DIDO- WHITE FLAG

http://www.youtube.com/watch?v=NMB4xtnFlvo

ANALYSIS OF DIDO’S WHITE FLAG MUSIC VIDEO

In the video ‘white flag’ was perfumed by British singer-songwriter Dido, original name Florian Cloud de Bounevialle O'Malley Armstrong.
Dido first began recording demo tapes in 1995 which was called ‘Odds and Ends’ with no label record and very little budget. She was soon signed with record label Nettwerk after being noticed after collaborations with Faithless. The album white flag came from was the 4th biggest selling album of the 21st century in the UK.

Dido is currently signed to Sony Music and has been for a while, with similar artists being: Anastasia, Alicia Keys and Sarah McLachlan. She was also signed to her bothers label ‘Cheeky Records’ which was sold to BMG in 1999 which too lead to a disruption of her album release therefore allowing her to go on tour with Sarah McLachlan in the US to help promote her album ‘No Angels’

It’s been suggested that music videos are important for an artist as it shows the audience the face behind the voice, so it’s important that Dido sells everything she’s got. Usually in videos artists may show off any other special skills they have for example in Alicia Keys videos in all of her videos, she plays the piano.

The plot of Dido's 'White Flag' video is that Dido has a secret obsession with her next door neighbour and he has an obsession with her too which we detect at the end of the video as they have pictures of them in their rooms. They are both portrayed as being someone famous as we see them go to a premier or some sort of awards night as when they get out their cars we see them walking on a red carpet and reporters talking to them and taking their pictures. They want to talk to each other but they always miss that opportunity and in the end they go their separate ways.

The target audience would be usually female due to the story the video is telling, which is about two people who are in love but they both don’t know as they always avoid each other ad whenever one wants to say something the other leaves and in the end they still don’t know but the audience know for sure as in their rooms they both have pictures of one another on walls. This video can relate to mostly women as hey usually go through the unhappy fairytale ending.

The editing of this video has been constructed in a way that there's a clear story of each other following with what is going on in each others life and that undercover obsession they have for each other. The video is a shot reverse shot throughout the video what the audience tends to notice during the first minute.

All in all ‘White Flag’ brings forth Dido as an innocent, fresh face to the music industry woman. Even with the collaboration she done with Eminem she played the distressed girlfriend in the video which was reported that she was hesitant to do certain parts of the video because she felt uncomfortable which too suggests to the audience she is not a ‘wild’ woman and doesn’t expect ‘wild’ things to happen to her during life.