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Ms dynamite
Ms dynamite
Ms dynamite
Ms dynamite
Ms dynamite
Ms dynamite
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Ms dynamite

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  1.  
  2. Profile <ul><li>Artist name: Ms Dynamite </li></ul><ul><li>Track Name: Never Soft </li></ul><ul><li>Producer: Labyrinth </li></ul><ul><li>Song Written : Ms Dynamite </li></ul><ul><li>Released: September 2011 as a single from her 3 rd studio album. </li></ul><ul><li>Genre: DubStep , Drum and Base. </li></ul><ul><li>Type of performance: Live Performance </li></ul>
  3. Forms and Conventions <ul><li>Mise – En – Scene </li></ul><ul><li>A Montage of establishing shots show the audience the props that are going to be used within the video. For example the audience see medium close ups of a microphone, a drum kit, an electric guitar and speakers. </li></ul><ul><li>The audience then see the protagonist Ms Dynamite in another montage shot of her in the different setting she is going to perform in. </li></ul><ul><li>Performance is set in an old building this is represented by a wooden timber ceiling and old broken chipped bricked walls. The floor is also just concrete. The setting can be therefore described as natural as nothing artificial apart from the lighting is used. Often this type of setting is associated with unsigned bands who just use practically any available space they can to practice their music in. </li></ul><ul><li>Ms Dynamite dressed in a full sleeved top , leather jacket and tight shorts. She also wears hooped earrings, several neck chains and rings on her fingers which connote wealth and status. </li></ul><ul><li>Quick medium long shots of her costume are shown so that no certain feature is emphasised too long. As dubstep is quite a new music genre there is very few typical codes or conventions associated with the genre. </li></ul><ul><li>Low key lighting and red flood lights are used which give an underground type of atmosphere. </li></ul><ul><li>Medium close ups of the musical instruments such as the drum kit and the electric guitar is shown, this makes constant reference to the music genre. </li></ul><ul><li>Long and wide shots are also used to sustain audience interest as well as keeping them engaged i.e. the whole singers body can be seen as are her facial expressions and the musical instruments. </li></ul><ul><li>CGI – Computer Generated Imagery is used to enhance certain features within the video for example the silver rims of the drum kit strongly contrasts to the rest of the instruments this is so the drum kit looks more appealing at that precise point. </li></ul><ul><li>Alternate angle shots are used which show Ms Dynamite from different angles whilst she is performing. This is used because as with each change in angle of the shot the music too changes. </li></ul><ul><li>As the video progresses audience see dancers who perform a 3 second solo by themselves this could suggest individualism in that each of the dancers bring in a fresh element to the video. The fact that the dancers alternate and change help to maintain the audiences attention. </li></ul><ul><li>The quick shots also maintain the audiences attention as no shot is lingers so that the audience loose attention. </li></ul>
  4. Representation <ul><li>The mise en scene suggests that Ms Dynamite is a new quite contemporary artist. The naturalness of the setting tells the audience that she is very passionate about her music in that its just her and the instruments. </li></ul><ul><li>The use of computer generated graphics also highlights the fact that she is a up to date contemporary artist as well as consolidate her as a mainstream artist therefore targets a mainstream audience. </li></ul><ul><li>Goes against most female gender stereotype in that Ms Dynamite is shown to be a dominant solo performer. She is singing whilst the musicians are always behind her. </li></ul><ul><li>She is shown to be confident, bold and empowering which goes against gender stereotype that women are generally the more shy and weaker than men. </li></ul><ul><li>Majority of the video she wears typical high street clothing such as blazers,wooly jumpers,dresses,t-shirts and shorts, female audiences could associate with her as she is young, trendy and stylish. </li></ul><ul><li>The video is quite simple in that there is not a lot going on , the performance base is consistent throughout the video this tells the audience that Ms Dynamite is a quite relaxed and laid back type of artist which also brings out her passion for music more as it is solely performance based. </li></ul><ul><li>Close ups of Ms Dynamites face emphasise certain features such as her lips which can be seen as a appealing characteristic therefore draws there attention to the video. </li></ul><ul><li>She wears a lot of bling in the video such as big earrings and necklaces, rings and bracelets. These are conventions of hip hop and R&B. Other previous songs that Ms Dynamite has performed in she wears similar jewellery which suggests that she also has adherences to hip hop and R&B culture. </li></ul>
  5. Institutions <ul><li>Record Labels: Polydor </li></ul><ul><li>Released: September 2011 as a single from her 3 rd studio album. </li></ul><ul><li>The video ‘Neva Soft’ was digitally distributed online on websites and streaming sites such as YouTube,Ms Dynamites official website and Spotify. It was also broadcasted on radio stations such as Choice FM, Kiss and Capital as well as being played on Music channels such as MTV. </li></ul><ul><li>The video was played on music channels such as MTV,KISS,VIVA,STARZ,Channel AKA and NME. This is because drum and bass/dubstep genre is quite new to the music scene. The channels specified above are known to cater for audiences who want to keep up to date with new music and new artists. As the video also appeals to mainstream audiences it was played on these channels as the channels themselves cater for mainstream audiences. </li></ul>
  6. Audiences <ul><li>The target audience for this video would be 12+ male and females. This is because the music video is young and contemporary therefore youngsters and older people can enjoy it. </li></ul><ul><li>Female audiences may be able to identify with Ms Dynamite as she is shown to be independent, bold and successful.(personal identity theory). </li></ul><ul><li>Ms Dynamite creates a positive image of herself and the music subverting the typical view of women , audience are therefore more inclined to watch the video as it breaks gender stereotype taboo’s. </li></ul><ul><li>Ms Dynamite is not on show for the benefit of male audiences, she enjoys herself and her music by they way she dances and sings. She is in control independent of herself.(Post feminist theory). </li></ul>

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