1. Music Video Analysis
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
The target audience of this band are both male and female R&B , and Hip Hop fans aged from 16 and older. This performance
based music video will meet the needs of this target audience as they are shown using typical conventions of this genre. The
target audience are made to feel like they are part of the crowd in the video meaning that they are likely to want to re watch the
video. Also the band and the crowd are all wearing the colour black and n-dubz are stood on a small stage which suggest that they
are trying to say that theyre just like their fans they are also seen repeatedly jumping into the crowd which anchors this down.
Lyrics Theres only a few parts of the lyrics that go with the video, for example with fazer says that the band have got ‘thousands
screaming ourname’ he points at the crowd whilst they scream. The video is quite ironic in parts for the lyrics because they
repeatedly use the line, ‘I never thought that I could face this weather’ and then shows the jumping in the crowd.
Tempo There are very few musical instruments used in order to create hip hop music. Most of the sound is synthetic which comes out of
synthesizers, drum machines, turntables, samplers and many more such machines. The tempo is quite fast from the beginning but
during the chorus is speeds up even more before slowing down again during the verses.
Genre Hip Hop, R&B and Rap musical genres are closely associated with each other, sharing a majority of the same conventions which are
shown in this video, like how they all have tattoos on show and a lot big jewlery is being worn by all three of them .
Camera Technique A lot of close up have been used in the video for the band as well as the crowd. Another technique that has been used are low
level eye shots of the band from the view of the crowd this is so that the audience watching the video are made feel as though
they are part of the crowd watching the performances.
Editing A few quick cuts are used in the video to help show the speedof the tempo and to also anchor down the genre the band belongs to
as quick cuts are a typical editing technique for artist belong to hip hop/R&B/ Rap genre.
Use of digital effects The video changes to black and white for a few seconds near the beginning and throughout the video, this is to help grab the
audiences attention.
