Genre characteristics
This music video falls into the genre of rock, and conforms
to many of the generic expectations of a rock video.
Throughout the video there are close up and long shots of the
band performing in a live concert. This conforms to the generic idea of a rock
video which always centres around a live performance. We see the members of the
band and the instruments they are playing.
There is the representation of youthfulness with the band
playing to massive audiences, dancing and participating and enjoying the show.
The narrative centres on life. It advises us to live life to the full and take
risks in order to get the most out of life before we are too old. It advises us
to take life into our own hands. This is very much a part of the rock genre. We
are not to rely on religion – the lyrics tell us “it’s not a silent prayer for
the faith departed”. We must live life for the moment.
The band members are all dressed in dark clothing. This is stereotypical of the rock genre as they are usually associated with dark settings. However as the artist is portrayed as a fun and kind man, which goes against the generic conventions of the rock genre as they are usually portrayed as more aggressive.
The teenager who runs through the street knocks over an old woman walking her dogs. Instead of seeing if she was alright he just carries on running. This is stereotypical of the genre as they are typically seen to be uncaring about whether they hurt someone or not.
Another generic convention of rock videos is the idea of a
“safe rebellion”. This is definitely shown in this video. There are no
references to drugs, alcohol or sex, and there are no aggressive overtones. We
are told to live life to the full but not in an aggressive way.
The rock genre generally appeals to a male audience. This is shown by the girls in bikinis jumping in time with the beat at the beginning of the video. It also appeals to couples as well as it shows the lengths that a teenage boy will go just to be with his girlfriend, including activities that could seriously injure or even kill.
Relationship between lyrics and visuals
In this video there is a very strong link between the lyrics
and the visuals.
The lyrics tell us to live life to the full and not to worry
about anything. We should grasp life as we don’t live forever.
In the video the boy is desperate to get to his girlfriend
and is totally focused on achieving this goal. He ignores all danger and is
prepared to jump off a bridge, hang from stairs and dart in and out of traffic
to reach her. He shows he is scared of nothing. He risks his life to meet his
girlfriend and see the concert and there is a positive outcome, giving the
clear message that if we try hard enough we will succeed.
Relationship between music and visuals
The song is typical of the rock genre. It is loud and fast
paced and the video definitely matches this pace. It shows the fast pace of the
boy as he darts to meet his girlfriend. It also shows fast paced shots of the
band as it moves from one member to the next showing their instruments.
The boy is given five minutes to get to the concert by his
girlfriend. This sets the scene for the fast pace of the video , and there is
constant cross cutting from the scene of the boy to the scene of the live
concert which creates pace and tension. The fast shots create a fast pace. This connotes a sense of urgency as the teenage boy is rushing to get to the concert as fast as possible.
The lyrics I just wanna live while I'm alive' link to the video as it shows the teenager doing very dangerous stunts and activities that would not be acceptable in normal everyday life.
Demands of the record label require lots of close up shots of
the artist.
The record label will want to promote the artist and sell as
many copies of the record as possible.
Throughout this video there are numerous close ups of Bon Jovi
where he is posing to the camera and performing to the crowd. He is using his
sexual magnetism to show that he is the main singer, the important one in the
band. He is good looking and will appeal to his female fans. He is very strong
and masculine. He is shown in a very positive way. This again goes against the stereotypical rock artist.
There are also long shots showing him as part of the band.
The fact that there are so many shots of the live concert will also promote the
band and encourage people to go to the concerts to see them.
Reference to the notion of looking
Throughout this video there are constantly shots where the
crowd is looking at the artist. They are totally absorbed in the music and are
adoring of the artist.
Bon Jovi has created a “star” image, and this video enhances
this image as the youthful crowd are clearly enjoying the concert. The video
concentrates on the band playing live in front of the young audience showing
they are loved and emphasising their creativity and star appeal.
Inter textual references
There is an inter-textual reference to Frank Sinatra in the
video where the lyric says “ like Frankie said I did it my way”. This refers to
Frank Sinatra’s song “My Way”.