researchh

1. SKEPTA FEAT. YOUNG LORD
- "IT AIN'T SAFE" (OFFICIAL
VIDEO)
RESEARCH TASK – CASE STUDY #2

2. 1) IS THE VIDEO CONCEPTUAL, NARRATIVE OR
PERFORMANCE BASED? HOW / WHY?
• The video is a simple conceptual video, a show of the different stages of the
two artists night. Out and about amongst good friends, smoking, leasing,
enjoying funny times and company, the concept of just being outside but at
night and dressed to such a label, shows viewers a contrast. That if the artists
and actors weren't of a stereotyped profile and roaming on the road at night
instead if day time, would it "be safe". The concept of living in the moment
and showing different locations in the video of everyday life for the artist is
shown through the transitions and entrances, e.g. In the first shot of the 2
artist walking towards the camera before the main beat starts.

3. 2) THEMES AND MOTIFS
• A main theme in this video is the normality and obvious consistency in being
society's perception of a or a group of disruptive youth. The loud voices, dark
baggy clothing, abrasive movement and not exactly happy faces/expressions,
do contrast each other in this video as an urban culture in living amongst
street upbringing but still being able to yours your intelligence through
lyricism. The video reflects that although the artists are aware of the
stereotypes and reasons for labels of "dangerous" and "unsafe", the message
is that that view is okay because still in retrospect those are only first
impressions until you listen to the artist. Also the moral of the roads not even
being safe for those who are seen as the danger. The video is a concept of
hypocrites' from the police, and other misunderstanding forces.
•

4. 3) REPRESENTATIONS OF STARS / ARTISTES
INCLUDING AUTHORAGE, ROLE OF PERFORMANCE
AND LIP SYNCHING.
• The representation of the two artists 'Young Lord' and 'Skepta' is that they are
extremely confident, confident in their own skin, popular but misunderstood
young men. They are represented as sceptical in following
•

5. 4) CAMERA ANGLES, SPECIAL EFFECTS, MISE EN
SCENE AND EDITING TECHNIQUES.
• The mise en scene, of this video to me is, rap and urban UK culture and the
basic lifestyle of just walking on the roads. The video creates an atmosphere,
where we get to see the artists and actors dancing outside, interacting with
each other through common pastimes inside and not exactly being disruptive
citizens but not neglecting the stereotype at the same time - showing the
enjoyment of being mischievous. The editing techniques used are quick cuts,
from scene to scene and shooting the surrounding setting. Not many special
effects are used except for making certain moments black and white for like 2
seconds at a time.

6. 5) WHO ARE THE TARGET AUDIENCE? HOW ARE
THEY ENCOURAGED TO BUY THE RECORD?
• The target audience are mainly males aged 17-33, they are encouraged to by
the record because this audience most probably see something or similarities
in the artists that they have themselves. Knowing that the music you listen to
is made for your ears, for you to be able to relate and accept i believe is
enough to make you buy.

7. 6) WHICH IDEAS COULD YOU TAKE FROM THE VIDEO
TO USE / SUBVERT IN YOUR OWN MUSIC VIDEO?
• From this video I would take the idea of shooting inside a telephone box, it
creates a 90's style form of video, and shows some things are better kept
traditional even if before your era. Also the close up and low camera angle
were effective. Another idea I would take would be the constant unveil of
factors if being out so late, I feel this music video didn't only show the artists
and actors but the surround setting and environment they had become
accustomed to like; CCTV cameras, police vans, police officers, abandoned
parks and garages. They create a more vivid and life like place which is just
what I want to aim to design.