2. Emalkay ‘Fabrication’ is a narrative music video, it tells a story through visual narration. The lyrics are in sync with the images and
illustrations played throughout the music video, it begins with a man walking into a building, presumingly his house, with the use
of a long shot to establish the setting of the video. Dark colours are heavily used to ensure focus on the character, also strobe
lights highlight the features within the video which contribute to the narrative.
Joe Gow identified six central genres of music video all of which are defined in terms of their relationship to the display of the
performance. He quotes ‘the anti-performance piece-videos which do not contain performance of the song’, this applies to
‘Emalkay-fabrication’ due to its narrative.

3. Youtube provides video responses which enables
viewers to have their own say on every music video.
Anyone can comment on the video, however some
comments are not objective ; some are subjective
due to the lack of reference to the music artist or
track. Video responses can be seen as a positive and
negative feature of youtube; it is an open forum to
personal feelings about the video, however viewers
can criticise the music video as much as they want.
Comments such as ‘this is dirtier than a nun doing
power squats in a field of cucumbers’ and ‘filthy’
suggests viewers are of a younger audience. It also
suggests that by describing the video metaphorically,
viewers have reacted positively. Due to the narrative
and connotations of Emalkay ‘Fabrication’ drug use is
mentioned which reflects the representation of
Emalkay and its music, also the type of target
audience who listen to this genre of music.
Overall, the video responses to this music video have
been positive. It is evident, that from the type of
vocabulary used, a young audience who enjoy
listening to genres such as dubstep and drum and
bass have watched this video. Additionally there is a
high rate of responses due to the amount of
comments made about the video, reflecting there is a
clear relationship between the artist and the
audience.

4. This sidebar of each music video
uploaded to youtube navigates
viewers to other music videos of the
same artist of similar genre.These
All of these music videos are of the same
Suggestions increase the awareness artist ‘Emalkay’ or similar music artists
and knowledge of other artists, all which viewers of youtube have chosen
artists featured within the ‘other to view next.
suggestions’ panel are signed to UKF
music (dubstep and drum and bass
genre record company). This also
increases the awareness of the
record label.
Each preview of music videos on the
sidebar shows who the video has been
uploaded by and how many viewers
have viewed the video.
‘Modestep’ is seen to be of a similar artist
to ‘Emalkay’ within the dubstep genre of
music.