Music Video Analysis – Read All About ItDeclan Tyldesley http://youtu.be/-_oLfC5Z_Ys

Comment on the following aspects in relation to your music video choice. How will these techniques appeal to the target audience needs?

Target Audience & Needs

According to demographic profiling the people that may like to listen to this type of music is for quite urban or middle class people because this does not show any form of rich or wealthy lifestyle instead, although this genre is a R&B genre it shows quite a very peaceful and relaxed setting because it is set in the country side in England.The needs of this music video are also not very similar because again it shows a very dark setting throughout most of the music video to give it a bit more emotion because with the narrative of this story it is about a young boy growing up to who he is today but at the end of the music video the young version and the elder version both come together so they can see how much they have both individually changed. This music video is very performance and narrative based so it does not include any concept at all. Therefore with the story line being very intense we would expect quite an exaggerated performance by the two artists (Professor Green) and (Emilie Sande) which they successfully did so.

Lyrics (Meaning Implied?)

The lyrics in this music video also make the narrative based side of things more interesting because with the lyrics it asks quite a lot of questions that are meant to be questioning his father who is sadly dead and also to his step Dad and Mum that he currently lives with. For example one of the questions in the lyrics is, “I wonder what I did to make you hate me?” As this lyric it said it shows the boys hand going to grab his step Dad’s which he did so until moments later their hands was ripped apart to show the hatred between them both.

Tempo The tempo in this song is quite mixed because at most points in this song the beat is very furious because it is a fast rapping beat, they also used this tempo for the feature Emely Sande so she was forced so sing quite fast because when it showed the narrative side of things it is quite aggressive. But at the start and at the end of the song it is very slow and calming because the aggression and fury is over and the scene’s become very calm and emotional. In my opinion most of the tempo was used on the performance side of things so exaggeration was a big part in this music video to show, the emotion of the little

Music Video Analysis – Read All About ItDeclan Tyldesley http://youtu.be/-_oLfC5Z_Ys

boy. Also a good thing about performance is that this is probably the closest we will get as an idea to what they will be like live, so it could drive some of the audience to go and watch Professor Green live.

Genre The genre for this music video is formed within two different genres which are R&B and Hip Hop. The genre for this music video goes well with the narrative side of things in this music video because it puts it at the right beat to make the music sound a bit more intense, so they can make a creative narrative story. Therefore this music video genre doesn’t give us the stereotypes we would expect in a normal R&B music video. For example in most R&B video’s it shows quite rich settings and it also shows how they abuse their money on specific things such as drugs. On the other hand this music genre is mixed with Hip Hop, so this could give us quite a good example for why it is based in quite a relaxing and wealthy environment.But if we talk about some of the props and clothing used in this music video this is also not very similar to the stereotypes we would expect in this music video, in this music video the young boy and Professor Green who is meant to be the same person both wear the same clothing which is a dark, navy blue jacket. And they also do not wear any rich clothing or expensive bling that we mainly see in R&B music videos. So, on the other hand this music video does not show a lot of stereotypes that we would mainly want to see.

Camera Technique The camera techniques used in this music video are very fast and furious panning shots to match with the upbeat tempo as well as the music genre. But I think the best camera technique used in this music video is the close up shots and the mid shots. These shots are used to show the way they are expressing their selves in a specific scene whether if it be a dramatic scene or a very dark and intense scene. Therefore these shots sometimes affect the detail that we may want to see in the background maybe to see what time of the day it is. For example when they used the long shot followed by a wide range shot it showed us that it was very late at night so he may have ran off from his family because he has a lot of hatred that he expresses very well towards them. Also in this music video they have also used a two shot, when the young version of Professor Green and the older version come together so they can see how much they have changed, this also creates a very emotional scene because they may not be happy to see how their lives have changed dramatically.

Music Video Analysis – Read All About ItDeclan Tyldesley http://youtu.be/-_oLfC5Z_Ys

Editing While they was editing this music video they have used the technique that most music videos use which is cutting to make the different shots run very smoothly with each other whether if the shots move very quick or slow. When the music tempo becomes very aggressive and up beat the scenes move a lot quicker between each other because when Professor Green comes to rap the scene’s only last for around two to three seconds to make it match the music tempo.

Use of Digital Effects In digital effects they have done quite a lot of colour correction by both making some colours very bright so we cannot see a lot of detail but this does allow us to tell what time of day it is, for example when they brightened most of the colours we can tell that it is around midday. Therefore they have also used very low saturated colours and darkened the set to make some scenes very intense. By doing this we get the idea that he may not be in the greatest mood due to the fact it is late at night and it seems to look like he has been locked out of the house, because this young boy may be being abused by his step dad and step mum. This is also very controversial because we wouldn’t expect to see these types of settings in this type of music video.