1. Music VideoAnalysis –ReadAll AboutIt
DeclanTyldesley http://youtu.be/-_oLfC5Z_Ys
Commenton the followingaspectsinrelation to your music videochoice.
How will these techniquesappeal to the target audienceneeds?
Target Audience &
Needs
Accordingto demographicprofilingthe peoplethatmaylike tolisten
to thistype of musicis for quite urbanor middle classpeople because
thisdoesnot showanyform of rich or wealthylifestyle instead,
althoughthisgenre isa R&B genre itshowsquite a verypeaceful and
relaxedsettingbecause itissetinthe countryside inEngland.
The needsof thismusicvideoare alsonot verysimilarbecause again
it showsa verydark settingthroughoutmostof the musicvideoto
give ita bit more emotionbecause withthe narrative of thisstoryitis
abouta youngboygrowingupto who he istoday butat the endof
the musicvideothe youngversionandthe elderversionbothcome
togethersotheycan see howmuch theyhave bothindividuallychanged.Thismusicvideoisveryperformanceandnarrative based
so itdoesnot include anyconceptat all.Therefore withthe storyline beingveryintensewe wouldexpectquite anexaggerated
performance bythe twoartists(ProfessorGreen) and(Emilie Sande) whichtheysuccessfullydidso.
Lyrics (Meaning
Implied?)
The lyricsin thismusicvideoalsomake the narrative basedside of
thingsmore interestingbecause withthe lyricsitasksquite alot of
questionsthatare meantto be questioninghisfatherwhoissadly
deadand alsoto hisstepDad and Mum that he currentlyliveswith.
For example one of the questionsinthe lyricsis,“IwonderwhatI did
to make youhate me?”As thislyricitsaidit showsthe boyshand
goingto grab hisstepDad’s whichhe didso until momentslatertheir
handswas rippedapartto showthe hatredbetweenthemboth.
Tempo The tempoin thissongisquite mixedbecause atmostpointsinthis
songthe beatisveryfuriousbecause itisa fast rappingbeat,theyalso
usedthistempoforthe feature EmelySande soshe wasforcedso sing
quite fastbecause whenitshowedthe narrative sideof thingsitis
quite aggressive.Butat the start and at the endof the songit isvery
slowandcalmingbecause the aggressionandfuryisoverand the
scene’sbecome verycalmandemotional.Inmyopinionmostof the
tempowasusedon the performance side of thingssoexaggeration
was a bigpart in thismusicvideotoshow,the emotionof the little

2. Music VideoAnalysis –ReadAll AboutIt
DeclanTyldesley http://youtu.be/-_oLfC5Z_Ys
boy.Alsoa good thingaboutperformance isthatthisisprobablythe closestwe will getasan ideato whattheywill be like live,so
it coulddrive some of the audience togoand watch ProfessorGreenlive.
Genre The genre for thismusicvideoisformedwithintwodifferentgenres
whichare R&B and HipHop. The genre for thismusicvideogoeswell
withthe narrative side of thingsinthismusicvideobecause itputsit
at the rightbeatto make the musicsounda bitmore intense,sothey
can make a creative narrative story. Thereforethismusicvideogenre
doesn’tgive usthe stereotypeswe wouldexpectina normal R&B
musicvideo.Forexample inmostR&Bvideo’sitshowsquite rich
settingsanditalsoshowshowtheyabuse theirmoneyonspecific
thingssuchas drugs. Onthe otherhandthismusicgenre ismixedwith
Hip Hop,so thiscouldgive usquite a goodexample forwhyitisbased
inquite a relaxingandwealthyenvironment.
But if we talkabout some of the propsand clothingusedinthismusicvideothisisalsonotverysimilartothe stereotypeswe
wouldexpectinthismusicvideo,inthismusicvideothe youngboyandProfessorGreenwhoismeanttobe the same personboth
wearthe same clothingwhichisadark, navyblue jacket.Andtheyalsodonot wearany rich clothingorexpensive blingthatwe
mainlysee inR&Bmusic videos.So,onthe otherhandthismusicvideodoesnotshowa lotof stereotypesthatwe wouldmainly
wantto see.
CameraTechnique The camera techniquesusedinthismusicvideoare veryfastand
furiouspanningshotstomatch withthe upbeattempoaswell asthe
musicgenre. But I thinkthe bestcameratechnique usedinthismusic
videoisthe close upshotsand the midshots.These shotsare usedto
showthe way theyare expressingtheirselvesinaspecificscene
whetherif itbe a dramatic scene ora verydark andintense scene.
Therefore these shotssometimesaffectthe detail thatwe maywantto
see inthe backgroundmaybe to see whattime of the day it is.For
example whentheyusedthe longshotfollowedbya wide range shotit
showedusthat itwas verylate at nightso he may have ran off fromhisfamilybecause he hasa lotof hatredthat he expresses
verywell towardsthem. Alsointhismusicvideotheyhave alsousedatwoshot,whenthe youngversionof ProfessorGreenand
the olderversioncome togethersotheycansee howmuch theyhave changed,thisalsocreatesa veryemotional scene because
theymay notbe happyto see howtheirliveshave changeddramatically.

3. Music VideoAnalysis –ReadAll AboutIt
DeclanTyldesley http://youtu.be/-_oLfC5Z_Ys
Editing While theywaseditingthismusicvideotheyhave usedthe technique
that mostmusicvideosuse whichiscuttingtomake the differentshots
run verysmoothlywitheachotherwhetherif the shotsmove veryquick
or slow.Whenthe musictempobecomesveryaggressive andupbeat
the scenesmove a lotquickerbetweeneachotherbecause when
ProfessorGreencomestorap the scene’sonlylastforaroundtwo to
three secondstomake it match the musictempo.
Use of Digital Effects In digital effectstheyhave done quitealotof colourcorrectionbyboth
makingsome coloursverybrightsowe cannot see a lotof detail butthis
doesallowusto tell whattime of dayit is,for example whenthey
brightenedmostof the colourswe can tell thatitis aroundmidday.
Therefore theyhave alsousedverylowsaturatedcolours anddarkened
the set tomake some scenesveryintense.Bydoingthiswe getthe idea
that he may not be inthe greatestmooddue tothe fact itis late at night
and itseemstolooklike he hasbeenlockedoutof the house,because
thisyoungboymay be beingabusedbyhisstepdadand stepmum.This
isalso verycontroversial becausewe wouldn’texpecttosee these types
of settingsinthistype of musicvideo.