Textual Analysis of Music VideosThe video I’m analysing is by DJ Fresh ft Rita Ora for the track Hot rightnow. The music belongs to the drum and bass genre, which is oftenassociated with the rave scene. The video is full of dance which is acharacteristic of the drum and bass genre.
‘Going crazy were not even started’ ‘turn it up right now’ In the video the audience may not be able to identify a direct link between the lyrics and the visuals. However there are subtle connections.‘put your hands in the air’ ‘I dont need close shouts oh oh oh’
The music is very fast paced which isconventional for the drum and bass Sgenre. The editing matches the fast lpace of the music. In the middle of the otrack it slows down and so does the wvisuals, the shots are slowed down tomatch the beat and the cutting is also Mslowed down. o t i o n Fast paced cutting
Throughout the video there are close ups ofthe artist and a mixture of medium andlong shots of the artist performing solely.The video represents the artist as fun, livelyand has a urban feel. Rita Ora is relativelynew artist on the music scene and althoughshe has not made many music videosyet, the video for hot right now does givethe same representation of the artistalthough the videos are very muchdifferent. In the video for hot right now, the artist wears hot pants and a crop top which shows off a lot of her body but despite this the video does not give the impression that the artist is on sexual display.