Candy – Robbie Williams analysis

1. ‘Candy’ – Robbie Williams Music video analysis

2. Introduction This is a music video analysis of the song ‘Candy’ by Robbie Williams. It is a POP song about a girl who thinks she can get everything she wants. In the music video Robbie plays a sort of guardian angel role who keeps care of the woman. The lyrics were written by Robbie Williams and Gary Barlow (both ex band members of the boy band Take That). The song was his first UK No.1 Single since ‘Radio’ in 2004.

3. Story behind the Song “Candy” was Robbie's first song in 2 years. This Song and music video was produced as a means of rebranding and showing people what he can do in a solo career. The artist has been a solo singer before but had never really taken off further than the TAKE THAT days. The song was that successful that on the UK Singles Chart, it became Robbie's first number-one in eight years. However, t he track premiered on   BBC Radio One just days before the station removed Williams from their playlist. They said he was no longer relevant to their target audience.

4. Goodwin – Relationship between visuals and lyrics “She's got lots of different horses by lots of different men” As these lyrics are said the shot shows 3 men starring at her while she eats an ice-lolly. These lyrics an visuals link as the lyrics are saying she gets a lot of men and once she gets what she wants she moves along to the next man. As there are 3 men in the shot it could represent that they are lining up for her. Goodwin's theory is met in this music video as the lyrics link with the video.

5. Theory Mulveys theory applies to theses shots as the woman is seen sucking on an ice-lolly in a voyeuristic mannor , this is supported by the men starring at the woman.

6. Establishing Shot To start off the music video an establishing shot is used showing a medium close up of the back of Robbie Williams in a pink suit, in front of him is CGI text, ROBBIE WILLIAMS IN “CANDY”. In the shot his head is covering the ‘ W ’ in Williams. This was probably done as people already know who he is. Meaning that popular artists don’t have to show their full Name for people to know who they are. I feel this type of Establishing shot would be perfect for a modern, well known artists music video.

7. Star Image/Theory The star in this music video is Robbie Williams. Throughout the video he is dressed in a pink suit, green and white Nike shoes and changes into a Knight in shining armour, he also always has a halo over his head and wears the green Nike shoes. In the video he plays an angel who helps the woman stay safe and away from danger. The pink suit breaks gender stereotypes this is supported by Perkins theory “stereotypes are not simple”, as pink is stereotypically a feminine colour. In addition, his costume could also link to the song lyrics as pink is seen as a sweet colour and the song is called “candy”. The green shoes could be brand identity as they do not change when his costume changes from a pink suit to a Knight in armour. As well as this, the green Nike shoes could also help him look cool, current and modern, targeting a younger audience.

8. Star Image/Theory In this shot he is wearing a knight attire, making him appear as a knight in shining armour, something he is not in real life. Richard Dyers theory of “A star is an image not a real person”, this relates to this shot as Williams would not be seen like this in real life. This also links to class and status as knights are seen as higher class people. This is reinforced by the proxemics of the protagonists as he is higher up, reflecting his class.

9. Shot types Throughout this music video there are a wide range of shot types used. For example there are many long shots and medium long shots of Robbie trying to keep the woman safe. These specific shot types are used to show the audience what is going on from a further away angle. Long shots are commonly used in Performance based Music videos as they pull the shot back to a further away position, helping the viewer see everything clearly.

10. Shot types In addition, there are also many close ups and medium close ups of the artists and woman in the music video. Close ups are used to show emotion and develop the relationship between the viewer and the artist. Close ups would be great to use for an upcoming artist as it helps them develop an identity for themselves, helping not just their name become famous but their face as well.

11. Shot types A Medium close up is used showing the woman sucking on an ice lolly. This could be seen as a promiscuous shot type as it could represent her sexuality. The ice lolly she is sucking on is very bright coloured, this could link in with the lyrics as bright rainbow colours are commonly seen in ‘candy’. The shot then cuts to a dollying medium close ups of 3 men stopping in the street and starring at her eating the ice lolly. Again linking the shot type with her promiscuous and sexual behaviour.

12. Style Throughout the entirety of the song, the artist sings into the camera. Making it a mainly performance based music video. In addition, there is a narrative based concept in the music video as a type of story is told of a girl that men stare at and she gets everything she wants.

13. Intertextuality Throughout the music video he is seen as an angel (with a halo) who protects a woman. Linking it to his existing song “angels”. This could have been done to promote the existing song as “angels” is a very well known/popular song.

14. Overall this music video has helped a lot regarding research and ideas for our groups music video. I have learnt that using a mixture of narrative and performance based concepts is a good idea as it not only provides a type of story for the viewer to see but also involves a live performance type of styl e. I now know that I will need a significant amount of costume changes to represent gender, class, age and culture. How has this research influenced my creativity and my planning