cut perfectly in sync with the beat with similar paces. Lots of close ups are used of every person featured as well as Taylor, but most likely to show the makeup and costumes rather then to sell the artist as Taylor Swift is a huge star. Taylor's usual visual style is to always have her and a boy and her telling a story in her videos which is evident here. There's a lot of looking directly at the camera or through mirrors, but nothing through cameras or really voyeuristic treatment of the females as they're in charge and it's for a more dominant female audience. There's quite a lot of intertextual references to films as it's like a spy action movie, and people compare it to Kill Bill and Britney Spears Toxic video.
Music video styles:
the video is a mixture of narrative, performance and concept (idea based). Taylor sings along throughout the video as does Kendrick, but also the girls that feature just in the video sing too. Selena's character acts as the opposing person and Taylor's friend who became her enemy which fits the lyrics. It's also idea based because its very different, artistic, stylish with great uses of different paces and editing. I really love this video and think its Taylor's greatest yet. Although we'd never be able to achieve half the things she does in the video, I did get influence from the dominant girl characters and their strong personalities.
Record labels and Directors:
Taylor Swift is signed to Big Machine Records which is apart of the Universal Music Group, a very widely known company. Kendrick Lamar however is signed to Top Dawg Entertainment, Aftermath Entertainment which is associated with Interscope Records that is also well known.
The video was directed by Joseph Kahn who does other short videos for artists like Britney Spears, Enrique Iglesias, Eminem and 50 Cent. 50 Cents video Ayo Technology is incredibly similar to Bad Blood as they're both located in London, girls, transparent cars, weapons, with lots of futuristic features and special effects.
