2. ‘Watch me’ By Silento
• The song that I will be analysing is ‘Watch me’ by Silento, from watching this music video it
seems to be a performance type, the reason for this is because the artist is constantly
dancing alongside with the people in the background also it uses lots of close up to show the
motion of the artist. The target audience for the music video are ranged 8 to 25 years old and
targeted both males and females.
3. Setting – Basket court
Most of the time you will only see a basket ball court, the reason for this is because Silento want
to make it simple but also more teenagers will find relatable as basketball is a big thing in the US
so the idea of the basket ball court will get linked when they view it. Even though there is only
one setting, Silento makes the most out of it by using other codes and conventions so that the
audience are always entertained and attracted. Some can say that the basket ball court is
stereotypical of what a African American do because this type of sport is heavily dominated by
the African American.
4. Setting(Montages)
• These montages all having in common, and they are all in a sunny setting, the purpose of this
is that it only will show the positive connotations which something Silento reinforces
throughout the music video. Furthermore by haivng these locations, some people may feel
more relatable because might live around that area where the montages were taken.
5. Costumes
• The male artist, Silent wears 3 main outfits through out the video.
• At the start of the video we can already see our first outfit, wearing denim jeans, white t
shirt, colourful jacket and a pair of plastic trainers(1). As you are aware denim jeans are very
popular and always trendy so by featuring people will feel more related. Furthermore the
plastic trainers he wore is very unique and unusual this is good because he is showing the
audience his real personality and what he likes to wear. This costume he used for his music
video is probably a designer tag by doing this, he is showing off his wealth and money.
• The second outfit is a smart casual where he includes, blue jacket, white t shirt, blue pants
and a pair of white trainers(2). Smart casual is also very popular now a days so by presenting
them to the audience it will more likely to attract them.
• The third outfit consists of a red Lacoste polo, super ripped jeans with patches on it and a
pair of red trainers (3). By having three outfits it will make the video more enjoyable and
entertaining because the audience is seeing different outfits. Also, he might be doing a
product placement for Lacoste because in the music video you can clearly see what brand the
polo is, by doing this he can get a better budget; at the same time some audience may feel
relatable because they might have a item from Lacoste
• Overall, all these outfits are super trendy and popular and can relate to specific group of
target audiences. The main target audience will be teenagers and young adults ranging from
15-25.
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6. Costumes
• The costumes in the background of the main artist is very common and every little kid wears it (1),
by adding this type of costume the younger audience will feel more related as they can see
someone wearing their clothing in the music video.
• The second costumes is a bit random (2) , the reason for this is because we don’t get to see these
costumes everyday except in dress up parties. By using this it shows the artist is a creative person
and it may once again attract younger audience because they are less mature so tends to like
costumes which is interesting.
• The cheerleaders are wearing the stereotypical outfit(3), by doing this it will attract more
audience because they will find it more relatable as well as ‘attractive’.
• The outfits they two boys wear are identical(4) , on the t shirt you can see ‘NY’ this is shorten for
New York, by including something like this people from New York will more likely to watch it
because they can relate to it
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7. Lighting
• The lighting from start to finish has been very consistent this is because the location is the
same through the music video. Even though it’s the same location throughout the lighting is
always bright for the main artist, the reason for this is because the song is positive therefore
having bright lighting will give out good connotation (1). However. there are some dark
lighting in the background this is because they are not as important as the main artist so it
doesn’t matter if they are stand (2)
• Other settings has very bright lightings (3,4), the reason for this is because it will give out a
positive vibe and the lyrics of the song is also positive so by having bright lighting it will
reinforce the message.
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8. Props
• Silento was wearing the sun glasses because this will make him look more trendy and
fashionable which means it will attract more audiences.(1)
• The ribbons is used so that it will make the music video more colourful and this genre is all
about vibrant colours and happy so by having colourful items it will make the music fit into
this genre but more importantly it will make the audience feel cheerful.(2)
• The basketball is used as a prop so that people who plays basketball will feel related meaning
that they will more likely to watch the music video. (3)
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9. Camera Angles
• First of all we have a low angle at the start of the video, this is used
so that the audience can see the main artist, furthermore it shows
little of the setting but not all and at the same time it shows he has
power because he is on top and idolized by the audience.(1)
• In the wide shot we can see the main artist and all the other
characters in the background, the wide shot is used to show the
whole setting so that the audience can see where the location is set
and some people may feel related.(2)
• A close up angle has been used to show his fresh haircut and show
him enjoying the music as he has some headphones on both of his
ears, also by having headphones it will relate more to young
audiences.(3)
• Frame was used to centre both of the females so that all the
audiences will focus on them, on top of that it shows their full outfit
which then the female audience can relate to (4). On top of that
some dance groups are framed in the middle, e.g. cheerleaders.
• At last a mid shot angle was used to show a group of female dancing
a about, the purpose of a mid shot is that it will show the
movements and gestures of the people of who are in the music
video.
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10. CGI
• Within this music video there wasn’t any CGI’s as the music video was based as a
performance in a basket court.
11. How does this music video follow the
genre codes and conventions?
• This video doesn’t challenge its code and conventions because the use of colours was bright
and colourful which fits within the pop genre because this genre is all about enjoying
themselves and being motivated and this music video meets all these requirements.
• The costumes are simple but trendy and look very comfortable to wear and within the pop
genre most of the artist will wear trendy clothing so that the audience can find something to
relate to.
• The dance moves we see in the music video is very unique and I don’t think any artist has
ever done that before, the move created by silento was a success as it came across all the
social media.
• The location however does challenge the codes and conventions because throughout the
video there is only location and that is the basket court. But in most of the pop music video
they are set in a mansion or in some where you can see bright sun light because the audience
wants that type of location.
• Furthermore, this music video challenges the sexualisation, this is because in the pop genre
almost every artist uses sexualisation to get across the male audience whereas in this music
video there is no sexualisation and by doing this, the music video might get less audiences
because some male audiences may find it boring. To a extent they may have done this is to
attract a different age group, e.g. 6-17 years old.
• On top of that, the music video challenges the negative lyrics which often you will see in pop,
by doing this the whole song itself will have a positive connotation.
12. Was it successful?
• Yes of course its successful, this music video was trending on social media and
everyone was talking about it at one point because they enjoyed the dance from
the artist. This music video is a performance because the music video include a
lot of different dancing movements and they are performed by different people.
For example, when the lyric say ‘Now watch me whip’ and ‘Now watch me nae
nae’, the main artist follows the lyric and perform the dance movement.
